Force Your Marketeers to Watch This Video

Last Updated Jul 28, 2009 2:33 PM EDT

For months now, I've explained how marketeers are just wasting time and money when they pursue traditional branding. I've pointed out -- repeatedly -- that brand is only a reflection of product, and therefore it's stupid to talk about "building a brand" if your product isn't remarkable. Furthermore, we've spent multiple posts and comment threads on building customer-focused messages. To bring this all together -- and hopefully finally make the case to the marketeers that they have simply GOT to change -- here's a video featuring the best-selling author Seth Godin. As usual, I've included a summary at the end.


Here's a quick summary of what Seth said.

WHAT IS MARKETING?

  • Have a product that people want.
  • Tell the truth about the product.
  • Have a "remarkable" story... one that other people want to tell.
WHY MUST YOUR STORY BE REMARKABLE?
  • There are so many choices, buyers don't need you or your firm.
  • There is so much "noise", you can't force people to listen to you.
  • The only way to cut through is have other people tell your story.
WHAT MAKES A STORY REMARKABLE?
  • It never the buyer's story, it's always the customer's story.
  • The story makes the teller (the customer) feel good telling it.
  • That's why the customer tells it to your prospects.

Full Disclosure: I often write for SellingPower magazine, the producers of this video, which also has a distribution agreement with BNET for video content.