Seth Godin will give a keynote at the Search Engine Strategies 2007 Conference and Expo. I’m a big Godin fan. He suggests that individuals and businesses approach change as an opportunity for something better and I think that’s smart.

A self-proclaimed “change junkie,” Godin has written several books about marketing, change and work. It sounds like his keynote will update the discussion:

“Fourteen trends are changing marketing forever, and you and your clients have the chance of a generation to reinvent what you do and how you do it.”

As a writer, reinvention is a big part of my work with clients. Companies that introduce new words at the right time can take advantage of marketing trends to reap reward or stay competitive in spite of market change. As I wrote in a recent post, I think Starbucks is doing that with the word “breakfast” right now.

Groundswell’s Josh Bernoff got a chance to sit in on a Webcast preview of Godin’s speech and he tells us that the 14 trends include things like, “direct communication between producers and consumers, amplification of individuals’ voices, short attention spans, the long tail, and the shift from How Many to Who…”

Trends like these are changing the way we talk to each other. In that way, they require that we pay close attention to the way we talk about what we do, who we are and what we stand for. Fortunately, there is always room to change our tone.