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SETH GODIN

Persistent, consistent, and frequent stories, delivered to an aligned audience, will earn attention, trust and action.

SETH GODIN

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354 reads

Advertising is not like what it was once like

Advertising is not like what it was once like

Back in the 1960s, achieving your marketing goals was a bit simplistic. You had a straightaway path to advertising, i.e., "running ads on TV channels". You would run an ad or two, get millions of viewers to watch your product, and get orders to achieve your sales and revenue goals. 

Today's Advertising is still pretty straightforward; you can use the internet to advertise your product. However, the same internet enables everyone else to do the same. You can be competing with 1000's of small and mid-scale businesses when advertising online. It has become hard to get eyeballs to your business. 

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268 reads

Find a "Need"

Find a "Need"

So what's the solution? How do you compete with thousands of businesses around you using the same internet to market their products? Well, you don't. 

According to Seth Godin, you will need to find a need or a desire for something and create a product that meets or solve that need. That need can be related to anything such as freedom, belonging, connection, strength, adventure or any human need that needs to be fulfilled. 

Once you have discovered a "Need", you now have the basics of your marketing plan. You now have a "Why" that your product will solve.  

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233 reads

Becoming a Tribe Leader

Becoming a Tribe Leader

Seth Godin believes that your target audience already exists. You need to discover them and bring them closer using your brand and marketing storytelling. How do you do that?

You will need to use honesty and storytelling to bring your targeted audience closer to each other and ultimately to your brand. Seth Godin calls this approach creating "Tribes". 

Make sure your stories resonate with the values of your users. Don't impose your solution. Rather, paint a picture where your product or services helps them solve their need. Use words they use, expressions they wear and stories they listen.

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209 reads

Marketing against the grain

Marketing against the grain

One problem with Tribes is that companies often build tribes by going against the grain. This means you may offer a product that is beloved to your Tribe but not so appealing to everyone out of your Tribe. However, as your business grows, your goals will ultimately shift to a wider audience. So what will do to get more users without disappointing your Tribe?

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189 reads

Use Network Effect

Use Network Effect

You will need to use the connections of your Tribe. Your current customers already have a social network of their own and by leveraging those connections, your business can grow much wider than its current size.

The more they love your product, the more they will want others to join in. This way, after a while, your product would have garnered enough social proof and word of mouth that people outside your Tribe would love to join in. 

As you start getting more users, more feedback, and more revenue, keep on reinvesting and making it a loop of success.

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145 reads

TALHA MUMTAZ

And lastly, tons of small businesses have successfully built successful customer tribes and growth loops. One such business on top of my mind is "Liquid Death". You must have seen the bottled water in the hands of celebrities of all scales. The message is simple, "look cool without consuming hazardous alcohol or colas". Its tribe has slowly garnered hundreds of thousands of members and by going through its marketing and positioning strategies, you can also help build or market your products successfully.

Let me know if you want to read more about Liquid Death. 

TALHA MUMTAZ

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143 reads

IDEAS CURATED BY

talhamumtaz

Full time reader (and part-time Growth Consultant) trying to make the sense of the world by learning from the experiences of intellectuals around me and before me.

CURATOR'S NOTE

"This is Marketing" delivers the message that marketing success comes from creating and focusing on the needs of Tribes rather than spamming everyone possible.

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