Learn How Marketing Has Changed and How to Stand Out

Give the Gift of Knowledge This Season

If you are considering giving the gift of knowledge this holiday season, This is Marketing by Seth Godin is an excellent choice. We will share a few things we learned, this is your spoiler alert. “This is Marketing” is for anyone interested in learning how the world of marketing has changed  and how to stand out.

The End of Mass Marketing

The days of mass marketing are gone.  In the sixties there were only a few channels that millions of people watched.  An ad could be placed on the Beverly Hillbillies and millions of people would see it. The goal for Coca Cola for example was to persuade people that everyone was drinking Coke and enjoying it, so join in and be part of the “in” crowd.

Marketing and the Internet

Now the audience is split between 1000’s of channels and people are watching Youtube and Netflix. The internet is a game changer.  It connects billions of people which is powerful.  The only thing, we all have the choice to watch whatever we want and create our own content.  It can be difficult to attract attention when everyone is doing the same thing.

Targeting Your Audience

On a positive note, you can target your ads. Different from the mass marketing age,  you don’t have to send to everyone, you can target a specific audience and people can see your ad anytime, anywhere. It's possible to measure results and make adjustments when necessary.  The downside, everyone is approaching advertising the same way.

How To Stand Out

The main take away in Seth Godin’s book is this;  “People don’t want what you make (or sell), they want the way it will makes them feel.”  I’ll share a story right out of the book, page 20 to be exact that sums this up.  This may change your perspective as you are putting together that toy to be placed under the tree for your children or grandchildren. How will you feel when you see the look of delight on their faces?

That Riff About the Quarter-inch Drill Bit

Harvard marketing professor Theodore Levitt famously said. “People don’t want to buy a quarter-inch drill bit. They want a quarter-inch hole.”

The lesson is that the drill bit is merely a feature, a means to an end, but what people truly want is the hole it makes. Seth Godin goes on to say, but that doesn’t go nearly far enough.  No one wants a hole.  

What people want is the shelf that will go on the wall once they drill the hole. Actually, what they want is how they’ll feel once they see how uncluttered everything is when they put their stuff on the shelf that went on the wall, now there’s a quarter inch hole.

But wait…..They also want the satisfaction knowing they did it themselves. Or perhaps the increase in status they’ll get when their spouse admires their  work. Or the peace of mind that comes from knowing that the bedroom isn’t a mess, and that it feels safe and clean.

The real reason (this is the exciting part); “People don’t want to buy a quarter-inch drill bit. They want to feel safe and respected.  Again, ” People don’t want what you make (or market), they want the way it will make them feel.”  

What about You?

So think about it.  How will you feel when you are living the life you always imagined? What will it be like to have more quality time to spend with your family and friends? Imagine sitting on a beach somewhere knowing you are there because you helped others fulfill their dreams. Think how that will make you feel.

Today Prospects are Students 

This book goes on to say, the people we are connecting with are no longer prospects.  The people we are connecting with are students.  Six Figure Mentors is an educational program and community of people who are just like us, located all around the world.  People are at different stages of their journey, helping one another along the way.  When it comes right down to it, we are all students in this thing called life and on this journey together.

Take the time to check out the 7 free videos and have your eyes opened to a world full of exciting new possibilities. We see the world differently now and we hope the same for you.

Looking forward to joining you on your online journey.