Think the smallest market possible

I am a huge fan of Seth Godin. Which is why I picked up “This is Marketing: You Can’t Be Seen Until You Learn To See”. If I had to summarise the message from the book in one sentence, it would be that you need to think the smallest market possible.

SEO is a waste of time

Your BIG sales funnel is not going to be a magical fountain of results. Search engine optimisation and the salt mines of the Google ecosystem are based on a myth. Nobody is waiting for you. Nobody cares. On the other hand, a smart marketer can build a product or service that’s worth searching for. Not the generic term, but to find you, the thing you built, the specific. When you do that, Google’s on your side. They actually want you to be found when someone searches for you. Step one is to make a product or service that people care enough to search for specifically.

You are not going to get traction

Here’s the truth about customer traction: a miracle isn’t going to happen. The dream is that with public relations, with hype, with promotion, with distribution, with ad buys, with influence marketing, with content marketing, and with a little bit of spam … the dream is that it will become the “it” thing, and everyone will want it. It will be popular precisely because it’s popular. Not going to happen. The alternative is to seek a path, not a…