Seth Godin’s Newsletter


Arguments and outcomes

The purpose of marketing is to cause change. If we’re trying to build a movement, raise money for a non-profit, sell a product, change lifestyles, build community–these are all marketing activities that exist to change the way people act.

The project usually begins with clarity. The cause is just, the harm is real, the product is better. The work is worth doing, there’s an urgent need for change, it’s real.

But sometimes, the original arguments, as valid as they are, don’t work. In fact, they rarely do. People don’t all line up to donate or work out or sign up from the very start. You can put in the energy to have your pitch get heard, but the early ones often fall flat. It’s only as the arguments become more clear, or change, that they begin to resonate.

And yet we can stuck with a certain orthodoxy. An early argument can become the only argument. The story that the group tells from the start is the right one, and anything else is a disappointing compromise, even if it leads to the action you sought in the first place.

In general, there are three things that cause people to change their actions:

  • Status roles
  • Affiliation
  • Convenience

Status roles involve whether this action will move someone up or down in the estimation of their peers or competitors.

Affiliation is related to status, but more specific. It’s “people like us do things like this.” In the words of the Rolling Stones: He can’t be a man because he doesn’t smoke, the same cigarettes as me.

And convenience is the hallmark of a semi-lazy decision–it’s just easier.

Using these three drivers, you can look at the spread of helmets in the NHL, or electric cars in California or Nike sneakers everywhere. We can see it in the decline in smoking in some communities, or the rise of a popular style of music as well.

The originators of these and other ideas didn’t begin with status, affiliation or convenience, but that’s what ended up working.

FUN DAYS OF JANUARY 2021


Fun days

Fun Days

National Hangover Day – 1 January 

Thesaurus Day – 18 January 

Winnie-the-Pooh Day – 18 January 

Content marketing ideas    

Listicle idea: X Drinks that won’t give you a hangover 

Infographic idea: X Drinks to cure your hangover 

Video idea: What does each Winnie-the-Pooh character represent? 

Podcast idea: Does reading a thesaurus play a significant part in a child’s early development? 

Festivals

Lohri Content Marketing Ideas

Lohri – 13 January 

Sankranti/Pongal – 14 January 

Guru Gobind Singh Jayanti – 20 January 

Content marketing ideas  

Listicle idea: X Easy Punjabi dishes you should try making 

Infographic idea: Different harvest festivals celebrated across India 

Video idea: Why is Pongal celebrated? 

Podcast idea: What lessons can we learn from Guru Gobind Singh? 

Birthdays

Birthday Content Marketing Ideas

Vidya Balan – 1 January 

JRR Tolkien – 3 January 

Deepika Padukone – 5 January 

Bradley Cooper – 5 January 

AR Rahman – 6 January 

Bipasha Basu – 7 January 

Elvis Presley – 8 January 

Stephen Hawking – 8 January 

Farhan Akhtar – 9 January 

Hrithik Roshan – 10 January 

Kalki Koechlin – 10 January 

Rahul Dravid – 11 January 

Swami Vivekananda – 12 January 

Zayn Malik – 12 January 

Jeff Bezos – 12 January 

Michelle Obama – 17 January 

Jim Carrey – 17 January 

Martin Luther King Jr – 20 January 

Subhas Chandra Bose – 23 January 

Ellen DeGeneres – 26 January 

Oprah Winfrey – 29 January 

Justin Timberlake – 31 January 

Content marketing ideas

Listicle idea: X Scientific advancements pioneered by Stephen Hawking’s discoveries 

Infographic idea: X Movies you didn’t know Farhan Akhtar was part of 

Video idea: Exercises you can do to get Hrithik Roshan’s abs 

Podcast idea: Is the fact that we have more billionaires than ever worrying? 

Motivation


“Life has no victims. There are no victims in this life.No one has the right to point fingers at his/her past and blame it for what he/she is today. We do not have the right to point our finger at someone else and blame that person for how we treat others, today.Don’t hide in the corner, pointing fingers at your past. Don’t sit under the table, talking about someone who has hurt you. Instead, stand up and face your past! Face your fears! Face your pain! And stomach it all! You may have to do so kicking and screaming and throwing fits and crying- but by all means- face it!This life makes no room for cowards.”
– C. JoyBell C., The Sun Is Snowing: Poetry & Prose by C. Joybell C

International Day of Education /National Girl Child Day – 24 January


International Day of Education – 24 January  

International Day of Education

This day is celebrated to recognize the role of education in achieving peace and development. 

Content marketing ideas 

Listicle idea: The best countries for your child’s higher education 

Infographic idea: Countries around the world that provide free education  

Video idea: How was India’s education system designed?  

Podcast idea: Is the education system in India still relevant to these times? 

Brand campaign that worked:  

This video by P&G proves that no matter your age, you can become a student if you harbor a passion for learning within you. 

 National Girl Child Day – 24 January  

National Girl Child Day

This day is commemorated in India to spread awareness about the inequalities girls face in society. 

Content marketing ideas  

Listicle idea: X Financial schemes to invest in for your girl child  

Infographic idea: How have the richest women in India made their money?  

Video idea: X Young girls who have pushed for social change on a national level  

Podcast idea: Here’s how we can unlearn toxic masculinity as a society 

Brand campaign that worked:  

This ad by Samsung shows how a girl child, when given the opportunity to further her education, not only improves herself but also becomes an asset to her community. 

National Voters Day – 25 January