In today's online connected world the old theories of marketing are breaking down. Seth Godin is famous for tearing down those established ways of thinking and now for the first time he steps up and offers an alternative: the Action Theory of Modern Marketing.
Emotions drive our desires. To truly connect and activate consumers, we must tap into their emotions.
Today most people have everything they need – the basic needs of food, water and shelter are more than catered for. No matter how important our product or service seems to us to be, it is probably fundamentally a want rather than a need. In reality, we only need a marketer when we want to be in the business of wants.
People don't trust marketers anymore, too many times have they been let down by false promises. It is only by addressing strong emotions within our target market that we will truly connect and cut through.
Our aim is to cause our customers to change. Change their behaviour, change the way they think.
It is through this change, spurred on by our brand, that the bond with our customers is forged.
When we look around us we can see that great brands create change in their customers. You can understand the success of Apple by seeing them as a brand that wants to give their customers better taste. After buying Apple products, your sense of style has changed, and other products start to look tacky.
Gain the privilege to alert our customers to new developments, products and services.
Once we have the customer's permission to send them anticipated, personal, and relevant messages we can be in the business of finding products for our customers, rather than finding customers for our products. Now our asset is "I can whisper to the people that have already decided to trust me.".
Get people to tell each other about our product or service.
If we make it so that people want to share their experience with us, then the marketer's job is pretty much done. Our customers will advocate for our brand and we will continue to grow organically.
So now we can really think of marketing as "Spending money to make something worth sharing."
If you find this theory interesting, Seth's "The Modern Marketing Workshop" online course is well worth doing. Click this link to enroll and get $10 off the course (making it just $9 – amazing value!).
We harness the power of digital marketing to help achieve your business goals with more followers, more web traffic, more customers and more revenue.
Download our Google Ads PDF to see the full details of our three most popular packages, including package levels, pricing, and features.
Oliver Birch’s boutique furniture and homewares retail outlets are absolutely gorgeous places to visit - but their online store needed some major renovations. We were able to overhaul the entire look and feel of their website with a stylish new design, and successfully migrated their ecommerce platform from WooCommerce to Shopify for a better user experience.View Project
To say that we were excited to win the tender to provide marketing, PR and web design for a new project being launched by Creative Victoria and ACMI is an understatement. We were humbled to be chosen from a very competitive field to help the launch The Studio, Bendigo’s new creative coworking space. Here’s what we’ve done so far.View Project
The local larrikins at Windscreen City needed a new website, as their existing one was old and beyond repair. We’ve been successfully running their hilarious Facebook page for years (check it out for a good laugh), so we were their first choice when they needed a complete “website replacement”.View Project
Send us your message and we'll be in touch shortly to discuss how we can help you achieve your goals. We're looking forward to hearing from you and getting the conversation started.