Monday, May 12, 2008

Seth Godin

Below is a post from the blog of Seth Godin. He is the author of many books on marketing and is a sought after speaker on the subject of marketing. I thought it was worth sharing.


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Three years ago, I published this list, which was very much a riff, not a carefully planned manifesto. It has held up pretty well. Feel free to reprint or otherwise use, as long as you include a credit line. I've added a few at the bottom...What Every Good Marketer Knows:

  • Anticipated, personal and relevant advertising always does better than unsolicited junk.
  • Making promises and keeping them is a great way to build a brand.
  • Your best customers are worth far more than your average customers.
  • Share of wallet is easier, more profitable and ultimately more effective a measure than share of market.
  • Marketing begins before the product is created.
  • Advertising is just a symptom, a tactic. Marketing is about far more than that.
  • Low price is a great way to sell a commodity. That’s not marketing, though, that’s efficiency.
  • Conversations among the members of your marketplace happen whether you like it or not.
  • Good marketing encourages the right sort of conversations. Products that are remarkable get talked about.
  • Marketing is the way your people answer the phone, the typesetting on your bills and your returns policy.
  • You can’t fool all the people, not even most of the time. And people, once unfooled, talk about the experience.
  • If you are marketing from a fairly static annual budget, you’re viewing marketing as an expense.
  • Good marketers realize that it is an investment.
  • People don’t buy what they need. They buy what they want. You’re not in charge. And your prospects don’t care about you.
  • What people want is the extra, the emotional bonus they get when they buy something they love.
  • Business to business marketing is just marketing to consumers who happen to have a corporation to pay for what they buy.
  • Traditional ways of interrupting consumers (TV ads, trade show booths, junk mail) are losing their cost-effectiveness. At the same time, new ways of spreading ideas (blogs, permission-based RSS information, consumer fan clubs) are quickly proving how well they work.
  • People all over the world, and of every income level, respond to marketing that promises and delivers basic human wants.
  • Good marketers tell a story.
  • People are selfish, lazy, uninformed and impatient. Start with that and you’ll be pleasantly surprised by what you find.
  • Marketing that works is marketing that people choose to notice.
  • Effective stories match the worldview of the people you are telling the story to.
  • Choose your customers.
  • Fire the ones that hurt your ability to deliver the right story to the others.
  • A product for everyone rarely reaches much of anyone.
  • Living and breathing an authentic story is the best way to survive in an conversation-rich world.
  • Marketers are responsible for the side effects their products cause.
  • Reminding the consumer of a story they know and trust is a powerful shortcut.
  • Good marketers measure.
  • Marketing is not an emergency. It’s a planned, thoughtful exercise that started a long time ago and doesn’t end until you’re done.
  • One disappointed customer is worth ten delighted ones.
  • In the googleworld, the best in the world wins more often, and wins more.
  • Most marketers create good enough and then quit. Greatest beats good enough every time.
  • There are more rich people than ever before, and they demand to be treated differently.
  • Organizations that manage to deal directly with their end users have an asset for the future.
  • You can game the social media in the short run, but not for long.You market when you hire and when you fire.
  • You market when you call tech support and you market every time you send a memo.
  • Blogging makes you a better marketer because it teaches you humility in your writing.
  • Obviously, knowing what to do is very, very different than actually doing it.

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