Seth Godin was in town this morning. The title of this post was his opening remark, or close to it after his story about sticking a suction cup rattle to his head to entertain his kids. He then quickly rolled into his shtick, talking about the subjects his books cover and providing real world examples.
I didn't walk away from his presentation blown away by any of the information. But I wasn't really expecting to be. If you read the marketing and planning blogosphere with any regularity, you already know his content quite well.
His case studies are very effective to make his points sink in well though, and he's a very engaging presenter and storyteller. If I took anything in particular away from this morning's session, it was this:
1) How to do a better job of using Keynote to tell a story with your presentation (his presentation was pretty much just using visuals/pictures in Keynote slides to support what he was talking about) and how to make the presentation more interesting.
2) Remember to look more for uncommon case study examples to go along with your more well known ones to help give your audience the feeling that you don't have to be a gigantic consumer brand to do this stuff.
All in all, I'm very glad I went. I'm even more happy that one of my clients was in the audience as well. Seth's presentation reinforced everything we've been talking with them about doing to launch a new product. To the point that he cited examples we've been using. It couldn't have come at a better time.
A few of my notes in case you don't know what Mr. Godin covers:
- Traditional advertising is broken
- Trying to sell someone something who doesn't have a problem with their current solution doesn't work
- Marketers have been dealing with clutter by creating more clutter
- Interrupting people's lives with clutter doesn't work anymore
- People are willing to pay for things that make them feel something
- Nobody wakes up thinking about your brand other than you
- To win, you have to play on the edges or beyond them - being in the middle gets you nowhere
- If you're going to make something, make something worth talking about
- Old marketing vs. permission marketing = hunting vs. farming
- People like doing what other people are doing (Sounds a bit like HERD don't you think?)
- If cat food were really for cats, wouldn't they have a mouse flavor? Cat food is really for cat owners and baby food is really for moms. The cat foods and baby foods with the best stories win.
- Always tell the truth
- Tell a good (true) story about your brand that consumers find relevant to their lives and one that is easy to retell.
- Be remarkable
If you work in an agency and Seth is coming through your city, I'd highly suggest taking your clients. Hearing a well published author talk about the same things that many of us preach every day to our clients certainly doesn't hurt you any. And if you're not talking to your clients about the things Seth covers, well, shame on you for not staying on top of the increasingly faster changes that are going on in our business.
Finally, if you're reading this and you were there as well, I'd love to get your thoughts. Please feel free to share them in the comments section or send me an email - paul[dot]isakson[at]gmail[dot]com.