nice post from Seth Godin
Sorry, someone had to say it.
Your products are predictable. Your insights are recycled. You don’t bring surprise with you when you enter a room.
That’s why people are ignoring you.
Which used to be fine, because you could just buy attention for your brand or your company or your sales efforts. But that half-price sale on attention is now over.
The only path left is to lean out of the edge and become interesting, noteworthy and yes, remarkable.
Good post from Seth Godin
This, in two words, is the secret of the new marketing.
Find ten people. Ten people who trust you/respect you/need you/listen to you…
Those ten people need what you have to sell, or want it. And if they love it, you win. If they love it, they’ll each find you ten more people (or a hundred or a thousand or, perhaps, just three). Repeat.
If they don’t love it, you need a new product. Start over.
Your idea spreads. Your business grows. Not as fast as you want, but faster than you could ever imagine.
This approach changes the posture and timing of everything you do.
You can no longer market to the anonymous masses. They’re not anonymous and they’re not masses. You can only market to people who are willing participants. Like this group of ten.
The timing means that the idea of a ‘launch’ and press releases and the big unveiling is nuts. Instead, plan on the gradual build that turns into a tidal wave. Organize for it and spend money appropriately. The fact is, the curve of money spent (big hump, then it tails off) is precisely backwards to what you actually need.
Three years from now, this advice will be so common as to be boring. Today, it’s almost certainly the opposite of what you’re doing.
The first mistake marketers make is that they want more. More customers, more noise, more ads, more shelf space, more customers, more customers, more customers…
Almost all of their actions are driven by the search for more customers.
The reason this is a mistake is simple: it’s expensive. Attracting a new customer costs far more than keeping an old one happy. Not only that, but an old customer is far more likely to bring you new people via word of mouth than someone who isn’t even a customer yet.
Which is why share of wallet makes so much more sense than share of market. How much does each of your existing customers buy from you? Do they count on you for all the things they buy in this market, or just some? Does Toyota sell me every car my family drives? Does Chubb get to insure every single thing I own? Usually not. Because marketers are so focused on more that they forget to take great care of what they’ve got.
If you find 100 comments on a blog post or 100 reviews of a new book or 100 tweets about you…
and two of them are negative, while 98 are positive…
which ones are you going to read first?
If you’re a human being and you’re telling the truth, the answer is pretty obvious: you want to know which misguided losers had nasty things to say and you want to know what they said. In fact, if we’re being totally truthful, it’s likely you’re going to take what the critics had to say to heart.
That’s a shame. The critics are never going to be happy with you, that’s why they’re critics. You might bore them by doing what they say… but that won’t turn them into fans, it will merely encourage them to go criticize someone else.
It doesn’t matter what Groucho or Elvis or Britney or any other one-name performer does or did… the critics won’t be placated. Changing your act to make them happy is a fool’s game.
Here’s a surprising thought, though. You should ignore your fans as well.
Your fans don’t want you to change, your fans want you to maintain the essence of what you bring them but add a laundry list of features. You fans want lower prices and more contributions, bigger portions and more frequent deliveries.
So, who should you listen to?
You should listen to the people who tell the most people about you. Listen to the people who thrive on sharing your good works with others. If you delight these people, you grow.
If your business is a dream come true for customers, you win. Game over.
Too often, we hear about businesses that just might be a dream come true for their owners, but hardly for the people they seek to recruit or the customers they hope to snare. What do your prospects dream of? What would get them to wait in line?
The only thing worse than starting something and failing… is not starting something.
Nada dering pada hp ternyata merupakan porsi yang cukup besar dari semua pembelian musik untuk pengguna tertentu. Lebih anehnya, adanya kemauan dari mereka untuk menghabiskan uang demi nada dering yang diganti secara berkala.
Cukup jelas bahwa kita semakin membeli apa yang kita inginkan, bukan apa yang kita perlukan.