My guess is that most people would never associate these two together.
But in one way, they’re very similar.
( Though I normally avoid being meta, today I’ll go ahead and talk about what I’m talking about. )
First off, let’s quickly describe these two characters.
Seth Godin is the modern father of marketing and has been for nearly 20 years.
He’s known far and wide. Easy loved and trusted across ages and genres.
Seth’s hallmarks are his plethora of published books. Branded himself and a dozen or so ideas and terms like “Tribes”, “Purple Cow”, “Permission Marketing” and others.
Lately he runs an online business school called AltMBA, as well as a podcast.
Blah blah blah. Yes. He’s incredibly prolific. And yes I’ve been a fan for a while.
Next, let’s talk about Ben.
Ben Settle is quite a different character.
Though I think he’s had a marketing career for at least 20 years, his claim to fame is narrow and specialized.
He writes a daily email and sells a monthly print newsletter, Email Players.
He also writes books on business but also writes fiction.
Unlike the approachable demeanor of Seth Godin, Ben Settle’s brand or writing is polarizing.
He can been seen as brash, harsh, and offensive. On purpose it seems.
So how and why am I connecting the two?
One commonality they share is daily publishing.
Seven day per week. 52 weeks per year. With no absence. Never a day off.
And I admire that.
Seth does this in a blog. He is infamously known for publishing his blog, every day for I think over 12 years!!?
Ben does his daily publishing in an email. Sometimes you may revive 10+emails over a weekend when promoting a special product.
While Seth’s blog can be revived via email. Ben’s emails can also show up on his blog.
Why do they do it?
Seth writes as ritual.
To challenge himself to pay attention and share.
He encourages others to do the same.
He seems to suggest the habit is primarily for your benefit. Whether someone ever reads it or not.
It’s for you, the individual.
Not about SEO or business branded. But for self.
“Pay attention to the world, and publish your opinion of it.”
Ben writes emails for business.
Every campaign has the intent of entertaining and informing… and selling.
“Infotainment” is, I think the term he coined to describe his communication style.
He teaches his audience, no matter what business you are in, you can and should “write and sell from email everyday.”
(( SIDENOTE: I could throw in GaryVee because he bring a similar yet distinct flavor here.
He does advocate (though with less of a formal or structured approach ) to post content on social media daily.
In fact, if you were to add up all of GaryVee’s output, you could likely see over 100 pieces of content among all of his channels daily!!
Of course he has a team handling 90% of that.
So though he is an outlier, but I felt still worth a mention. ))
So back to the original idea.
I want to infotain like Ben Settle, to grow customers to my business, but publish via blog like Seth Godin.
Now you might think I’m just talking about blogging.
But blogging is somewhat different.
Normally it has a list of implied principles and best practices like SEO and linking and maybe lead magnets and inbound marketing.
But I don’t want to make it complicated.
That would slow me down. and maybe lead to procrastination.
I just want to publish daily.
And sell weekly.
All the while develop my chops for stories, books, copywriting and entertainment.
That’s the plan.
Create a Great Day!