In his book This is Marketing, Seth Godin lays out a simple yet powerful five-step marketing framework that every startup can use to build an audience, create demand, and grow sustainably.
Unlike traditional marketing, which often focuses on mass appeal and interruption, Godin’s approach is about serving the right people, solving meaningful problems, and building trust over time.
If you’re a startup founder, here’s how you can apply his 5-step marketing process to grow your business.
Step 1: Invent a Thing Worth Making
“Marketing starts with a product people actually want.”
The first step isn’t advertising—it’s creating something that truly solves a problem for a specific group of people. Many startups fail because they focus on getting attention before ensuring their product is actually useful.
How to Apply This as a Startup:
✅ Identify a real pain point your audience has.
✅ Build something that addresses their needs in a unique way.
✅ Make sure there’s demand—get early feedback before scaling.
Example:
If you’re creating an online course platform, don’t just build another generic course site. Instead, focus on a specific problem—like helping knowledge entrepreneurs create engaging learning experiences with built-in assessment tools.
Step 2: Build a Small, Loyal Audience
“Find the smallest viable audience and delight them.”
Instead of trying to reach everyone, focus on a small group of early adopters who truly need what you offer. These people will spread the word if you serve them well.
How to Apply This as a Startup:
✅ Define your ideal customer (Who are they? What do they struggle with?).
✅ Start marketing to a niche, not the masses.
✅ Engage with early users—get feedback and improve.
Example:
If you’re launching a freelancer management tool, don’t target all businesses. Start with small creative agencies struggling to organize their teams. If you solve their problem well, they’ll tell others.
Step 3: Tell a Story That Resonates
“People don’t buy products. They buy stories and emotions.”
Facts don’t sell—stories do. People need to see themselves in your brand and believe that it will improve their lives.
How to Apply This as a Startup:
✅ Communicate why your product matters, not just what it does.
✅ Use testimonials, case studies, and real-life stories.
✅ Show how your product transforms your customers’ lives.
Example:
Instead of saying, “Our fitness app has AI-powered tracking,” tell the story of a busy entrepreneur who lost weight and gained confidence using your app.
Step 4: Make it Easy for the Right People to Engage
“Remove friction. Make it simple for people to say yes.”
If people don’t understand how your product works or if it’s too hard to sign up, they won’t bother.
How to Apply This as a Startup:
✅ Offer free trials or low-risk entry points.
✅ Make your website and signup process seamless.
✅ Provide clear and compelling calls to action (CTA).
Example:
If you have a subscription-based learning platform, offer a free module or 7-day trial so people can experience the value before committing.
Step 5: Build Trust and Keep the Promise
“Long-term success comes from keeping promises and building trust.”
Marketing isn’t just about getting customers—it’s about keeping them. The best marketing is when your existing users recommend you to others.
How to Apply This as a Startup:
✅ Overdeliver on your promises.
✅ Provide consistent value, even after the sale.
✅ Create a community around your brand.
Example:
If you sell digital marketing courses, don’t just give access and disappear. Offer ongoing support, community discussions, and exclusive bonus content to keep people engaged.
Final Thoughts: How to Use the 5 Steps in Your Startup
Instead of focusing on quick hacks or paid ads, Seth Godin’s approach teaches us that marketing is about trust, consistency, and real value.
✅ Make something great before you market it.
✅ Start small, build a tribe, and expand from there.
✅ Use storytelling to connect with your audience.
✅ Make it simple for people to engage with your brand.
✅ Keep your promises—trust is your most valuable asset.
If you apply this framework, you’ll attract the right customers, keep them longer, and build a brand that grows organically.
Are you using any of these steps in your startup? Let’s discuss in the comments! 🚀
Learning never stops.
Take a moment to reflect and act on what resonates with you.
Keep evolving.
– MJ Nyota
