Posts Tagged Internet Marketing
Formulas, Goals, and the Battlefield
I usually agree with Seth Godin on most things, but this one is a bit too far out for me. I’ve included the entire post on his blog below, it short, and also a link to his blog if you want to read any of the comments there. So take a quick read and I’ll continue below:
The easiest way to sell yourself short is to compare your work to the competition. To say that you are 5% cheaper or have one or two features that stand out–this is a formula for slightly better mediocrity.
The goal ought to be to compare yourself not to the best your peers or the competition has managed to get through a committee or down on paper, but to an unattainable, magical unicorn.
Compared to that, how are you doing?
– Seth Godin
Formula: Short Sale
I do agree with Godin that many companies sell themselves short. Always trying to lower the bar in the hope of gaining a few customers. Where I disagree with Godin on this is that it’s not because of the comparison to competitors, but rather a poor strategy for taking consumers away from those competitors based on the tactics that are short sighted.
Goal: Long Term Relationship
The tactics you use should be based on the principle that your company is seen as the better choice. There are many areas a consumer could focus to answer this question. It is your job to make the answer self-evident when it come to comparing your company to your competitors.
We fight on the battlefield of the consumer’s mind. It’s one of the smallest battlefield you will ever find yourself on, about 6 inches. You should create campaigns that, hopefully, take up territory. And if you do it well, you should hold more ground then your competitors. The strategy is different for each company. It is based on the position of your product in the market place and how our competitors currently stand. We recommend following the “Marketing Warfare” strategies laid out by Ries and Trout. So make sure your strategy fits your goals.
Because the last time I checked … your consumers aren’t looking to buy Magical Unicorns … and I’m fairly certain you haven’t hired anyone with unicorn making skills recently.
Good Hunting and would love to read your comments on this topic.
- Notes From The Seth Godin Event: Pick Yourself (styleandthestartup.com)
- How To Move Your Brand From Good Enough To Remarkable (fastcompany.com)
- Sunday Shorts – Businesses Doing It Right Edition (dannybrown.me)
- The 10 Most Echoed Seth Godin Posts (davejafari.com)
- Education Manifesto ‘Stop Stealing Dreams’ by Seth Godin (connectwithyourteens.net)
So if you are anything like me, you are in submission to the fact that there is more to learn in this world then you currently know. The truly wise among us acknowledge that our current knowledge placed on the scale of all the knowledge will always find us wanting for the remainder of our days.
The trick is to stay on the cutting edge of information that helps us achieve our goals. One of the ways I have tried to stay sharp on specific topics is by using podcasts. I currently use iTunes (most convenient at this time) and my Android phone, with the help of iSync. There are a host of podcasts, mostly free but some cost nominal amounts, on iTunes that cover a wide range of topics.
New Updates on my Listening List
So here are latest additions to my listening list:
- BeanCast – deep dive into marketing topics
- EntreLeadership – Dave Ramsey‘s leadership and business podcast
- Let’s Make Mistakes – design but irreverent with some foul language.
- Marketing Over Coffee – quick ‘on they way to work drive’ worth of internet marketing news
- Social Triggers Insiders – on of the authors I follow on Google+
- This Is Your Life – leadership podcast
Dropped from my Listening List
- No More Weak Days – Daily prayer and Bible reading. Great concept but had a hard time struggling with the KJ and Message format in their reading plan. “1 Year Daily Audio Bible” is still my preferred choice for daily scripture reading (listening).
The important thing is to keep learning! Don’t stop. If you are starting a new project, search out a podcast and listen to it while driving or exercising.
I would love to hear about podcasts you have found helpful in your daily routine. Share them in the comments.
- Import iTunes Music Playlists to Android, Sync iTunes with Android over WiFi (ravidhavlesha.wordpress.com)
- Need help subscribing to podcast in Android (ask.metafilter.com)
- Subscribe to my award winning Marketing Podcast series. It is free! (garybembridge.com)
- DoubleTwist Adds Podcast Catalogue (geeky-gadgets.com)
- Import iTunes Music Playlists to Android, Sync iTunes with Android over WiFi (madrasgeek.com)
- Evernote Podcast #33 – Heavy Breathing Episode (evernote.com)