The Internet was a game-changer. Marketing can no longer rely on advertising alone. Effective marketing should focus on a small group of viable people, identify their needs and desires, build a product that satisfies these needs, and tell a story that invigorates a fan base willing to spread the word. The best marketing speaks to the narratives your audience tells themselves about status and affiliation. To create something worth buying, choose an underlying human desire, and satisfy it. Be mindful of tensions and network effects to help your product gain traction.
About the Author
Seth Godin is an American author and dot com, business executive. He is the founder of Seth Godin Productions, a book packaging business, which he sold to his employees to focus on his next startup. He and Mark Hurst then founded Yoyodyne, where he promoted the concept of permission marketing. He sold Yoyodyne to Yahoo for about $30 million and became Yahoo’s vice president of direct marketing. In 2006, he launched Squidoo, one of the 500 most visited sites in the world. He eventually sold Squidoo to HubPages. He graduated from Tufts University and Stanford.