Customer

 

Competing

What Every Good Marketer Know

 

  By: Seth Godin, the author of Purple Cow

Customer Success 360

 

  • Anticipated, personal and relevant advertising always does better than unsolicited junk.\

  • Making promises and keeping them is a great way to build a brand.

  • Your best customers are worth far more than your average customers.

  • *Share of wallet is easier, more profitable and ultimately more effective a measure than share of market.

  • Marketing begins before the product is created.

     
  • Advertising is just a symptom, a tactic. Marketing is about far more than that.

  • Low price is a great way to sell a commodity. Thatís not marketing, though, thatís efficiency.

  • Conversations among the members of your marketplace happen whether you like it or not. Good marketing encourages the right sort of conversations.

  • Products that are remarkable get talked about.

  • Marketing is the way your people answer the phone, the typesetting on your bills and your returns policy.

  • You canít fool all the people, not even most of the time. And people, once unfooled, talk about the experience.

  • If you are marketing from a fairly static annual budget, youíre viewing marketing as an expense. Good marketersrealize that it is an investment.

  • People donít buy what they need. They buy what they want.

  • Youíre not in charge. And your prospects donít care about you.

  • What people want is the extra, the emotional bonus they get when they buy something they love.

     
  • Business to business marketing is just marketing to consumers who happen to have a corporation to pay for what they buy.

  • Traditional ways of interrupting consumers (TV ads, trade show booths, junk mail) are losing their cost-effectiveness. At the same time, new ways of spreading ideas (blogs, permission-based RSS information, consumer fan clubs) are quickly proving how well they work.

  • People all over the world, and of every income level, respond to marketing that promises and delivers basic human wants.

  • Good marketers tell a story.

  • People are selfish, lazy, uninformed and impatient. Start with that and youíll be pleasantly surprised by what you find.

  • Marketing that works is marketing that people choose to notice.

  • Effective stories match the worldview of the people you are telling the story to.

  • Choose your customers. Fire the ones that hurt your ability to deliver the right story to the others.

  • A product for everyone rarely reaches much of anyone.

  • Living and breathing an authentic story is the best way to survive in a conversation-rich world.

  • Marketers are responsible for the side effects their products cause.

  • Reminding the consumer of a story they know and trust is a powerful shortcut.

  • Good marketers measure.

     
  • Marketing is not an emergency. Itís a planned, thoughtful exercise that started a long time ago and doesnít end until youíre done.

  • One disappointed customer is worth ten delighted ones.

  • In the googleworld, the best in the world wins more often, and wins more.

  • Most marketers create good enough and then quit. Greatest beats good enough every time.

  • There are more rich people than ever before, and they demand to be treated differently.

  • Organizations that manage to deal directly with their end users have an asset for the future.

  • You can game the social media in the short run, but not for long.

  • You market when you hire and when you fire. You market when you call tech support and you market every time you send a memo.

  • Blogging makes you a better marketer because it teaches you humility in your writing.

Obviously, knowing what to do is very, very different than actually doing it.

Winning Customers (Ten3 Mini-course)

 
 
 

6 Smart & Fast Mini-courses

445 slides with executive summaries