The top five mistakes entrepreneurs make when they market
August 17, 2006 in Killer AdviceSeth Godin is an entrepreneur's entrepreneur (spell that 3 times fast). A successful and seasoned entrepreneur himself, plus a fountain of excellent advice for other entrepeneurs. He's a renowned speaker, the best-selling author of the lionshare of my favorite business books, he has a very widely read blog, and is the founder of Squidoo.
As an exclusive here on WorkHappy.net, Seth generously shares with us the following truly killer advice:
The top five mistakes entrepreneurs make when they market
by Seth Godin
- Expecting gratitude in exchange for having done something that was hard. Yes, you built a company, you might even have bootstrapped it. Yes, you've got the machinery and the packaging and the retail space. Yes, you've navigated hiring people and yes, you finally shipped. I couldn't care less. I'm not going to buy your brownie/consulting/services just because you worked hard on it.
- Spending money as a substitute for doing something great. Spending on marketing an average product isn't working anymore. You're far better off spending money on making your product better. A lot better.
- Not realizing that it's your company, and your marketing better be as good as everything else. It doesn't matter if you don't like marketing or don't think you're good at it. Figure it out or go home. Sooner or later, you succeed because you were able to spread your ideas. So go to school and figure out how it works.
- Listening to other people. If they're so smart, why aren't they running your company? Don't take a poll. Don't ask your mother-in-law, that's for sure. Cover your downsides, double your desire to take a risk and then just do it.
- Failure to measure. All this is worthless if you don't test and measure relentlessly. Do what works. Kill what doesn't. Repeat.
For more nuggets of wisdom, make sure you check out Seth's latest book which was released today. Small Is the New Big: and 183 Other Riffs, Rants, and Remarkable Business Ideas
Ooh that was to the point. I love it!
Posted by: Noah Winecoff | Aug 17, 2006 12:36:10 PM
Listening to other people is a mistake? I wouldn't think that listening is either good or bad. Listening is about building relationships, raw data for ideas, and hey, maybe someone's seen something I haven't. It's the people that listen AND take risks/act that I admire.
Posted by: Kurt | Aug 17, 2006 1:12:57 PM
I think because experimentation usually wins at the end of the day (i.e. even the best marketing strategy in the world will never be accurate), having money left over to experiment a second time is key.
Posted by: Andrew | Aug 18, 2006 3:29:25 AM
Hi Carson
I love it those tips. I was thinking if I can translate this post to portuguese and put on my blog. I have a blog about entrepreneurship called first million (in portuguese). www.primeiromilhao.com
Thanks,
Posted by: wise guy | Aug 19, 2006 12:41:25 PM
I would add something about the speed with which one tests and measures (point 5).
Relentlessness implies perserverance, but not necessarily speed. We need both.
Those who waffle on their marketing decisions sell less than those who decide immediately, and go back and change it twice more.
A definition of something remarkable might be: something bold and good that's endlessly tweaked until it's great.
#2 seems to me to be the most important thing.
#5 is probably the most overlooked.
Posted by: Ivan | Aug 19, 2006 12:50:42 PM
Was that Seth Godin or Sgt. Godin, Drill Sgt. I feel like I just got my ass kicked.
Posted by: Mike Sabat | Aug 19, 2006 12:52:53 PM
Sorry, Mike but for ass kickings you need to see Tom Peters on floor seven.
Posted by: Kevin Kennedy-Spaien | Aug 19, 2006 6:54:46 PM
The second mistake, concerning throwing money at something in substitution for doing something great, is especially telling to me.
How many times have we seen companies that should know better, throw money at a problem, thinking that it will solve it.
Sometimes having too much money is a problem, more than a help when it comes to creating something "great".
Posted by: Gary Bourgeault | Aug 19, 2006 7:13:39 PM
"So go to school and figure out how it works." - hmm, not sure you have to go to school to learn to be a marketer? if so, then the rest of the points wouldn't be that important since they would be taught to us there too?
and re: "Listening to other people. If they're so smart, why aren't they running your company?" - and what about your consumers? You need to listen to them.
Agree, w/ Ivan that #5 is probably the most overlooked.
Posted by: LuegoExisto | Aug 19, 2006 7:49:12 PM
Seth makes some very pertinent points in his top five suggestions.... For me what sums up Seth's advice is his point that the contemporary client, customer, consumer, etc will tell you "I could not care less".... The challenge is to make them "care".....
Posted by: Richard Lipscombe | Aug 20, 2006 3:57:00 AM
I'm with the rest of the crowd - listening is the number one skill for making connections - how else do you know what works? Listening intelligently is tougher; just like moving from marketing to actually making the sale. How many entrepreneurs would market more effectively if they saw themselves as sales professionals?
Posted by: Linda Ferguson | Aug 20, 2006 6:23:46 AM
Like others who have commented on this post, I also disagree with the observation that entrepreneurs shouldn’t listen to other people (4. “Listening to other people. If they're so smart, why aren't they running your company?”).
I believe that listening to others is extremely important for entrepreneurs and it is a valuable way to see your options through the eyes of others.
I discussed my feelings about this post on The Virtual CFO blog today (virtualcfo.typepad.com/virtual_cfo/2006/08/listening_to_ot.html).
Posted by: The Virtual CFO | Aug 20, 2006 2:19:40 PM
I really like this list, I also thought it went beyond entrepreneurs and could be applied to my area of work. I did my take on this list and related it to Online Marketing. It can be found here:
jeffruley.typepad.com/online_marketing/2006/08/think_like_an_e.html
Posted by: Jeff Ruley | Aug 21, 2006 5:56:57 AM
AMAZINGLY short but very insightful list!!! Great work Seth!
Posted by: Dennis Balajadia | Aug 21, 2006 7:49:08 AM
On listening to other people - my two cents: There is smart listening and stupid listening. Stupid listening is my client who gripes because mom isn't happy or proud enough yet of the accomplishment of her million dollar small business where she works 20 hours a week. Or the in-laws who don't yet understand what we do in our home office, so therefore it isn't legit and is criticized. I don't worry about it, and I tell my clients to ignore that stuff. Smart listening is an advisory board, business mentors and other smart folks who have already "made it" that are willing to share their secrets. Smart listening knows what, when and how to apply advice to my business so that I grow in remarkability? Am I right, Seth?
Posted by: Marianna Hayes | Aug 21, 2006 10:27:22 AM
I like those points. Sometimes people have to be reminded of the basics.
Posted by: David Bain | Aug 21, 2006 2:49:33 PM
Take Seth's advice, don't listen to anyone. Especially him!
Anyone who is compelled to tell everyone else how to become successful has sure missed the success bus. It's like those get rich quick book writers. They're telling US how to get rich? No way. That's THEIR way of getting rich! (or attention, kudos,respect,chicks,drugs,whatever)
Successful people are too busy enjoying it to bother about all the tryhards trying to climb the greasy pole.
That'll be $1750 thanks.
Posted by: Davo Roups | Aug 22, 2006 1:57:38 AM
This is not an abomination.
Posted by: jsaltz | Aug 22, 2006 3:35:05 PM
You gotta love Seth Godin.
He's prolific with his trackback worthy tips, and he's straight-forward and honest.
Posted by: eSoup | Aug 22, 2006 8:01:35 PM
David Bain hit the toenail on the head.
My impression though is that Seth is not a get-rich-quick kind of guy. If you buy his books and pay to play with him in a seminar or so on, you're there to have your thoughts and ideas jogged. I doubt he's going to blueprint anything for anyone, because that's not what he does in my opinion. Maybe I am wrong. I stand open to correction.
Seth does make a paradoxical statement it seems:
"4. Listening to other people. If they're so smart, why aren't they running your company?"
Is this an issue of linguistic semantics? Listening vs. Taking Advice?
Now for my punt. People base their existence on taking action according to their values. People are also open to suggestion as to what their values may be. I don't know many people who can rattle of their values in a short spate. What's important is that we do things as people because they mean something to us. Even the obligatory paying of taxes and so on - they have a meaning. To me, and I've yet to see this, is a serious attempt to discuss the value of personal meaning and how it relates to marketing and branding. If Seth has some thoughts on this, I'd be interested to hear them.
Posted by: Lyndon | Aug 23, 2006 7:25:05 AM
Seth's work has improved my business sense dramatically. Implementing these ideas takes time and persistence. But don't just do it - do it right. That's what we're all about at Serious Strength www.seriousstrength.com Thanks Seth!
Posted by: Fred Hahn | Aug 23, 2006 8:27:23 AM
I agree with almost everything that Seth says except the listening to others. I assume what he was saying was that we should have the courage to follow our instincts (Steve Jobs quote) and not let the nay sayers get in the way.....because everyone has an opinion.
Where I think we need to be careful is in not listening to those with experience and those who have taken the time to understand our business. As Andrew Carnegie said we are bound by our own view and perspective and sometimes need others who have been there done that to give us perspective. Not to run our business or make our decisions for us but to give us perspective to consider. After all even Tiger Woods seeks outside third party perspective.
Steve
Posted by: Peersight | Aug 30, 2006 7:33:59 AM
The problem with listening is that anyone can do it, including your competition. It is the road to mediocrity.
If you want to differentiate yourself, provide the solution your customers didn't realize they needed--not just the solution they can ask for.
Posted by: Chris Marshal | Sep 7, 2006 5:11:13 PM
I think these are all good points for both new and experienced people of business.
Posted by: Noel Hurtley | Oct 20, 2006 4:30:54 AM
Let me ask a simple question, this is the question which i until now cannot be answer.
How does the small owner of a business practices the process of management in order to ensure the business gain competitive advangtage ?
Posted by: ethan hunt | May 11, 2007 4:58:48 AM
I agree with your entire article, but most importantly #4.
While listening to others can be extremely useful (I often have family site down and "test drive" my web sites to discover new surfing habits) you shouldn't allow opportunity to talk about what you're doing wrong. If you do, take what you hear with a grain of salt. I've learned that even family members can become jealous, instead of happy, for your success as an entrepreneur.
Posted by: Paul | May 18, 2007 6:24:03 PM
Love all the points, especially #2. Creating new and better products is the way to go!
Posted by: HatchThat Interviews with Entrepreneurs | Nov 26, 2008 3:55:37 PM
Stupid listening is my client who gripes because mom isn't happy or proud enough yet of the accomplishment of her million dollar small business where she works 20 hours a week. Or the in-laws who don't yet understand what we do in our home office, so therefore it isn't legit and is criticized. I don't worry about it, and I tell my clients to ignore that stuff. Smart listening is an advisory board, business mentors and other smart folks who have already "made it" that are willing to share their secrets. Smart listening knows what, when and how to apply advice to my business.
Posted by: bedroom furniture | Mar 29, 2009 6:06:26 AM
Stupid listening is my client who gripes because mom isn't happy or proud enough yet of the accomplishment of her million dollar small business where she works 20 hours a week. Or the in-laws who don't yet understand what we do in our home office, so therefore it isn't legit and is criticized. I don't worry about it, and I tell my clients to ignore that stuff. Smart listening is an advisory board, business mentors and other smart folks who have already "made it" that are willing to share their secrets. Smart listening knows what, when and how to apply advice to my business.
Posted by: bedroom furniture | Mar 29, 2009 6:06:31 AM
This is a great little short peice summing up some essential points. With so many options today, you have to really send the right messages with your marketing communications and if they truly don't match your brand's products or services, chances are that you'll lose out on repeat business and loyal customers who talk about you positively (eWOM). Testimonials and quotes from your customers are the best messages to send out with your messages and post on your website/blog.
Every touch point with your customers or your audience has to be consistent! Consistency breeds trust, so the lack of consistency in your marketing messages cuts product/service trust down in the minds of your potential customers!!
Thanks again for this post, I enjoyed it greatly!
Amber Sims Hinterplattner
Marketing Consultant/Owner
Posted by: Amber Sims Hinterplattner | May 15, 2009 1:41:38 PM