Two Types of Marketing Vocabularies By Seth Godin


I am a big fan of Seth Godin. In case you don’t know who is Seth, then just Google it. He is a best-selling author and has written more than 15 books. He has coined the word “Permission Marketing”.

Multiple successful ventures like Yoyodyne, Squido and AltMbA course has been started by him. He is a very impressive public speaker and has delivered many TED talks.

I recommend you to read my favorite list, you will simply be amazed by the thoughts and alt views.

a) Purple Cow

b) Permission Marketing

c) Tribe

d) All Marketers are liars

e) Linchpin

f) The Dip

Ok ! Rather I would suggest you, read all whatever he has written. You will fall in love with the ideas. Maybe you would be changed after reading those.

Now I come to the point. Here the post I have curated from Seth’s Blog ( Check it out, probably you will love to subscribe it )

The two vocabularies (because there are two audiences)

Early adopters want to buy a different experience than people who identify as the mass market do.

Innovators want something fresh, exciting, new and interesting.

The mass market doesn’t. They want something that works.

It’s worth noting here that you’re only an early adopter sometimes, when you want to be. And you’re only in the mass market by choice as well. It’s an attitude.

The people bringing new ideas to the public are early adopters themselves (because it’s often more thrilling than working in a field that does what it did yesterday), and often default to using words that appeal to people like themselves, as opposed to the group in question.

More rarely, there are a few people with a mass market mindset that are charged with launching something for the early adopters, and they make the opposite mistake, dressing up their innovation as something that’s supposed to feel safe.

When you bring a product or service or innovation to people who like to go first, consider words/images like:

  • New
  • Innovative
  • Pioneer
  • First
  • Now
  • Limited
  • Breakthrough
  • Controversial
  • Technology
  • Brave
  • Few
  • Hot
  • Untested
  • Slice/Dominate/Win
  • Private
  • Dangerous
  • Change
  • Secret

On the other hand, people who aren’t seeking disruption are more likely to respond to:

  • Tested
  • Established
  • Proven
  • Industry-leading
  • Secure
  • Widespread
  • Accepted
  • Easy
  • Discounted
  • Everyone
  • Experienced
  • Certified
  • Highest-rated
  • Efficient
  • Simple
  • Guaranteed
  • Accredited
  • Public

Of course, it’s important that these words be true, that your product, your service and its place in the world match the story you’re telling about it.

Once you see this distinction, it seems so obvious, yet our desire to speak to everyone gets in the way of our words.

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