There is no better advice than that above, from one of the most successful men in the digital world – Seth Godin. “Seth Godin may be the ultimate entrepreneur for the Information Age,” Mary Kuntz wrote in Business Week nearly a decade ago. After working as a software brand manager in the mid-1980s, Godin started Yoyodyne, one of the first Internet-based direct-marketing firms, with the notion that companies needed to rethink how they reached customers. He was years ahead of his time, but knew that the change from mass marketing was inevitable as soon as people were in charge of what they see.
With the invention of computers, smartphones and individual devices, consumers get a choice of what they want to see and when they want to see it. Speaking to an individual is very different to speaking to the masses – it can be more personal, impactful and longer lasting.
It is proven there are enough consumers for every product … making the product is not the difficult part of business. It is finding the customer base who will live, breath, share and engage with your product. Once you have that story to tell and an ethos that resonates with your customer, your customers will be your best marketing tool.