hi I’m Seth Godin I’m the founder of the
Alton ba and the author of a book called this is marketing marketing used to be a
side effect we had a factory it was busy we said to
the marketing team here’s some money Cosell average stuff to average people
not true anymore marketing is at the core of what we do that unless you make
coal or oil marketing is the story you tell who you’re telling it to why people
are gonna buy it it’s the center of the universe and what that means is that
you’re responsible they’re responsible for what you make how you make it how
you bring it to the world what the side effects are who you’re talking to
everyone works for you because what we know is that a product well marketed is
a product that people want to engage you and an amazing product that no one knows
about or cares about isn’t amazing because we don’t get to use it so I I
coined this term modern marketer to identify somebody who isn’t a Holden to
buying mass media TV ads to be in front of average people with their average
product that’s old-school marketing that’s Mad Men
it’s faded away it’s almost gone the idea that you can buy enough gross
rating points to interrupt enough people to make enough money to do it again God
and so what we’re seeing on the internet is a whole bunch of companies tried to
simulate TV they tried to come up with viral stuff they tried to come up with
scams and hikes just to get a lot of hot dogs it doesn’t work the fact is that TV
was a mass medium and the Internet is a micro medium you can’t buy Facebook you
can’t buy even buy Yahoo you can’t buy all the ads it’s lots and lots of tiny
slices so pick your slice and measure when you need to measure don’t measure
when measuring doesn’t make any sense and realize and what we are seeking as
an asset is connection attention trust and
not spam or interruption Simon is brilliant as always and understanding
your Y is critical but it’s also usually awfully general my why is because I need
to make a living my why is because the beach is too full my why is I want to
feel fulfilled by doing this work which leads to the next question well what am
I gonna do now which is how do I know if I’m doing a good job which is what is
this all for and so for me it begins with seeing who we seek to serve and
figuring out how to make things better for them not for me but for them because
if I can make things better for them then I’ll get a chance to do it again
and if I can keep doing it and doing it making things better
weaving things together earning trust turning attention into a promise and
that promise into a brand that matters then regardless of what I do for a
living regardless of what my why is my practice
is a professional one because I’m not leaving behind victims instead I’m
opening the door for people to do better everything we do as a marketer has an
effect I’m not even gonna say side effect just in effect and you have to
own the effect that if you sell a product that’s gonna cause people to get
lung cancer that’s on you you didn’t have to sell it they didn’t have to buy
it either but if marketing works you’re on the hook because marketing works and
you did the marketing so what we get the chance to do is make stuff we’re proud
of and do it in a way that causes the effects to be things that we are proud
of so yes you could build a social network that hits people against each
other and gets them in each other’s throats that’s on you that each one of
us has all these levers available to us little known fact that the person who
invented the gas free on gas that put a hole in the ozone layer also invented
leaded gasoline same God not a good run for him was on him those
to invention what are we gonna invent can we invent things that will make
things better because that’s how we change the world we better make things
better by making better things hi it’s Seth Godin and I’m here on the
HubSpot Academy Channel if you’re into marketing like I am subscribe and you’ll
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