This is Marketing Summary - 7 Animated Ideas (by Seth Godin)

One of the most important principles, if not  THE most important principle of marketing, which is repeated in the majority of marketing  books, is this: Do not make a key and then run around looking for a lock for it. Instead,  find a lock, and then carefully fashion a key, meaning, first figure out who your target  audience is and then make a product. Never the other way around, unless you want  to make your work a thousand times harder and unefficient both for you and your audience. 

Idea number one is: The Lock and The Key. During a part of his career, Zig  Ziglar was a salesman of pans and pots, a common job at that time. The traditional  way of doing this job included the salesmen loading their cars with as much pans and  pots as they could possibly carry, and then hitting the road one village at a time, selling  a few pots to those who are willing to buy, and after a few days moving on to the next village,  but Zig decided to try a different approach.

He decided to hunker down at each village  and rent a room for weeks at a time, and in doing so he didn't just sell to the few  who were ready to buy in the first interactions but also earned the trust of many of the  others who were ready to buy only after they got to know him better, and his sales  skyrocketed. Idea number two is: Frequency. In his book permission marketing  that was published in 1999, Seth explained how permission was the opposite  of spam.

Instead of running distracting ads that everyone hates, he promoted the  delivery of useful, consistent information that will educate and will be delivered  to readers who showed interest in it. Two of the common mediums through which it  could be done is a blog or a newsletter, which are also called permission assets. So  how do we know that we own a permission asset?

Not by having the legal permission to contact our  receivers, or a few lines in our privacy policy, rather, by knowing that  the receivers would miss us if we were gone. Idea number  three is: Earn your permission. So have you ever asked yourself why do the  exact same products by different brands cost differently?

That's because the brands that price  themselves higher, give you a different emotion. You may pay a high price for a  brand that you see as trustworthy. On the contrary, if you don't have emotions for a  brand you will only prefer it because of a lower price.

But it also works the other way around  if you don't know the brands you will probably assume that the higher-priced one is more  trustworthy and the lower-priced is a commodity. Low price is a sign of a  marketer who ran out of ideas. That was idea number four: Price  is A Part of Your Marketing Humans are social beings, therefore, it is  our primal instinct to care about how we interact with others.

We may sacrifice a lot  to be viewed in a certain social position. That's why one of the first things  we should consider when developing a service is how it is going to benefit the  status goals of the potential customer. Keep in mind that people don't always  want to increase their status mostly they would want to maintain it, or sometimes  even decrease it.

And so, we may spend extra tens of thousands of dollars on a car, just  because we think it will give us a high status, or we can avoid taking a free car because  we might think it will decrease it. In another case, at a business  meeting at a restaurant, when we want to avoid challenging someone, we may  try to decrease our status by paying for a cheaper meal. Or we may go with the least known  company or most known company because we perceive ourselves as outliers, or because we  want to be like everyone else, accordingly.

If something seems irrational  look for status roles at work. That was idea number five:  Status is a Primary Drving Force Harvard marketing professor Theodore Lewitt once said: "People don't want to buy a  quarter-inch drill bit they want a quarter-inch hole", what he means is that if someone is coming  in your store, and he wants to install a shelf don't tell him about how good the drill bit  is, rather tell him about which drill bit is the best for installing a shelf. Idea  number six is: Nobody Needs Your Product In 1967 Lester Wunderman first  coined the term "Direct Marketing".

Since then it became a widely used term in  modern marketing. In essence, the difference between Direct Marketing and Brand Marketing  is that Direct Marketing is action-oriented and is measured, and brand marketing is culturally  oriented and is not measured. Examples of direct marketing may be: Direct mail, email, and social  media, while Brand Marketing includes: Newspaper, Roadside, Radio and TV ads.

Idea number seven is:  The difference Between Direct and Brand marketing.