Put your marketing in the product!(Brief Article)

The claim that advertising does not work anymore may be overblown, (like many statements about marketing), but that should not stop the search for more effective marketing. Seth Godin believes that all products are now "good enough" and merely providing a point of differentiation is just marketing speak for outsmarting the competition. His answer is to put the marketing message into the product itself. The theory goes that, if you design the marketing into the product, there is no need to pay for advertising. For example, the iPod markets itself, by being a remarkable, convenient, and aesthetic design and FedEx markets itself through its one-day turnaround.

Godin …