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Seth Godin

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This is Marketing: You Can't Be Seen Until You Learn To See Paperback – 19 November 2018

by Seth Godin (Author)

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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 labour.

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 Marketingoffers a better approach that will still apply for decades to come, no matter how the tactics of marketing continue to evolve.

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From the Publisher

It's Time to do Something else with Marketing

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.

For the first time Seth Godin offers the core of his marketing wisdom in one compact, accessible, timeless package. This is Marketing shows you how to do work you're proud of, whether you're a tech startup founder, a small business owner, or part of a large corporation.

No matter what your product or service, this book will help you reframe how it's presented to the world, in order to meaningfully connect with people who want it.

Seth employs his signature blend of insight, observation, and memorable examples to teach you:

How to build trust and permission with your target market.
The art of positioning--deciding not only who it's for, but who it's not for.
Why the best way to achieve your goals is to help others become who they want to be.
Why the old approaches to advertising and branding no longer work.
The surprising role of tension in any decision to buy (or not).
How marketing is at its core about the stories we tell ourselves about our social status.

Product description

Review

Seth Godin is a superstar in the marketing world. This is Marketing is interesting and useful for anyone who wants an insight into how, and why, we buy things or change our habits in any way -- The Financial Times Book of the Month ― The Financial Times

Book Description

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

About the Author

Seth Godin is the author of 18 international bestsellers that have changed the way people think about work and have been translated into 38 languages - among them Unleashing the Ideavirus, Permission Marketing, Purple Cow, Tribes, The Dip, Linchpin, Poke the Box, and All Marketers Are Liars. He writes the most popular marketing blog in the world and speaks to audiences around the world. He is the founder of the altMBA, the founder and former CEO of Squidoo.com, the former VP of Direct Marketing at Yahoo!, and the founder of the pioneering online startup Yoyodyne. You can learn much more about him at sethgodin.com.

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Product details

Publisher ‏ : ‎ Portfolio; 1st edition (19 November 2018)

Language ‏ : ‎ English

Paperback ‏ : ‎ 288 pages

ISBN-10 ‏ : ‎ 0241370140

ISBN-13 ‏ : ‎ 978-0241370148

Dimensions ‏ : ‎ 15.3 x 2.1 x 23.4 cm

Best Sellers Rank: 607 in Books (See Top 100 in Books)

2 in Market Research Business

2 in Public Relations (Books)

2 in Multilevel Marketing (Books)

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Top reviews from Australia

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Ian Berry

TOP 500 REVIEWER

Remarkable questions demanding remarkable answers
Reviewed in Australia on 17 November 2018
Verified Purchase
I've liked and valued all of Seth's books. This one I love!

I love it because of the simple yet profound, remarkable questions it asks, each demanding a remarkable answer i.e. That will be remarked on by those we seek to serve. My favourites:

What change are you seeking to make?
What does better look like for the customer?
Do they love it? Do they love themselves more because they love you?
Why are the people who don't choose you correct in their decision to not choose you?
What are you breaking?
The people you're seeking to serve in this moment: what are they measuring?
What's your flag? Why should someone fly it?
Why is it so hard to develop a point of view?

Of course to give these questions the remarkable answers they deserve you need the context of reading/studying the book. Please buy it now and get going today!
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3 people found this helpful

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Balych
Surprising truths that line up with the Biblical truths
Reviewed in Australia on 24 November 2019
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Some truths about serving people that confirm what the Bible teaches. The idea of reaching a small viable market is the same pattern as Jesus choosing only 12 disciples to spread His message, even though at one point He had up to thousands of followers. Jesus washing the disciple feet was an act of servanthood and that’s why His message spread.
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3 people found this helpful

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Leanne Gordon
Who can you help?
Reviewed in Australia on 21 November 2018
Verified Purchase
I'm a long time follower of Seth Godin's work and have read his books, blog & articles, watched his videos, listened to his podcast, and participated in numerous online programs.
This latest offering, This is Marketing, is a masterpiece. So much wisdom within one book beckoning you to read it again and again, share it, discuss it ... but most of all, just do it. As Seth points out "marketing makes change happen" and we all want that.
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2 people found this helpful

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Darren Rathbone
Great insights we’ll explained.
Reviewed in Australia on 11 June 2021
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This book twists the way I think about how to engage with customers, and get my products to perform with the right, targeted audience.
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Holly Regan
Insightful
Reviewed in Australia on 8 January 2019
Verified Purchase
I am not in marketing and I love this book. It I up to date information about the world that we live in now. It was very insightful and I enjoyed listening to it. I am taking a course in which I am creating a website and thought this book would be helpful and it was.
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Brad Morris
Biblical
Reviewed in Australia on 1 December 2018
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I feel as though Seth just unpacked, demystified and correctly predicted the entire evolution, reality and future of marketing. The connections he makes between psychology and marketing are profound. If you sell something (anything), you need to read this book. Kudos Seth, you are a lord.
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origin
This is Marketing Plus
Reviewed in Australia on 5 December 2019
Verified Purchase
Fabulous book, simply written and offering the best advice you will get....’focus on delivering for your customer because when you do, the rest will follow’. If you want to understand marketing the way it is supposed to be, this book is a must read.
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alwayslearninggran
Don't follow the masses
Reviewed in Australia on 16 December 2018
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Compelling, encouraging independent thinking instead of following the masses and doing what everyone else does. Thank you for resetting the compass for thinking.
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Top reviews from other countries

Mrs. A. Still
Total Waste of Money
Reviewed in the United Kingdom on 21 December 2018
Verified Purchase
This book was absolutely useless. Nothing of any value in it at all. Loads of stories that were so boring. No real points at all except - get a niche tribe and sell to people who want to be sold to ! Great, how informative (NOT)

There is no basis of anything that was interesting or informative in this book and I wouldn’t waste money buying it. Total rubbish, waste of time...
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44 people found this helpful
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J.F.Penn
Marketing as service to a community, trust, and changing the world
Reviewed in the United Kingdom on 14 November 2018
Verified Purchase
I've followed Seth's blog for years and I own all his books. This is a fantastic update to what he has consistently taught, an excellent primer if you're just starting out, and a way to deepen your knowledge if you're more advanced.

His message of treating people like real human beings rather than numbers on a list, and of earning trust over the long-term resonates through the book. It also has aspects that made me think anew - for example, how status and affiliation impact behaviour, and how to cultivate permission in a saturated media environment where trust is at an all-time low.
Highly recommended.
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Marketing as service to a community, trust, and changing the world
Reviewed in the United Kingdom on 14 November 2018
I've followed Seth's blog for years and I own all his books. This is a fantastic update to what he has consistently taught, an excellent primer if you're just starting out, and a way to deepen your knowledge if you're more advanced.

His message of treating people like real human beings rather than numbers on a list, and of earning trust over the long-term resonates through the book. It also has aspects that made me think anew - for example, how status and affiliation impact behaviour, and how to cultivate permission in a saturated media environment where trust is at an all-time low.
Highly recommended.
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21 people found this helpful
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@Timothy_Hughes
Not a Methodology but A Set of Ideas
Reviewed in the United Kingdom on 11 December 2018
Verified Purchase
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.
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16 people found this helpful
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Asad Shah
Worst book I've read all year
Reviewed in the United Kingdom on 12 April 2019
Verified Purchase
That is just my opinion though. Ironically Seth does explain how not everyone is going to love what you create. If you create a product/service for everyone then it won't succeed. Well then all I am saying is that this book is not for me. It is broken, there is no point being made. This is just a compilation of someone's marketing notes. Notes that aren't even unique. If you're a marketer and have done some sort of research about marketing then trust me - you won't learn anything new from this book. It is all re-hashed
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13 people found this helpful
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David Gibson
Profoundly simple
Reviewed in the United Kingdom on 5 December 2018
Verified Purchase
This is what I've been needing to read for ages - it puts into words what my gut has been telling me. I hate being sold too and the thought of SEO and keywords leaves me cold. This Is Marketing was written for people like me :-)
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10 people found this helpful
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