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This Is Marketing
Book

This Is Marketing

You Can’t Be Seen Until You Learn to See

Seth Godin
Portfolio, 2018

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Editorial Rating

8

Qualities

  • Overview
  • Engaging
  • Insider's Take

Recommendation

Best-selling author and marketing expert Seth Godin reminds you that even the best ideas aren’t an easy sell. The ice cream sundae didn’t scoop the market, nor did placing stoplights at intersections immediately get the green light – people resisted both. New things require change, and people naturally resist changing. As Godin says, “Marketing is the act of making change happen.” Using material from his popular 100-day seminar, Godin offers nuggets of marketing wisdom in quotable exclamations as he emphasizes his main points with enthusiasm, hyperbole and repetition. Godin fans will appreciate his now-familiar turns of phrase and proven advice, such as identifying the “smallest viable” audience, pinpointing their underlying goals, gaining “permission to engage” and telling the right story. Marketers and anyone seeking a lively overview of the business will enjoy Godin’s refreshing refresher.

Take-Aways

  • Effective marketers are change agents who work to make things better for those they seek to serve.
  • The marketer’s North Star is the question: “Who’s it for?” Identify your smallest viable audience to guide every aspect of your marketing efforts. 
  • Effective stories build on your audience’s worldview and propose a future they’ll celebrate.

About the Author

Seth Godin, an entrepreneur, marketer and public speaker, founded Yoyodyne in 1995 and Squidoo in 2006. His bestsellers include Permission Marketing, Purple Cow and Poke the Box.

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