HubSpot’s Inbound 2015 Conference: Seth Godin
Seth Godin is the author of almost 20 books, many of which have made bestseller lists around the globe, and been translated into more than 30 languages. He writes about the post-industrial revolution era, the way that certain ideas are spread, marketing, leadership, and most importantly, change management. In addition to his work as an author and speaking engagements, his blog is one of the most popular in the world.For these reasons, it seemed only appropriate that Seth Godin, marketing legend and best selling author, kicked off Inbound 15. Many of the people present were deeply moved by his messaging about setting higher goals and doing exceptional work. He urged the audience to readily embrace the adventure that is life.
“The way we make change happen is by being human, by being connected, and by doing things that might not work.” - Seth Godin
Godin talked gracefully about why people need to stop seeking admiration and start taking responsibility. He explained that many of us have the false assumption that if we were to have more power over people we could something that actually matters.
He expressed that if we want to start doing work that means something then we need to stop using excuses and take responsibility for our actions. Stand for something. Take responsibility. Give credit. Embrace risks.
“You have to make something that some people won’t wait in line for in order to make something that some people will wait in line for.” - Seth Godin
Permission Marketing is Ethical Marketing
Can you imagine if your customers came to you instead of you having to chase them down? In his best selling book, Permission Marketing, Godin shows you exactly how to accomplish that. The traditional way of marketing and advertising is also known as outbound, or interruption marketing, which aims to grab our attention away from something we're already focused on.
Things like TV commercials and magazine ads interrupt what we are doing in an attempt to interest us in some sort of offer. Permission marketing offers an opportunity for consumers to choose whether or not to be marketed to. Much like inbound marketing, it only targets volunteers, and attempts to make the consumers pay more attention to the marketing message.
Seth Godin Describes Permission Marketing in Five Steps (impactbnd.com)
1. Offer the prospect an incentive to volunteer their contact information. (Convert)
2. Once you've gained their attention, offer a curriculum over time, teaching them about your product or service. (Nurture)
3. Reinforce the incentive by consistently providing value to guarantee that the prospect maintains their permission.
4. Offer additional incentives to get even more permission from them.
5. Over time, leverage the permission to change consumer behavior toward profits.
Note: This is also essentially the process of effective Inbound Marketing. (impactbnd.com)