Tuesday, August 22, 2006

Reinforcements (part 1) by Seth Godin

• 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 of success 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. That’s not marketing, though, that’s efficiency.

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

• Products that are remarkable inspire conversation.

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

• You can’t fool all the people, not even most of the time. And once they catch you, peple talk about the experience.

• If you are marketing from a fairly static annual budget, you’re viewing marketing as an expense. Good marketers realize that it is an investment.

• People don’t buy what they need. They buy what they want.

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