This is Marketing: You Can’t Be Seen Until You Learn To See
It doesn’t make any sense to make a key and then run around looking for a lock to open. The only productive solution is to find a lock and then fashion a key. 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.
Seth Godin • This is Marketing: You Can’t Be Seen Until You Learn To See
Marketing is the act of making change happen. Making is insufficient. You haven’t made an impact until you’ve changed someone.
Seth Godin • This is Marketing: You Can’t Be Seen Until You Learn To See
The marketing that has suffused our entire lives is not the marketing that you want to do. The shortcuts using money to buy attention to sell average stuff to average people are an artifact of another time, not the one we live in now. You can learn to see how human beings dream, decide, and act. And if you help them become better versions of
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Paco Cantero PAPERLESS MOVEMENT®
It’s all I have been thinking about NSPM.com. I feel great about helping people. It makes me feel good. And if we can generate money, it’s even better. It’s an opportunity to create a business model not based in selling products or services but in creating an audience, a tribe which we help in their lives. It seems like kind of charity, but it is not. It’s the moment to go further, to move beyond, and to create something than only depends on Tito and myself.
The goal is to prime the pump with ads that are aimed at neophiliacs, people looking to find you. Then build trust with frequency. To gain trial. To generate word of mouth. And to make it pay by building a cohort of people, a network that needs your work to be part of who they are and what they do.
Seth Godin • This is Marketing: You Can’t Be Seen Until You Learn To See
The alternative is to build your own quadrant. To find two axes that have been overlooked. To build a story, a true story, that keeps your promise, that puts you in a position where you are the clear and obvious choice.
Seth Godin • This is Marketing: You Can’t Be Seen Until You Learn To See
The simple marketing promise Here’s a template, a three-sentence marketing promise you can run with: My product is for people who believe _________________. I will focus on people who want _________________. I promise that engaging with what I make will help you get _________________. And you thought that all you were here to do was sell soap.
Seth Godin • This is Marketing: You Can’t Be Seen Until You Learn To See
There’s a very big difference between five thousand and “everyone.” And for your work, five thousand of the right people might well be more than enough.
Seth Godin • This is Marketing: You Can’t Be Seen Until You Learn To See
The story of us is the kernel of a tribe. Why are we alike? Why should we care? Can I find the empathy to imagine that I might be in your shoes? The story of us is about together, not apart. It explains why your story of self is relevant to us, and how we will benefit when we’re part of people like us. And the story of now is the critical pivot.
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