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Trey Reeme

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Seth Godin

4% Less

I swore I wouldn’t do it again.  Too many bloggers clamoring for his link love.  Too many times I’ve quoted him before.  (Not to mention that interview almost three years ago now on Open Source CU that BTW never got any friggin comments).

But I can’t help it.  I have to — yet again — swoon over something said by Seth Godin.  His post: “The Sad Lie of Mediocrity”:

Doing 4% less does not get you 4% less.

Doing 4% less may very well get you 95% less.

That’s because almost good enough gets you nowhere. No sales, no votes, no customers. The sad lie of mediocrity is the mistaken belief that partial effort yields partial results. In fact, the results are usually totally out of proportion to the incremental effort.

Hear, hear.

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Marketing, schmarketing: I’m immune.

Today, Seth Godin called into question State Farm’s promotion of MLB’s Home Run Derby:

Promotions work when they’re seen as generous or unique or tied into our needs and dreams. They also work as brand builders when they’re so ubiquitous we associate the brand with the event itself. But if I had written “Allstate” instead of “State Farm,” would you have realized the error? Doubtful.

Last week, Jeffry wrote a related post on Citi’s naming rights purchase for the Mets’ ballpark.

On the other side of the debate, one could side closer with Ben Rogers, who left this comment with JP:

In the SportsCenter age, you’ll get a couple of mentions per night on the most rabidly watched show for professional 18- to 49-year-old males. Owning the things that get talked about can make more sense than advertising on the channels where people talk.

I’m ad-immune from TV commercials (thanks, TiVo), radio (thanks, XM), newspaper ads (thanks, Yahoo! News) and phone (don’t even have a home phone, suckas).

Sometimes the only way to get your brand in front of me is by pounding your name in my head. That doesn’t mean I’ll choose you.

Here’s the $400-million dilemma: I shop on value (not on price – there’s a big difference).

If I’ve never heard of your brand before, I have Yelp or Wesabe or fillintheblankwithanytoolyouwant to help.

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