What Every Marketer Should Know

Ever heard of Seth Godin before? He’s the best-selling author of marketing books like “Permission Marketing” and “Meatball Sundae.” I’ve heard him speak before and think what he has to say is pretty interesting. So when I ran across his 10 tips every marketer should know, I thought I’d share them.

  1. A product for everyone rarely reaches anyone.
  2. Cheaper is the last refuge of the person who’s not a very good marketer. It’s a short-term hit, not a long-term advantage. Low price is a great way to sell a commodity. That’s not marketing, though, that’s efficiency.
  3. Marketing is the way your people answer the phone, it’s the typesetting on your bills and it’s your returns policy.
  4. If you’re marketing from a fairly static annual budget, you’re viewing marketing as an expense. Good marketers realize that it’s an investment.
  5. Advertising is a tactic. Marketing is about far more than that.
  6. Good marketers tell a story. Effective stories match the worldview of the people you are telling the story to. Living and breathing an authentic story is the best way to survive in a conversation-rich world. Reminding the consumer of a story they know and trust is a powerful shortcut.
  7. Conversations among the people in your marketplace happen whether you like it or not. Good marketing encourages the right sort of conversations.
  8. People don’t buy what they need. They buy what they want. What people want is the extra, emotional bonus they get when they buy something they love.
  9. Business-to-business marketing is just marketing to consumers who happen to have a corporation to pay for what they buy.
  10. Marketing is not an emergency. Marketing begins before the product is created. It’s a planned, thoughtful exercise that started a long time ago and doesn’t end until you’re done.

While I think some will get more out of this list than others, I feel #6 is universal. Whether you’re launching a new product or managing a custom publication, telling the right story is crucial. Engagement through storytelling is always something I’ve put an emphasis on, and we’re starting to see clients buy into it more and more. But that’s a topic for another time.

Renee Solomon | Principal & Chief Creative Officer | Soloflight Design

Written by soloflight in: Marketing Perspective |

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