This is Marketing

288 pages, 2018

Seth Godin

business & management

1082 books

Takeaways

Description

Godin presents the heart of his marketing advice in one easy-to-follow, timeless package. A major notion underpins his strategy: great marketers don't use customers to solve their company's issues; instead, they use marketing to solve other people's problems. They don't just create noise; they help to improve the world. Empathy, compassion, and emotional labor are the foundations of truly effective marketing.

This book teaches you how to identify your smallest viable audience, position your offering using the right signals and signs, gain trust and permission from your target market, speak to the narratives your audience tells themselves about status, affiliation, and dominance, spot opportunities to create and release tension, and provide people with the tools they need to achieve their goals.

Marketers need to quit lying and spamming so much on social media and start focusing on genuine interactions again. It's time for them to separate social media analytics from genuine interactions so they can see which posts actually resonate with their audience members.

Marketing is about making change

Seth Godin emphasizes that marketing is not about selling products, but about creating change. He encourages readers to explore how they can make a positive impact on their customers' lives.

Focus on the smallest viable market

Godin suggests that instead of trying to appeal to everyone, you should focus on the smallest group of people who can sustain your business. Find these people, understand their needs, and tailor your product to them.

Empathy is key

In 'This is Marketing', it's clear that understanding and empathizing with your customers is crucial. By putting yourself in their shoes, you can create products and services that truly meet their needs.

Create tension to drive action

Godin explains that creating tension can motivate customers to take action. This could be the tension between their current situation and where they want to be, or between their expectations and reality. Check out the book to see how you can use this in your marketing strategy.

The power of storytelling

He also highlights the importance of storytelling in marketing. A good story can engage your audience, make your product more memorable, and inspire action. So, take a look at 'This is Marketing' to learn how to craft compelling stories.

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Seth Godin's 'This is Marketing' is a game changer. It's a must-read for anyone who wants to level up their marketing game.

Daniel Pink - Bestselling Author

Godin's 'This is Marketing' is a masterclass in modern marketing principles. It's a must-read for anyone in the business world.

Guy Kawasaki - Marketing Specialist

Seth Godin's 'This is Marketing' is a profound take on today's marketing landscape. It's a must-read for anyone who wants to understand the power of marketing in the digital age.