Seth Godin’s ideas on marketing, respect, and the ways ideas spread are a daily treat in my RSS feed reader.
This article first appeared on Seth’s Blog on February 2, 2010. There are a million ways to market your wedding photography business (most of them are expensive and ineffective). The way I prefer to seed for future referrals is to radically overdeliver. It’s a simple idea that has the power to change your entire marketing strategy. Let it sink in.
The least I could do
One way to think about running a successful business is to figure out what the least you can do is, and do that. That’s actually what they spent most of my time at business school teaching me.No sense putting more on that pizza, sending more staff to that event, answering the phone in fewer rings… what’s the point? No sense being kind, looking people in the eye, being open or welcoming or grateful. Doing the least acceptable amount is the way to maximize short term profit.
Of course, there’s a different strategy, a crazy alternative that seems to work: do the most you can do instead of the least.
Radically overdeliver.
Turns out that this is a cheap and effective marketing technique.
|Original post on Seth’s blog.|
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