East Baton Rouge Parish Library

This is marketing, Seth Godin

eng

Includes bibliographical references (pages 253-256) and index

chartsillustrations

index present

non fiction

This is marketing

bibliography

1050456431

Seth Godin

Real marketing isn't about racking up clicks and tweets; it's about connection, empathy, and making a difference. 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 labor. 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

Not mass, not spam, not shameful -- The marketer learns to see -- Marketing changes people through stories, connections, and experience -- The smallest viable market -- In search of "better" -- Beyond commodities -- The canvas of dreams and desires -- More of the who: seeking the smallest viable market -- People like us do things like this -- Trust and tension create forward motion -- Status, dominance, and affiliation -- A better business plan -- Semiotics, symbols, and vernacular -- Treat different people differently -- Reaching the right people -- Price is a story -- Permission and remarkability in a virtuous cycle -- Trust is as scarce as attention -- The funnel -- Organizing and leading a tribe -- Some case studies using the method -- Marketing works, and now it's your turn -- Marketing to the most important person

This is marketing, you can't be seen until you learn to see