Seth Godin is a marketing guru and I (along with many others) have followed much of his advice throughout my journey.

I want to pick up on one of his marketing ideas in respect of wightsails marketing strategy¬†and that is simply if you can find 10 people who trust you/respect you/need you/ listen to you… then those ten people love what we sell, we are in with a shout. ¬†They will tell ten more and they tell 10 more and this is an old scenario many of us are familiar with.

Seth goes on to say that we no longer market to the anonymous masses, you can only market to those who are willing participants.

‘…The timing means that the idea of a ‘launch’ and press releases and the big unveiling is nuts. Instead, plan on the gradual build that turns into a tidal wave. Organize for it and spend money appropriately. The fact is, the curve of money spent (big hump, then it tails off) is precisely backwards to what you actually need.

Three years from now, this advice will be so common as to be boring. Today, it’s almost certainly the opposite of what you’re doing…’

Seth wrote this one year ago!