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12 Tips For Marketing Success – Seth Godin

Build your business by changing people & winning their trust

1. There is no impact unless you change someone. A lot of people in marketing say that they do their job, and run ads. I ask them, ‘What change are you seeking to make?’ ‘Oh, I’m not changing anyone,’ they say. Me: ‘Then, why are you wasting my time?’ No change, no marketing.

2. Begin with a hurdle you can leap. You have no chance of changing everyone. Begin with the smallest viable market. Understand their worldview. Use psychographics, what they believe in, not demographics.

3. Empathy is all that is available to us (marketers) if we seek to change someone else. They don’t see what we see, or know what we know. We need to earn enrolment “I’m going over there, do you want to come?”

4. You can’t be seen until you learn to see. Do your customers feel you see them? Every brand, every marketer makes hard decisions all the time. Are you erring on the side of looking at your banker, or looking at your customer?

5. Your followers will tell others. If the small group that you seek to serve believes in you, and trusts you, then they will tell the others (if it raises their status to tell others about you).

6. The marketer is the CEO, the head of customer service, she’s the supply chain. If you’re interacting with me, you are marketing. Marketing is more about doing and action, now more than ever people are buying on reputation and proof.

7. Authenticity is nonsense. An authentically bad surfboard? That’s not what I want. I want consistency. I want professionalism. Add that to that empathy, and you get a promise of x, y, and z. I see your fears and desires.

8. A brand is not a logo. Think about a logo you admire, it will be a brand you admire. A logo is a symbol. A brand is a promise. If Nike opened a hotel, you would know what it looked like, if Hyatt had a brand of sneaker you would have no idea what it would be like. Hyatt has a logo, not a brand.

9. Status is super important. If you’re a hairdresser, you’re not selling a haircut, you’re selling an improvement in a person’s status. Marketers need to be asking ‘Am I raising the status, keeping it the same, lowering it?’

10. Direct marketing should be measured. Conversely, brand marketing is spending the money on the prayer, the hope, the belief, that it will change someone over time. If you spend money on FB for branding, stop the measuring, don’t measure the clicks.

11. In every (Adwords) auction that is taking place, Google keeps 95% of the money.  You do the work, take the risk, yet Google makes the bulk of the money. You need to do something unique and different, so people search for you by name.

12. Daily practises for marketers should include strategic thought. How are you serving them, how are you earning their trust? Writing a blog every day for 17 years earns people trust. Your daily practise might be making 5 phone calls today to your best customers saying ‘How’s it going, are you in a jam, how can I help?’

 

The above is an extract from a recent interview with Seth Godin, courtesy of the The Growth Faculty. The Marketing Hall of Fame inductee shared tips from his #1 Wall Street Journal Bestseller and instant New York Times bestseller “This is Marketing”.

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