Stop Promoting. Instead, Start Telling a Story Worth Sharing

“Our biggest problem is awareness”

If that’s your mantra, you’re working to solve the wrong problem.

If your startup, your non-profit or your event is suffering because of a lack of awareness, the solution isn’t to figure out some way to get more hype, more publicity or more traffic. Those are funnel solutions, designed to fix an ailing process by dumping more attention at the top, hoping more conversion comes out the bottom.

The challenge with this approach is that it doesn’t scale. Soon, you’ll have no luck at all getting more attention, even with ever more stunts or funding.

No, the solution lies in re-organizing your systems, in re-creating your product or service so that it becomes worth talking about. When you do that, your customers do the work of getting you more noticed. When you produce something remarkable, more use leads to more conversation which leads to more use.

No, it won’t be a perfect virus, starting with ten people and infecting the world. But yes, you can dramatically impact the ‘more awareness’ problem by investing heavily in a funnel that doesn’t leak, in a story that’s worth spreading.

Read more from Seth here.

Download PDF

Tags: , ,

| What is MyVisionRoom? > | Back to Communication >

ABOUT THE AUTHOR

Seth Godin

See more articles by >

COMMENTS

What say you? Leave a comment!

Recent Comments
Yea! You fixed it!
 
— Mr. Troy Reynolds
 
I just discovered this today and am looking forward to exploring the content on here. It looks like it could be very helpful. Just an FYI - in your paragraph on not putting out B+ material you have a typo. A little ironic. :-) The third sentence begins with "You time" not "Your time."
 
— Troy Reynolds
 
I'm lost, to say the least! As a new pastor, taking over a newly started church I have read just about everything there is to learn what I can do to grow the church. I truly beleive that those attending our church are friendly and sincere. So that can't be the issue. I have read all the comments to this article and I feel that most churches will never have a fair chance! We are a VERY small church, so we don't have a children's church (yet). So if a family comes and gets upset that we don't have a children's church for them to put their children into, we lose! We do provide things for their kids to do during the service and even have an option for their kids to be in a different room, if they don't want their kids to sit with them. We are also such a small church that we don't have a worship team/band/etc. Our worship music comes from music videos. The congregation we do have likes it this way, but of course we would love to have a worhsip team. So, if someone comes to our church and is upset that we don't have live music, we lose! The point I am trying to make is that when people come in with preconceived ideas of what a church should be like, they will never find a church home, unless they find a church who's goal is to entertain! Every Sunday our message comes from the Bible, so that can't be a complaint for someone, so instead, people leave the church and never come back because they want more from a church: they don't want friendly people who are following the Word of God; they want a church that give them something (a babysitter for their kid, entertainment, free gifts, etc.) I'm sorry if sound cynical, I truly want everyone to hear the Good News and learn about Christ's love, but if they come in looking for something else, then the church will always lose!
 
— JAG
 

Clarity Process

Three effective ways to start moving toward clarity right now.