This Is Marketing PDF – Seth Godin

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Marketing is all around us. From your very first memories to the moment before you opened this book, you’ve been inundated by marketing. You learned to read from the logos on the side of the road, and you spend your time and your money in response to what marketers have paid to put in front of you.

This Is Marketing PDF – Seth Godin

Marketing, more than a lake or a forest, is the landscape of our modern lives. Because marketing has been done to us for so long, we take it for granted. Like the fish that doesn’t understand water, we fail to see what’s actually happening and don’t notice how it’s changing us. It’s time to do something else with marketing. This Is Marketing PDF

To cause a change you’d like to see in the world. To grow your project, sure, but mostly to serve the people you care about. The answer to just about every question about work is really the question, “Who can you help?”

That’s what most people seem to care about. How big a brand, how much market share, how many online followers. Too many marketers spend most of their time running a hype show, trying to get just a little bigger. The thing is, tall sunflowers have deep and complex root systems.

The thing is, tall sunflowers have deep and complex root systems. Without them, they’d never get very high. This is a book about roots. About anchoring your work deeply in the dreams, desires, and communities of those you seek to serve.

This Is Marketing PDF – Seth Godin

It’s about changing people for the better, creating work you can be proud of. And it’s about being a driver of the market, not simply being market-driven. We can do work that matters for people who care. If you’re like most of my readers, I don’t think you’d have it any other way.

The best ideas aren’t instantly embraced. Even the ice cream sundae and the stoplight took years to catch on. That’s because the best ideas require significant change. They fly in the face of the status quo, and inertia is a powerful force. Because there’s a lot of noise and a lot of distrust. This Is Marketing PDF

Change is risky. And because we often want others to go first. Your most generous and insightful work needs help finding the people it’s meant to serve. And your most successful work will spread because you designed it to.

You’ve built something amazing. You have a living to make. Your boss wants more sales. That nonprofit you care about, an important one, needs to raise money. Your candidate is polling poorly. You want the boss to approve your project.

This Is Marketing PDF – Seth Godin

Why isn’t it working? If creating is the point, if writing and painting and building are so fun, why do we even care if we’re found, recognized, published, broadcast, or otherwise commercialized? Marketing is the act of making change happen. Making is insufficient. You haven’t made an impact until you’ve changed someone. This Is Marketing PDF

Filmmaker and showrunner Brian Koppelman uses the expression “the answer to a movie,” as if a movie is a problem. But, of course, it is. It’s the problem of unlocking the viewer (or the producer, or the actor, or the director). To have them let you in. To get a chance to tell your story, and then, even better, to have that story make an impact.

Just as a movie is a problem, so is the story of your marketing. It has to resonate with the listener, to tell them something they’ve been waiting to hear, something they’re open to believing. It has to invite them on a journey where a change might happen.

And then, if you’ve opened all those doors, it has to solve that change might happen. And then, if you’ve opened all those doors, it has to solve the problem, to deliver on the promise. You have a marketing question, and there may be an answer. But only if you look for it.

This Is Marketing PDF

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