How to Build Trust ft. Seth Godin
He's written 22 marketing books (18 of which were best selling, p.s.). You may know him from such titles-turned-buzzwords as Permission Marketing or the Purple Cow.
In this podcast, Seth blows the door wide open on what we think we want to say through our marketing versus what we should be saying through our marketing. Around the 7:10 mark, the discussion moves into the dilemma of communicating what an individual or organization is passionate about. For example: Is good marketing about demonstrating passion for a remarkable product - or is it about selling a remarkable product in a remarkable way?
"I don't think that Danny Myer is passionate about french fries. I think french fries are tool to help him get what he is passionate about which is touching people with hospitality."
No matter the industry, the return on trust is key to a successful business. The connection of trust (that can turn into loyalty) is hinged on quality. This podcast attempts to tackle the tough question:
If a brand is based on trust, this begs the question, how do we build trust and awareness at scale?
Seth Godin on Becoming a Generous Marketer and Building Trust Again, Again & Again by The Craft of Marketing Podcast
Seth Godin on Becoming a Generous Marketer and Building Trust Again, Again & Again We’re all brands now, or at least that’s what it seems like if we want to get our intentions recognized by those around us. Where now in a time where either we take control over how we are perceived in the world or it just happens to us. Or possibly worse, it doesn’t happen at all and we’re just not noticed. No promotion, no raise, and no audience to achieve the goals we’ve imagined for ourselves. While it may be hard to monetize fame, it’s impossible to monetize obscurity. Yet, I’m finding that we’re all challenged with the same task, getting down to the business of spreading the word about our brands to achieve some desired goal. It doesn’t seem to matter if it’s a personal brand or a business entity, the road to recognition is a necessary part of our collective journey to realization. If a brand is based on trust, this begs the question, how do we build trust and awareness at scale? I used to think about branding in ...