
This Is Marketing: You Can't Be Seen Until You Learn to See

They often prefer to use a familiar solution to satisfy their wants,
Seth Godin • This Is Marketing: You Can't Be Seen Until You Learn to See
And when the website is designed with GeoCities and flashing GIFs . . . If you remind me of a scam, it will take a long time to undo that initial impression. That’s precisely why so many logos of big companies look the same. It’s not laziness. The designers are trying to remind you of a solid company. That’s the work of “reminds me of.” You can do
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The goal is to be known to the smallest viable audience.
Seth Godin • This Is Marketing: You Can't Be Seen Until You Learn to See
And what about the pattern interrupt for the new user? Where’s the tension? Simple: a colleague says, “You’re missing out.” Every day you’re not on Slack, people at work are talking about you behind your back, working on projects without you, having conversations you’re excluded from.
Seth Godin • This Is Marketing: You Can't Be Seen Until You Learn to See
The status quo doesn’t shift because you’re right. It shifts because the culture changes. And the engine of culture is status.
Seth Godin • This Is Marketing: You Can't Be Seen Until You Learn to See
If you can’t see the funnel, don’t buy the ads. If you can measure the funnel and it costs too much for you to afford ads, don’t buy the ads. Fix the funnel first.
Seth Godin • This Is Marketing: You Can't Be Seen Until You Learn to See
order to dramatically increase the size of your audience or the price that you charge, you’ll need to do more than simply work more hours or interrupt more people. We don’t pay ten times extra for more words, a bigger order of French fries, or a louder stereo. Instead, it’s a different extreme, a different story, a different sort of scarcity.
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
First, every trick for sale on the site is demonstrated with a video. That video, of course, doesn’t reveal how the trick is done, so tension is created. If you want to know the secret, you’ll need to buy the trick.