Key Marketing Thoughts

Seth Godin: "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.