How Human Connection Elevates Marketing

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How Human Connection Elevates Marketing written by John Jantsch read more at Duct Tape Marketing

Marketing Podcast with Seth Godin
Podcast Transcript

Seth GodinThis week on the Duct Tape Marketing podcast, I welcome back Seth Godin. A marketing expert and best-selling author of 19 books, Godin stops by to discuss his latest title, This is Marketing: You Can’t Be Seen Until You Learn to See.

He shares why creating empathy and human connection are not only the secrets to great marketing; they’re also the keys to doing work that you can truly be proud of—work that can change the world.

Godin has inspired millions of business owners and entrepreneurs and teaches the precepts of effective marketing and leadership in his books, on his blog, and through his public speaking. In addition to his writing and speaking, he is also the founder of two companies, Squidoo and Yoyodyne (acquired by Yahoo!).

Questions I ask Seth Godin:

  • What’s changed the most about marketing since you first started in the industry?
  • How do we develop an empathetic approach to marketing?
  • How do you make storytelling a big part of your marketing?

What you’ll learn if you give a listen:

  • Why today’s smart marketers are being careful with the attention they have.
  • How the hustle is destroying marketing.
  • What people actually want from a brand.

Key takeaways from the episode and more about Seth Godin:

Like this show? Click on over and give us a review on iTunes, please!

15 Free Google Tools That Will Enhance Your Marketing Strategy

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When it comes to anything done on the Internet, Google is king.

It’s the most popular search engine in the world, with a global market share of 89%.

Each day, 3.5 billion searches are performed on Google. That’s more than 1.2 trillion searches annually.

With so many people using Google to search for information online, it’s more important than ever for businesses to understand the Google algorithm. That knowledge will help them use SEO tactics to drive ecommerce sales.

But Google is much more than just a search engine. The Google Play Store is the official app store for all Android devices. It’s developed, owned, and operated by Google.

Understanding the app store and how it works will help you improve the ranking of your business mobile app.

While you may know how important Google is for searches, you might not be aware of everything else it has to offer.

Google has tons of free tools available for people to take advantage of. As a business owner, you can use these resources to improve your marketing efforts.

I’ve narrowed down the top 15 free Google tools your business can use for marketing. Here they are.

1. Google Drive

Some of you might already be familiar with Google Drive. Maybe you’re using it in your personal life.

But you can use Google Drive to help you with your business as well.

google drive

It’s a great way to safely store all your marketing content in the cloud.

You can stay organized and know you can access all your documents and pictures from anywhere. This is much more effective than storing important files directly on your device or an external hard drive.

Unlike hardware that can be lost or destroyed, Google Drive is immune to accidental damages, fires, floods, and theft.

One of my favorite parts about Google Drive is the ability to access my content from anywhere, as long as there is Internet.

You can download the mobile app to manage your files on the go as well.

In addition to using Google Drive for storage, I use Google Docs and Google Sheets to work on content directly.

In fact, I’m writing this blog post in Google Docs. That way, my progress gets saved and stored automatically.

I’m sure at one point or another, you’ve lost work you were doing in Microsoft Word or Excel. Don’t get me wrong. I’m not knocking that software. I’m just saying I’ve never had an issue when working or saving content in Google Drive.

I use it to store photos as well.

If I come across an interesting or informative photo I plan to use on one of my websites, YouTube channel, or blog posts, I save it to the respective file in my drive.

If you are sharing content and collaborating with your team, you can share files with specific users. Set parameters giving them the ability to view, share, or edit the content.

The first 15GB of Google Drive storage are free.

You can upgrade to 100GB for just $1.99 per month. I can’t imagine you’ll need much more than that.

2. Google Alerts

Just as the name implies, Google Alerts will notify you about anything you create an alert for.


For example, let’s say you want to know anytime someone mentions your business online. Set up an alert, and you’ll be emailed as soon as something gets published.

Then, you can act if you see negative information posted about your brand on the web.

This is a great way for you to monitor and improve your online reputation.

But you can set up alerts for anything you want. It could be your name or the names of your top competitors.

Without these alerts, you’d have to manually search for this type of content on a daily basis, which is unreasonable and an inefficient use of your valuable time.

Google alerts even offers suggestions based on what’s trending, covering a variety of topics such as:

  • technology
  • health
  • business
  • entertainment
  • finance

You can monitor certain categories based on your industry.

3. YouTube

Back in 2006, Google bought YouTube for $1.65 billion.

There are more than 1.5 billion YouTube users across the world. It’s the most popular social media site in the world for teenagers.

In fact, 96% of teens in the US are active on YouTube, which is important if your business is targeting Generation Z.

But no matter what type of business you have, what industry you’re in, or whom you’re targeting, you need to be active on YouTube. Here’s a look at my YouTube channel:


There are seemingly endless opportunities for your video content on YouTube.

For starters, your content can be found organically by users searching directly from this platform.

But once you upload a video to YouTube, you can repurpose it across the rest of your distribution channels.

Embed videos on your website. Share them in your blog content. Email them to your subscriber lists.

You can even post these videos on your social media profiles. YouTube makes it easy for you to do this directly from the platform.

For those of you who don’t have a YouTube profile, I highly suggest making this a priority for your business and video content strategy.

4. Google Analytics

Google Analytics is the ultimate tool for understanding your website traffic.


You can learn more about your website visitors. Google Analytics will show you the demographics of anyone who navigates to your site.

This will give you a much better understanding of your target audience and whether your marketing efforts are appealing to the right group of people.

Find out the locations of these users and what language they speak.

Discover what technology they’re using. Google Analytics will show you the operating systems and web browsers they use. This tool will even tell you what percentage of your traffic is coming from mobile devices.

You’ll also learn the source of your traffic.

You’ll be able to see whether people came from a website, social media network, or search engine. You’ll also see the keywords they searched for.

Google Analytics will give you a clear understanding of your top content and help you determine whether your traffic is converting.

If you’re not taking advantage of Google Analytics, your marketing efforts aren’t being fully optimized.

5. Google Webmaster Tools

Google Webmaster Tools will help you figure out how healthy your website is for search engine discovery.


By now, I’m assuming you know the importance of SEO and that optimizing your site accordingly will have a major impact on how you get ranked in search results.

There is always some sort of mystery behind the way Google ranks certain factors and rewards sites based on its algorithm.

But there’s no need to be left in the dark anymore. What’s a better way to find out whether your site is optimized for Google searches than with a Google tool?

With Google Webmaster Tools, you can set alerts for anything that prevents your website from being discovered in searches.

Analyze your search traffic to discover how people are finding you right now. This tool will help you fix what’s wrong with your site if you access the top issues list.

You’ll have access to testing tools and support documentation.

Google Webmaster Tools has guides and online courses that show you exactly what needs to be done to make an SEO-friendly website.

6. Google Translate

Have you ever received an email from a customer in a foreign language? You don’t need to hire a language expert or pay for expensive software to decipher what it says.

Google Translate makes it easy for you to understand them.


This works well for any blog comments, social media messages, or even customer reviews you see in another language.

Simply copy and paste the text into this tool to get it translated to English.

You don’t even have to know what language they’re speaking to get an accurate translation. Google will automatically detect the language and take care of that for you.

This tool makes it easy for you to reply to your customers as well.

Just type what you want to say in English, and copy the translation for your reply.

Google Translate isn’t just limited to short blocks of text. It can translate long documents or a website address.

Depending on your business and target market, you may not encounter foreign messages very often. But it’s nice to have this available whenever the situation arises.

7. Google Keyword Planner

Google Keyword Planner is part of Google Ads, but it’s worth mentioning on its own.

keyword planner

This tool will help you find keywords and phrases related to your business.

Discover relevant keywords and get suggestions for bid estimates based on how competitive certain keywords are.

Figure out how often specific keywords get searched for, and set a budget based on any keywords you’re bidding on.

Google Keyword Planner will help you with long-tail keywords as well.

These types of keywords won’t have as high of a search volume, but they’re much less competitive. Plus, these leads will be more qualified and therefore more likely to convert.

8. Google My Business

You can set up a free Google listing through Google My Business.

my business

When a customer searches for businesses on Google or Google Maps, your free listing will show up as a result.

When they click on your business, you want all the information to be as accurate as possible. All of this can be controlled with this tool.

The listing will have your phone number, website, address, and store hours.

Failure to claim your listing might result in having inaccurate information displayed about your business online. You obviously want to avoid this.

You can even promote your latest offers through this business listing as well.

Customers will be able to review your business on your Google listing. You can engage with those reviews by responding to the comments.

Thank each customer for leaving a review, and appropriately respond to anyone who may have had a negative experience.

You’ll also have access to information about how people found your business listing online: from a direct search or organic searches.

9. Google Calendar

Google Calendar is another great tool to keep you organized.


Times have changed. The days of relying on a giant calendar on your desk are over.

As business owners and marketers, we’re constantly on the go. With so many things to keep track of, it’s easy to overlook something important.

Google Calendar makes it easy for you to add events and manage your daily schedule.

Share your calendar with other Google accounts to make sure your team is on the same page with important marketing deadlines.

Set reminders and alerts to ensure you don’t forget about anything on your schedule.

10. Google Insights

For your marketing efforts to be successful, your website needs to operate and perform at a high level.

Google Insights will help you make sure that’s happening properly.


This tool analyzes the content of your web pages. You’ll get information about the page loading speed.

Other tools can also help you determine your page loading speed and whether it’s optimal or needs work.

But what separates Google Insights from the other tools is the report it generates.

Google will suggest how you can make your web pages load faster.

This is crucial from a marketing perspective. You just got someone to click on a link or navigate to your site as a result of one of your campaigns. Don’t lose them because your page loads too slowly.

11. Google Content Experiments

Google Content Experiments is part of Google Analytics.


As the name implies, it allows you to run experiments on different types of content.

This is a great tool for your marketing campaigns. You can run different variations of the same ad or promotion and get a report to see which one has the highest performance.

Then you can use the top ad for future campaigns and make adjustments to the ones that didn’t perform as well.

You start each experiment by selecting a goal. This helps the tool adjust the metrics accordingly based on what you want to accomplish.

The tool gives you the option to test up to ten variations of a specific landing page, so you’ll be certain that your final experiment results are as accurate as possible.

12. Google Trends

As a marketer, you need to keep your finger on the pulse. You’ve got to stay informed about what’s happening in the world around you.

Watch local and global news. Stay up to date on pop culture.

If you know what’s happening, you can come up with appropriate marketing strategies based on these trends.

But it can be difficult to do this when you’re busy at work every day. Google Trends will make this process much easier for you.


See the hottest searched topics locally, regionally, nationally, and internationally.

Search for a specific topic, such as your industry, to see how popular it is over a certain time period.

If you know what people are searching for, it will be easier for your brand to stay relevant. You can use pop culture trends or global news to create a targeted ad or promotion on social media that will gain lots of attention.

13. Google AdSense

Google AdSense is free to use. In fact, you’ll get paid to participate.


Unlike the other advertising tools on this list, Google AdSense lets you run ads from other businesses on your own website.

Google makes sure that the ads meet a certain quality standard and that they’re relevant to your audience.

If you don’t like an ad displayed on your site, it’s no problem. Simply block any ads you don’t want to appear, and customize the type and location on your site that works best for your needs.

To get the most money for your ad space, Google AdSense will ensure that only the highest bids go live on your site so you can make as much money as possible.

It’s a nice way to make some extra cash while you focus on your other marketing strategies.

14. Google Blogger

You can use Google Blogger to build your personal or business blog.


If you’ve been reading my content for a while now, you know how much emphasis I put on the benefits of blogging.

Those of you who are not taking advantage of this effective marketing tactic need to start right away.

Google Blogger gives you a free domain to host your blog. While the majority of you will want your blog to be directly on your website, this is an option for newer businesses or for those trying to establish a personal brand that’s separate from your existing company.

You can use this new domain to promote your company website.

It’s easy to integrate your new blog with Google AdSense, which I just talked about.

Like I said, for the most part, you’ll want to have a blog on your company website. But Google Blogger shouldn’t be dismissed. It’s worth a spot on this list.

15. Google Voice

Google Voice gives you the option to stay in touch with your customers from any screen.

google voice

You can send and receive calls or texts from your phone, desktop, or tablet.

Unlike a cell phone number or landline for your business, Google Voice is free.

Google Voice also allows you to select a virtual number from nearly any area code, which is great if you’re targeting clients from a specific location.

Your leads will be more likely to trust a local number than just some random out of area caller.

The virtual number can be connected to any mobile device or landline. It’s easy to handle incoming calls from different locations. Anyone with access can answer the phone.

If you have team members in different areas, they all have the option to respond to an incoming call.

Ultimately, Google Voice is great for enhancing your customer service and communication. If you’re not satisfied with your current phone situation, it’s worth looking into this tool.


Google is more than just the global search engine king.

It has a wide range of free tools available to business owners who want to make improvements to their marketing efforts.

Not all of these tools are for everyone. Some of you may not need all 15 of these.

But regardless of your situation, I recommend referring to this list and checking out tools that fit your needs.

There is no risk in trying them out. After all, they’re free to use.

Which free Google tools is your company using to improve its marketing efforts?

AMP Story Ads come out of beta with Google Ad Manager support for direct sold ads

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The fullscreen ad format is now available to all publishers.

The post AMP Story Ads come out of beta with Google Ad Manager support for direct sold ads appeared first on Marketing Land.

Please visit Marketing Land for the full article.

Transcript of How Human Connection Elevates Marketing

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Transcript of How Human Connection Elevates Marketing written by John Jantsch read more at Duct Tape Marketing

Back to Podcast


This transcript is sponsored by our transcript partner – Rev – Get $10 off your first order

John Jantsch: You’re never gonna get your message across until you understand the problems and the challenges and you empathize with those people that you’re trying to get the message across to.

In this episode of Duct Tape Marketing Podcast, I am visiting with my old friend, Seth Godin. Everybody’s favorite marketer and we’re talking about his new book called, This Is Marketing: You Can’t Be Seen Until You Learn to See.

Hello and welcome to another episode of the Duct Tape Marketing Podcast. This is John Jantsch and my guest today is Seth Godin. He is the author of 18 international bestsellers but I better check ’cause it may have changed by the time-

Seth Godin: It’s 19 now, ding, ding, ding.

John Jantsch: I knew I should have checked. And certainly to be translated in many, many languages, many of you listeners know that Seth’s been on when we talked about Unleashing the Ideavirus, maybe even Permission Marketing if we go back that long. Purple Cow Tribes. I’d run out of time if I list them all. But today we’re gonna talk about This Is Marketing: You Can’t Be Seen Until You Learn to See. So, welcome back, Seth.

Seth Godin: Well, thank you. I think the keyword is, you said, “Another episode.” And your persistent generosity is the secret of marketing. So, bravo.

John Jantsch: Well, thank you very much. And again, I can spend five or six minutes talking about your generosity. But let’s get to the content, shall we? Let’s unpack this first element. Until you learn to see. What does that mean?

Seth Godin: Well, there’s two kinds of marketers. There’s the selfish marketers who are short term, short cutting narcissists. They are the ones who are getting in front of people because they want to market to them. And there’s the other kind of marketer. The long term player, the one who’s making a difference, who’s marketing with people. But you can’t market with them until you see them, until you know who they are, until you have the empathy to want what they want or at least, to help them get what they want. And too often, we’re in such a hurry ’cause we feel like we’re drowning that we forget to offer other people, a life vest.

John Jantsch: Yeah. And I work with lots and lots of very small businesses who, they wanna cut down trees and they wanna repair plumbing and things like that. And marketing is actually sort of a nasty thing that they feel like they have to do sometimes and I think the real challenge for a lot of folks like that is that they kinda just copy what they see so many other people doing even if it is wrong. I mean, how do you take somebody like that, that is essentially not a marketer, who says, “I’ve gotta market” but, you know, all the examples, that are, but, not all, but a lot of the examples that I see are teaching me the wrong things.

Seth Godin: Well, first I’d say, they are marketers. They might not be marketing on purpose but if you’re out in the world trying to make a change happen of any kind, you’re marketing, that’s what marketers do. And they, you know, I got a piece of spam from somebody, a week ago. It said, “Hi, I’m an intern from BYU. Can you please answer this survey for my company?” And there were so many elements of it that were clearly spam. And I had nothing better to do, so I wrote back and I said, “You know, you don’t have to do work you’re not proud of even when you’re an intern.” That it begins a pattern of saying, “Well, I’m just doing my job.” You don’t have to do that. You could do work that matters instead.

And the kid was sort of stunned and wrote me back a nice long note which was gratifying but my point was, if you wanna be a plumber, if you wanna be a tree surgeon, the fact is, you will be judged and you will be judged on how you treated our precious attention and you will be judged by how you kept your promises. And you will always be able to find someone who will go lower than you. Always. You wanna race to the bottom because the problem with racing to the bottom is you might win. The alternative is to say, “I know how I would like to be treated. I know how I would like to be seen and that’s the way I’m gonna treat other people.”

John Jantsch: You make it sound so logical.

Seth Godin: Well, you know, I’m not trying to make it sound easy but we see it everywhere. So, like, for example, the heating and boiling guy, the boiler repair guy came to my house yesterday. And even though we’d been working together for years ’cause stuff breaks, he insisted on putting booties on before he came into the house. And I said, “You don’t have to put booties on. We’re just going straight to the basement.” He said, “No, no. It’s a habit. This is the way I do it and it’s what I ask people to do before they come into my house.” And, so the book is basically a metaphor for, “Put your booties on.”

John Jantsch: So, I’ve believe at least, a great deal of this book is drawn from a project that you’ve been involved in for a few years, The Marketing Seminar.

Seth Godin: That’s right. It’s 6,000 people have taken this online, workshop takes about three months to go through and I had the privilege of watching people do it. Because, you know, you’re sitting like a pharmacist up at the top and you can see everything in the store. And, so I could see where people were getting stuck. I could see what resonated. So, once it came time to write the book, it wasn’t particularly difficult to write because I just built it and lived it for two years.

John Jantsch: And there were a lot of questions, right? And I’m assuming that you learned a great deal from not just where people got stuck but just the questions they asked and their answers.

Seth Godin: That’s right. We saw people have their lives changed and their businesses change because they were putting this into practice. And that’s what I do, I’m a marketer, I make change happen and I’m a teacher. So, seeing the lights go on, that’s what drove me to write the book. As I said, there’s a lot of people who will pay 600 bucks to take a seminar but I bet you, if I can give them this handy package, not only will they read it but they’ll share it with their peers.

John Jantsch: Because I think that’s one of the real challenges. In the last five years, you know, there’s 5000% more courses out there, from people and I think most course makers, seminar makers would agree that the real challenge is getting people to actually do it. And look at the way you structured this project, it really does compel people to complete it, doesn’t it?

Seth Godin: Well, so, yeah, I think it’s really important to distinguish between online courses and online workshops. Online courses are everywhere and I’ve made some. It’s a bunch of videos, it’s a different way to absorb content. And they’re fun to make but in my experience, they don’t lead to profound change. Change comes from when you actually do the work. So, what we do with these various workshops and seminars, you know, the altMBA has a 96% completion rate and that’s because it’s expensive and time gated and there’s a coach who’s watching you all the time. And there’s a peer group and a mastermind group.

So, people would missed if they were gone. And at the other end of the spectrum are self paced, come and go as you please kinda MOOCs. I think the opportunity we have, if we care enough to level up, is to put ourselves into a position where when it gets hard, and education always gets hard, we don’t quit. And so, for some people, that’s just get an audiobook instead of the regular one. ’cause the audiobook keeps turning the pages whether you want it to or not.

And for other people it’s, get a coach or get into a workshop where there are coaches because that is what they need to move forward. But, one thing we know for sure, if you’re over 25, there are no tests and there no grades. So, we need a better incentive than that to learn things.

John Jantsch: So, I’m curious. The etymology of MOOC. I’ve not actually heard that one before.

Seth Godin: Oh, it all started with this idea of the massive online course. What the second ‘O’, open, Massive Open Online Course. So, open because you don’t have to apply to get in. The famous one was the one out of Stanford on artificial intelligence. And a 105,000 people took it. And, what the professor who ran it said was that the 100 people who took it and got an A+ were better than any of the students at Stanford who took it. What he didn’t mention is that, 96,000 people in the course, dropped out.

John Jantsch: Or never started.

Seth Godin: Perhaps.

John Jantsch: So, I get asked this question a lot because I’ve been doing this a long time and you’ve probably been doing it longer than me. What’s changed the most about marketing? I always love people’s answers to this.

Seth Godin: What’s changed is really clear. Which is the marketer used to buy attention, cheap, that marketing was a bargain, that you spend a 100 dollars, you’d make 200. And the big change is attention is not cheap anymore. And as a result, marketers are racing to buy every little shortcut they can find and they’re getting trash attention, they’re getting trash clicks, they’re getting bots and trolls showing up on their doorstep.

So, Procter & Gamble and the big marketers can no longer buy their way to a new brand. It hasn’t been done in 10 years, it’s over. On the other hand, smart marketers are thinking like direct marketers now. They pay a lot for a little bit of attention but they take care of it and as they take care of it, they turn it into something valuable.

John Jantsch: I’ve been a fan of as I know you have as well. Kevin Kelly’s Cool Tools.

Seth Godin: Sure.

John Jantsch: That he’s been doing for, probably coming up on 20 years and I know you’ve been a guest on there. And I found, you mentioned this in the book and I found actually an episode where you talk about Penguin Magic and I actually have taken note of the fact that you like magic shops, don’t you?

Seth Godin: Well, I don’t like the old kind anymore. Penguin Magic has spoiled me. But yes, I grew up going to magic shops. I love the tension of, “I just saw something, it’s impossible but of course the laws of physics apply so how could it be impossible? I need to know how it’s done. Oh, here’s some money. Now it’s mine.”

And there aren’t very many things in our life where we can get that cycle with no side effects for ten bucks in five minutes. It’s a thrill.

John Jantsch: And there actually are countless cases throughout history where people have actually killed other magicians and things to find their secret, haven’t they?

Seth Godin: I hope that’s not happening lately. If it is, we should tell Penn & Teller before it’s too late.

John Jantsch: So, there’s a bit in this book, current book about going out of business sales. And what they kinda do to us and maybe how they hurt us as marketers. You, kind of wanna expand on that?

Seth Godin: Well, the challenge that we have as marketers is everything that we would do to make something work in the short run isn’t what we should do in the long run. That is not true for any other profession. That what’s good for a surgeon in the short run is good for a surgeon in the long run. Add it up, keep going. The problem that marketers face is that the stunts and the shortcuts and the hustle, I hate the hustle most of all, is tarring us with this paint, this tar that won’t let go. And that’s why if I could invent a new word for marketing, I would.

Because, the good kinda marketing which is the marketing you talk about and that I talk about and the marketing that works doesn’t involve any of that hustle. But, the internet has brought the hustle to the fore and I think we’ve gotta figure out how to walk away from it as fast as we can.

John Jantsch: One of the words that you, I think are proposing, maybe that takes the place of marketing, is this idea of developing an empathetic posture. How do we do that?

Seth Godin: So, what’s practical empathy? It’s a simple idea which is, “You know something I don’t know. You believe something I don’t believe. You want something I don’t want. And you care about things I don’t care about.” So, if I’m gonna engage with you, sell to you, serve you, do business with you, either, I need to force you to think the way I think or I need to have the humility and the generosity to accept the fact that you think, the way you think and maybe I can help you.

But, too often, particularly small business people insist that they’ve worked very hard to get to where they are and they are right. And they’re not willing to move an inch toward what somebody else wants or believes. Or, it feels manipulative. And I don’t think it’s manipulative. I think that, if for example, you are somebody who sells draperies and blinds and you sell them in the suburbs, an upper income suburb, you might be the kind of person who doesn’t have any drapes and blinds in your house. You might be the kind of person that would just go to Kmart or Home Depot and buy the cheapest thing.

But your customer, she wants something that’s gonna make her feel special. And she’s willing to spend 800 dollars for it. If you can’t go to where she is, then you can’t help her. And if you think that where she is, is she wants to see a spreadsheet, an RFP, a comparison of A versus B, you’re not being very empathic. That what we get to do is to go to where people are and help them see what they wanna see.

John Jantsch: I read an article the other day that said from 2011 to 2017, 5000 marketing technology companies, apps, tools, whatever you wanna describe ’em have come on the scene. Is that phenomenon making this harder to do marketing the right way?

Seth Godin: Wow, I love that stat. I would have guessed it was even more than that. The thing is, the programmatic, the idea that you don’t know where your ads are running and a system is busy buying and selling everything behind the scenes makes a certain kind of of marketer happy because it lets him or her off the hook and it lets you buy a certain kind of demographic scale really fast. It’s hands free, it’s not human.

And particularly for a small organization, we need to run away from this as fast as we can. You cannot outdo Hyatt Hotels. You cannot outdo Google at this game. You just can’t, you have no chance. It’s like trying to win at the stock market by being a day trader. That, the place where you can win, where you have an enormous unfair advantage is that you can look a human being in the eye and you can say, “I made this.” And you can say, “I see you.” And you can say, “How will we together make something work?” That is where 10,000 times more than all this crazy software.

John Jantsch: Yeah, there are lot of small businesses that we work with, you know, that advertising kinda becomes a trap because it kinda works. But the bad part about it is then they don’t build a website that works and they don’t write content that works and they don’t do the things that I think, they long term are going to make or break their business.

Seth Godin: Yeah, let me just do a quick Google math so that people understand why Google is one of the most valuable companies in history. If you buy a Google ad, a Click for six dollars, knowing that it’s worth 20 dollars, that every time someone clicks, you’re gonna, on average, make 20 dollars in profit and you’re paying six, that’s thrilling.

But then your competition comes along and buys that Click for seven. So the question is, should you pay eight? The answer is, probably and an auction ensues until it’s at 19. Now, at 19, should you pay 20? Well, some people will say, “Yes, because I don’t want my competitor to get this person.” Some people will say, “No, that’s crazy.”

But, either way, at 19 dollars, here’s what’s happening. The person that did all the hard work, who makes the product, who does the warranty, who built everything makes a dollar and Google makes 19 dollars. Now, multiply that by every product and service sold by Clicks on Google and now you know what’s going on. They’re clearing the table of all the profit in every industry that touches them.

John Jantsch: And it’s, it’s gotten worse. The local service ads are making them actually be part of the transaction now, not just a click. But, you sold 4000 dollars, great, I get a piece of that. So, yeah, I think that trend’s not going away. So, stories are hot. They’re a big part of this book. People talk about them now. 15 years ago, people thought they were silly but now they talk about them. But I still don’t see many people doing or getting this idea of stories. How do you make storytelling a big part of your marketing?

Seth Godin: Well, this is another word that’s getting in the way, right? Because storytelling doesn’t mean “Once upon a time.” And “Lived happily ever after.” Story could be, what kind of handshake do you have? Story could be, is your office in a strip mall or in a fancy building? Story could be, when I look at the people who work for you on your website, do I see people who look like me?

These are all stories, stories in the sense that they’re symptoms and symbols that we use to guess about further behavior and meaning. And so, we all live stories and we can build those stories on purpose or we can let them happen to us. So, one way to think about the value of a brand or a story is this, if Nike opened a hotel and that’s all you knew, is it Nike has a hotel? I’m guessing, with your eyes closed, you could imagine a whole bunch of things about that hotel and you’d be right.

On the other hand, if Hyatt or Hilton made a pair of sneakers, you’d have no clue what they would be like. None. That’s because Nike has a story and Hilton and Hyatt do not.

John Jantsch: Great example. So, [inaudible]. We’re getting towards the end, so, here’s a softball you can hit out of the park for me. I don’t really think people want what we sell. What do they actually want?

Seth Godin: Right. They don’t want what we sell at all. They want the change and the status that it offers. They want belonging, they want security, they want to feel like they are part of something. If the Grateful Dead had never been invented, they wouldn’t have invented the Grateful Dead. But they would have invented something that made them feel the way the Dead did.

John Jantsch: So, you just gave me an example but my last question was gonna be, is there a company or two that you wanna point to and say, “Hey go check out what these people are doing because they’re doing it right.”?

Seth Godin: Here’s what I would say. Think, right now of a logo that you admire. Let’s say, you’re talking to a designer. Think of a logo. I’m going to bet you, 10 to 1 odds, that the logo you thought of is not a pretty logo but is in fact something that adorns a brand that you care about.

This brand you care about, why do you care about it? Why do you pay extra for it? Why do you cross the street to engage with them? So, you get to pick the example. I don’t need to. Because if there’s a brand you care about, it is a brand you care about because of the ideas that are in this book.

John Jantsch: Yeah, and that’s a great lesson because everybody has a brand or two that they care about so then you can personalize that and turn it into a learning lesson. Great, great advice.

So, Seth, what kind of people are gonna know, that are gonna be able to find This Is Marketing everywhere but is there anything you wanna share in terms of how they would connect with you, how they’d find out, maybe about joining the Marketing Seminar?

Seth Godin: I made a bonus page at which stands for This is Marketing and I’ve got a video there and some bonuses and links to all sorts of juicy stuff as well.

John Jantsch: Well, once again, I really appreciate you stopping by and sharing your thoughts. Another great book. Congratulations and hopefully we’ll run into you soon, out there on the road.

Seth Godin: I hope so. Always a pleasure.

LinkedIn Company Pages get a refresh with new content suggestion tool, ways to engage employees

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The new LinkedIn Pages are currently rolling out in the U.S.

The post LinkedIn Company Pages get a refresh with new content suggestion tool, ways to engage employees appeared first on Marketing Land.

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The Best Way to Increase User Engagement on Your Website

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When setting out to create a successful website, you should always be mindful of user engagement. But what does that mean, exactly? When visitors land on your site, you want them to read your content, interact with your forms, and click-through on your calls-to-action. That’s essentially user engagement in action, but this term goes much deeper than that. To be successful, you should know how to define maximum engagement and how to boost this critical website factor to earn more leads and revenue in the future. What is User Engagement? Put most simply, user engagement is when visitors to your…

The post The Best Way to Increase User Engagement on Your Website appeared first on The Daily Egg.

A new customer experience, how AI is changing marketing

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In the summer of 1956, 10 scientists and mathematicians gathered at New Hampshire’s Dartmouth College to brainstorm a new concept assistant professor John McCarthy called “artificial intelligence.” According to the original proposal for the research project, McCarthy — along with…

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Your customers aren’t waiting till Black Friday, neither should you

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Research shows the shopping season starts well before Black Friday, and savvy marketers plan how to retain all those new customers.

The post Your customers aren’t waiting till Black Friday, neither should you appeared first on Marketing Land.

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What It’s Like To Work At An All-Remote Company

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Crazy Egg remote work

Since I started working at my first-ever remote gig here at Crazy Egg, I’ve been posting fun photos on social media of all the spots I’ve been working from. I wasn’t too surprised when a Twitter friend reached out a few weeks ago and asked me via direct message to give her the inside scoop. She’d been considering the shift from in-house to work-from-wherever, and she wanted to ask me some questions. My response started out as a few bullet points, and turned into the blog post you see below.  If you’re considering making a similar change to remote work,…

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