In this compelling presentation at a TED conference a few years ago, Seth Godin notes that the marketing ground seems to be shifting beneath our feet. For decades, marketing and advertising has been primarily based on interrupting people through mass media messages. MM is still out there, and still gets results, but it’s effectiveness ain’t what it used to be. If marketing models were tectonic plates, then MM is being subducted as the Internet plate is pushing against it.
People are tired of being interrupted, and the web give them the means of pursuing what they want, instead of what’s being pushed upon them.
In this new era of business geology, even small businesses can find themselves lifted up out of the valley and onto the high ground where your prospects can find you. You don’t necessarily need to spend mountains of money on oceans of print, tv or radio advertising. Instead, leverage your unique landscape — find the odd rock formation (or create one a la Mt Rushmore) and people will flock from all over just to see a great wonder of the world.
Note that people who don’ t like rock formations won’t be impressed — but the folks who are looking for strange mineral deposits will crowd the path to get to you.
Take time to listen to what Seth Godin says here, and consider how Rock Solid Writing can help you tell your story in a way that truly stands out.
What an outstanding article with a solid, granite-like perspective on marketing in the 21st century. It’s an eye-opening statement of the potential the small business owner has with access to the internet, using simple, creative, and inexpensive marketing tools.