I wanted to really find out how to become a Free Prize Thinker and the real differences between marketing as it is today and as it could be if it were delivered with a Free Prize. Seth REALLY delivers. Enjoy.
1. What is the difference between Free Prize thinking and current marketing ideology?
Current marketing thinking goes like this: We have money, we have power. We can command (take) attention from our targeted consumers whenever we want by buying ads. If we buy enough ads, and the ads are targeted right and the creative is good, the ads will make a profit and virtuous cycle will be created.
Free Prize thinking says: The only way to get through the filters is to have people talk to each other about the remarkable stuff we're doing. And more often than not, that conversation is about something magical inside the product, not in the spin we're putting on it.
2. How does someone become a Free Prize thinker?
The hardest step is acknowledging that you're not in charge of the conversation. That'll force you to go back to the drawing board to make something worth talking about. After that, you'll be irresistibly drawn
to the edges.
3. How often should you evaluate your business from this new way of thinking?
How often can you? That's how often you should! No quarterly reviews! In the world of fad and fashion, things happen way too fast for that.
4. What are the fundamental issues starring marketers in the facethat they don’t see?
Marketers are viewed by the CFO as a cost center and by the rank and file as hype-mastering dilletantes.
They need to change the dynamic and essentially get everyone in the company to work for the marketing department, to build the marketing right into the product or service from the very start.
5. Is there a difference in application for small vs. large companies when it comes to creating the Free Prize?
I'm inclined to say not really. Sure, it's harder to get more people on your team in the big company, but this is made up for by the increase resources available. I think the biggest difference is that small
companies have no choice but to measure, so they're doing this faster because they know the old stuff isn't working. The big companies can coast longer before they get nailed.
6. How does relevancy and the Free Prize work together to create the optimum customer experience?
Well, why talk about something that's not relevant to what you WANT? By definition, that's the only way to create a conversation. You can't force it.
7. What was the Free Prize in the book that almost everyone will overlook?
I think people aren't pushing themselves on the Edgecraft front as hard as they will once they get more into the ideas. That and the footnotes are pretty funny.
8. What’s next for Seth Godin?
I have no new book in the works. I really want to help this idea settle in for a long time first.
Thanks for sharing these insights with us Seth and keep up the great thoughts, marketing and marketers everywhere need them.
If you haven't already bought Seth's new book Free Prize Inside, get it today!
Now go get that nap!