Dominion is a vertical experience, above or below.Affiliation is a horizontal one: Who's standing next to me?

Dominion vs. Affiliation  

Direct marketing is action oriented. And it has to be measured.Brand marketing is culturally oriented. And it can't be measured.

Direct Marketing vs. Brand Marketing  

Creative people can change the world.You cannot change everyone.Change is best made with intent.Human beings tell themselves stories.We can group people into stereotyped groups that often (not always) tell themselves similar stories.

Things marketers know  

Invent a thing worth making, with a story worth telling, and a contribution worth talking about.The second step is to design and build it in a way that a few people will particularly benefit from and care about.Tell a story that matches the built-in narrative and dreams of that tiny group of people, the smallest viable market.Spread the word.Show up –regularly, consistently, and generously, for years and years – to organize and lead and build confidence in the change you seek to make.

Marketing in five steps 

Status is always relative.Status is in the eyes of the beholder.Status attended to is the status that matters.Status has inertiaStatus is learnedShame is the status killer

Six things about status  

Make sure the right people is attracted to itMake sure the promise that brought them in aligns with where you hope they will goRemove steps so that fewer decisions are requiredSupport those you're engaging with, reinforcing their dreams and ameliorating their fears as you go.Hand those who have successfully engaged in the funnel a megaphone, a tool they can use to tell the others. People like us do things like this.

How to fix your funnel 

Tactics are easy to understand because we can list them. You use a tactic or you don't.Strategy is more amorphous. It's the umbrella over your tactics, the work the tactics seek to support.If you tell your competition your tactics, they'll steal them and it will cost you. But if you tell them your strategy, it won't matter. Because they don't have the guts or the persistence to turn your strategy into their strategy.

Tactics vs. Strategy  

Connect us to our purpose and vision for our career or business.Allow us to celebrate our strengths by remembering how we got from there to here.Deepen our understanding of our unique value and what differentiates us in the marketplace.Reinforce our core valuesHelp us to act in alignment and make value-based decisions.Encourage us to respond to customers instead of react to the marketplace.Attract customers who want to support businesses that reflect or represent their values.Build brand loyalty and give customers a story to tell.Attract the kind of like-minded employees we want.

Good stories:  

Marketing 101 coming from the expert: Seth Godin

#1 Wall Street Journal Bestseller Instant New York Times Bestseller A game-changing approach to marketing, sales, and advertising. Seth Godin has taught and inspired millions of entrepreneurs, marketers, leaders, and fans from all walks of life, via his blog, online courses, lectures, and bestselling books. He is the inventor of countless ideas that have made their way into mainstream business language, from Permission Marketing to Purple Cow to Tribes to The Dip. Now, for the first time, Godin offers the core of his marketing wisdom in one compact, accessible, timeless package. This is Marketing shows you how to do work you're proud of, whether you're a tech startup founder, a small business owner, or part of a large corporation. Great marketers don't use consumers to solve their company's problem; they use marketing to solve other people's problems. Their tactics rely on empathy, connection, and emotional labor instead of attention-stealing ads and spammy email funnels. No matter what your product or service, this book will help you reframe how it's presented to the world, in order to meaningfully connect with people who want it. Seth employs his signature blend of insight, observation, and memorable examples to teach you: * How to build trust and permission with your target market. * The art of positioning--deciding not only who it's for, but who it's not for. * Why the best way to achieve your goals is to help others become who they want to be. * Why the old approaches to advertising and branding no longer work. * The surprising role of tension in any decision to buy (or not). * How marketing is at its core about the stories we tell ourselves about our social status. You can do work that matters for people who care. This book shows you the way.

marketingandsales

Marketing & Sales

entrepreneurship

Entrepreneurship

business

Business

books

Books

Over the past quarter century, Seth Godin has taught and inspired millions of entrepreneurs, marketers, leaders, and fans from all walks of life, via his blog, online courses, lectures, and bestselling books. He is the inventor of countless ideas and phrases that have made their way into mainstream business language, from Permission Marketingto Purple Cowto Tribesto The Dip. Now, for the first time, Godin offers the core of his marketing wisdom in one accessible, timeless package. At the heart of his approach is a big idea- Great marketers don't use consumers to solve their company's problem; they use marketing to solve other people's problems. They don't just make noise; they make the world better. Truly powerful marketing is grounded in empathy, generosity, and emotional labour. This book teaches you how to identify your smallest viable audience; draw on the right signals and signs to position your offering; build trust and permission with your target market; speak to the narratives your audience tells themselves about status, affiliation, and dominance; spot opportunities to create and release tension; and give people the tools to achieve their goals. It's time for marketers to stop lying, spamming, and feeling guilty about their work. It's time to stop confusing social media metrics with true connections. It's time to stop wasting money on stolen attention that won't pay off in the long run. This is Marketingoffers a better approach that will still apply for decades to come, no matter how the tactics of marketing continue to evolve.

Seth Godin is a bestselling author, entrepreneur and agent of change.Godin is author of ten books that have been bestsellers around the world, and he is also a renowned speaker. He was recently chosen as one of 21 Speakers for the Next Century by Successful Meetings and is consistently rated among the very best speakers by the audiences he addresses.Seth was founder and CEO of Yoyodyne, the industry's leading interactive direct marketing company, which Yahoo! acquired in late 1998.He holds an MBA from Stanford, and was called "the Ultimate Entrepreneur for the Information Age" by Business Week.

Marketing in five steps

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