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What is marketing?

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I follow Seth Godin’s  blog pretty closely. He is great at writing concise posts that are so on point that it amazes me. He posted a blog this morning (read it here) about how most people use way to many words to market themselves. Their websites are cluttered. Why use a few words when a whole bunch will do?

In general, I agree with everything this man says in terms of marketing. The above statements are beyond perfect. But, then in the last paragraph of his post he made these points:

The goal of a marketing interaction isn’t to close the sale, any more than the goal of a first date is to get married. No, the opportunity is to move forward, to earn attention and trust and curiosity and conversation.

At first read, that seemed just a bit off to me. If my website isn’t meant to close a sale, what is it for? Why spend so much time/money/effort to make my website better and better? I’m so confused!

Then, I read it again. And, again. And, again. Finally, it started to sink in. This is the exact same principle that I use in my event designs. Simple trumps extravagance. Overdone will defeat everything you are trying to accomplish in your message. How does that relate to marketing messages? You don’t have to tell people your entire business to get them interested. Just like in the dating world, leave something to the imagination. Keep them wondering. Just a bit. Always leave them wanting more. Being intriguing is much different than being mysterious. No one wants to do business with a mysterious person. But, intriguing? Yes, please!

And, just like I tell my event and wedding clients, overdoing it is much easier to do than editing yourself. Holding back just enough is an art in itself. I think it’s even harder for a woman to do that. We are chatty beings. Telling me to use fewer words sometimes is like telling me that I should limit I intake of chocolate. It’s a challenge to edit your marketing. But, it is a great process and I encourage you to do it.

Simple. It works every time.


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