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

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

by Seth Godin


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#1 Wall Street Journal Bestseller

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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.

Product Details

ISBN-13: 9780525540830
Publisher: Penguin Publishing Group
Publication date: 11/13/2018
Pages: 288
Sales rank: 46,367
Product dimensions: 5.30(w) x 6.70(h) x 1.20(d)

About the Author

Seth Godin is the author of 18 international bestsellers that have changed the way people think about work and have been translated into 38 languages - among them Unleashing the Ideavirus, Permission Marketing, Purple Cow, Tribes, The Dip, Linchpin, Poke the Box, and All Marketers Are Liars. He writes the most popular marketing blog in the world and speaks to audiences around the world. He is the founder of the altMBA, the founder and former CEO of, the former VP of Direct Marketing at Yahoo!, and the founder of the pioneering online startup Yoyodyne. You can learn much more about him at

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"
by .
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.

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This Is Marketing: You Can't Be Seen Until You Learn to See 4 out of 5 based on 0 ratings. 4 reviews.
Anonymous 10 days ago
There is plenty to learn when reading Seth Godin’s This is Marketing: You Can’t Be Seen Until You Learn to See. Godin is a successful marketer who advocated for the idea of “permission marketing”, where marketing and advertising are emphasized to individuals who want to see particular kinds of advertisements and are interested in the products and services being promoted. As the founder of immensely successful marketing companies including Yoyodyne and Squidoo, Godin wrote this book (along with many previous works) to help future up-and-coming marketers get a sense of how to truly market correctly in the modern age. Firstly, this book is not meant to merely teach people what kinds of advertisements to make, or how to sell something that is merely mediocre and make it seem like a miracle product. Godin wants readers to understand early on that marketing is not about that kind of nonsense, and that the lessons learned from reading his book can be applied to many different types of efforts, such as promoting a charity or trying to have something changed or helped in your local community. The next big takeaway is to figure out exactly what it is that you are trying to “sell”. Many times, that might be the experience or the feeling one will receive when having said product or service, and these experiences will be different for everyone, so it is important to know who it is that your product is meant for. Everyone has a different worldview, and it is important to create something for people with that world view. For example, many luxury cars come with entirely useless features that many customers would never need, such as exaggerated flares. Often, however, people buy cars with bigger flares merely for the look and what that look represents to others who see the customer driving such a car. Seth Godin’s advice all seems to make plenty of sense and is extremely helpful in understanding modern concepts of marketing. The knowledge Godin gives is also clearly quite effective, as there are many examples in the book of how these concepts correlate to the real world. One particularly memorable story Godin recounted was his strategy of selling very inexpensive eyeglasses in India. Seth noted that when they brought the glasses, few people bought them even though they all found them extremely useful and affordable. This is when he realized he was trying to sell these glasses with the wrong worldview. What he realized was that for the many people living in poverty, the idea of merely shopping as a hobby, or for something that is not a necessity, is absurd. To many of them, spending money for something that was not absolutely necessary was a terrible risk. So Godin changed his approach. Instead of simply offering the glasses for sale, he allowed people try them before buying. He then told customers that if they liked having the ability to see once again, they could pay Godin the three dollars that the glasses cost in order to keep them. If not, they could leave the store without the glasses. It is only once the villagers realized their fear of losing the ability to see again that they saw how worthwhile the deal really was. There is more to learn from reading the book itself, which is written in an inspiring manner that keeps you invested in reading it. Therefore, I highly recommend this book because it teaches marketing not simply as a way to try to sell something, but instead, as a life skill t
Thomas_Marten 5 months ago
The book, “This is Marketing, You Can’t be Seen Until You Learn to See, by Seth Godin”, left me surprised, confused, and frustrated. The book is by the popular blogger Seth Godin, and had received tremendous hype and attention before its release by his followers. I personally found the book to be more philosophical and focused less on concrete information in many arguments. The book seemed to lack real facts, ideas, and advice that I could implement right away in my life. The author’s audience was his blog’s followers, and also anyone who would be interested in marketing or building a business, which encapsulates a large majority of people. The objective of the book is to aid people in marketing tactics, and in many other areas of the business world. The author discusses many arguments throughout the novel, covering a wide horizon of marketing topics. This includes how to market to different types of people, how to create and set a price that makes sense for the business owner as well as the consumer, how crucial organization is in every aspect of a business, and how one must create a story for people to care about the brand of a business. The author utilizes real world and personal examples of his own trials and tribulations in the business world throughout the novel, in hopes of demonstrating that his ideas work in real situations. A positive factor I enjoyed about the book was the multitude of these examples throughout, as it gave the reader a sense of understanding with each idea presented. An argument that the author presented that I did not agree with was how much emphasis he placed on the idea of the need of a “story” to be associated with a brand so that people care enough to purchase it. The examples of stories he provided were heartfelt and definitely helped propel consumers to care about the product, but I feel that he overvalued the idea of a brand “story” to the consumer. I believe that consumers do not place as much emphasis as Godin states on the “story” of the brand, but more on the quality and price of the product, and then maybe place secondary emphasis for the story of the brand. His argument was also not supported by facts but by more of philosophical ideas of people caring more about a brand because of its identity and story, which did not come across as concrete to me as a reader. I feel that the author did attempt to successfully reach the objective that he set out at the start of the book, but I personally think that Godin came up short in the factual explanation of his ideas. For me to truly believe in an idea and to use it in the business world myself, I need concrete facts and evidence for why a certain idea works effectively. While the author’s ideas do make sense in theory, and the idea of building up the story of a brand makes logical sense, without facts and numbers to back up these claims, I felt questionable on how valid these ideas really are. I have not read any other of Godin’s books or any of his blogs, so I can not offer a comparison to his other works, as this may be his style of writing. In conclusion, the novel presents many different ideas and examples throughout the novel, but does not provide enough concrete evidence for me to feel confident to put these ideas into action in the business world. The positives of the novel lie in the multitude of examples and explanations throughout, which help the reader to try and understand the points the author is attempting to make. I would rate “This is Ma
Jamrozm1 More than 1 year ago
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.
Anonymous More than 1 year ago
Godin has done it again! This is an intelligent must read for all marketers.