Category: 1 – Read ASAP! (All Categories are 1 – Read ASAP!, 2 – BUY it!, 3 – SHELF it, 4 – SOMEDAY it)
Comments: “Marketers help drive change for the people they serve. Change happens with trust and tension.” All of Seth’s work drives home a few vital points – if we seek to drive change for people we serve, we are marketers. And, in the long run, our ability to be good marketers comes from consistently acting in a way that wins trust. And, we win trust by behaving in a trustworthy manner in whatever we do.
In many ways, Seth’s book was a “1 – Read ASAP” before it even showed up at my table because Seth has won my trust through years of daily writing on his excellent blog. His brand shines through. I expected it to change how I think about marketing.. and it did.
Finally, in the spirit of being targeted at an audience, this book is for fans of Seth’s blog. And, it delivers if you are one. :)
Top 3 Lessons:
- The famous adage about people buying a hole versus a drill still misses the point. People don’t buy the hole, they buy the shelf, cleanliness, and eventually the satisfaction of being clean. People buy experiences.
- The symbols and logos you use are part of your brand – a set of expectations. Brand is a set of associations that people care about.Direct marketing involves measuring everything. Brand doesn’t. Refuse to measure brand marketing – you should only do it if you are willing to be consistent and patient.People associate frequency with trust. Don’t change ads or what you’re communicating when you are tired. :) (Question for myself – what is my brand? What are the consistent messages?)
- In the 1960s, legendary salesman and coach Zig Ziglar used to sell pots and pans. The standard approach for a salesperson at the time was to hit a new town, sell as many pots and pans over the course of a day, and drive out to the next one. However, Zig did it differently. When he picked a town, he moved in for a few weeks. He made sure he got the early adopters his colleagues got on day one. But, then, he stayed long enough to make friends, organize dinners, and get to know the community. As his behavior was so unusual, he began winning the trust of the folks on the other side of the chasm until he’d successfully sold his wares to anyone in the town who had a need for them. The magic of Zig’s approach was to intentionally commit to being patient to make the change he sought to make.