Seth Godin: What every good marketer knows

Inspired by a scathing blow-off by the New York Times ("a new but disappointing work... Unfortunately, Mr. Godin spends most of his book reinforcing what good marketers already know."), marketing guru Seth Godin offers a long list of "What Every Good Marketer Knows". The first few items are:

• 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.
• Share of wallet is easier, more profitable and ultimately more effective a measure than share of market.
• Marketing begins before the product is created.

You'll have to read his blog post for the full list.

If only the NY Times would practice "what good marketers already know."

-- Jack Krupansky