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106

 – How to Stop marketing AT your customers, and start marketing WITH them – with Seth Godin

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Hosted by HerBusiness

On air:

11 July 2019

What if you could end price negotiations and stop clients from haggling, once and for all?

According to marketer Seth Godin, one simple (but not easy) change that can make all the difference is to stop trying to sell to everyone, and instead to get specific about WHO you serve. 

And that means doing something that fills most business owners with fear:

Saying NO to customers who are not your target market. 

In this interview with Suzi Dafnis and Seth Godin, you’ll learn how to position your business to the right audience and gain the confidence to say: 

“I made something of value for a select few people, and it’s worth what it costs.”

Listen to our favourite marketer in conversation with Suzi Dafnis to hear:

  • What it means to really SEE our ideal clients
  • Why all we need to be successful is the smallest VIABLE market
  • What stops us from being REMARKABLE MARKETERs and business owners
  • Why SPECIFICITY BEATS GENERALITIES when it comes to your niche
  • How to get into the heads of those that we want to MAKE AN IMPACT on
  • The important DIFFERENCE BETWEEN BRAND MARKETING AND DIRECT MARKETING and why we should be doing both
  • Why discounting OUR PRICE tells our market we are scared
  • The role of FREE CONTENT VS PAID CONTENT in our bigger plan
  • You can DO WORK THAT MATTERS for people who care

For more episodes and links to Seth’s blog and latest book, visit herbusiness.com/101.

BONUS: Business Growth Audit

FREE report shows you exactly how you rate across the 8 Business Growth Zones which makes it really clear what to focus on next to get more traction, get more results and go from solopreneur to growing and scaling a businsess. Get yours now at herbusinessgrowthaudit.com.

HerBusiness Growth Audit

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About the host

Suzi Dafnis

Hi there. I’m Suzi Dafnis, CEO at HerBusiness. My BIG passion is helping women business owners to grow and scale their business, so that they can create their ideal lifestyle and make a difference in the world. Every day I am inspired by the more than 30,000 amazing women (and men!) in our community and I love finding the best education, mentors, and resources from around the globe, to help them get the skills, knowledge, and support they need to succeed. It’s been my privilege to lead HerBusiness (formerly The Australian Businesswomen’s Network) for the past 23 years (two+ decades – WOW!) because, whilst I’ve enjoyed success in business, I’ve also experienced the highs and the lows – sometimes you can feel on top of the world and in control and other times you can feel isolated, exhausted and stuck. What has made the biggest difference for me has always been having great people around me and having a lifelong commitment to learning. That’s why I am so passionate about the work we do here at HerBusiness – providing a Connection Network for women in business to get the mentors, contacts, referrals, knowledge, and skills they need to grow their confidence, make more money, build their businesses, expand their network and create the lives they love. My entrepreneurial journey started in the spare room of my Sydney apartment in 1994 when my business partner and I started a boutique events company that represented speakers and authors from the USA, here in Australia. Over the years I’ve grown multiple multi-million dollar businesses in the events, publishing and education niches – with teams in Australia, New Zealand, and the USA. Not everything has worked and there has been a degree of trial and error, and a lot of bumps in the road. But I have always had a strong commitment to always surrounding myself with great mentors and like-minded peers – a Connection Network that I can depend on and who can depend on me to be there for them too. I truly do what I love, every day.  

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About the guest(s)

Seth Godin

Seth Godin

Seth is an entrepreneur, best-selling author, and speaker. In addition to launching one of the most popular blogs in the world, he has written 18 best-selling books, including The Dip, Linchpin, Purple Cow, Tribes, and What To Do When It’s Your Turn (And It’s Always Your Turn).   Though renowned for his writing and speaking, Seth also founded two companies, Squidoo and Yoyodyne (acquired by Yahoo!).   By focusing on everything from effective marketing and leadership, to the spread of ideas and changing everything, Seth has been able to motivate and inspire countless people around the world.   In 2013, Seth was one of just three professionals inducted into the Direct Marketing Hall of Fame. In an astonishing turn of events, in May 2018, he was inducted into the Marketing Hall of Fame as well. He might be the only person in both.  

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