If you’re interested in maximising the benefits of marketing to increase sales for your small business: make a habit of reading Seth Godin’s blog.
A lot of blog posts are really long, kinda boring and full of bland content you’ve already read. But not Seth Godin’s blog. Every post is suprisingly short and always leaves you with somethig to think about. Whether he’s probing the merits of spamming customers through email marketing or providing insightful metaphors into how you can get the ball rolling with a product launch.
Some awesome blog posts are…
This, in two words, is the secret of the new marketing.
Find ten people. Ten people who trust you/respect you/need you/listen to you…
Those ten people need what you have to sell, or want it. And if they love it, you win. If they love it, they’ll each find you ten more people (or a hundred or a thousand or, perhaps, just three). Repeat.
If they don’t love it, you need a new product. Start over.
Your idea spreads. Your business grows. Not as fast as you want, but faster than you could ever imagine.
This approach changes the posture and timing of everything you do.
You can no longer market to the anonymous masses. They’re not anonymous and they’re not masses. You can only market to people who are willing participants. Like this group of ten.
The timing means that the idea of a ‘launch’ and press releases and the big unveiling is nuts. Instead, plan on the gradual build that turns into a tidal wave. Organize for it and spend money appropriately. The fact is, the curve of money spent (big hump, then it tails off) is precisely backwards to what you actually need.
Three years from now, this advice will be so common as to be boring. Today, it’s almost certainly the opposite of what you’re doing
Impatient… great marketing takes time. Doing it wrong (and rushed) ten times costs much more and takes longer than doing it slowly, but right, over the same period of time.
Selfish… we have a choice, and if we sense that this is all about you, not us, our choice will be to go somewhere else.
Self-absorbed… you don’t buy from you, others buy from you. They don’t care about your business and your troubles nearly as much as you do.
Deceitful… see selfish, above. If you don’t tell us the truth, it’s probably because you’re selfish. How urgent can your needs be that you would sacrifice your future to get something now?
Inconsistent… we’re not paying that much attention, but when we do, it helps if you are similar to the voice we heard from last time.
Angry… at us? Why are you angry at us? It’s not something we want to be part of, thanks.
Jealous… is someone doing better than you? Of course they are. There’s always someone doing better than you. But if you let your jealousy change your products or your attitude or your story, we’re going to leave.
Of course, they’re not marketing sins, they’re human failings.
Humility, empathy, generosity, patience and kindness, combined with the arrogance of the brilliant inventor, are a potent alternative.
There is no more powerful tribal marketing connection than this.
More than features, more than benefits, we are driven to become a member in good standing of the tribe. We want to be respected by those we aspire to connect with, we want to know what we ought to do to be part of that circle.
Not the norms of mass, but the norms of our chosen tribe.
People-like-us in PDF form…
If you want to give it a read here’s the link: https://seths.blog