Seth Godin threw this idea out into the world and I caught it! I’ve since shared it with as many people as I can. Here’s his idea. The old style of marketing was about shouting – interrupting people and telling them about your great products. Things are different now though. Social media is about building relationships and trust – so the shouty stuff makes us cross. We want to discover things ourselves and ask for help if we need it. There’s a sense of adventure in discovering things online. We like to follow a serendipitous trail of links to find our pot of gold!
Invest in Mattering. Decide to matter in what you make and to matter in the way that you talk about it.
Yesterday I gave a talk for to the Start Network on how to humanise your business on the web. I spoke about the two things I believe strongly:
Businesses need to have clarity on what they do and who they help. And they need to find meaningful ways to communicate their message with their niche customers. By definition, that means repelling certain people.
Austin Kleon wrote a great post on what he calls the ‘So what’ test. He talks about how we have a natural inclination to share things and be generous. However, we should always stop and ask ourselves this question first; Is it useful or interesting?