Like most people, when they think about marketing, it is something really annoying and much more manipulative. Lots of people think marketing is to trick someone, persuade someone or to force them to so things they don’t want to. I think this misunderstanding is so popular these days that people often associate marketing with something bad or too superficial.
What Seth Godin talks about Marketing shines the lights for those who are marketers and those who are influenced by the power of Marketing. The right way to look at Marketing is the following:
Marketers make change happen, if you can make someone better, open a door for them, if you can shine a light and figure out what they want and and offer them help, that is the act of Marketing because deep down you know what you have done is brought an idea or service to someone who needs it and offered them help.
The most important factor in Marketing is the HUMAN part, when we do our marketing; the most important thing is our target audience. Just making sure WHO YOU ARE HERE TO SERVE and WHAT YOUR SERVICE OR IDEA IS FOR?, I have seen a lot of ads nowadays just seem like very programmatic, just pops up and down in every corner on social media channels, like YouTube or any websites you visited. Some marketers just want to aim for the masses which means everyone, every audience in selling their products or services, but what they don’t know is they don’t recognize the importance of the SMALLEST, VIABLE AUDIENCE.
In other words, they want to reach a hundred or thousand of audiences, but they lose the focus on the smallest yet quality audiences. Just keep finding the right audiences for your ideas or services, focus on cultivate on them, if the message or the idea that you serve to your target audience isn’t effective at all, you have two options: whether to do the better work or to find the right groups of customers. That is all.
What is impressive to me is how we change our perspective towards Marketing. If someone isn’t interested in your service or idea, you tend to freak out and try to persuade them to do stick with you for a while or try to use other tricks to persuade them to do what you want. The opposite is true for marketers. You do marketing because you see the problem people are having and you want to offer them help by offering your best work to them, if they aren’t interested in your products that is okay, you would point to them to other products that they may find interesting and useful. It isn’t necessary to just keep your clients to yourself, you do the best you can of course to make them stick with you, but the most important thing is when you know your product isn’t for them, just let them go and let them find a better one to try and use. That is the POWER OF MARKETING indeed. In other words, you are doing that for the pure of helping them to have a better choice also a better life. Even though they don’t choose you, at least you already get better at your craft and gain trust from them in the future.
The much more insightful perspective towards CRITICISM.
According to Seth Godin, all critics are right and all critics are wrong. When it comes to criticism or destructive complaints, most people just freak out or get very upset by those things that they love are sometimes hated by some people, for example, if you like the movie Spider Man but no matter what, out there, there are some people hate it vehemently. I mean seriously, or you like this celebrity so much such as Bebe Rexha, or Taylor Swift, but still there are some people just hate them by all means. So the fact here is ANYTHING YOU LIKE FROM A BOOK, A MOVIE OR EVEN A PERSON IS DISLIKED BY SOMEONE, and that is all fine.
You can’t make everyone like you and your favorite things. Seth Godin said that the critics are right when they say they don’t like this book or that book, they can choose better alternatives and in your favor, thanks them for trying your products and you can point them to another places too, but the critics are wrong if they say “NO ONE LIKES THIS BOOK OR THIS MOVIE” since they don’t know what everyone’s taste is. So when you hear someone saying that, just ignore that person because they are wrong and weird.
He also pointed out to us the difference between entrepreneurs and freelancers. Freelancers get paid when they work, entrepreneurs do something bigger than themselves, they make money when they sleep and they build a business that they can sell. Seth told us most people who are just starting out are just FREELANCERS, the best thing they can do is to find a BETTER CLIENTS, and Not WORK FOR MORE HOURS because it hits the limit really fast. Better clients will challenge you more, pay you more, talk about your work more and the work you make spreads more, so in the end you will get better clients still. So the only difference between a great freelancer and a struggling freelancer is who has the better clients.
His advice for those who are just starting out is you have the choice to pick a well-off and a not well-off audience, just pick a well-off audience. It is not how much they have in the bank; it is HOW MUCH ARE THEY WILLING to spend to solve this problem. That means even if they don’t have to a lot of money, they still manage to have and spend on your services if you’re worth it.
He also has some really mind-blowing ideas about free samples and the power of trust and attention. Actually, trust and attention are the building blocks of the modern economy. How do you gain trust and attention? From the experience. How do you gain the experience? From free samples. So that is what free earns you.
I love his ideas about factory and ideas. If you own a factory, and everyone comes for a free sample, you will go out of business, but if you make ideas and everyone comes for free samples, you do GREAT since your ideas will change someone’s perspectives or even make their life better, not to mention the fact that your ideas will help you to make money.
Summarized and Written by Tuyet Son
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