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7 days with Seth Godin
A collection of Insights from marketing mogul's best books, blogs and videos
How do I find your "who"
Marketers may fall into the trap that they think they want to sell to everyone. If Coke and Nike sell to everyone, they think they should sell to everyone.
But you cant. You don't have the time and enough money. So that is good news because now you can be specific. You can say it is for these people but not for those people.
- Who is it for? Who is it for psychographically? What do they believe? What do they dream of? What are their fears and desires?
- You get to pick the who. They have a problem they know they want to solve. They have the means to solve it, and you are able to keep your promise.
Specify your "who"
Be very sure you can name one person by name that will do business with you. Can you name ten or a hundred people by attribute?
If there aren't ten or a hundred people who will stop by and do business with you, you should probably make something else.
How to know what people want
We may know how to make things but making things are not the hard part. What is hard is figuring out what people want and how to earn trust and attention.
- People don't know what they want. It took someone to make an iPhone and show people, and then only did people want it.
- We need to find empathy to understand how people think before we can make a product people will want.
Permission marketing
Permission marketing is the opposite of spam. It is messages people desire to get. The messages are anticipated and relevant.
A simple test is: If you didn't show up on Instagram or send out that email, would people reach out and ask where you are? If they're not missing you, you are not doing permission marketing.
How to get people interested in what you're doing
The internet is not a mass medium. Television could reach 40 million people at once, but the internet doesn't reach 40 million people at the same time. The internet may have 40 million channels that each reaches 100 people. It's micro, not mass.
Finding people who are interested in what you're doing isn't that hard since they are already gathered by interest.
How to earn trust, not attention
We have been conditioned into believing that we're not able to speak to people who are smarter or wiser or richer than we are.
But we can remedy this by making small promises and keeping them. Show up to small groups of people, known as the smallest viable audience and consistently offer them something, so that they learn to expect it from you.
Seth Godin - How to Get Your Ideas to Spread - Nordic Business Forum
Nordic Business Forum
8 IDEAS
40
2
Lead with ideas
You can not change what people think, or their narrative. Yelling the loudest is not gonna do anything in a world with infinite options.
You win by being remarkable: have a great idea, build a worthy product around it, reach out to the weird people.
Mass Marketing is about keeping the factory happy
Mass production enabled by the assembly line, requires mass distribution, which requires mass marketing: "How can we make as many people buy our stuff?"
"Mass-" anything means average. If you are gonna advertising something to everyone, you better make something everyone wants to buy. Problems:
- Most common problems have been solved & price is the main differentiation.
- Consumers can now turn off advertising. They have a remote control and they are not afraid to use it.
The good news everything is a click away. The bad news is that everything is a click away. The question is whether you are worth reaching. Wether you are worth buying from.
SETH GODIN
Why Do We Market?
no. We aren’t running Facebook ads to make quick conversions on Shopify (and proceed with caution before buying that course).
We market to make change. Your product or service is solving a problem, it is changing someones life into a better life.
In this book, Seth Godin goes into depth about how one should market any and everything.
He would know a thing or two, being the founder of two major companies. (One was aquired by yahoo). He also has an extremely successful blog and social media presence.
Please friend, if this interests you, tap now to keep on reading.
Marketing Vs. Advertising
Marketing is not advertising: not anymore. There was a time when the two went hand in hand. Many think it still does, but that's wrong.
Seth explains it as follows. When developing a "thing", you can create it and then search for costumers for that "thing". Or, you can find a problem that affects people, and then create a solution.
He uses the analogy of a lock and key. One can create a key and run around looking for the keys lock, or one can find a lock and craft a custom key for that lock.
Mindset shift: One doesn't market to get rich; one markets to make productive change.
Who do you market to?
Not everyone. Never, ever everyone.
When marketing, you must start with the very smallest viable group.
If your marketing is for your YouTube channel, and you want to make videos on productivity you are setting yourself up for failure, your too broad, and you will be yelling into an ocean (I'll explain more on next idea).
So, shrink down the problem.
If you want to solve the problem of unproductivity, shrink it to only high schoolers... who are on the debate team...
the captains of the debate team... and compete in a specific type of debate (LD, PF), who don't have good coaches.
So why?
The base of the pyramid
In most pyramids, the top gets the attention, but the foundation is most important.
In marketing, the base of the pyramid is INTENTION. Intention comes with design thinking.
- Who is it for/what is it for?
- Have you identified the smallest viable audience and built a product that works wonderfully for this audience?
- Your story is linked with your intention. A story works when it becomes your audience's story.
Modern marketing pyramid
The parts of the pyramid:
- Intention is the base of the pyramid and the most important.
- Retention comes next. Existing customers are worth more than new ones.
- Remarkability. The conversations that happen because of your work. People will only talk about your work because they believe it will help their goals.
- Permission. The privilege of delivering personal and relevant messages to the people who want them. This is a future asset.
- Tactics, words, and images. What is your narrative that engages with people? Where is their status? What sort of affiliation do they desire?
Growing a customer base
Organisations grow when they develop a base of customers.
Businesses profits and political ideas become movements because they built and shaped a group of people by what they do. This is the most important thing an organisation does and the only part you can't outsource.
Failure moves projects forward
It's doubtful that the first product or service you develop will be precisely what potential customers want. Failure fuels new projects. It is a way to figure out what customers don't want.
Most of the time, the innovations an organisation brings to the market is not immediately adopted. Of course, you will have early adopters, but most customers prefer to wait.
The smallest viable audience
The paradox: Organisations need to be agile and willing to pivot as they engage with an invisible or sceptical market. But, at the same time, ideas don't spread through a market at once.
That is why it is important to identify your smallest viable audience. By seeing them and serving them, you can refine your product while establishing conditions for growth.
The purpose of marketing
Marketing is not a random exercise. Rather, marketing is effective when it is done with intent and planning.
Start marketing by answering this question: What is your marketing for? All marketers make change happen. It can be trivial: marketers change non-customers into customers, but it is often much more profound. We help customers become the person they want to be.
For example, Harley Davidson turns a specific group of people from disrespected outsiders into beloved insiders.
Marketers are responsible
Marketing is the act of going into the world with the intention to make a change happen.
This means you're responsible. You're making the change and bringing it forward. That makes you responsible for the effects and side effects of what you do.
Finding your true north
Marketing gives you the leverage and the tools to make a change happen. Marketers can get under people's skin. They tell a story that spreads. They make stuff that people want to engage with.
What do you want to change? From what state to what state, from what belief to what belief, from what status to what status?
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