Previously on Webirix we have talked about the theories of Seth Godin, an academic and entrepreneur who today is considered one of the most important philosophers in the world of marketing.
His books, as short as they are interesting, have the common thread that modern marketing should stop being so rigid and think more about the consumer, have more faith in them and appeal to their intelligence.
Seducing him is not possible with the theory of 1960, and for that reason -for example- campaigns or alternatives are needed somewhat rare and notable to stand out.
On this occasion, we return from his book This is marketing some general ideas:
- The best marketing is the one that solves the problems of others (buyers, of course).
- It is not selling, he insists, it is solving problems.
- The modern consumer does not want to feel coerced or manipulated.
- In addition, we have to take into account that there is a kind of hyper-informed consumers.
- The competition is worldwide, through e-commerce.
In El Economista we find more information about these approaches by Godin and how they can be applied in companies:
The role of the marketer today is about understand that people do not want what they seek to offer, but the emotions that make them feel. It is a matter of establishing relationships, telling stories and creating experiences.
The sentiments offered are the same, only they are shown differently depending on the services or products. Therefore, if you are able to provide someone with a feeling of belonging, relationship with others, peace of mind, status or any of your most desired emotions, the specialist will have done something worthwhile.
“What you sell is just one way to achieve these emotions and when we focus on tactics and not results, we disappoint everyone. The two questions that should guide all emotions are 'who is this for?' and 'what is this for?' Ultimately, it's about inventing new solutions that work on old emotions.”, He emphasizes.
A clear example, of which we speak recently on Webirix, It was Burger King with its campaign on hamburgers made with vegan meat.
They used their second place position for a series of groundbreaking ads that did not initially discuss the properties of said product, but rather built empathy with the audience. In the end they closed with a music video that does not really sell the product, but the ideal of Burger King as a chain eco friendly and cutting edge. Even if you are never going to eat vegan meat!
Godin talks about a promise to sell, which you should never break. Do you see why we talk so much about emotions?
Also, there is a subtext of realism: you may not reach everyone, and you are not looking for that either. You only want to sell to really interested people. That is the necessary people.
"A beacon of light generous to the people," Godin says of the ad executions we should be seeing more of.
As a way of prompting you to read the book, we leave you with 3 points that you should take into account as a marketing specialist (or that you as a boss should ask your marketers):
- What you say is not as important as what they say about you: monitor and act accordingly.
- We must be storytellers, always.
- Neither your product or stories appeal to everyone. The best thing you can do is think, who is it for? And work from there.
Via Businessman
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