Since discovering Seth's work my world has changed because I found that my fear and procrastination had a name (lizard brain) and learned that everyone has one -- some have just learned to ignore it. That was enough to cause me to move forward. Since then, I've started shipping. Rather than flailing around trying to get the details to work out perfectly, I'm going with good enough and shipping it out. If it needs tweaks (and it always does), I tweak, but I don't let it stop me from shipping.

I've gotten a lot of unique and useful information from all of Seth's books, but giving the lizard brain a name has been catalyst I've needed to move forward. I've created and re-worked a green blog that I'm passionate about and it's growing. I've set up a freelance writing, editing and proofreading business and set a date, June 30, 2010 when I will leave my day job to freelance full-time. I've learned to become a linchpin in my current job, which I had grown close to hating. Seth has changed my world and has spurred me on to change the world for the better for others. I hope his 50th birthday is amazing and full of true gifts.

Beth Heavrin

 

What Every Good Marketer Knows: * Anticipated, personal and relevant advertising always does better than unsolicited junk. * Making promises and keeping them is a great way to build a brand. * Your best customers are worth far more than your average customers. * Share of wallet is easier, more profitable and ultimately more effective a measure than share of market. * Marketing begins before the product is created. * Advertising is just a symptom, a tactic. Marketing is about far more than that. * Low price is a great way to sell a commodity. That's not marketing, though, that's efficiency. * Conversations among the members of your marketplace happen whether you like it or not. Good marketing * encourages the right sort of conversations. * Products that are remarkable get talked about. * Marketing is the way your people answer the phone, the typesetting on your bills and your returns policy. * You can't fool all the people, not even most of the time. And people, once unfooled, talk about the experience. * If you are marketing from a fairly static annual budget, you're viewing marketing as an expense. Good marketers * realize that it is an investment. * People don't buy what they need. They buy what they want. * You're not in charge. And your prospects don't care about you. * What people want is the extra, the emotional bonus they get when they buy something they love. * Business to business marketing is just marketing to consumers who happen to have a corporation to pay for what they * buy. * Traditional ways of interrupting consumers (TV ads, trade show booths, junk mail) are losing their cost-effectiveness. * At the same time, new ways of spreading ideas (blogs, permission-based RSS information, consumer fan clubs) are * quickly proving how well they work. * People all over the world, and of every income level, respond to marketing that promises and delivers basic human * wants. * Good marketers tell a story. * People are selfish, lazy, uninformed and impatient. Start with that and you'll be pleasantly surprised by what you find. * Marketing that works is marketing that people choose to notice. * Effective stories match the worldview of the people you are telling the story to. * Choose your customers. Fire the ones that hurt your ability to deliver the right story to the others. * A product for everyone rarely reaches much of anyone. * Living and breathing an authentic story is the best way to survive in a conversation-rich world. * Marketers are responsible for the side effects their products cause. * Reminding the consumer of a story they know and trust is a powerful shortcut. * Good marketers measure. * Marketing is not an emergency. It's a planned, thoughtful exercise that started a long time ago and doesn't end until * you're done. * One disappointed customer is worth ten delighted ones. * In the googleworld, the best in the world wins more often, and wins more. * Most marketers create good enough and then quit. Greatest beats good enough every time. * There are more rich people than ever before, and they demand to be treated differently. * Organizations that manage to deal directly with their end users have an asset for the future. * You can game the social media in the short run, but not for long. * You market when you hire and when you fire. You market when you call tech support and you market every time you * send a memo. * Blogging makes you a better marketer because it teaches you humility in your writing. Obviously, knowing what to do is very, very different than actually doing it.