Seth Godin Is Right: Some People Are Better Than Others
by Josh Bernoff
As usual, when Seth is onto an idea, he gets right to heart of it. He cites two examples: Kindle readers and the people who buy books at Wal-Mart. (While both are book examples, the Kindle readers are more valuable to publishers and authors, the Wal-Mart book buyers are more valuable to Wal-Mart.)
The punch line:
The challenge, then is to look for cues that people give you that they are better, and then cater to them. Every industry has people who are worth more, buzz more, care more and buy more than other people. Don't treat people the same, find the ones that matter more to you, and hug them.
This is exactly right, and what mass marketers mostly get wrong. Do you know who your best customers are? Find out, and roll out the red carpet for them.
For marketers, dealing with individuals is hard. It's about to become central. That's what "Harnessing the Groundswell" is about -- how to efficiently find and harness your best customers.
I also believe in Seth's specific examples, which is why we'll do something special for Kindle readers for our next book. Count on it.