Book Summary: This is Marketing By Seth Godin
This is Marketing….
Like the fish who doesn’t understand water, we fail to see what’s
Actually happening, and don’t notice how it’s changing us
It’s not going to market itself
The best ideas aren’t instantly embraced. Even the ice cream sundae and
the stoplight took years to catch on
Marketing isn’t just selling soap
- When you give a TED Talk, you’re marketing.
- When you ask your boss for a raise, you’re marketing.
How to know if you have a marketing problem ?
- You aren’t busy enough.
- Your ideas aren’t spreading
Chapter One Not Mass, Not Spam, Not Shameful
Marketing is the generous act of helping someone solve a problem.
The magic of ads is a trap that keeps us from building a useful story
Advertising is not marketing, not anymore. And it doesn’t work, not anymore.
The lock and the key
It’s easier to make products and services for the customers you seek to
serve than it is to find customers for your products and services.
Time to stop making average stuff for average people while hoping you
can charge more than a commodity price
Chapter Two The Marketer Learns to See
Marketing in five steps
The first step is to invent a thing worth making, with a story worth telling, and a contribution worth talking about.
The second step is to design and build it in a way that a few people will particularly benefit from and care about.
The third step is to tell a story that matches the built-in narrative and dreams of that tiny group of people, the smallest viable market.
The fourth step is the one everyone gets excited about: spread the word.
The last step is often overlooked: show up—regularly, consistently,
and generously, for years and years.
This is Marketing…
Chapter Three Marketing Changes People
People don’t want what you make
They want what it will do for them. They want the way it will make them feel.
And there aren’t that many feelings to choose from.
The myth of rational choice
“When in doubt, assume that people will act according to their current irrational urges, ignoring information
Chapter Four The Smallest Viable Market
What change are you trying to make?
What promise are you making?
Who are you seeking to change?
Forcing a focus
The relentless pursuit of mass will make you boring,
because mass means average
Focus on the smallest viable market:
“How few people could find this indispensable and still make it worth doing?”
This is Marketing…
Chapter Five In Search of “Better”
The Beer Advocate website lists 250 beers that have earned more than 3,400 ratings each.
Each beer is someone’s favorite. It’s possible that there are thousands of beers in the United States that are someone’s favorite
Chapter Six Beyond Commodities
Effective marketers don’t begin with a solution, with the thing that makes
them more clever than everyone else.
Instead, we begin with a group we seek to serve, a problem they seek to solve, and a change they seek to make.
The commodity suckout
If you make something that others make, if it’s something we can find on Upwork, on Amazon, or Alibaba, you’ve got pain.
Better is up to the users, not up to you
This is Marketing !
Chapter Seven The Canvas of Dreams and Desires
What do people want?
- If you ask them, you probably won’t find what you’re looking for.
- It’s our job to watch people, figure out what they dream of, and then create a transaction that can deliver that feeling
List of dreams and fears:
- Avoiding new things
- Freedom of expression
- Freedom of movement
- Good looks
- Learning new things
- Peace of mind
- Physical activity
Chapter Eight Seeking the Smallest Viable Market
Taylor Swift is not your role model
The essential lesson is this: someone is going to make hits,
and it’s probably not going to be you.
Chapter Nine People Like Us Do Things Like This
As marketers and agents of change, we almost always overrate our ability to make change happen. The reason is simple.
Everyone always acts in accordance with their internal narratives You can’t get someone to do something that they don’t want to do.
Chapter Ten Trust and Tension Create Forward Motion
Effective marketers have the courage to create tension. Some actively seek out this tension, because it works.
It pushes those you serve over the chasm to the other side.
Chapter Eleven Status, Dominance, and Affiliation
The way you see the world isn’t nearly as important as the worldview of those you seek to serve.
Chapter Twelve A Better Business Plan
Instead of asking, “How can I get more people to listen to me,how can I get the word out…
you can ask, “What change do I seek to make?”
Chapter Thirteen Semiotics, Symbols, and Vernacular
Does your logo matter?
It matters less than your designer wants it to, but more than the typical committee realizes
Chapter Fourteen Treat Different People Differently
What do people want?
That’s probably the wrong question.
Different people want different things.
In order to do your best work, you’ll need to seek out and delight the few.
Chapter Fifteen Reaching the Right People
Brand marketing makes magic; direct marketing makes the phone ring
The market has been trained to associate frequency with trust
Search engine optimization and the salt mines
Make a product or service that people care enough to search for specifically
Be the one they want to find when they go looking
Chapter Sixteen Price Is a Story
Pricing is a marketing tool, not simply a way to get money
Pricing shapes what people believe about your service
Chapter Seventeen Permission and Remarkability in a Virtuous Cycle
Permission is like dating. You don’t start by asking for the sale at first impression.
You earn the right, over time, bit by bit.
Create a product or service that people decide is worth talking about.
Chapter Eighteen Trust Is as Scarce as Attention
A trusted marketer earns enrolment. She can make a promise and keep it, earning more trust
Fame breeds trust, at least in our culture.
Chapter Nineteen The Funnel
The goal is to prime the pump with ads that are aimed at neophiliacs,
people looking to find you. Then build trust with frequency. To gain trial.
To generate word of mouth
Where’s your bridge?
The bridge across the chasm lies in network effects.
Most of the fast growing marketing successes of our lifetime have spread because of ideas that work better when everyone knows them.
The bridge is built on two simple questions:
1. What will I tell my friends?
2. Why will I tell them?
Chapter Twenty Organizing and Leading a Tribe
The tribe is waiting for you to commit.
They know that most marketers are fly-by-night operators, knocking on doors and moving on. But some, some hunker down and commit.
And in return, the tribe commits to them.
Because once you’re part of a tribe, your success is their success.
Chapter Twenty One Some Case Studies Using the Method
You can produce better by serving the people you market to.
Turning them from customers to students.
Chapter Twenty Two Marketing Works, and Now It’s Your Turn
Good enough isn’t an excuse or a shortcut. Good enough leads to engagement.
Engagement leads to trust.
Chapter Twenty Three Marketing to the Most Important Person
It is the marketing we do for ourselves, to ourselves, by ourselves, the story we tell ourselves, that can change everything.
A Simple Marketing Worksheet
- Who’s it for?
- What’s it for?
- What is the worldview of the audience you’re seeking to reach?
- What are they afraid of?
- What story will you tell? Is it true?
- What change are you seeking to make?
- How will it change their status?
- How will you reach the early adopters and neophiliacs?
- Why will they tell their friends?
- What will they tell their friends?
- Where’s the network effect that will propel this forward?
- What asset are you building?
- Are you proud of it?
This is Marketing !
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