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Making Marketing Remarkable |
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What does remarkable mean? It means worthy of notice. Uncommon. Marketing guru Seth Godin claims that successful marketing hinges on two things:
1. Creating a product that is remarkable 2. Finding a way to spread your idea
To spread the word, marketers need to find the group that cares; sell to the people who are listening. Dutch Boy Paint made a paint can that people talk about - it has a built-in spout to pour paint. And it costs 35% more than the average paint can.
How did it work? By being remarkable. Godin warns against mass marketing, which is selling average products to average people. From his book, The Dip, Godin notes that mass marketing is dying, replaced by millions of micro-markets. Focus on a market where your product stands out from the crowd, and use marketing messages that communicate that difference specifically to that audience. "Quit or be exceptional. Average is for losers."
Seth Godin, The Dip
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