I’ve distilled the six steps of marketing according to Seth Godin. Understand that he didn’t write this. This is purely my interpretation of the steps based on all the material he has published over the last decades.
If you like this, please Stumble it and link to it. It can save someone a lot of time.
1. Figure out what you can be #1 in the world at. Quit the rest.
Seth covered this in The Dip. Before you do anything else, you have to identify or create a category you can be the best in the world at, and establish leadership.
The works of Al Ries and Jack Trout reinforce this idea.
2. Overcome your fear. Become an indispensable artist.
This is the big idea in Linchpin. Before you’re able to actually become #1, you have to break through your fear. Overcome resistance. Beat or sedate the lizard brain. Then, as artists do, express yourself and create what has never been created before.
3. Create a remarkable product or service.
Seth covers this in Purple Cow and Free Prize Inside. His idea is simple: in a world where advertising pollutes our life communicating about meaningless product, you need to make your product the marketing. Make it remarkable, so that people are naturally drawn to talk about it and share it with others.
4. Instead of benefits, tell a story that can spread.
Great brands like Apple and Virgin don’t sell benefits, they tell a story that fits in the worldview of their clients and engages them to buy. You need to do the same. Create an epic, a tale, a journey, a cause about yourself and your offerings. You can learn how to do that in All Marketers Are Liars. And if you make your story remarkable enough, you can create an Ideavirus that will spread on its own.
5. Make sure you align your product, your story and your media.
You can’t use new media to tell an old story and be effective. It’s somehow stupid to try to use social media to sell unremarkable products. Align your purple cow, your story and the vehicle you use or you might end up with a Meatball Sundae.
6. Tell your story to people who want to hear it. Lead that tribe.
Instead of interrupting people the way traditional advertising has, have people who want to receive your marketing identify themselves. Then only talk to them. That’s called Permission Marketing. And then, network them together into a tribe and lead them in the cause. Learn how that works in Tribes.
Pretty cool, isn’t it?
Those six steps It sets a framework you can use in developing any marketing program for yourself or any business you may be involved in.
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