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This Is Marketing: You Can't Be Seen Until You Learn to See Kindle Edition
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Instant New York Times Bestseller
A 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.
- LanguageEnglish
- PublisherPortfolio
- Publication dateNovember 13, 2018
- File size4138 KB
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Editorial Reviews
Review
About the Author
Excerpt. © Reprinted by permission. All rights reserved.
Because marketing has been done to us for so long, we take it for granted. Like the fish who doesn’t understand water, we fail to see what’s actually happening, and don’t notice how it’s changing us.
It’s time to do something else with marketing. To make things better. To cause a change you’d like to see in the world. To grow your project, sure, but mostly to serve the people you care about.
The answer to just about every question about work is really the question, “Who can you help?”
Author’s Note
Marketing seeks more. More market share, more customers, more work. Marketing is driven by better. Better service, better community, better outcomes. Marketing creates culture. Status, affiliation, and people like us. Most of all, marketing is change. Change the culture, change your world. Marketers make change happen. Each of us is a marketer, and each of us has the ability to make more change than we imagined. Our opportunity and our obligation is to do marketing that we’re proud of.
How tall is your sunflower?
That’s what most people seem to care about. How big a brand, how much market share, how many online followers. Too many marketers spend most of their time running a hype show, trying to get just a little bigger.
The thing is, tall sunflowers have deep and complex root systems. Without them, they’d never get very high.
This is a book about roots. About anchoring your work deeply in the dreams, desires, and communities of those you seek to serve. It’s about changing people for the better, creating work you can be proud of. And it’s about being a driver of the market, not simply being market-driven.
We can do work that matters for people who care. If you’re like most of my readers, I don’t think you’d have it any other way.
It’s not going to market itself
The best ideas aren’t instantly embraced. Even the ice cream sundae and the stoplight took years to catch on.
That’s because the best ideas require significant change. They fly in the face of the status quo, and inertia is a powerful force.
Because there’s a lot of noise and a lot of distrust. Change is risky.
And because we often want others to go first.
Your most generous and insightful work needs help finding the people it’s meant to serve. And your most successful work will spread because you designed it to.
Marketing isn’t just selling soap
When you give a TED Talk, you’re marketing.
When you ask your boss for a raise, you’re marketing.
When you raise money for the local playground, you’re marketing.
And yes, when you’re trying to grow your division at work, that’s marketing too.
For a long time, during the days when marketing and advertising were the same thing, marketing was reserved for vice presidents with a budget.
And now it’s for you.
The market decides
You’ve built something amazing. You have a living to make. Your boss wants more sales. That nonprofit you care about, an important one, needs to raise money. Your candidate is polling poorly. You want the boss to approve your project . . .
Why isn’t it working? If creating is the point, if writing and painting and building are so fun, why do we even care if we’re found, recognized, published, broadcast, or otherwise commercialized?
Marketing is the act of making change happen. Making is insufficient. You haven’t made an impact until you’ve changed someone.
Changed the boss’s mind.
Changed the school system.
Changed demand for your product.
You can do this by creating and then relieving tension. By establishing cultural norms. By seeing status roles and helping to change them (or maintain them).
But first, you need to see it. Then you need to choose to work with human beings to help them find what they’re looking for.
How to know if you have a marketing problem
You aren’t busy enough.
Your ideas aren’t spreading.
The community around you isn’t what it could be.
The people you care about aren’t achieving everything they hoped.
Your politician needs more votes, your work isn’t fulfilling, your customers are frustrated . . .
If you see a way to make things better, you now have a marketing problem.
The answer to a movie
Filmmaker and showrunner Brian Koppelman uses the expression “the answer to a movie,” as if a movie is a problem.
But, of course, it is. It’s the problem of unlocking the viewer (or the producer, or the actor, or the director). To gain enrollment. To have them let you in. To get a chance to tell your story, and then, even better, to have that story make an impact.
Just as a movie is a problem, so is the story of your marketing. It has to resonate with the listener, to tell them something they’ve been waiting to hear, something they’re open to believing. It has to invite them on a journey where a change might happen. And then, if you’ve opened all those doors, it has to solve the problem, to deliver on the promise.
You have a marketing question, and it’s possible that there’s an answer.
But only if you look for it.
Marketing your work is a complaint on the way to better
They say that the best way to complain is to make things better.
It’s difficult to do that if you can’t spread the word, can’t share those ideas, or can’t get paid for the work you do.
The first step on the path to make things better is to make better things.
But better isn’t only up to you. Better can’t happen in a vacuum.
Better is the change we see when the market embraces what we’re offering. Better is what happens when the culture absorbs our work and improves. Better is when we make the dreams of those we serve come true.
Marketers make things better by making change happen.
Sharing your path to better is called marketing, and you can do it. We all can.
For more on the ideas in this book, please visit
www.TheMarketingSeminar.com
Product details
- ASIN : B07DBR1V9S
- Publisher : Portfolio (November 13, 2018)
- Publication date : November 13, 2018
- Language : English
- File size : 4138 KB
- Text-to-Speech : Enabled
- Screen Reader : Supported
- Enhanced typesetting : Enabled
- X-Ray : Enabled
- Word Wise : Enabled
- Print length : 288 pages
- Page numbers source ISBN : B0CYQ4CTXS
- Best Sellers Rank: #37,595 in Kindle Store (See Top 100 in Kindle Store)
- #6 in Consumer Behavior
- #6 in Multilevel Marketing (Books)
- #11 in Marketing (Kindle Store)
- Customer Reviews:
About the authors
Seth Godin is the author of 20 international bestsellers that have been translated into over 38 languages, and have changed the way people think about marketing and work. For a long time, Unleashing the Ideavirus was the most popular ebook ever published, and Purple Cow is the bestselling marketing book of the decade.
He worked as a year as the volunteer founding editor of The Carbon Almanac, and his recent bestsellers also include The Practice and This is Marketing.
He's a recent inductee to the Marketing Hall of Fame, and also a member of the Direct Marketing Hall of Fame and (go figure), the Guerrilla Marketing Hall of Fame.
His book, Tribes, was a nationwide bestseller, appearing on the Amazon, New York Times, BusinessWeek and Wall Street Journal bestseller lists. It's about the most powerful form of marketing--leadership--and how anyone can now become a leader, creating movements that matter.
His book Linchpin came out in 2008 and was the fastest-selling book of his career. Linchpin challenges you to stand up, do work that matters and race to the top instead of the bottom. More than that, though, the book outlines a massive change in our economy, a fundamental shift in what it means to have a job.
In addition to his writing and speaking, Seth was founder and CEO of Squidoo.com,. His blog (find it by typing "seth" into Google) is the most popular marketing blog in the world. Before his work as a writer and blogger, Godin was Vice President of Direct Marketing at Yahoo!, a job he got after selling them his pioneering 1990s online startup, Yoyodyne.
He's known as a pioneer in online education, and was the founder of the altMBA.
You can find every single possible detail that anyone could ever want to know at sethgodin.com
Discover more of the author’s books, see similar authors, read book recommendations and more.
Customer reviews
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Learn more how customers reviews work on AmazonCustomers say
Customers find the book provides good insights and food for thought. They find it relevant and worth the money. The book is easy to read and understand, with a clear and simple language. Readers appreciate the empathetic and heartwarming approach to connecting with others. Many praise the pacing and writing style as spot-on.
AI-generated from the text of customer reviews
Customers find the book provides good insights and food for thought. They find it relevant and a perfect companion to their Marketing Seminar experience. The book serves as a practical guide for anyone looking to understand the intricacies of marketing. It is packed with wisdom and nuances, and pushes their thinking as educators. The concepts are easy to digest yet profound.
"...The chapters are indexed and the concepts easy to digest yet profound. I found myself re-reading sections over and over again to grasp the concepts...." Read more
"...But the spectacular final few chapters of the book - wow! - they're worth trudging through (not skimming!) everything that leads up to it...." Read more
"...elements that are relevant to the social, cultural and marketing reality of the 21st century; elements that I can use to think about selling my..." Read more
"...And the book is filled with nuances and processes for you to consider as you move your marketing into action." Read more
Customers find the book valuable and easy to read. They appreciate Seth Godin's engaging writing style and his honest exploration of marketing. The text is concise yet powerful, with a quiet wisdom that resonates with readers.
"...Seth is generous in the change that he seeks to make with this book and it has the potential to create a marketing Renaissance movement...." Read more
"...they're worth trudging through (not skimming!) everything that leads up to it...." Read more
"...reads like an upgraded collection of blog entries, which makes a great read, but lacks the patina of seriousness that makes things trustworthy for..." Read more
"...In that regard, it’s a remarkable book, and I would highly recommend it to all those “people like me”." Read more
Customers find the book easy to read and understand. They appreciate the clear language and straightforward writing style. The author gets to the point and exposes truths in a simple yet profound way. The chapters are indexed and the concepts are easy to digest yet profound.
"...The chapters are indexed and the concepts easy to digest yet profound. I found myself re-reading sections over and over again to grasp the concepts...." Read more
"...generosity with which Seth shares his wisdom and the clear way he explains marketing principles so that anyone can comprehend them...." Read more
"...__ The core message is repeated over and over again, sometimes unnecessarily. __..." Read more
"...At it’s core it’s a detailed and articulately stated analysis of human psychology and the process of buying decisions...." Read more
Customers find the book helpful for engaging with a community. They say it helps build trust and relationships with their audience. The book teaches them how to lead groups effectively, get genuine attention, and cooperate with others in a synergistic way.
"...The synergy was breathtaking. I was actually sorry when the book ended, almost abruptly...." Read more
"...+ Marketing is driven by better service, better community, and better outcomes...." Read more
"...It is driven by better – offering better service, creating a better community, and providing better outcomes. •..." Read more
"...This is Marketing continues his mission to empower others to empower others. It might work for you, too." Read more
Customers appreciate the author's empathetic and thoughtful approach to connecting with others. They find it heartwarming and generous. The book offers a thoughtful and human approach to doing work that matters.
"...than a blueprint for marketing your product or service – he offers an empathetic, client-based approach that turns conventional marketing upside down..." Read more
"...stories, tension, tribes (smallest viable audience), and generous attention...." Read more
"...Think empathy, generosity, and keeping it authentic." Read more
"...Seth's emphasis on generosity, listening and having the empathy to realize that the change you seek to make is about meeting the humans you seek to..." Read more
Customers appreciate the book's pacing. They find it spot-on, inspiring, and a great read. Readers mention the book is fresh, cogent, succinct, and relevant.
"I thoroughly enjoyed the book. Seth is spot on. No hype, no fluff. Great read." Read more
"...that have been in other works and blog postings - yet this book is fresh, different, and spot on relevant for anyone involved in marketing today..." Read more
"Another great tome from Seth...." Read more
"...Seth is inspiration, 90% strategy and 5% tactics...." Read more
Customers have different views on the book's style. Some find it simple and beautiful, saying it's a shining example of the concepts it teaches. Others feel it's pretentious, primitive, and lacks practical value.
"...The simplicity and beauty of this book really drove home some of the ideas I have heard him speak about before...." Read more
"...The opening is good, but not dazzling. The middle goes from engaging to I-think-I-need-a-nap...." Read more
"...of writing about marketing, this is his view, his message, in it's simplest form...." Read more
"I listened to this on Audible, beautiful bible and Seth narrates it beautifully...." Read more
Reviews with images
Marketing guide
Top reviews from the United States
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- Reviewed in the United States on November 13, 2018The media could not be loaded.
- Reviewed in the United States on December 13, 2018When I first started reading this book, it was pretty good. I've read and enjoyed many of Godin's other books, so I knew what to expect, and I wasn't disappointed by the first few chapters. In fact, I jotted about a page-and-a-half of notes for my creative career.
By the middle of the book, Godin was sharing advice I wish I'd had 10 years ago. Great, vital info.
But, around the 3/4 point of the book, I was getting bored. Until I completed the book, I didn't want to start working with my notes (around six pages, at that point), but... well, it was kind of a "dip" (a Godin term) to keep reading.
And then, all of a sudden, Godin started fitting all the pieces together. The synergy was breathtaking. I was actually sorry when the book ended, almost abruptly. (The "what will you do?" section at the end seemed a little too cutesy for my taste, but that's okay.)
So, my advice is to get this book. (In fact, I'd put that in flashing neon lights, if you're kind of struggling with your job/business.)
Some parts of this book are better for self-employed people, like me. Others are written for employees of larger companies, whether you're at the bottom rung of the management ladder, or working your way up. Also, teams will find helpful insights in this book, too.
But the very best advice I can give you is to keep reading to the end, even if/when you just want to put the book down and find something more interesting to read. Or a TV show to watch, instead.
There are days when I give everything I like a five-star review, because I'm in a really upbeat mood. This isn't one of those days. (I couldn't delve into work requiring extended focus, because the termite inspection guys were due here at some point - unspecified - between 9 AM & 5 PM.)
But, even feeling a little grumpy today, I still need to give this book five stars. The opening is good, but not dazzling. The middle goes from engaging to I-think-I-need-a-nap. But the spectacular final few chapters of the book - wow! - they're worth trudging through (not skimming!) everything that leads up to it. THAT's where all the puzzle pieces start fitting together, even the ones you may find boring. And it's absolutely, 100% worth the ah-HA! cascade as the entire book becomes a work of art.
Top reviews from other countries
- Valdair Leonardo SgarbossaReviewed in Brazil on August 17, 2023
5.0 out of 5 stars Worth!
Seth Godin brings importand thoughts about marketing avoiding those clichés that we're used to. Definitely worth a read!
- Rajhesh NaiduReviewed in India on November 21, 2024
5.0 out of 5 stars Best purchase for modern world marketing
This book is a great companion for new business and small businesses.
I've made lot of money with the techniques applied from this book
- Maple MothReviewed in Canada on September 11, 2021
5.0 out of 5 stars Gets rid of that gross feeling that normally plagues your marketing plans
Wonderfully written book in clear, lucid language. I felt disgusting every time I tried to come up with a marketing or advertising plan because I felt like I was manipulating people, coming up with an excuse to line my pockets while giving them something we all know they didn't really need. Seth Godin shows us that we don't have to do it that way: that we can market to solve problems, to make things better. I am thoroughly enjoying this book and would recommend it to anyone I'd like to have personally on-board on my entrepreneurial adventure to a better world. The summary message of this book would be that it's more about WHO it is for then WHAT it is; what's the minimally viable product, the smallest market, that could make your plan work? Building a culture IS strategy - and there's a way to become an excellent ETHICAL AND THOUGHTFUL MARKETER without having your life be about ADVERTISING and SCHEMING! Thank you so much Seth Godin for sharing your knowledge and experience with us at a reasonable price. I am proud to have the beautifully printed copy of your book on my shelves and excited to put my new perspective into action. If you are looking for a different way of marketing then the inundation of consumerism we all grew up with, this book is a no-regret purchase!
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VaniaReviewed in Spain on September 3, 2024
5.0 out of 5 stars Muy interesante
Vania
Reviewed in Spain on September 3, 2024
Images in this review - Michael KReviewed in the United Kingdom on July 3, 2024
5.0 out of 5 stars Refreshing take on modern marketing that values authenticity and storytelling
This book is a refreshing dive into the essence of modern marketing. It's more about understanding the core principles and mindset needed to really excel in the field, rather than a step-by-step guide. Godin's writing is both thought-provoking and grounded, making it clear that marketing today is about building genuine communities and storytelling. I particularly appreciated his view against the overuse of SEO and keyword tactics, which felt like a breath of fresh air.
Using it in my own work, I found it drew me away from the hard-sell tactics and allowed me to approach marketing from a place of authenticity and respect. It truly emphasises creating value and serving the customer, which resonated deeply with my values.
While it does repeat some core ideas, perhaps a bit unnecessarily, the repetition helps solidify the concepts. The examples could be more varied, but the message remains robust. Anyone wanting to shift their marketing perspective will find this book invaluable. If you detest aggressive marketing strategies, this book might just be your answer.