While blindly stumbling through Google, searching for a business blog containing substance, clarity, and intrigue, I happened to find “Seth’s Blog“. As demonstrated in the title, “Seth’s Blog” gets right to the point. He “says it like it is”, while making extremely relevant and thought provoking points, predominately centered around marketing themes.
The post that particularly interested me was “Accepting small Promises“. As he so eloquently put it “Marketing is about making promises and then keeping them”. This fundamental definition seems to ring true. When a marketing team makes a promise the success of the product is often dependent on the extent to which that promise is kept. For example, if a product as marketed as “the cheapest car in the world” the product will not be very successful if it is not, or rather if people do not perceive it as the “cheapest car in the world”. Seth ultimately broke it down to “If [the consumer] accept[s] the promise, a sale is made”.
The post claimed, as consumers, if we easily accept small promises it “cheapen us and the marketer who would have us flock to him”. The big promises, such as a company’s ethics or “stewardship” are the promises as consumers we should value, as well as the promises the marketer should try and promote. “We get what we settle for.”
Godin, Seth 15/11/12, “Accepting Small Promises”. http://sethgodin.typepad.com/seths_blog/2012/11/accepting-small-promises.html