A Marketing Lesson from the Apocalypse

This is a post by Seth Godin, blogger and marketer

If you're reading this blog, then the world didn't end, at least in my time zone.

How does one market the end of the world? After all, you don't have a big ad budget. Your 'product' is something that has been marketed again and again through the ages and it has never worked. There's significant peer pressure not to buy it...

And yet, every time, people succumb. They sell their belongings, stop paying into their kid's college fund and create tension and despair.

Here's the simple lesson:

Sell a story that some people want to believe. In fact, sell a story they already believe.

The story has to be integrated into your product. The iPad, for example, wasn't something that people were clamoring for... but the story of it, the magic tablet, the universal book, the ticket to the fashion-geek tribe--there was a line out the door for that. The same way that every year we see a new music sensation or a new fashion superstar. That's not an accident. That story is just waiting for someone to wear it.

And the some part is vital. Not everyone wants to believe in the end of the world, but some people (fortunately, just a few) really do. To reach them, you don't need much of a hard sell at all.

Too often marketers take a product and try to invent a campaign. Much more effective is to find a tribe, find a story and make a product that resonates, one that makes the story work.

That's the whole thing. A story that resonates and a tribe that's tight and small and eager.

I hope you can dream up something more productive than the end of the world, though. 

5 Tips to Create an Effective Newsletter

Newsletters can be a powerful weapon in your marketing arsenal. They help to create trust, build brand recognition, and establish you as the expert. Here are a few tips to help you take your newsletters to the next level.

1. Know your readers.

Although your newsletter should promote your business, its primary function is to build relationships with prospects and customers. Be sure to discuss topics that are relevant and interesting to your readers. If they know they'll be getting useful information, they'll continue to subscribe.

2. Make it unique.

If you want your newsletter to get noticed (and read), make it different. Add a touch of personalization by including a snapshot from your office, a video message from your staff, a link to an entertaining website, etc. Don't be afraid to portray emotion and personality.

3. Take time for design.

The visual appeal of your newsletter has a lot to do with its success. The right design can captivate your audience before they read a single word. Create a design that is clean, simple, and reinforces your brand.

4. Solicit feedback.

Include your readers by asking for comments on your articles or stories. They'll feel welcomed and you will get feedback on what you can do to improve and what your readers really like. 

 5. Include your contact information.

Although your goal isn't to sell through your newsletter, you probably wouldn't object to an occasional sale. So make sure readers have a way to reach you if they feel the urge to buy now.

Implement the above steps and your newsletter will help convert your readers into lifelong customers. To your success!