The Common Sense of Marketing

I was reading through the blogs of Seth Godin, and there I encountered some Marketing tips, which he asks to proliferate. I have edited, removed, and added to his list. You can feel free to adapt the list, provided you give courtesy to him.

The Common Sense of Marketing:

1) Anticipated, personal and relevant advertising always does better than unsolicited junk.
2) Making promises and keeping them is a great way to build a brand.
3) Your best customers are worth far more than your average customers.
4) Share of wallet is easier, more profitable and ultimately more effective a measure than share of market. But, share of market should not be overlooked at any cost.
5) Marketing begins even before the product is created.
6) Advertising is just a symptom, a tactic. Marketing is about far more than that.
7) Low price is a great way to sell a commodity. That’s not marketing, though, that’s efficiency.
8) Products that are remarkable get talked about.
9) Marketing is the way your people answer the phone, the typesetting on your bills, and your returns policy.
10) You can’t fool all the people, not even most of the time. And people, who are not fooled, talk about the experience.
11) If you are marketing from a fairly static annual budget, you’re viewing marketing as an expense. Good marketers realize that it is an investment.
12) People don’t buy what they need. They buy what they want.
13) What people want is the extra, the emotional bonus they get when they buy something they love.
14) Business to business marketing is just marketing to consumers who happen to have a corporation to pay for what they buy.
15) Traditional ways of interrupting consumers (TV ads, trade-show booths, junk mails) are losing their cost-effectiveness. At the same time, new ways of spreading ideas (blogs, permission-based RSS information, and consumer fan clubs) are quickly proving how well they work.
16) People all over the world and of every income level, respond to marketing that promises and delivers basic human wants.
17) Good marketers tell a story.
18) People are selfish, lazy, uninformed and impatient. Start with that and you’ll be pleasantly surprised by what you find.
19) Marketing that works is marketing that people choose to notice.
20) Effective stories match the world’s view of the people you are telling the story to.
21) Choose your customers.
22) A product for everyone rarely reaches much of anyone.
23) Living and breathing an authentic story is the best way to survive in a conversation-rich world.
24) Marketers are responsible for the side-effects their products cause.
25) Reminding the consumer of a story they know of and trust in is a powerful shortcut.
26) Good marketing guys measure.
27) Marketing is not an emergency. It’s a planned, thoughtful exercise that started a long time ago and doesn’t end until you’re done.
28) One disappointed customer is worth ten delighted ones.
29) In the Google world, the best in the world wins more often, and wins more.
30) There are more rich people than ever before, and they demand to be treated differently.
31) Organizations that manage to deal directly with their end-users have an asset for the future.
32) You market when you hire and when you fire. You market when you call a Tech Support and you market every time you send a memo.
33) Blogging makes you a better marketer because it teaches you humility in your writing.
34) Obviously, knowing what to do is very, very different from actually doing it.
35) You should be marketing even after selling.