I think Seth Godin is terrific.
I'm not the only person to say that. He is amazing. And not just his hairstyle. Which I adore by the way ;-)
No, the reason I love Seth Godin is that he says such sensible stuff. Stuff that, when you listen to him, you think, 'oh yer! I have never thought of it that way but that makes perfect sense!'
I'll give you an example.
I was watching this video of him today.
In the video - which is a pretty good interview - Seth says something along the lines of, 'Permission Marketing is when, if you stopped emailing people or marketing to them, would they get in touch with you and complain?
In other words, would they be either happy or unhappy that you'd stopped marketing?
When he said that, I thought, 'that's what I've been trying to say to clients for many years!'
When I work with a client, let's say on their Email Marketing, they get so stressed about what to write. How often they should send emails, what the Subject Line should be and so on.
However, rarely, if ever, do they ask the question, 'What can send via email (or Social Media or Direct Mail or whatever) that people would want and value?'
Imagine if every marketer, every time they planned, paid for or created a piece of marketing, how different would the world be?
Of course, beauty is in the eye of the beholder.
A poster promoting a Cosplay event wouldn't get my attention while it may get you all excited and reaching for your credit card. I would see the sign as 'clutter' while you might see the poster as 'useful information.'
That's the challenge, I guess, of targeting and getting the right message to the right person at the right time.
Yet, if we all asked ourselves the question, 'would they miss our marketing if it wasn't there?' then the marketing we all did would be much, much better.