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The Blog Post That Changed How I Do Business

On May 9, 2005 - three years ago today - Seth Godin published a post on his blog called What Every Good Marketer Knows.

I didn't know who Seth Godin was at the time he wrote it. I might have recognized his face. Maybe not. It was only three years ago, but a lot has changed in that time. In May 2005 there was no Twitter, Facebook was The Facebook, and YouTube had been online less than three months - the founders were not Googlerich yet. Blogs were seven or eight years old, but did anyone beyond a few know what they were?

So a lot has changed. A lot more attention grabbers out there.

But through all the clutter, after reading probably thousands of blog posts, there's one that I return to time and again. And it was published three years ago today.

It's essential reading for anyone that is in the business of marketing, and marketing themselves. Which is basically everyone in the real estate profession.

The list of 30 insights and observations and things good marketers know - will have you nodding. I printed and highlighted the first time I read it.

Here's my favorite ten:

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.
One disappointed customer is worth ten delighted ones.
Conversations among the members of your marketplace happen whether you like it or not. Good marketing encourages the right sort of conversations.
Marketing is the way your people answer the phone, the typesetting on your bills and your returns policy.
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.
You're not in charge. And your prospects don't care about you.
Choose your customers. Fire the ones that hurt your ability to deliver the right story to the others.
Reminding the consumer of a story they know and trust is a powerful shortcut.

Bonus #11

Marketing is not an emergency. It's a planned, thoughtful exercise that started a long time ago and doesn't end until you're done.

Hey Seth, thanks for that great list.

Read the original post Seth Godin published three years ago today.

Posted by Jason Todd on 05/10/2008 12:40 PM

Comments (49)

seth godin, marketing

Post is included in group: The Art Of Marketing You
Post is included in group: Marketing 101
Post is included in group: It's all about them (ThemThem)
Post is included in group: Gold Outside the RE.net
Post is included in group: Art of Professional Salesmanship

49 Comments on The Blog Post That Changed How I Do Business

MAY

2008

Hey Jason,

Thanks for sharing ideas that meant so much to you. When you share these things it let's people know that you're really just trying to help them. Keep up the great work!

Kevin

I for one am in agreement with you! Seth certainly has a lot of excellent and relevant material. I read his blog amongst others daily and just finished reading his book: "Permission Marketing"... I take it you might have read the others? There are some on the list that I'd like to get to read.

Thanks Kevin - that is one post I do share with clients - to show where some of my thinking is coming from, and I thought the third anniversary was good chance to do it on ActiveRain.

Hi Ricardo - it's one of the few blogs that I read every post, and every so often I go back onto his archives to reread the great stuff. He makes me think, and many lessons are applicable in real life, real business sitautions.

Jason - thanks for the summary. I just started reading Seths blog earlier this year - I hadn't seen this one.

How inspiring! What a great post to read again and again!

Tina in Virginia

MAY

2008

Seth is great on my IPod. Great recap Jason. Keeping it real.

My pleasure Bo - have fun digging into his archives!

I agree Tina - feel free to download the PDF version and share with colleagues :)

http://realagentblogs.typepad.com/download/What-Every-Good-Marketer-Knows-by-Seth-Godin.pdf

Thanks Susie - Godin to Go!

Seth was our keynote speaker at Keller Williams national convention (Family Reunion) in Atlanta last February. I have most every one of his books and he is changing the way marketing works in the information age! Awesome man and ideas!

Hi Steve - that must have been great to see him live. I've watched a few videos of him speaking at events. Powerful stuff if you run with it!

All good things to remember and do, I think, Choose your Customers, it is more important now than ever, thanks for sharing

Hi Mary - thanks for stopping by. The relationship with clients can be very close in real estate (and marketing), and if there isn't a good fit - both sides will be unsatisfied in the end.

All great advice, Jason. I'll have to check Seth out. Thanks.

Jason,

Very good advice for everyone to follow. I really like the one about One disappointed customer is worth ten delighted ones. It is so true.

Brigita - have a look at this post on his blog: "Advice for real estate agents (quit now!)"

http://sethgodin.typepad.com/seths_blog/2008/02/advice-for-real.html

Don - maybe even more important in today's internet... it's very easy for anyone online to be instantly chatty. Much better to have positive stories being retold!

Seth Godin is always a good read. Always good idea. Thanks for highlighting and posting about him and his information.

Jason - Thanks for pointing out this post by Seth. I love reading his stuff. You also earned a new subscriber today!

I thought I was up on everyone. Apparently not. Thank you and I am off to read and study your links.

I love Seth Godin. I actually just bought two of his books.

Bob & Carolin - agreed, part of my daily routine.

Jason - appreciate you stopping by and subscribing. Another great reason for me to try and keep it interesting!

David - it is a big internet :) That's one of the great things about ActiveRain - the chance to share our favorite resources and blogs with other members

Lindsay - send me an email when you post your book reviews! Love to hear how his writing has changed your business or your interactions with your clients.

Hi Jason, this is an excellent find, thx for sharing it with the group. I'm a BIG fan of Seth's and love the quote "One disappointed customer is worth ten delighted ones"... How true is that!

Jason, the man KNOWS!

Choose your customers. Fire the ones that hurt your ability to deliver the right story to the others.

Talk about a winner of a statement! What good does the paycheck do when your client walks away unhappy? You can't turn a sows ear into a silk purse. It took a long time for me to figure out what that statement really meant. Now I think I get it.

Thanks to both of you for the wise words. Later in the rain~Deb

marti and Deb - Here's something I've come to notice - about clients or people in general. Some just can't be pleased... it will never be enough, no matter how much is done.

A good tip off is when they have endless complaints about other professionals, businesses, services etc. - and seem to take pleasure in relating their "poor service" experiences. If they aren't ever happy with anyone, there's a good chance that's an outcome that's already decided. And then you - I - will become one of their stories.

Plus, these people just suck the joy out of life and work. Better to just remove the problem, diplomatically of course :)

Seth is like the Michael Jordan of Blogging!

Jason, this very post is a reason why I've become so addicted to Active Rain over the last few months. Happy to say, that 3 years after Seth Godin wrote this piece, I'm fortunate to have found him through you. While I can't wait to begin blogging, this type of post gently reminds me why it's good to take my time. Thank you for helping me keep my feet on the ground.

Justin - I know there's a Seth Godin action figure, not sure if Jordan has one :)

http://www.mcphee.com/items/11792.html

Carin - thanks for your wonderful comment. That's what ActiveRain is all about, and it's never to late to discover a great blog. Here's to archives!

Taking it slow and getting your feet a little wet is not a bad idea at all. I usually spend a lot of time on any given site before joining or participating, so I think that's a good strategy. Connecting with your clients is a long term thing anyway - as a marketing guy, my personal favorite is #11:

Marketing is not an emergency. It's a planned, thoughtful exercise that started a long time ago and doesn't end until you're done.

Hi Jason - I have just very recently read a few of Seth's posts, and had been planning on reading more, but got way too sidetracked and forgot. Thank you for this reminder, and for including that link to download the .pdf of his.

Love the list you shared here - each and every one of them are so true.
Ann

Hi Jason: great post, very useful points, thanks for sharing...

Seth Godin name has come up in several blogs that I have read on AR, its seems that he is an icon. I am going to go back to the original blog that was posted by Seth thanks for providing the link..

This is pretty smart advice Jason. I will read the original link. Thanks.

Jason.....great ideas and thank you for sharing these.

Thanks for the original link... I think that people loose focus about marketing and what it really is.

I have heard him several times and alway come away inspired. Thanks for the post.

There is NO doubt that EVERY real estate agent that wants to be successful in today's climate needs to read Seth. There may be days when he is not speaking to us, but there are also days when we can learn so much it is scary...

Jason - Bookmarking....this should be some fantastic info! Thank you!

Seth has a brain worth picking on a regular basis--his blog is daily bread for anyone in sales or marketing.

Thanks for a great post and reference to Seth's original post.

All the best!

MAY

2008

Hello Jason, I hadn't seen this before and am very impressed and agree with everything on the list. Might even be able to add a few more, but hardly the point. Excellent ! Congrats on the feature.

It seems that Mr. Godin has some other fans on ActiveRain!

Thanks to Everyone that stopped by and shared their comments and stories -

Jason

Jason, Thanks for sharing this post. I have it bookmarked and as you suggested I will share it with others.

Don R.

Jason.

Godin sure knows his stuff. Choose your customers is a good one, among many others. This one is sometimes difficult to do, but over time you develop a knack for it. Don't be shy.

MAY

2008

Great list. I've become a big fan of Mr. Godin, he really knows his stuff. Thanks for including the link to the full article.

Glad Marti brought this to my attention! It's GREAT!

I've gone all Luddite with Seth's work - I just printed a page and am going to stick it to my sun-visor. Thanks for the link.

MAY

2008

jason, Another information packed post. Thank you.

Don R.

MAY

2008

Jason- Seth is an amazing person with an ability to cut through the crap and get right to the point of the matter. I really appreciate you sharing this post again. It is vital information.

Best,

Scott