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This Is Marketing: You Can't Be Seen Until You Learn to See Hardcover – Illustrated, November 13, 2018
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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.
- Print length288 pages
- LanguageEnglish
- PublisherPortfolio
- Publication dateNovember 13, 2018
- Dimensions5.2 x 1 x 7.25 inches
- ISBN-100525540830
- ISBN-13978-0525540830
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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
- Publisher : Portfolio; Illustrated edition (November 13, 2018)
- Language : English
- Hardcover : 288 pages
- ISBN-10 : 0525540830
- ISBN-13 : 978-0525540830
- Item Weight : 10.8 ounces
- Dimensions : 5.2 x 1 x 7.25 inches
- Best Sellers Rank: #12,387 in Books (See Top 100 in Books)
- #15 in Marketing & Consumer Behavior
- #58 in Marketing (Books)
- #176 in Business & Investing Skills
- Customer Reviews:
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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 author blogs and more
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I used to think of marketing as a series of tasks I needed to do each month in order to drum up new business.
Now I see marketing as a noble adventure with the intent to create meaningful change in some part of the world. On page 144, Seth talks about “your quest to matter.” That’s a beautiful way to some up his perspective on marketing. It’s not a task. It’s a quest, a call to adventure, something in sync with Joseph Campbell’s work on The Hero’s Journey.
Seth emphasizes three critically important questions:
1. What change are you trying to make?
2. Who are you seeking to change?
3. What promise can you make to your potential customers? (Hint: your promise needs to connect to the change you want to make in the world.)
He points out that the primary purpose of marketing is to create change in the world; meaningful, positive change.
Then in Chapter 10 he explains how important it is to create tension that causes people to make a decision to work with you. On page 121, he wrote, “There are two ways to do your work. You can be a cab driver. Show up and ask someone where they want to go. Charge them based on the meter. Or you can be an agent of change, someone who creates tension and then relieves it.”
This reminds me of Joseph Campbell’s retelling of the story about King Arthur and the Knights of the Round Table. King Arthur challenged the knights to go on a quest for the Holy Grail. Then one of the knights stood and said, “We should all enter the forest at a different point, a place where there is no path. We should carve out our own path in our pursuit of the Holy Grail.”
To me, that’s what Seth is telling us to do. Carve out your own path by clarifying the change you want to make in the world, which is your Holy Grail, and then steadily, day after day, stay on that quest to create that change for the people who need that change.
Early in the book I decided to put a star next to statements that really meant a lot to me. By the end of the book I had over 70 stars and most of the book underlined. Here are some of the most powerful statements for me:
(Page 12) “Marketers make change happen: for the smallest viable audience, and by delivering anticipated, personal, and relevant messages that people actually want to get.”
(Page 12) “Marketers have the empathy to know that those they seek to serve don’t want what the marketer wants, don’t believe what they believe, and don’t care about what they care about.”
(Page 20) “Marketing is our quest to make change on behalf of those we serve, and we do it by understanding the irrational forces that drive each of us.”
(Page 28) “You have no chance of changing everyone. You need to change someone. Which ones? Do they share a psychographic?”
(Page 65) “Our calling is to make a difference. A chance to make things better for those we seek to serve…Not for your own benefit, but because of what it can produce for others.”
(Page 70) “Great marketing is the generous and audacious work of saying, ‘I see a better alternative; come with me.’”
(Page 81) “Marketers make change. We change people from one emotional state to another. We take people on a journey; we help them become the person they’ve dreamed of becoming, a little bit at a time.”
Do you see what I mean? Over and over and over Seth is teaching a new philosophy of modern marketing. Decide on the change you want to make, decide on who to change, and make a promise as to what those people will gain from you to make that change.
I can’t encourage you enough to read, This Is Marketing. I believe you will see your marketing work as a noble adventure to make great and positive change in the world. And the book is filled with nuances and processes for you to consider as you move your marketing into action.
TARGET READER
> Godin's book is a more a book that gives you food-for-thought than a book that provides you with a proper system to implement things. Godin himself states that this is not a step-by-step set of tactics by a compass and, to me, that's true. To me that's inspirational.
> I see the book more targeted to lay people and small biz entrepreneurs than a book devoted to professional marketers, who might react with a 'what?!" to some of the points that Godin makes.
GODIN'S CORE MARKETING PRINCIPLES
+ Marketing seeks more market share, more customers, and more work.
+ Marketing is driven by better service, better community, and better outcomes.
+ Marketing creates culture: Status, affiliation, and people like us.
+ Marketing is change: Change the culture, change your world. Marketers make change happen.
+ Each of us is a marketer and has the ability to make more change than we can imagine.
+ Our opportunity and our obligation is to do marketing that we’re proud of.
GREAT THINGS
+ The thing I like the most about this book is Godin's understanding of contemporary group dynamics, conformity trends, cultural disruption, and cultural influence. Above all, what stands out to me is the author's emphasis on serving the client or customer, treating them with respect, and not selling yourself too short in the process.
+ Probably because I experience the over-dominance of Facebook and Google as something dangerous and even burdensome, I loved Godin's insistence on narrative instead of advertising, and on care as a way to obtain profit.
+ Godin debunks the fallacy of the efficiency of FB and Google paid adds in marketing small businesses.
+ The book reads with gusto, and has a very simple language.
+ Some of the examples that Godin uses to exemplify his points are really good, too.
+ The explanation of why the same book gets both 1-star and 5-star reviews is really good.
+ The advice on how to treat loyal customers who ring a call center to complain.
+ The definition of goal, and how it differs from a strategy and a tactic.
+ The difference between direct marketing and brand marketing, and why the latter is better for your biz.
+ The selected readings list at the end of the book is really good.
MY FAVORITE NUGGETS
> "Online advertising is also the most ignored advertising ever created. It’s not unusual to run an ad in front of a hundred thousand people and get not a single click. It’s not unusual for an entire ad campaign to start, run, and finish without making any impact on the culture. (p. 169).
> "If you’re buying direct marketing ads, measure everything. Compute how much it costs you to earn attention, to get a click, to turn that attention into an order. Direct marketing is action marketing, and if you’re not able to measure it, it doesn’t count." (p. 172).
> "The lifetime value of a new customer rarely exceeds the cost of running the ads necessary to get a new customer. People are so distrustful, and the web is so cluttered, that the ads rarely have enough power to pay for themselves." (p. 210).
> "Lowering your price doesn’t make you more trusted. It does the opposite." (p. 185).
WHERE TO START READING
~ The Simple Marketing Sheet at the end of the book, especially if you get to book to help you market something you want to sell.
~ Chapter 23, because it summarizes the main points discussed in the book .
DOWNSIDES
__ The core message is repeated over and over again, sometimes unnecessarily.
__ I would have loved that Godin provided a few more examples on certain points he makes to make his advice more precise and less generic.
__ Some statements are a bit vague. An example: "And then, with this knowledge, overdo your brand marketing. Every slice of every interaction ought to reflect the whole. Every time we see any of you, we ought to be able to make a smart guess about all of you." (p. 175).
__ The book reads like an upgraded collection of blog entries, which makes a great read, but lacks the patina of seriousness that makes things trustworthy for the newcomer. When you get a footnote system where you back what you say, the trust is immediately there; when you don't do that, I have the doubt whether some of the statements are hyperbolic or just a way of speaking. No doubt, Godin is a powerful voice in the marketing world, but I have difficulties taking bombastic statements at face value, no matter how much I like the speaker.
__ Godin defines marketing in p. 2 as "the generous act of helping someone solve a problem. Their problem". I consider that BS, sorry. I think marketing is the act of selling something to people who might need or not need it, might want it or not, especially the act of selling to people who would initially say no to something.
__ Godin repeats over and over that marketers create change. I think that's a bit of BS, too. The way I see it is, marketers sell change, and that's great in itself. People who really make change in the world, do so mostly outside the marketing world, sorry. The world of ideas, the word of science, the world of art, the world of technology. I see change coming from scientists, philosophers, artists, and innovators, not so much from marketers. Navel-looking hyperbolas work when giving a conference, in a book, not so much.
MIND
Godin himself states that the book is based on a hundred-day seminar that involved both lessons and peer-to-peer coaching around shared work. (p.2), and that some bits of his blog are also incorporated (p. 259).
BAD ENGLISH
> “Treat the others the way you’d want to be treated.” (p. 234).
> “Build a team with the capacity and the patience to do the work that needs doing.” (p. 235).
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De très bons conseils, se lit facilement et le rabat est très pratique pour servir de marque page