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All Marketers Tell Stories

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Free Prize Inside

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Why the internet works (and doesn't) for your business. And vice versa.

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Permission Marketing

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Poke The Box

The latest book, Poke The Box is a call to action about the initiative you're taking - in your job or in your life, and Seth once again breaks the traditional publishing model by releasing it through The Domino Project.

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Survival is Not Enough

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The Big Red Fez

Top 5 Amazon ebestseller for a year. All about web sites that work.

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Whatcha Gonna Do With That Duck?

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All Marketers Are Liars Blog




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« Ten years of Permission Marketing | Main | Too much free »

Strangers and friends

Most marketers are organized around more. More share. More customers.

And if you want to do that fast, it means marketing to strangers. Strangers that don't care about you, don't trust you and aren't listening to you.

You market to a friend differently. A friend isn't necessarily someone you went to summer camp with, it's someone who gives you the benefit of the doubt. Someone who will listen, at least once, to your pitch.

I was talking to an author about his next project. The question I asked him was, "are you writing this for strangers or friends?" The implications are huge. It impacts how you design the cover, how you price it, what it's about, where you sell it, when you publish it, how much you pay for store displays, etc...

You need to treat friends differently at every step along the way. First, don't confuse the moments you're supporting them or connecting with them with the moments when you are doing business. Second, understand that the most powerful win is when your friends tell their friends about you. This is worth 1000 times more than you talking about yourself.

The cool thing is that now, everyone has ten times as many friends as they used to. The social graph online is a fascinating, exponential factor in growing the list of people who might be willing to hear what you have to say (once).

Which means that your site and offer and products can be organized around friend selling instead of stranger setting.

Guaranteed: if you sell a friend the way you sell a stranger, you've made neither a sale or a friend.

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Listed below are links to weblogs that reference Strangers and friends:

» Numbers game! from Sal Bhaiji's Blog
I couldn't agree more with Seth, what I do understand from his post is: Until now marketers relied on numbers. number of people they contact number of cold calls they make number of mail shots they send number of email... [Read More]

» Friendship Matters from Leading Questions
Seth Godin asks an author an important question. ..."are you writing this for strangers or friends?" He follows with this insight. You need to treat friends differently at every step along the way. First, don't confuse the moments you're supporting... [Read More]

» Are You Creating - Building - Launching...for Strangers or Friends? from Strategy Central
This morning I read a great question over on Seth's blog. In talking with an author about his next project, Seth Godin asked, "are you writing this for strangers or friends?" "Are you writing this for strangers or friends?" Now... [Read More]

» The Opportunity-Cost of Sending an AverageE-mail from We-Novate.com
E-mail marketing is so cheap, marketers have forgotten what they have got to lose ... [Read More]

« Ten years of Permission Marketing | Main | Too much free »