Seth Godin, also known as the Father of the “Permission Marketing”—a widely used marketing strategy of almost any brand (as I can’t think of anyone not using it), shared seven ideas in his book: This is Marketing: You Can’t See Until You Learn To See.
Idea #1: The Lock & The Key
One reason why many businesses fail in marketing their product (or brand) is because they don’t know who their market is to begin with!
I’ve known lots of brands who started with creating and developing their products first, then, they will try to think of who will be interested in buying their products.
Imagine yourself making a key—a sophisticated key—and then run around looking for a lock it can open. It doesn’t make sense!
Instead, find a lock, and then carefully fashion a key, meaning, figure out who your target audience is and then make a product as the solution for their pain points. Never do the other way around unless you want to make your work a thousand times harder and inefficient both for you and your audience.
Idea #2: Frequency
Seth Godin explains Frequency as the number of meaningful interactions between a brand and its audience.
Consider Sam's Cafe, a local coffee shop. One day, a passerby, Anna, decides to try their coffee. She loves it and also enjoys the warm, welcoming ambiance. Over time, Anna becomes a regular, cherishing the personalized service and the weekly poetry readings. The staff even know her regular order.
Here, frequency isn't just about Anna visiting the café, but the repeated positive experience and value-added interactions between Anna and the brand.
For Godin, frequency is creating multiple memorable touch points that foster a sense of belonging and loyalty.
Idea #3: Earn Your Permission
Mae loves gardening.
One day, she signs up for a weekly newsletter from “Eden Gardens," intrigued by its promise to offer unique gardening tips.
Instead of bombarding Mae with sales pitches, the newsletter delivers genuine value—seasonal gardening tips, plant recommendations, and DIY gardening ideas. Over time, Mae trusts “Eden Gardens" so much that when they introduce a new line of gardening tools, she eagerly purchases.
For Godin, earning permission is about building trust through genuine, consistent value before making an ask.
Idea #4 : Price Is A Part Of Your Marketing
Price is a crucial component of marketing as it signals value and positions a brand.
For instance, consider "Artisan Bakery," a small business specializing in handcrafted sourdough bread. They price their loaves higher than supermarket bread. To some, this might seem exorbitant. But to their target audience—foodies who value artisanal products and quality ingredients—the price substantiates the narrative of premium, handcrafted loaves.
This pricing strategy aids in marketing "Artisan Bakery" to the right audience, reinforcing their brand positioning.
Godin insists, pricing isn't just numbers; it's an integral part of the story you're telling.
Idea #5: Status Is A Primary Driving Force
Seth Godin underscores that status is a primary driving force behind consumer behavior.
Let's consider ‘Louis Vuitton’, a high-end designer brand. People buy 'Louis Vuitton' not merely for its craftsmanship, but for the elevated status it confers. Wearing Louis Vuitton, customers feel distinguished and seen, joining a perceived elite and exclusive group. It's not just about the product, but the prestige associated with owning it.
To some, this status enhancement outweighs the high cost. As per Godin, understanding this intricate status-driven motivation is key in marketing. It's not just what your product does, but how it affects the consumer's status.
Idea #6: Nobody Needs Your Product
Seth Godin challenges the notion that people need your product.
Consider 'FitJoy,' a fitness app startup. Its founders initially believed that everyone needs their app for a healthier life. However, they soon realized that while some people prioritize fitness, others don't. They tweak their marketing strategy, focusing on those who aspire to lead an active lifestyle and find joy in fitness. They stop marketing a 'need' and start fulfilling a 'want'—a joyful fitness journey.
Godin asserts that effective marketing doesn't push a perceived need, but aligns with the customer's wants, aspirations, and worldviews.
Idea #7: The Difference Between Direct and Brand Marketing
Seth Godin distinguishes the difference between direct and brand marketing.
Imagine 'HealthyBites', a new health food brand. Their direct marketing involves sending targeted emails to prospective customers, offering discounts for immediate purchases—tangible, trackable actions aimed at prompt results. On the other hand, 'HealthyBites' invests in brand marketing—sharing inspiring fitness journey stories, participating in local health events, and creating meaningful social media content.
These efforts are not about immediate sales, but building brand reputation and a loyal community over time. Godin emphasizes both strategies are important: direct marketing for immediate conversions and brand marketing for long-term customer relationships.
