[PDF / Epub] ❤ This is Marketing: You Can’t Be Seen Until You Learn To See ✅ Seth Godin – Z55z.co

I struggled with this one On the one hand, there were a number of helpful concepts On the other hand, those concepts felt so widely varied that it was difficult to find a thread or theme that wove the enti 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 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. I m sure there were some important tidbits of marketing advice in this book, but it s so full of generalities and aphorisms that you can t find them Godin writes in pithy, one sentence paragraphs that rarely have any transition to the n This book summarizes the current state of marketing according to Seth Godin It references ideas that stood through time, like Crossing the Chasm by Geoffrey Moore, as well as a lot of things Seth wrote before Tribes, Purple Cows A small summary below SPOILERS.Lesson One Find your smallest viable audienceWe live in a world overwhelmed with information Grabbing attention is hard and it costs money Seek for the smallest market you can live with Be specific Trying to catch the whole market will make your brand and business bleak and appealing to no one It is ok if your product don t fit someone It s not for you , you say and go away as long as there is an audience that likes it the way it is.Lesson Two The best marketing speaks to the narratives your audience tells themselves about status and affiliationSpeak stories to your audience People interacting with your business must experience a story that transforms them in some way It touches either their status or their affiliation to their tribe It brings emotions and willing to share the story with others.Lesson Three Pattern match for early growthYour smallest viable audience has habits They have patterns they are used to You may want to try to interrupt those patterns This is the first book by Seth that I ve read and although there are some genuinely original and solid ideas in there, I often struggled with fluff The one thing that stood out as a negative for me was that he didn t seem Reads like a summary of design thinking, lean startup, and his previous marketing books. 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 3,65 5I m aware of the importance of marketing and how much it impacts our everyday lives but I could never bring myself to care about it too much That s mostly because of the idea of classic marketers that I associate immediately with this profession They are known for being aggressive and pushing mediocre work at best most of the times That s why what impressed me when reading this book and kept my interest enough to actually finish it were the core values the author is promoting sincerity, transparency , Nice recap and refresher on where you need to be mentally in your marketing approach It s hard to write about marketing consistently as Godin does , especially as it is always changing and slippery enough to define in general terms as is Initially, I felt that this book was so similar to all of Godin s other books By the end however, he had me, and I can honestly say I enjoyed this book It reminded me of a mini skirt long enough to cover the subject, and short enough to keep it interesting Using examples from Apple to Elon Musk, Godin discuses marketing as an elusive fish, which, when caught correctly, makes all the difference in a brand s success I found this book encouraging, and recommend it to anyone running a brandAnd if you re having trouble making your contribution, realize your challenge is a