When you think of how to promote a new product, when you’re trying to get the word out about your new show or you need to raise money for a new venture, some of Seth Godin’s May ’05 tips on what’s hot and what’s not in marketing could help clear your head. On his website there are many more from which this selection is copied.

• Products that are remarkable get talked about.
• Marketing is the way your people answer the phone, the typesetting on your bills and your returns policy.
• You can’t fool all the people, not even most of the time. And people, once unfooled, talk about the experience.
• People don’t buy what they need. They buy what they want.
• Business to business marketing is just marketing to consumers who happen to have a corporation to pay for what they buy.
• Traditional ways of interrupting consumers are losing their cost-effectiveness. At the same time, new ways of spreading ideas (blogs, permission-based RSS information, consumer fan clubs) are quickly proving how well they work.
• People all over the world, and of every income level, respond to marketing that promises and delivers basic human wants.
• People are selfish, lazy, uninformed and impatient. Start with that and you’ll be pleasantly surprised by what you find.
• Marketing that works is marketing that people choose to notice.
• Choose your customers. Fire the ones that hurt your ability to deliver the right story to the others.

Seth Godin on what every marketer needs to know
Seth Godin’s Blog

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