Seth Godin's Startup School

Advertising and Competitors

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Nov 12, 2012
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ADVICE

Sell Ads With Measurable Impact

  • Sell advertising based on measurable results, not vanity metrics like open rate or clicks.
  • Offer trials that prove value, then charge when the ad drives actual customer purchases.
ADVICE

Handle False Objections Smartly

  • Recognize false objections during sales; they are often excuses to avoid committing.
  • Probe deeper to understand true concerns instead of accepting surface reasons to say no.
INSIGHT

Trust Builds Big Brand Success

  • Big brand advertising focuses on building trust over long periods, not immediate clicks.
  • Customer acquisition cost thresholds determine sustainable ad spend in direct marketing.
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