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.
- 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.