This is marketing

Marketing in five steps:

1. Invent a thing worth making, with a story worth telling, and a contribution worth talking about.
2. Design and build it in a way that a few people will particularly benefit from and care about.
3. Tell a story that matches the built-in narrative and dreams of that tiny group of people, the smallest viable market.
4. Spread the word.
5. Show up – regularly, consistently, and generously, for years and years – to organize and lead and build confidence in the change you seek to make.

Two simple questions: What will I tell my friends? Why will I tell them?
Begin with the smallest viable market. What’s the minimum number of people you would need to influence to make it worth the effort?
People don’t want what you make. They want what it will do for them. They want belonging, connection, peace of mind, status.
Be a professional, exert emotional labour to imagine what someone else would want, what they might believe, what story would resonate with them
All of the decisions we make are based on our internal narratives and the stories we tell ourselves, and these stories are driving by asking what types of groups we want to belong to, who we want the ‘people like us’ to be.
Provide ‘free ideas that spread’ and ‘Expensive expressions of those ideas that are worth paying for’.

Fix your funnel:

1. You can make sure that the right people are attracted to it.
2. You can make sure that the promise that brought them in aligns with where you hope they will go.
3. You can remove steps so that fewer decisions are required.
4. You can support those you’re engaging with, reinforcing their dreams and ameliorating their fears as you go.
5. You can use tension to create forward motion.
6. You can, most of all, hand those who have successfully engaged in the funnel a megaphone, a tool they can use to tell the others. People like us do things like this.

Great summary of Seth’s ideas on marketing. Reads like a series of blog posts.