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.
|Publisher:||Penguin Publishing Group|
|Product dimensions:||5.30(w) x 6.70(h) x 1.20(d)|
About the Author
Read an Excerpt
Marketing is all around us. From your very first memories to the moment before you opened this book, you’ve been inundated by marketing. You learned to read from the logos on the side of the road, and you spend your time and your money in response to what marketers have paid to put in front of you. Marketing, more than a lake or a forest, is the landscape of our modern lives.
Excerpted from "This Is Marketing"
Copyright © 2018 Seth Godin.
Excerpted by permission of Penguin Publishing Group.
All rights reserved. No part of this excerpt may be reproduced or reprinted without permission in writing from the publisher.
Excerpts are provided by Dial-A-Book Inc. solely for the personal use of visitors to this web site.
Most Helpful Customer Reviews
In comparison amongst many others, Seth Goldin’s, This Is Marketing You Can’t Be Seen Until You Learn To See climbs its way to the top and feels like the holy grail of all marketing books. Unlike many other marketing books which seem to be “How To” guides filled with recycled information from popular marketers, this book ingeniously ties marketing tips together with a large basis on human qualities and characteristics. In reading this brilliant work, I felt more empowered as a future employee/employer in the field of small business, a student, a person and most importantly a marketer. In this book, Seth Goldin breaks down the most important marketing strategies from a small scale that can lead to a big gain. This book will benefit any person with a desire to make a positive and meaningful impact for a particular purpose. The biggest thing that stood out to me while reading this book was the way Seth Goldin challenges the reader to view marketing in such a non-traditional way, almost as a quest. Seth Goldin emphasizes creating a story around your product or service for a small group of customers to believe in. With true passion and purpose behind your product and its unique story, customers will reciprocate this same energy and tell the world about your product. Seth Goldins’ message around marketing is clear: clarify the change you would like to make in the world and day by day work effortlessly to make the change a reality for the group(s) you are targeting. As stated, “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” (81). Seth Goldin continues to emphasize the same underlying theme throughout the book, as marketers, our job is to spark the same emotions we feel will make a positive change on the world and pass that to our customers, who will in turn pass on the same message to anyone who will listen. In other words, marketers make change happen, positive change in a customers life which will inspire that customer to believe in and promote a marketers product. Another main idea tackled by Seth Goldin is pricing. Seth Goldin begins Chapter Sixteen by stating, “ There are two key things to keep in mind about pricing: Marketing changes your prices. Pricing changes your marketing” (179). Price alone is such an important factor in marketing, as before consumers even look at a product, the pricing automatically creates an assumption about a product or services’ presumed quality. It is important to keep this idea in mind when pricing your product as “your price should be aligned with the extremes you claimed as part of your positioning” (179). As we all know as consumers, pricing determines quality and value in our minds as low-cost products are associated with being inferior to more expensive products and we make this presumption solely off of a price tag. As Seth Goldin often eludes to, price is a story and “low price is the last refuge of a marketer who has run out of generous ideas” (182). Any price must be perceivable as a story and as a marketer seeking impactful change, providing the cheapest prices comes with a negative story. Racing to charge bottom level prices means there is no innovation or change attached to a product, it lacks the purpose to make an impact on the world.
Godin has done it again! This is an intelligent must read for all marketers.