Simplify Your Marketing: Lessons from Seth Godin (and How We’ve Applied Them Since 2016)

Marketing doesn’t have to feel overwhelming. While it might seem like a balancing act of customer research, branding, messaging, and more, a clear and effective plan that resonates deeply with your audience is within reach.

Inspired by Seth Godin’s principles (and lessons I’m learning firsthand through NextMBA), these strategies have been a core part of what we’ve practiced at Q2Mark for years. In fact, they’ve guided our work with clients like Absolute Trust Counsel, helping us craft standout marketing strategies through podcasts, blogs, email campaigns, and social media. Let’s dive into the key lessons and how you can apply them to your business.

1. Find Your Smallest Viable Audience

Seth Godin’s advice: Stop trying to reach everyone. Focus on the smallest group of people who would truly love what you’re offering.

Why it matters: Aiming for a broad audience dilutes your efforts. Instead, when you focus on a specific group, you can understand their needs, speak their language, and build stronger connections. These individuals often become your most loyal advocates.

How we’ve done it: For ATC, we targeted professional referral partners rather than trying to reach every potential client. This focused approach positioned ATC as a trusted expert in estate planning, building a pipeline of high-quality leads.

How you can do it:

• Define your ideal customer with precision.
• Ask, “Who would be disappointed if my product or service didn’t exist?”
• Tailor messaging to address their unique needs and emotions.

2. Tell a Story They Care About

Seth Godin’s advice: Marketing isn’t about the products you sell—it’s about the stories you tell.

Why it matters: Stories create emotional connections. They’re memorable, relatable, and have the power to turn casual followers into lifelong fans.

How we’ve done it: ATC’s podcast, Absolute Trust Talk, brings estate planning to life through engaging stories, expert interviews, and actionable tips. Instead of legal jargon, the content focuses on real-life challenges and solutions, making the process approachable and relevant.

How you can do it:

• Share your “why”—the story behind your business or product.
• Highlight how your offering solves problems or changes lives.
• Keep stories authentic and relatable.Create Something Remarkable

3. Seth Godin’s advice: If it’s not remarkable, it’s invisible.

Why it matters: In a crowded market, people talk about what stands out. Being “remarkable” means creating something so unique or valuable that people can’t help but share it.

How we’ve done it: Through ATC’s podcast, blogs, and guides, we didn’t just provide information—we made estate planning accessible and approachable. By transforming complex legal topics into engaging, digestible content, ATC became a standout resource for both clients and referral partners.

How you can do it:

• Add an unexpected twist to your service or content.
• Focus on exceptional quality or design.
• Look for ways to surprise and delight your audience.

4. Be Consistent and Patient

Seth Godin’s advice: Great brands are built day by day through consistent effort.

Why it matters: Trust isn’t built overnight. Consistency across platforms, messaging, and visuals creates reliability, which fosters trust and loyalty.

How we’ve done it: Since our work with the firm began, ATC’s email campaigns, social media posts, and podcast episodes have delivered consistent, high-value content. This steady presence has kept them top of mind for referral partners and potential clients alike.

How you can do it:

• Develop a brand guide to ensure consistent visuals and messaging.
• Post regularly, even if results aren’t immediate.
• Celebrate small wins and adjust based on feedback.

5. Focus on Building Trust, Not Just Sales

Seth Godin’s advice: People buy relationships, stories, and magic—not just products.

Why it matters: In today’s skeptical world, trust is everything. Building authentic connections with your audience fosters loyalty, which often leads to referrals and repeat business.

How we’ve done it: ATC’s social media strategy emphasizes education and transparency, positioning Kirsten Howe and her team as experts clients can rely on. This approach has strengthened relationships and grown their referral network.

How you can do it:

• Be transparent about what you offer and deliver on promises.
• Engage authentically—respond to comments and messages personally.
• Provide value first through free resources or advice.

6. Embrace Change and Experimentation

Seth Godin’s advice: Marketing is about testing, learning, and adapting.

Why it matters: What works today may not work tomorrow. Experimentation allows you to stay ahead of trends and discover what resonates most with your audience.

How we’ve done it: From launching ATC’s podcast to testing new video formats on social media, we’ve continually adapted strategies to meet changing audience preferences.

How you can do it:

• Test different content types, platforms, and messaging.
• Measure results and double down on what works.
• Don’t be afraid to pivot when something isn’t connecting.

Final Thoughts: Start Small, Stay Consistent

Marketing doesn’t have to feel overwhelming. By focusing on a specific audience, telling compelling stories, and staying consistent, you can create a marketing plan that makes a difference—not just for your business, but for the people you serve.

As Seth Godin says, “Don’t aim to be perfect. Aim to make a difference.”

Ready to Transform Your Marketing?

At Q2Mark, we’ve been putting these principles into practice for years, helping brands like Absolute Trust Counsel create standout campaigns that build trust and deliver results. Let’s take your marketing to the next level—contact us today at 760-458-9201 or email Susie@Q2Mark.com to start the conversation.