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...more
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 ...more
I’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 ...more
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 ...more
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 ...more
Lesson One: Find your smallest viable audience
We 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 ...more
i also enjoyed ...more
This book isn't really anything new--marketing is really about what customers want, not what you have to sell--but, like any good Shakespearean adaptation, this book provides the info in a way that can be digested with relative ease in the current times. I particularly liked the business plan model.
Recommend along with Robert Bly Copywriter's Handbook to get down to the root of selling your ...more
Virtually a handbook for approaching marketing today in a realistic way. Not overhyped or overly confident. Marketing means uncertainty and this book strikes the right balance, at least for me.
Also, it's a bit of an understatement to call this a marketing book. It is a ...more
I read a low review of this book (with several similar comments) saying it didn’t offer any specific advice. Are you freakin’ kidding me?!??? What did they want, ...more
This is marketing? More like this is disappointment.
This was a book I was very excited to begin as I’ve heard Seth Godin is a guru of sorts for marketers. What ensued, however, was the most disjointed and frustrating stream of consciousness waste of time. The Ulysses of marketing perhaps? This book had absolutely no flow or narrative, despite the importance of a narrative being reinforced by the author on multiple occasions. Random subsections followed with no ...more
If you are a marketer, entrepreneur, or involved in business, you MUST read this book.
I was hesitant at first because I thought it was just another marketing book (and I've been reading A LOT about marketing lately). Yet, I was pleasantly surprised.
In this book, you will learn the mental models you need to develop so that you can generate the much-needed trust so that you can build an audience in today's crowded and noisy markets.
Flow: Excellent. Took less than 3 days to ...more
In this book, Seth Godin presents, in his opinion, the only effective way to go about marketing: focusing on building communities around your product via creating a tension, offering a promise to relieve that tension, and then delivering on that promise. It's all about telling your users a story, taking them on a journey, and helping them to attain an ideal version of themselves. Rather than forcibly stealing the attention of potential users, position yourself such that ...more
One of the problems in modern-day marketing, especially with the coming of digital marketing that is always on, is that everything starts to be about the short-term, quick win.
But that's not marketing, that's running ads. And running ads, most of the time does not give you the lasting returns you want for your brand/company.
I've always been convinced that there is another way to do this, to ...more
This book covered way too many concepts for its 250 pages - which left me wanting more. However, enough ideas are explained with enough depth that it is valuable for any marketer to read - especially if you're new to marketing and looking for a broad overview of a significant number of concepts that will help you in your career.
My biggest beef is the "case studies" offered in this book were nothing of the sort. They were merely examples, ...more
Classic Seth pointers:
*Most importantly understand your target audience and the belief system they've created for themselves: "People like us do things like this" and make your offer fit perfectly in it :)
*because remember that "the way you see the world isn't nearly as important as the worldview of those you seek to serve."
*all critics are right
Godin is author of ten books that have been bestsellers around the world, and he is also a renowned speaker. He was recently chosen as one of 21 Speakers for the Next Century by Successful Meetings and is consistently rated among the very best speakers by the audiences he addresses.
Seth was founder and CEO of Yoyodyne, the ...more