- File Size: 4045 KB
- Print Length: 288 pages
- Publisher: Portfolio (November 13, 2018)
- Publication Date: November 13, 2018
- Sold by: Penguin Group (USA) LLC
- Language: English
- ASIN: B07DBR1V9S
- Text-to-Speech: Enabled
- Word Wise: Enabled
- Lending: Not Enabled
- Amazon Best Sellers Rank: #29,404 Paid in Kindle Store (See Top 100 Paid in Kindle Store)
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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?”
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 --This text refers to an alternate kindle_edition edition.
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My hopes were quickly dashed in my quest for some “meat”, something of genuine value, something I could put to use in my daily job as a marketer. Unfortunately, the book Is really just a continuous string of Mr. Godin’s rambings on various topics he’s discussed in previous works. All of a sudden I was skipping huge swaths of examples and musings in the hope of finding something useful. I know Mr. Godin has a lot of useful advice and insights, but I just couldn’t find anything I could sink my teeth into in this particular book.
I’m hugely disappointed. I kno Mr. Godin can do much much better than this.
The tons of value were more or less videos I could watch on YouTube too and a groupie-like community. Seth never showed up. He added some stale content and closed the threats to make sure his readers understand that he's not planning to interact.
He then (or his staff) tried to motivate us to review his book for an "exclusive opportunity" to sit by a short event where Seth would actually show up. Video reviews only.
This is why a book with re-purposed content from a blog can have so many video reviews in such a short time.
No, thanks. I'm not into that pop star thing and I feel you should treat people, especially people who support your work, with respect and care. Please don't insult my intellect while you attempt to manipulate me.
Seth does deliver a lot of value. But so do others that don't have a "prettiest cheerleader" attitude.
This is an incredible lesson on self-marketing and selling for when you have reached the size where you can pull something like this off. It's also a great lesson on the importance of humility and respect.
I feel Seth should re-visit some of his older work and practice what he teaches.
In Seth's words: "If you're a business consultant, a designer, or an inventor, being famous to the right three thousand people is plenty."
If you are new to Seth Godin, his latest book is a great encapsulation of many of his major themes:
- The job of marketers is to change people through stories
- Go for the smallest viable market (as opposed to the minimum viable product)
- "When you know what you stand for, you don't need to compete."
- "People like us do things like this."
- Treat different people differently
- Price is a story you are telling
- "Trust is as scarce as attention."
- Earn the permission to send regular, expected communications to your customers
- "Who would miss you if you didn't show up?"
- Organize and lead your tribe
- "If people care, you've got a brand."
Don't expect a technical guide to the latest SEO techniques. This is a book of philosophical riffs to ponder and reflect on.
I've been reading Seth's blog every day for ~15 years and his insights have helped me build a thriving, global business that gives me the chance to do meaningful work that I love. If you haven't been following Seth, now is a great time to start. Do buy this book, and Google "Seth's Blog" to continue receiving a daily dose of generous insight.
The first concept that changed me was that marketing was about making change. If you're looking to make a change happen - any change - you're a marketer.
The second concept that changed me was empathy, taught in a way that I have never been taught before. Deeper than the increasingly trite advice to "walk in someone else's shoes."
And there were many, many other things I learned there that radically changed the way I saw the world, and This is Marketing is the perfect companion to my Marketing Seminar experience and a stand-alone handbook for those looking to make positive change happen. Whether you have participated in The Marketing Seminar or not, Seth guides the reader through a journey that isn't focused on product, place, price, and promotion, but empathy, status, connection, stories, tension, tribes (smallest viable audience), and generous attention. He boldly confronts selfish marketing that seeks to cajole or manipulate, and demystifies other concepts that allow anyone with the heart and determination to make their change real overcome both internal and external barriers.
A word of warning, though: what you read in this book you cannot unread. Your excuses for not making your change happen will become just that: excuses. Now that you'll know, you won't have the convenience of hiding.
I've been a fan of Seth's for years and have the pleasure to connect with him, so, yes, I am biased. I'm different because of his work: a better leader, a better coach, a better teacher, a better person. This is Marketing continues his mission to empower others to empower others. It might work for you, too.
Top international reviews
There is no basis of anything that was interesting or informative in this book and I wouldn’t waste money buying it. Total rubbish, waste of time...
His message of treating people like real human beings rather than numbers on a list, and of earning trust over the long-term resonates through the book. It also has aspects that made me think anew - for example, how status and affiliation impact behaviour, and how to cultivate permission in a saturated media environment where trust is at an all-time low.
Seth brings up the things we all think we know and question them. And he raises the points we should consider when creating, selling and engaging.
I don’t want to spoil the joy of reading this book with too much information. What I can say for sure is that I highlighted most of it. So much good stuff!
The style of writing is very engaging. It makes you stop and think about your business and marketing.
I liked the way in which the concepts were presented leaving you to figure out how best to use them.
This is for you if you are open minded about marketing, are willing to take action and look at the topic through a different lens.
It's not for you if you want a formula,checklist or set of steps to follow rote
This isn't a marketing action guide, where you'll learn the ins-and-outs of specific platforms, and nor is it a tactical-level 101 with daily to-do lists.
It's far more important than that.
It's a strategic vision for how to establish yourself and your business in the modern world.
Nobody does this better, so buy this book if that's what you need.
HINT: It IS what you need.
In 20 years of career I've seen many of the stereotypes described in this book, perpetuated by novice and seasoned marketers and PR professionals alike. I have contributed myself to keep alive plenty of those stereotypes and I wish I had this book when I was running my own startup.
Those stereotypes have shaped my belief of what marketing is and, in turn, why I detest it so much. This book suggests a path to a different type of marketing, one that is not evil.
A pleasure to read. Highly recommended.
Even superstars are allowed a stinker, so still 3 stars :-)