Are You Marketing Gravity or Evolution? Seth Godin Says Knowing the Answer is Smart Marketing

 

Here’s a snapshot of how Seth describes it:  Everyone believes in gravity.  Evolution has its share of doubters. 

So what does this have to do with marketing?  Two things, he says.  First, “If the story of your marketing requires the prospect to abandon a previously believed story, you have a lot of work to do.“ Since the gravity story has no detractors, then attaching your new (idea, product, company) to it is smart marketing. 

Second, “If the timeframe of the message of your marketing is longer than the attention span (or lifetime) of the person you are marketing to, you have your work cut out for you as well.”  Try selling evolution.  It is really slow and hard to demonstrate in real time during a school board meeting.  Gravity on the other hand is instantaneous.  Just drop your shoe.

Seth goes on to suggest that the iPhone is gravity marekting.   People had already accepted that they wanted it, you could see it work from across the room, and you didn’t have to wait months for the joy to happen.

So here is how Seth says you should put it into practice.  First, “Try to tell a story that complements an existing story rather than calling it out as false.”  Second, “Try to make the ‘proof’ as vivid and immediate as possible. Like an apple falling on your head.”

Net-net, if you don’t have a ‘gravity’ element in your pitch, strive for it. 

For the full article from Seth, click here.  It is worth the read.