So asks marketing maven Seth Godin in a recent post called “Electable vs. Marketable.” Should nonprofit marketers be “offensive?”

Here's his point in a nutshell:

The temptation of the marketer is to try to get elected. To be beloved by everyone. As a marketer, you hear from someone who doesn't love your product and you work to change it. Eventually, that strategy leads to boredom, to sameness and to stagnation.

Of course Godin isn't really urging you to go out and offend people. He is saying that what is most important is to be remarkable, and if your business (or, The Agitator adds, nonprofit) succeeds at that, some people just won't like it. You won't be their cup of tea. Too bad.

What are you doing to make your organization remarkable? What is its remarkable story? Who are its remarkable people? How well are you communicating its remarkability?

Our advice … Find out exactly what makes your most passionate supporters most excited about and committed to you, then do more of it, much more … talk about it, a lot … and get rid of the chaff.

For a whole host of reasons – online access to unlimited comparative information on every product and interest will suffice here – consumers are becoming vastly more empowered and discriminating. Whether you are a coffee, a camera, a Chinese restaurant or a charity, “remarkable” spells success, while “just another” spells doom.

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