This Is Marketing: You Can't Be Seen Until You Learn to See

Seth Godin

Physical

In Circulation

Wall Street Journal BestsellerInstant New York Times BestsellerA game-changing approach to marketing, sales, and advertising. Seth Godin has taught and inspired millions of entrepreneurs, marketers, leaders, and fans from all walks of life, via his blog, online courses, lectures, and bestselling books. He is the inventor of countless ideas that have made their way into mainstream business language, from Permission Marketing to Purple Cow to Tribes to The Dip.

Now, for the first time, Godin offers the core of his marketing wisdom in one compact, accessible, timeless package. This is Marketing shows you how to do work you're proud of, whether you're a tech startup founder, a small business owner, or part of a large corporation. Great marketers don't use consumers to solve their company's problem; they use marketing to solve other people's problems. Their tactics rely on empathy, connection, and emotional labor instead of attention-stealing ads and spammy email funnels. 

No matter what your product or service, this book will help you reframe how it's presented to the world, in order to meaningfully connect with people who want it. Seth employs his signature blend of insight, observation, and memorable examples to teach you:* How to build trust and permission with your target market.* The art of positioning--deciding not only who it's for, but who it's not for.* Why the best way to achieve your goals is to help others become who they want to be.* Why the old approaches to advertising and branding no longer work.  * The surprising role of tension in any decision to buy (or not).* How marketing is at its core about the stories we tell ourselves about our social status.You can do work that matters for people who care. This book shows you the way.

What will you learn from this book

  1. Focus on the Smallest Viable Market: Identify and target the smallest viable market – the group of people who are most likely to resonate with and benefit from your product or service.

  2. Permission Marketing: Move away from interruption-based marketing and embrace permission marketing, where you seek the consent of your audience to communicate with them.

  3. Tell a Story: Craft a compelling and authentic story about your brand that resonates with your target audience. Stories create connections and help people understand the value you provide.

  4. Seek to Solve Problems: Instead of focusing solely on selling, shift your mindset to solving problems for your audience. Address their needs and concerns, and your marketing efforts will be more effective.

  5. Build a Tribe: Create a community or tribe around your brand. Engage with your audience and foster a sense of belonging. Your tribe becomes a powerful force in spreading your message.

  6. Embrace the Lizard Brain: Understand the emotional and irrational aspects of decision-making (the "lizard brain"). Craft your marketing messages to appeal to emotions and instincts that drive human behavior.

  7. Create Remarkable Products: The product or service you offer should be remarkable – worth remarking about. Word of mouth is a powerful marketing tool, and remarkable products naturally generate conversations.

  8. Be Generous: Generosity in marketing involves providing value, insights, and assistance without an immediate expectation of a return. Building trust through generosity can lead to long-term customer relationships.

  9. Status and Connection: People often buy for reasons related to status and connection. Understand the social aspects of your product or service and how it can fulfill the desire for belonging or signaling status.

  10. Make a Difference: Shift your focus from simply making a profit to making a difference. When your business has a positive impact, it attracts customers who share your values.

Language English
ISBN-10 0241370140
ISBN-13 9780241370148
No of pages 267
Font Size Medium
Book Publisher Portfolio
Published Date 13 Nov 2018

About Author

Author : Seth Godin

8 Books

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