Make Things Worth Talking About: An Interview with Seth Godin
The modern consumer is bombarded with hundreds of ads each day. From TV, desktop, mobile devices, billboards, inside a taxi, to even at the gas pump, brands are constantly finding new ways to get their message across to the consumer. But is this truly effective marketing?
The question is addressed in a recent interview with Seth Godin published in Marketing magazine. Godin proposes that companies invest less in trying to describe what they sell in desirable words, and instead make their product itself more desirable. Then, he says, word will spread.
It starts with product development
Consequently, Godin suggests that marketing should be about making “things worth talking about.” Companies should be asking: “What should we make? How do we make it in such a way that the story of our product is true?”
Brands that get people talking
Nike is an example of a company that invests heavily in product design and development. Nike’s products meet the unique and specific needs of their customers, often surpassing their expectations. That is worth talking about. That is what marketing should be about.
Apple is another example of a company that creates innovative products that people like to talk to eachother about. Godin predicts that in the next five years, “we’re going to see ever-more reliance by consumers on peer-to-peer connections and less on what message they hear directly from the marketer.”
Marketing must create something that gets people talking, engages them directly, and speaks to them personally. In order to do this, marketing must lead product development, not follow it.
To read the original article in its entirety, please visit Marketing.