This is Marketing
THE FINANCIAL TIMES BOOK OF THE MONTH Over the past quarter century, 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 and phrases 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 accessible, timeless package. At the heart of his approach is a big idea: Great marketers don't use consumers to solve their company's problem; they use marketing to solve other people's problems. They don't just make noise; they make the world better. Truly powerful marketing is grounded in empathy, generosity, and emotional labour.This book teaches you how to identify your smallest viable audience; draw on the right signals and signs to position your offering; build trust and permission with your target market; speak to the narratives your audience tells themselves about status, affiliation, and dominance; spot opportunities to create and release tension; and give people the tools to achieve their goals.It's time for marketers to stop lying, spamming, and feeling guilty about their work. It's time to stop confusing social media metrics with true connections. It's time to stop wasting money on stolen attention that won't pay off in the long run. This is Marketing offers a better approach that will still apply for decades to come, no matter how the tactics of marketing continue to evolve.

This is Marketing Details

TitleThis is Marketing
Author
ReleaseNov 13th, 2018
PublisherPenguin
Rating
GenreBusiness, Nonfiction, Buisness

This is Marketing Review

  • BookOfCinz
    January 1, 1970
    As someone who works in Marketing and Communications, I thoroughly enjoyed reading, learning and getting some reinforcements on things I already knew. I have been a practicing Marketer for the last 8 years and reading this book really helped to simplify and expand on issues I encounter on a daily basis. 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 b As someone who works in Marketing and Communications, I thoroughly enjoyed reading, learning and getting some reinforcements on things I already knew. I have been a practicing Marketer for the last 8 years and reading this book really helped to simplify and expand on issues I encounter on a daily basis. 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. Having launched BookOfCinz this year, reading this from a Creative perspective really opened my eyes. It is so hard to stay focus in this Marketing world where numbers, likes and mass is the goal. However, this book reinforces the point that mass isn't everything and influence always wins. If you are in the filed of marketing, I highly recommend reading this. The relentless pursuit of mass will make you boring, because mass means average, it means the center of the curve, it requires you to offend no one and satisfy everyone. It will lead to compromises and generalizations. Begin instead with the smallest viable market. What’s the minimum number of people you would need to influence to make it worth the effort?
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  • Nessy Dimitrova
    January 1, 1970
    I read this book thanks to Blinkist.The key message in these blinks:With the rise of the internet and the fall of the monolithic mass media, marketers can no longer rely on advertising alone. Instead, they should take an approach to marketing that identifies people’s underlying needs and desires, develops a product that can fulfill them and uses value-positioning and storytelling to cultivate a core group of fans who are receptive to trying new things and can provide the product with it smallest I read this book thanks to Blinkist.The key message in these blinks:With the rise of the internet and the fall of the monolithic mass media, marketers can no longer rely on advertising alone. Instead, they should take an approach to marketing that identifies people’s underlying needs and desires, develops a product that can fulfill them and uses value-positioning and storytelling to cultivate a core group of fans who are receptive to trying new things and can provide the product with it smallest viable market. To spur these fans into action and encourage them to spread the message about the product, marketers should create and relieve tension by challenging their statuses and leveraging network effects to create a bridge between the fans and the general public. Actionable advice:Use an XY graph to visualize your product’s value-position. Take the product you’re trying to market and pick two opposing pairs of values. Then, draw an XY graph and write one pair of values on the opposite ends of the X axis and the other pair on the opposite ends of the Y axis. For example, on the X axis, you might write “affordability” on one end and “exclusivity” on the other. Then, on the opposite ends of the Y axis, you might write “sustainability” and “extravagance.” Now you can see the various territories you can stake out between the extremes of these four values that your customers might espouse. Try picking different locations on the graph and asking yourself, “How could I position the product here? What would make the product speak to this combination of values?” This will help you find a unique positioning for your product.What to read next: Purple Cow, by Seth GodinAs you’ve just learned, the task of marketing begins before a product or service is even conceived, let alone built or developed. Rather than coming after the fact, it needs to guide the design, manufacturing and implementation process from the very beginning.If you’re intrigued by this idea and want to delve into it deeper, check out our blinks to another book by Godin, Purple Cow, where he argues that the path to successful marketing begins with the creation of remarkable products and services, which he calls “purple cows.” These can then be marketed to a target audience through innovative strategies, which you’ll also learn about.So saddle up on your electronic horse and get ready to lasso your own Purple Cow!
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  • Scott Wozniak
    January 1, 1970
    I've read and enjoyed a lot of Seth Godin's books--this might be his best. It's sort of a culmination of his history and thinking, the big ideas behind all the cool tactics and stories in the other books.
  • Frank McKinley
    January 1, 1970
    Hands down, the best book on marketing I’ve ever read.As I write this, I’m working on changing the story writers are telling themselves. Much of it is a lie that I believed, too. Now that I know differently, it’s my responsibility to share this breakthrough with the artists who struggle to share their message effectively.This book answered all my questions about connecting my work with my chosen tribe. It’s a challenge in a world filled with more noise from more voices than ever. How do you stan Hands down, the best book on marketing I’ve ever read.As I write this, I’m working on changing the story writers are telling themselves. Much of it is a lie that I believed, too. Now that I know differently, it’s my responsibility to share this breakthrough with the artists who struggle to share their message effectively.This book answered all my questions about connecting my work with my chosen tribe. It’s a challenge in a world filled with more noise from more voices than ever. How do you stand out? How do you matter to the right people? It’s tempting to want to reach the masses, but Seth teaches that this isn’t necessary and is often a futile effort.If you have something to sell, this book will help you shape it into something remarkable. You’ll learn how to spend your time and marketing dollars as wisely as possible. And you’ll discover that marketing may not be what you thought it was. This book is an indispensable tool to any marketer who wants to make a difference. I’ll be referring to it often and see it shaping my approach for years to come.Now go do something great. And use this book as a guide to write a better story for you and everyone your work touches.
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  • K.M.
    January 1, 1970
    I was so excited when I found out Seth Godin had a new book out!I like to test drive books before I buy them (when possible) by getting them from the library.As I was reading and starting my 8th page of notes on the book in my journal, I realized that this was a book I needed to buy.Duh.Seth Godin’s writing makes you think about your own life and examine your feelings about what you are–and are not–doing. He has a way of asking questions that cuts right through to get to the truth. This book has I was so excited when I found out Seth Godin had a new book out!I like to test drive books before I buy them (when possible) by getting them from the library.As I was reading and starting my 8th page of notes on the book in my journal, I realized that this was a book I needed to buy.Duh.Seth Godin’s writing makes you think about your own life and examine your feelings about what you are–and are not–doing. He has a way of asking questions that cuts right through to get to the truth. This book has come along at the perfect time for me, as the really great books so often do. I have been re-evaluating all of my activities and this met me at exactly the place on this journey where I needed it.Just one (and I have many!) of my favorite quotes from the book (italics by author):“Everyone always acts in accordance with their internal narratives.”I highly recommend this book.
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  • Nick Armstrong
    January 1, 1970
    Seth Godin is consistently and prolifically one of the best minds in marketing. I've run my own marketing company for 10 years and he still has new things to teach, oftentimes through his daily blog. His books offer a more distilled format, and this one is filled with case studies, relevant historical perspective, and an overarching narrative that reaches a Zig Ziglar-esque love/responsibility for the craft. There are so many highlights, a simple review can't do them justice. If you are in any w Seth Godin is consistently and prolifically one of the best minds in marketing. I've run my own marketing company for 10 years and he still has new things to teach, oftentimes through his daily blog. His books offer a more distilled format, and this one is filled with case studies, relevant historical perspective, and an overarching narrative that reaches a Zig Ziglar-esque love/responsibility for the craft. There are so many highlights, a simple review can't do them justice. If you are in any way in charge of or tangential to marketing in your company, this is a worthy reminder of marketing's role and relevancy in your day-to-day operations. This isn't so much a how-to book as it is a guidepost toward holistically better, more effective, more efficient marketing.
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  • Chris
    January 1, 1970
    Of course I'm a complete Seth devotee, read 80% of the blog posts, listen to the podcast "Akimbo", read the books and know what to expect. Even so, sometimes a book appears in your life just when you need to read it - that's about you and not about the author. So I'm appreciating myself for being ready to enjoy the content of 'This is Marketing" and see its relevance in my 2019 business planning. Thank you Seth, for being there - again.For other readers, "This is Marketing" can save you wasted m Of course I'm a complete Seth devotee, read 80% of the blog posts, listen to the podcast "Akimbo", read the books and know what to expect. Even so, sometimes a book appears in your life just when you need to read it - that's about you and not about the author. So I'm appreciating myself for being ready to enjoy the content of 'This is Marketing" and see its relevance in my 2019 business planning. Thank you Seth, for being there - again.For other readers, "This is Marketing" can save you wasted money and wasted hours doing the wrong things right.For my friends and clients in dentistry around the world - this is how to survive and prosper as a smaller independent in the face of corporate competition and global attention deficit.
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  • Bryan Bootka
    January 1, 1970
    As always from Seth Godin an easy to read book packed with great insights and reminders to anyone in marketing and sales. Truth be told, we all are. He adds value by including a nice lengthy lists of additional books to read.If you are building your personal brand or the brand of the company you work for whether you are the C.E.O. or newly hired, this is a worthwhile read. If you are a decision maker, it's a must read.
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  • Marius Černuševičius
    January 1, 1970
    The second book about marketing, but this one deserves my top list. Definitely will be revisiting again. Seth just an amazing thinker, nothing else to add. If I would need to recommend one book on marketing that would be it.
  • Stevo Brock
    January 1, 1970
    This book was Stevo's Business Book of the Week for the week of 11/25, as selected by Stevo's Book Reviews on the Internet. You can find me at http://forums.delphiforums.com/stevo1 or search for me on Google for many more reviews and recommendations.
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  • Alexander Kelley
    January 1, 1970
    Marketing on a higher level.
  • Duong Tan
    January 1, 1970
    Amazingly simple but comprehensive book to help marketers rethink marketing. Straight forward, clear, and useful.
  • Prade
    January 1, 1970
    Great content. Listen a few times - take in the ideas. Specially around leaping, making change, status, and connection.
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