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

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...

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Title:This is Marketing: You Can't Be Seen Until You Learn To See
Author:Seth Godin
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This is Marketing: You Can't Be Seen Until You Learn To See Reviews

  • Nessy Dimitrova

    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 Godin

    As 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!

  • Frank McKinley

    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

    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.

  • K.M.

    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.

  • Scott Wozniak

    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.

  • Gary L Rau

    Like Vince Lombardi's famous "This is a football speech", Seth Godin's "This is marketing" will stand the test of time.

    You can’t be seen until you learn to see. This book is dedicated to showing the reader how to see.

    Effective marketers don’t begin with a solution - they begin with a group to serve, a problem to solve and a change to make. The marketer’s calling is to make a difference.

    “He who would be great in the Kingdom of Heaven must be servant of many.” (Jesus of Nazareth) When you know wh

    Like Vince Lombardi's famous "This is a football speech", Seth Godin's "This is marketing" will stand the test of time.

    You can’t be seen until you learn to see. This book is dedicated to showing the reader how to see.

    Effective marketers don’t begin with a solution - they begin with a group to serve, a problem to solve and a change to make. The marketer’s calling is to make a difference.

    “He who would be great in the Kingdom of Heaven must be servant of many.” (Jesus of Nazareth) When you know what you stand for, you don’t need to compete.

    “Dollars are certificates of appreciation with a President’s head on it.” (Rabbi Daniel Lapin)

    Twenty dollar bills are meaningless. It’s what you can buy with them that we work for.

    Empathy means I don’t know what you know, I don’t want what you want, I don’t need what you need ant that’s okay.

    Discover what your market wants and learn to serve them.

    Highly recommended for anyone who wants to successfully provide goods or services to others.

  • Tim Hughes

    Not a Methodology but A Set of Ideas

    If you are looking for a marketing methodology where you can implement it and start cranking the handle, this isn't it. Seth provides a long list of thoughts about Marketing in the modern world. "Obviously" he has to cater for B2C and B2B as well as all of the variants in between. He does focus in on the death of interruption marketing and how companies now need to build relationships and have conversations with clients. He also takes into account the new worl

    Not a Methodology but A Set of Ideas

    If you are looking for a marketing methodology where you can implement it and start cranking the handle, this isn't it. Seth provides a long list of thoughts about Marketing in the modern world. "Obviously" he has to cater for B2C and B2B as well as all of the variants in between. He does focus in on the death of interruption marketing and how companies now need to build relationships and have conversations with clients. He also takes into account the new world order of the internet, mobile and social, where buyers are empowered to make their own purchase decisions by the content you shared on the internet. Or, of course, not finding your content so you not being shortlisted. That's the choice he points out today, be insightful, or funny or educational or be ignored.

  • BookOfCinz

    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.

    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.

    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.

  • Daniel

    Godin is a famous author, dot.com executive, and blogger. He teaches marketing. This book of marketing mentions the whole process of marketing, which is actually everything:

    1. Have a product that helps people

    2. Target the minimal viable group who will be your super fans

    3. They will spend good money for your product or service, making it viable, and be so excited about your work

    4. Marketing should be about deception; it is to help people know about the value of the product

    5. Both buyer and seller

    Godin is a famous author, dot.com executive, and blogger. He teaches marketing. This book of marketing mentions the whole process of marketing, which is actually everything:

    1. Have a product that helps people

    2. Target the minimal viable group who will be your super fans

    3. They will spend good money for your product or service, making it viable, and be so excited about your work

    4. Marketing should be about deception; it is to help people know about the value of the product

    5. Both buyer and seller must believe they are getting a bargain for the trade to occur

    6. Charge a bit more so that you can focus on serving them better or spend some money on having your name associated with the city sports team etc

    I must say I do not really enjoy the free style writing, with lots of one-line sentences. I prefer slightly more nuanced arguments. Nonetheless this is a good marketing book.

  • Austin Bennett

    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.

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