How To Reach Your Audience? (Ft. Seth Godin)
Summary
TLDRIn this insightful video, Seth Godin, founder of altMBA and author of 'This is Marketing,' emphasizes that the key to spreading ideas is to create ones worth sharing. He highlights the importance of practical empathy in marketing, understanding the audience's wants and beliefs without necessarily agreeing with them. Godin discusses the distinction between brand advertising and direct response, noting that while direct response can be measured and effective for specific products, brand advertising builds a gradual connection with consumers. He also touches on the importance of consistency in marketing messages and the value of creating a sense of community around products or services.
Takeaways
- 🚀 The key to making ideas spread is to create something worth talking about, rather than relying solely on social media tactics.
- 🎥 Viral success like 'Gangnam Style' happens when the right content is made for the right audience in the right way, not just because of marketing skills.
- 📞 The fax machine's success was due to its inherent network effect; it's more valuable when others have one too, which encourages word-of-mouth.
- 👟 TOMS shoes and similar products thrive on being talked about, as they are more valuable when people discuss them, increasing their appeal.
- 🎓 Tufts University and similar institutions use stickers and other items to create a culture where talking about the university is beneficial.
- 🧢 'Love Your Melon' uses their product as a conversation starter to raise funds for a cause, giving people a reason to talk about their purchase.
- 🤝 Marketers should start with a product or idea that is worth spreading, not with gimmicks or tactics to force it onto people.
- 🧐 Practical empathy is essential for effective marketing; understanding and respecting the audience's perspective is crucial for connection.
- 📈 There are two types of advertising: direct response, which is measurable, and brand advertising, which is more about building long-term brand perception.
- 🎙️ Sponsoring a podcast should aim to increase brand esteem rather than expecting direct, measurable results from call-to-actions.
- 🎯 Being specific about your target audience and tailoring your marketing message to them is vital for creating a meaningful connection.
Q & A
Who is Seth Godin and what is his connection to the 'alt MBA' and 'This is Marketing'?
-Seth Godin is the founder of the 'alt MBA', a program designed to help professionals develop their leadership and marketing skills. He is also the author of the book 'This is Marketing', which discusses the principles and strategies for effectively spreading ideas and creating value.
What does Seth Godin suggest is the key to making an idea spread effectively?
-Seth Godin suggests that the key to making an idea spread is to make the idea itself worth spreading. It should resonate with the audience and be something they want to talk about.
Can you explain the example Seth Godin uses about the most viral video of the past 10 years?
-Seth Godin refers to the 'Gangnam Style' dance video by Psy, which became viral not because of a brilliant social media strategy, but because it was the right video for the right people, created in the right way on the right day, making it something people wanted to talk about.
How does Seth Godin relate the fax machine to the concept of spreading ideas?
-Godin uses the fax machine as an example to illustrate that for something to be effective, it often needs to be part of a network. Just like a fax machine is useless unless others have one too, ideas spread better when they are shared within a community.
What is the significance of the 'Love Your Melon' caps according to Seth Godin?
-The 'Love Your Melon' caps are significant because they provide a reason for people to talk about the product. People buy the caps not just to keep warm, but also to engage in a conversation about the cause they support, which is raising money for kids with cancer.
What does Seth Godin mean by 'practical empathy' in the context of marketing?
-Practical empathy, as defined by Seth Godin, is the ability to understand and connect with the wants and beliefs of the audience, even if they differ from your own. It's about putting oneself in the shoes of the consumer to create a meaningful connection.
How does Seth Godin differentiate between brand advertising and direct response advertising?
-Brand advertising is about building awareness and creating an emotional connection with the audience, which is unmeasured. Direct response advertising, on the other hand, is measurable and focuses on immediate actions like sales or sign-ups, often through platforms like Facebook and Google.
Why does Seth Godin suggest that sponsoring a podcast might not be effective if done in a certain way?
-Godin suggests that simply having a podcast host read out a promotional message with a tracking URL might not be effective because listeners often consume podcasts in environments where they cannot immediately act on the call to action.
What is the importance of being specific about the target audience when marketing, according to Seth Godin?
-Being specific about the target audience is crucial because it allows marketers to tailor their message to resonate with that particular group. It helps in creating a marketing promise that aligns with the desires and beliefs of the target audience.
What mistake does Seth Godin say marketers often make that can hinder the spread of their ideas?
-Marketers often make the mistake of inconsistency, where they claim to be targeting a specific audience but then create a product or message that does not align with the preferences of that audience. This misalignment can prevent the idea from spreading effectively.
Outlines
📢 The Key to Making Ideas Spread
Seth Godin discusses how the success of spreading ideas isn't about having the perfect social media strategy but about creating ideas worth spreading. He highlights examples like the viral Gangnam Style video and the fax machine's popularity, emphasizing that successful ideas encourage people to share them. He points out that products like TOMS shoes and Love Your Melon caps thrive because they give people something to talk about, not because of gimmicks.
🤝 The Importance of Practical Empathy in Marketing
Godin introduces the concept of practical empathy, which involves understanding and accepting that others have different wants and beliefs. This empathy allows marketers to connect with their audience genuinely. He contrasts old advertising methods with modern ones, explaining the differences between brand advertising and direct response marketing. He stresses that effective marketing starts with understanding the audience's perspective and creating products that resonate with them.
Mindmap
Keywords
💡Ideas Spreading
💡Practical Empathy
💡Viral Video
💡Marketing
💡Direct Response Advertising
💡Brand Advertising
💡Product
💡Social Media Maven
💡TOMS Shoes
💡Sponsorships
Highlights
Seth Godin emphasizes that making an idea spread is not about the right Twitter strategy or posting time, but about creating an idea worth spreading.
The success of ideas like Gangnam Style is attributed to creating content that resonated with the right audience at the right time, rather than social media expertise.
The fax machine and TOMS shoes are examples of products that work better when talked about, highlighting the importance of word-of-mouth in marketing.
Tufts University's sticker example illustrates that college is better when you can talk about it, showing the value of conversation in education branding.
Love Your Melon's caps are bought not just for warmth, but to start conversations about the cause they support, demonstrating the power of storytelling in marketing.
Godin argues that marketing should begin with the product, not the gimmick, to ensure genuine value and conversation.
Practical empathy is crucial for effective marketing; it involves understanding and respecting the consumer's perspective without necessarily agreeing with it.
Practical empathy allows marketers to connect with consumers and potentially make them happier by engaging with their needs and desires.
The shift from traditional advertising to digital platforms like Facebook and Google has made direct response marketing more measurable and significant.
Brand advertising is unmeasured but still necessary for building brand recognition and affinity, especially for products like vodka.
Podcasts are better suited for brand advertising through sponsorships rather than direct response ads, due to their intimate and personal nature.
Godin suggests that direct response advertising is rare and only profitable for specific organizations, making it less common than brand advertising.
Marketers should be specific about their target audience and tailor their message to resonate with that specific group.
Inconsistency in marketing messages can lead to misalignment with the target audience, potentially causing the marketing to fail.
Godin introduces himself and invites viewers interested in marketing to subscribe to the HubSpot Academy Channel for more insights.
Transcripts
hi I'm Seth Godin I'm the founder of the alt NBA and the author of a book called
this is marketing so some people will tell you that the way to make your ideas
spread is to come up with just the right Twitter strategy and put just the right
little icon on the page and optimize for posting on Tuesday afternoons and all
that stuff not the way you make your idea spread is you make an idea worth
spreading it seemed super simple but it's worth
doing so if we think about you know sigh the most viral video for the 10 years
doing the Gangnam style dance he wasn't a brilliant social media maven he just
made the right video for the right people in the right way on the right day
he made something people wanted to talk about so when we think back to the fax
machine the fax machine worked because you can't send a fax to yourself that if
you need a fax machine you need other people to have one too so you can send
them a fax so you told them about the fax machine it works better if I talk
about same with Tom's shoes TOMS shoes work better if I talk about them it's
really interesting if you think about a university like Tufts the back window
you get a sticker what's the sticker for exactly the sticker is college is better
if you're sending your kids to college if you can talk about it and so built
into the culture of our fabric if you look at lots of different industries is
is it better if you talk about there's a company that makes caps love your melon
and their idea is that they can put these hats into the world in a way that
raises money for kids with kids well that's a great cause but lots of
people have a great cause what's the difference the difference is you're not
buying a cap who already have account your head is not cold why did you buy
this you bought it so you could tell other people about
what it was when it's sitting on your head right next to your face and there's
that big square on a people what's that and you get to say I'm a better person
than you because I bought this cap you should buy one too so we gave people
something to talk about but you must begin with the product not
with the gimmick so here's a big idea which is it is impossible to be an
effective marketer without practical empathy so what is practical empathy
it's not oh I feel bad for you practical empathy is I don't know what
you know I don't want what you want I don't believe what you believe and
that's okay if you can't say and that's okay then you can't make any connection
but if you can then you can save yourself but if you learned what I want
to teach maybe you'd get happier because then you could start engaging
so now I'm a teacher and you're enrolled in what I'm teaching because I have
empathy for where you started and so those steps have to happen we're not in
charge that in the old days when there were three TV networks you could buy an
add-on awfully at the same time you were in charge not anymore it is entirely
possible that advertising will help what you do and there are two kinds of
advertising brand advertising and direct response direct response was tiny direct
marketing tiny when I came up you know the ads in the back of a magazine 800
numbers that was it but Facebook Google those are direct response media you can
measure them direct marketing is measured marketing brand marketing on
the other hand is unmeasured and that's okay if you're trying to sell a brand of
vodka cuz no one clicks on an ad and gets vodka deliver to them that's not
how bad can works what happens instead is drip by drip no pun intended you
learn to have more steam for this brand of vodka so when we think about for
example podcasts it's a mistake to sponsor a podcast and have the host read
out and visit blah blah blah slash whatever as if you're going to track it
you're listening in their car they're listening while they're jogging it's not
gonna work but a sponsorship can work great because it can raise my esteem for
the brand so if you have the money and the patient's advertising campaign off
if you are specific and if you are one of the few people few organizations that
can profit from direct response advertising go do it because every ad
pays for itself by infinity but that's rare it's not the normal well what we're
saying to people when we show up as a marketer is I will change
and what we mean by that is if you're the kind of person that wants this and
you're the kind of person that believes that my thing my service my product will
get you so we have to be very specific about the who if you're the kind of
person that wants this if you're the kind of person that believes this so so
many examples I can give you if you're the kind of person that loves old movie
musicals and would really like a night out here that kind of person are showing
on Saturday night of The Wizard of Oz outdoors in the park will make you feel
like you're part of something that's a marketing promise
that's not send an email to everyone saying wanna come to see the Wizard of
Oz totally different ways of talking to people the right people about the right
thing and the mistake we make is we get inconsistent we say we're talking to
these people but we make something that these people would prefer and when
they're not in alignment it doesn't hi it's Seth Godin and I'm here on the
HubSpot Academy Channel if you're into marketing like I am subscribe and you'll
learn more
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