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