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Bernadette Jiwa on the New Marketing

Bernadette Jiwa’s The Fortune Cookie Principle is a very good, short and actionable introduction to how to tell your organisation’s story in order to better serve your clients. Recommend.

Author Seth Godin has been discussing the changing business landscape, New Marketing, and the importance of stories since 2002… Just in case you’ve been out of the loop, though, here’s what you need to know:

Attention is harder to get and keep now

Advertising is not marketing

Marketing is not something that’s tacked on at the end

Real marketing is built into what you do and why you do it

It’s part of your story, something that you do organically when your business is aligned with your mission and values. Kept promises, free returns, obsession with the details, returned emails, clean tables, and attentive staff – all of this is your real marketing. Real marketing creates a deeper impact, leaves a lasting impression, and is as powerful as a smile.

Having the market’s attention is not enough to guarantee success.

Bernadette Jiwa – The Fortune Cookie Principle

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