Seth Godin, Intern, John Jansen discussed on Duct Tape Marketing
Hello. And welcome to another episode of the duct tape marketing podcast. This is John Jansen my guest today is Seth Godin. He is the author of eighteen international bestseller's. But I better check because it may have changed by the time. It's nineteen now dig nickname. Do I should've trust should have checked, and certainly to be translated in many, many languages many of you listeners know that suspect on when we talked about unleashing the idea virus? Maybe even permission marketing, if we'd go back that long purple cow tribes run out of time. If I listen to all, but today, we're going to talk about this is marketing, you can't be seen into your learn to see so welcome back. Well, thank you. I think the key word is you said another episode and you're persistent generosity is the secret of marketing. So bravo. Well, thank you very much. And I again, I could spend five or six minutes talking about your generosity, but let's get to the content showing. Let's unpack this first element. Until you learn to see what what does that mean? Well, there's two kinds of marketers. There's a selfish marketers who are short term short, cutting narcissists. They're the ones who are getting in front of people because they want to market to them. And then there's the other kind of marketer to 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 because we feel like we're drowning that we forget to offer other people fest, and I I work with lots and lots of very small businesses who, you know, they wanna cut down trees, and they want to repair plumbing and things like that and marketing is actually sort of nasty thing that they feel like they have to do sometimes. And and I think the the real challenge for a lot of folks like that is that the kind of just copy what they see so many other people doing. Thing even if it is wrong. I mean, how do you how you know? How do you take somebody like that that essentially is not a marketer who says I've got a market. But I, you know, all the examples that are not all, but a lot of examples that I see are teaching me the wrong things. Well, I I'd say they are marketers. They might not be marketing purpose. But if you are out in the world trying to make change happen of any kind your marketing. That's what marketers do. And the I got a piece of spam. From somebody. We could go it's at high 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 back, and I said, you know, you don't have to do work. You're not proud of even when you're an intern at it begins a pattern of say, 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 nice long note, which was gratifying, but my point was if you. To be a plumber. If you wanna be a tree surgeon, the fact is you will be judged, and you will be judged by how you treat. It are 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 do you wanna race to the bottom because the problem with racing to the bottom as 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 you make it sound so logical. Well, you know, I'm not trying to make it sound easy. What? But we see it every so like, for example, the heating in boiling guy boiler repair guy came to my house yesterday. And even though we've been working together for years because stuff breaks he insisted on putting booties on before he came into the house. And I said you don't have to Buddhism going straight to the basement. He said, no, no, it's a habit. This is the way I do it..