w: Jeff Payne

The Real Trick to Marketing

The Real Trick to Marketing | Jeff Payne

The real trick to marketing is to reinvent the norm. We all recognize normal — it’s boring, expected, mundane, average, and status quo.

We see the reinvention of the norm through marketing time and time again.




Car wax



Payment systems





Pet adoption

Marketing (and branding) is an endless game of seduction.

Our marketing should be so fascinating that it draws people in and engages them. It should break the monotony, inspire, entertain, and solve a problem.

It doesn’t matter how boring, mundane, or uninteresting your business is, there is a way to overlay something compelling, to do the unexpected in a way that creates magic. The result will be reinventing what would otherwise be average.

Jon Rogers, founder of Rogers Family Coffee said, “Coffee’s been grown and processed and roasted the same forever. The wine industry has billions of books on how to make wine. Coffee has two. We are hundreds of years behind the wine industry, beer industry, or other food industries. So we are taking it upon ourselves to change that. We want to improve the industry. We have learned that we have to do it ourselves. We have to be the innovators. The lightbulb in our head says, What else could we change? What else is out there?”

Candace Nelson
, founder of Sprinkles Cupcakes said, “I conceived the idea of an automatic cupcake machine after having late-night sugar cravings while pregnant with my second son.” She said, “I couldn’t get my midnight cupcake fix. I thought ‘there has to be a way’ and so the concept of the Sprinkles Cupcake ATM was born.”

Tom Dickson, founder of BlendTec and the star of the YouTube sensation,  Will It Blend had an idea. He wanted to show the power behind his product line of BlendTec blenders. His idea was to do a blending experiment with a box of matches. This crazy idea took off immediately on YouTube and began a marketing campaign of off-the-wall short videos that has amassed over 27,000,000 views on YouTube. BlendTec, once an obscure and unnoticed brand, is now a leading producer of blenders in the world due to one crazy idea.

What can you do to bring what you do to life in a meaningful and compelling way?

Create an excited anticipation for something more, something people believe will add value to their life, bring an unexpected smile to their face, and solve a problem that they have. Get people so captivated by your idea that they desire to dig deeper, beyond scratching the surface and engage your message with enthusiasm — and become a fan. Help people get off the well-worn path of business as usual and move them towards your idea.

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Jeff Payne Company

My name is Jeff

I am a creative, a designer, a writer, an entrepreneur, and humanitarian. When you reach 50, they call it half-time. That’s where I am at. The first 50 years were almost a blur and the years went by so quickly. I have many fond and some not so fond memories of my first 50 that include successes and failures, eureka moments and valleys, joy and sadness, love and hurt. Along the way I’ve made some wonderful lifelong friends. My second half journey will be more intentional with the time I have left on earth. I plan to apply the skills and talents I’ve learned and am continuing to learn, to projects that matter most to me and in some way help change the world. Here I will share my journey — this will help me keep it vivid by having it in writing. I also hope it provides a spark to your own journey. If this sounds interesting to you, my hope is that you will follow along with me by subscribing here.

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My name is Jeff Payne. I was born on December 27th, 1960, near Chicago. That makes me 54 years old, but please don’t tell anyone. I have a full head of hair but it has begun to turn grey. I’m a husband, a dad, a son, an in-law, a friend, a coach, a marketer, and a writer.

I find myself hopelessly addicted to marketing, branding, web design, writing, and reading. Other things I am addicted to are watching the Dallas Mavericks, and pressing the repeat button on my Shane and Shane video and song each night as I work or read.

Last, but certainly not least, I confess very boldly that I am a Christian. And from time to time, I may write about things that reflect on my values and walk with Christ. I am not perfect which is precisely the reason I need Jesus Christ in my life. My desire in life is to live an abundant life in honor of Jesus Christ. My deepest desire is to trust Him, to deny myself and to pick up my cross and follow Him. I still fail at it, but I’m grateful that His mercies are new every morning.

I have been blessed with a beautiful and most amazing wife named Robin, and an incredibly wonderful son named Ryan. Ryan is a graduate of Baylor University and has started his own marketing company in Austin. Ryan makes his mom and dad proud with the way he lives his life.

Life is good. I have great friends, teammates, and customers that make my journey in life that much more meaningful. I have the opportunity to touch lives that makes my journey priceless. I invest my time as a business and marketing consultant to my wonderful customers around the world.  I’m also a marketing coach, a mentor and a friend. When possible you can catch me at a Dallas Mavericks game, biking, and I plan on doing more scuba diving this summer. I am blessed.