I never really understood good marketing until I started to respect my own time more. These days, I'm trying to really live 24 hours per day the way I want to be living them. Do you know how much time there is in 24 hours? It's a lot.
Before I respected my own time, I didn't really respect other people's time as much. Don't get me wrong - I was always cool enough, I didn't waste people's time, but I never realized what a magnificent thing people choosing to spend their time with you is. There's so many good places to spend your time - getting entertainment, learning, connecting with good people, building things, inventing, relaxing, thinking, working. When someone spends their time with me, whatever the medium, that's a tremendous honor.
When someone comes to join me at my blog, reads something I write, listens to me speak, meets me for a coffee or we go on an adventure together - there's a hell of a lot of other places they could be, and a hell of a lot of other great things they could be doing with their time.
I think good marketing respects that. Good marketing goes, "This person could be anywhere else - let's make it worth their while." Kathy Sierra, Seth Godin, and Chet Holmes all talk about this - educating people, teaching them, making them want to spend time with you. Being entertaining, or informative, building a place people feel welcome, or strong, or get smarter at.
I think that's most of good marketing - having people want to spend time in and around you, your company, wanting to be associated with what you've got. The rest of good marketing is offering people something worth many, many times more than what you're charging. My current target is 10x - if I'm working to help someone build their revenues, I'm aiming to get them 10 times my fees in net profit, for a 1000% ROI. To be honest with you, I'll settle for 4x and 400%, but I'm aiming for 10.
Question from a reader -
One thing that I'm wondering, and figured that I should send before I go to sleep and forget it...
For certain kinds of tasks (having discussions about more abstract goal things, writing emails to friends, commenting on LW, etc.) I'm really motivated, and need to be restrained from doing them.
With other tasks, I'm nowhere near as motivated, and have trouble starting them. Since I'm still a student, not doing this kind of work just isn't an option.
In the long term, I'm hoping to just do more of the things I'm motivated for, and fewer of the ones I'm not. I'm willing to buckle down and do work in subjects that I'm less motivated for if I see how it clearly relates to my goals (last year I spent a few hours trying to work out the geometry kinks for a robot part -- it was a mess).
Right now, I'm just reminding myself that its really not hard once I start it, and that it goes quickly if I just do it.