So who is Seth Godin? - http://sethgodin.typepad.com/
He’s an author of many books, some of which, like Purple Cow, have bizarre titles.
He’s one of the world’s leading commentators on internet marketing.
He’s credited as being the foremost exponent of the idea of Viral Marketing.
He’s sometimes accused of making a lot of money out of stating the obvious about how to do business online. And, for good reason too.
This is the man, after all, who introduced us to the blindingly obvious idea of Permission Marketing i.e. that you should ask someone for permission before you send them your marketing information.
The same idea which was so obvious, marketers and advertisers had managed to ignore it for at least 100 years and instead tried to get their message across without asking for permission, by interrupting our TV shows with advertisements, interrupting our walk down the street with bill boards; and interrupting our breakfast with unsolicited Junk mail.
Today, through his influence, it’s now illegal to send someone an email marketing offer, unless someone has requested it by ‘opting in’ (signing up on the sender’s website).
It’s true that spammers don’t get this, but what’s important is that legal precedents are increasingly being put in place via which they can be sued.
What makes Seth Godin so important to people trying to grow a business online, is that he reminds us that the internet does not conform to old school marketing techniques.
It just doesn’t work anymore to view your customer base or audience, as a bunch of sheep ready to be corralled into a pen, where you fleece them of their hard earned cash.
He states the obvious and we need to hear it.
The Internet has different protocols. It’s more personal, intimate, and, crucially, gives people the power to block who communicates with them.
These are the themes which he continues to explore in his latest book, Tribes, We Need You To Lead Us.
In Tribes, Seth points out (reminds us) that the Internet is the ideal platform for gathering groups of like minded people (tribes) together, and then empowering them to tell others about what has inspired them.
His basic premise is that while it’s easy to view the internet as just some vast shopping mall, people use it primarily to seek out new ideas and connect with others so they can change their lives.
Blindingly obvious? Of course. It’s exactly what has made Facebook, Twitter and every other social networking site so successful.
The implication for all entrepreneurs and budding online leaders is however, that as people increasingly enjoy the freedom of social networking with their colleagues, friends and family, they are increasingly likely to expect to enjoy that same freedom at every site they visit – whether that site sells something or not.
Site owners that recognise this, and go to lengths to find ways of facilitating the thirst for connection and meaning amongst their customers, will win out.
Watch this space.
The received wisdom of many e-commerce consultants (not just Seth Godin), is that sites which empower their users to make connections and share content will quickly establish a loyal customer base (tribe), who will happily act as ‘ambassadors’ to evangelise the benefits of your product or message.
For site owners ready to start gathering their Tribe together, Seth offers a wide range of advice including the following:
Be the example
As the owner of an online venture you should be able to walk the talk. People want to connect with the real thing. If your message is about sustainability, don’t be seen driving a Hummer around. Be transparent about how your own life aligns with the values of your project.
Set the vision and create a goal
Be really clear about what you stand for. What is it you want to achieve that makes an impact on the world, over and beyond your bottom line? How soon do you want to achieve it? If you are raising money for a good cause, say how much you want to raise, and how each member of the tribe can help you reach that goal.
Celebrate accomplishment
People thrive on positive stories. Highlight success stories as examples of what can be achieved. Make the stories real, reflecting both the struggle and joy of someone’s achievement, rather than the kind of corny customer testimonial we are so familiar with.
Make introductions to other tribe members easy
Eliminate a fear of rejection by making connecting people a priority. Allow tribe members (customers) to see that you are facilitating the ability to speak to other tribe members (customers).
Create exclusivity
Not everyone will want to be, or can be a member of your tribe. Make it clear who you want to work with. For businesses this might mean being really clear about who you don’t do business with.
Empower Members…
Be generous with your advice. Be willing to share the tools of the trade, what is under the hood, and people will come back for more, and, quickly tell others about their new found fountain of wisdom.
I would love to read your thoughts and comments. Please enter them into the comments section below. Thank you.
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