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THE DIP BLOG by Seth Godin




All Marketers Are Liars Blog




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Member since 08/2003

« Will you help us? | Main | Hurry! »

Clueless

We're all clueless. That's the best word I can use to describe the state of the art of marketing.

Three examples:

I'm at the supermarket yesterday. I run into my friend John, not someone I often see at the Food Emporium. John has a list. Standard grocery list, "here honey, please go out and get this..." But John wants to show me something on the list. It says,
1 woman's razor that matches our bathroom.

Wow. Gillette has been making razors for almost a hundred years, and you wonder how many hours and how much money they've spent trying to answer that want... probably .0001% of what they spend on blade technology.

Then, this morning, I head to the bank. Poor guy is arguing with the "customer service manager". The problem? He had $4 in his checking account as he was waiting to close it. The bank charged him a monthly $5 service fee. The fee bounced. Then they charged him $30 for bouncing the fee on an inactive account.

The manager was trying to explain the policy, but the bottom line is that all the real estate, all the ads, all the marble, all the computers... all wasted... because they were enraging the guy. Over $4.

And finally, leaving the bank, I saw the most amazing interaction (yes, this is true.) A woman is first in line. She's withdrawing $1,000 from her account. The teller pushes away from the desk and goes and gets her signature card (this is a neighborhood bank) to match it against the woman's signature on the withdrawal slip.

The customer tells me that:
1. the teller has been working there for twenty years.
2. the customer comes in at least once a week.
3. they always check her signature
and, ready for this...
4. she's been a customer at this bank for seventy years. I am not making this up. She is very proud that she's nearly (nearly!) their longest-serving customer. The account is more than seventy years old. And they check her signature.

Clueless.

Marketing is now officially about wants, not needs. That's what Liars is about and what your entire day should be about. Your church, your company, your restaurant, your blog. Doesn't matter. Give me what I want or I'm out of here.

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Listed below are links to weblogs that reference Clueless:

» What Are The HYGIENIA Factors For Your Business? from Ideascape, innovation platform, collaboration, cooperative strategies
Now there is a way to measure Clueless[ness] in organizations. Seth, We're all clueless. That's the best word I can use to describe the state of the art of marketing. HYGIENIA from Trendwatching offers interesting ideas on how businesses can get clued in [Read More]

» Clueless ... from Zoli's Blog

I must have a twisted mind .. reading Seth Godin’s story about a 90-year-old lady (I figured she must be around that having bee... [Read More]

» Seth's Blog: Clueless from mediagirl: aliza sherman rants and raves
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» Seth's Blog: Clueless from mediagirl: aliza sherman rants and raves
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» Clueless from scotthodge.org
How many times have you walked away from a situation or interaction with someone shaking your head thinking, Man, they were just clueless...! Seth Godin has a great post about some recent observations made while out making a few stops [Read More]

» Quote of the day from The Hole
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Seth gives a story about a 90 year old bank customer who gets carded at her local bank as an example of something that is "clueless". Uh, Seth, maybe she LIKES it and it makes her feel secure.... [Read More]

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Seth Godin remarks on how clueless some companies are:Then, this morning, I head to the bank. Poor guy is arguing with the "customer service manager". The problem? He had $4 in his checking account as he was waiting to close... [Read More]

» Marketing is about wants, not needs from oneangrycustomer
The inimitable Seth Godin has an interesting post this morning… …leaving the bank, I saw the most amazing interaction (yes, this is true.) A woman is first in line. She’s withdrawing $1,000 from her account. The teller pushes away from ... [Read More]

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