Seth Godin On Small Business Marketing
September 9, 2013 2 Comments
Often, small business owners focus on the wrong things. They want a website – want to pay as little as possible – and want to not think critically about how they’ll use the website once it’s finished. They want to buy leads. They want a quick answer to where they should spend their advertising money. They forget that good marketing isn’t an expense. It’s an investment. However bad marketing is an expense that will never return the desired results.
Here’s what small business owners can learn from Seth Godin:
1. “People are selfish, lazy, uninformed and impatient. Start with that and you’ll be pleasantly surprised.”
No one cares that you think your widget is great. No one cares that you think that a picture of your office communicates that you’re a legitimate operation. They care about themselves – and their problems. Use your website, blog and marketing materials to help your customers solve THEIR problems. More will convert. More will appreciate – and be loyal to you. And more will tell their friends.
2. “Good marketers tell a story.”
We’re hard-wired to tie ideas to stories and analogies. Tell a story that drives home the idea you’re trying to explain and you’ll get better results.
3. “Effective stories match the world view of the people you are telling the stories to.”
4. “You can’t fool all the people, not even most of the time. And people, once unfooled, talk about the experience.”
If you have made a mistake, accept it. Change your ways. Apologize if necessary. The internet has turned every person with a smart phone into a mini media outlet. This isn’t going away – it’s getting worse. Behave poorly with your customers and they will talk about it online. And potentially ruin you.
5. “Conversations among the members of your marketplace happen whether you like it or not. Good marketing encourages the right sort of conversations.”
6. “Choose your customers. Fire the ones that hurt your ability to deliver the right story to the others.”
7. “Marketing is not an emergency. It’s a planned, thoughtful exercise that started a long time ago and doesn’t end until you’re done.”
8. “You can game the social media in the short run, but not for long.”