Seth Godin, a marketing thought-leader, has a way of coming up with weird titles for his books, like Purple Cow, Icarus Deception, Poke the Box, Unleashing the Idea Virus, We Are All Weird and The Big Moo.
But the sure thing about these books and others he wrote is that they are amazing, and Meatball Sundae is no different.
Meatball Sundae is about old-school marketing vs. new-school marketing, or “new marketing” as Seth calls it.
Marketing has turned on it’s head and the internet has provided marketers with new tools to target their audience with less effort and with less capital.
This “new form of marketing” is described by Seth is the top of the sundae or where the magic happens.
As traditional marketing fades away, the new tools seem irresistible.
Meatball Sundae is the definitive guide to the fourteen trends no marketer or startup entrepreneur can afford to ignore.
It explains what to do about the increasing power of stories, not facts, about shorter and shorter attention spans, and about the new maths that says five thousand people who want to hear your message are more valuable than five million who don’t.
There are so many takeaways from this book that I don’t want to spoil it if you plan [no I mean you SHOULD buy this book], you will notice Seth’s way of writing in a simplistic and at times humourous manner.
This book is even more relevant for entrepreneurs who have limited marketing budget for traditional marketing techniques.
Meatball Sundae is sharing ideas on how to approach marketing in the internet era. This is not about digital marketing, it is far more than that. It is about the attitude, posture, and approach to marketing.
- “New Marketing leverages scarce attention and creates interactions among communities with similar interests.”
- “I define Old Marketing as the act of interrupting masses of people with ads about average products.”
- “Marketers do this by telling stories, creating remarkable products, and gaining permission to deliver messages directly to interested people.”
- “Business growth doesn’t come from your factory; instead, it comes from satisfying the people who can best leverage your ideas.”
- “We will get back to you within moments, or you should go elsewhere. Inbound communications from consumers demand speed.”
- “A permission asset that’s carefully built and maintained is often enough to structure an entire company around.”
- “What we’ve wanted all along is to be treated with respect and to be connected to other people.”
- “Here’s the sea change: You have the chance to go from finding customers for your products [the meatball way] to a new way.”
- “Start making products, services, and stories that appeal to the reachable. Then do your best to build that group ever larger. Not by yelling at them, but by serving them.”