This Is Marketing

This is Marketing by Seth Godin

Marketing: seeks more, driven by better, creates culture, makes change happen.

We are all marketeers. Our obligation is to do marketing we are proud of.

It’s about being a driver of the market.

Marketing is the act of making change happen. You haven’t made an impact unless you’ve changed someone.

They say the best way to complain is to make things better.

Effective marketing now relies on empathy and service.

Marketing is a chance to serve.

It’s easier to make products and services for the customers you seek to serve than it is to find customers for your products and services.

Marketing is the generous act of helping others become who they seek to become.

Five steps of marketing:

  1. invent an thing worth making
  2. design and build it in a way that a few people will actually benefit and care about
  3. tell a story that resonates
  4. get peeps excited and spreading the word
  5. show up, regularly, consistently, generously

Your tactics can make a difference, but your strategy/commitment can change everything.

If you want to make change, begin by making culture. Begin by making a tightly organise group. By getting people in sync.

Culture beats strategy – so much that culture is strategy.

People don’t want what you make. They want what it will do for them and the way it will make them feel. Don’t let everyone down by focusing on the tactics and not the outcomes.

We tell stories. Make connections. Create experiences.

Organisations are often marketing-driven. They are slick, focusing on squeezing the dollar, data hacks, new designs. Marketing-driven is a dead end.

Be market-driven – listen/hear the market, influence it, bend it to make it better. You listen to the hopes and dreams of your customers. You listen to their frustrations and invest in changing the future. Being market-driven lasts.

What change are you trying to make? Don’t seek to do the impossible.( And don’t make it a bunch of jibberish-shite that means nowt.)

What promise are you making? “If this works for you, you’re going to discover…”

Forcing a focus a – who do you want to change?

Specific kind of bravery – specific means accountable. It worked or it didn’t. It matched or it didn’t. It spread or it didn’t.

Are there people in the world who want you to succeed so badly that they are willing to pay you to produce the change you seek to make?

Perhaps call your prospects/customers Students instead? Where are our students? What will they benefit from learning? Are they open to being taught? What will they tell others?

How to make an impact:

  • start with empathy to see a real need
  • focus on smallest viable market
  • match the worldview of the people being served. Share a story they want to hear, in their language.
  • make it easy to spread
  • earn and keep attention. Trust those you serve (and earn the trust too)
  • offer ways to go deeper, do work for your members
  • at each step create and relieve tensions
  • show up, often. Do it with humility and focus on the parts that work.

Everyone has noise in their head.

We have little chance of doing marketing to others. It’s much more productive to dance with them instead.

Story driven. Good stories:

  • connect us to our purpose/vision
  • 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
  • reinforces our values
  • help us to act in alignment and make value-based decisions
  • encourage us to respond to customers instead of react to 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
  • help us stay motivated

Revealing isn’t what better looks like. Revealing is reserved for your family and your closest friends, not the market place.

Protect yourself. You’ll be needed tomorrow.

Marketing acts are generous actions of people who care. You’re here to serve, not make it for yourself.

If you need to be authentic to do your best work, you’re not a professional, you’re a fortunate amateur. Fortunate because you have a gig where the person you feel like being in the moment actually helps you move forward.

For the rest of us, we have to exert emotional labour, to make change happen. Emotional labour is the work we do to provide service.

We sell feelings, status and connections. Not tasks or stuff.

What do people want? If you ask them, you probably won’t find what you are looking for. You certainly won’t find a breakthrough. It’s our job to watch people, figure out what they dream of, and the. Create a transaction that can deliver that feeling.

People are terrible at inventing new ways to address those wants.

We also mistakenly believe everyone wants the same thing.

All effective education creates tension, because just before you learn something, you’re aware you don’t know it (yet). Tension pushes those you serve over the chasm to the other side. If you care enough to about the change you seek to make, you will care enough to generously and respectfully create tension on behalf of that change.

A modern business plan:

  • truth: describes the world as it is
  • assertions: describe how you are going to change things
  • alternatives: what will happen if the assertions doesn’t go to plan, what other options are there
  • people: who will be on the team? Or who will be the people you serve?
  • money: all about the money, income, profit, loss, cash flow, etc.

What change do I seek to make?

Frequency matters. Marketers get bored, that’s ok. We feel the need to change it.

Jay Levinson: ‘Don’t change your ads when you’re tired of them. Don’t change them when your employees are tired of them. Don’t change them when your friends are tired of them. Change them when your accountants are tired of them.”

All stories require frequency. (To be remembered, to develop trust.)

Perfect closes the door. It asserts we’re done, that this is the best we can do. It stops us from trying, in fear of failure of reaching perfection.

Better opens the door. It focuses on improvements rather than perfection.

Good enough is not a short cut, it leads to engagement which leads to trust.