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

by Seth Godin (Author)

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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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Product details

Paperback: 288 pages
Publisher: Portfolio; 1 edition (19 November 2018)
Language: English
ISBN-10: 0241370140
ISBN-13: 978-0241370148
Product Dimensions: 15.3 x 2.1 x 23.4 cm
Boxed-product Weight: 372 g
Customer Reviews:
Amazon Bestsellers Rank: 1,841 in Books (See Top 100 in Books)
- #8 in Market Research Business
- #9 in Public Relations (Books)
- #16 in Multilevel Marketing (Books)

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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

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

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Remarkable questions demanding remarkable answers

Reviewed in Australia on 17 November 2018

Format: Kindle EditionVerified 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!

One person found this helpful

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Balych

Surprising truths that line up with the Biblical truths

Reviewed in Australia on 24 November 2019

Format: Kindle EditionVerified Purchase

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.

One person found this helpful

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Leanne Gordon

Who can you help?

Reviewed in Australia on 21 November 2018

Format: Kindle EditionVerified 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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Holly Regan

Insightful

Reviewed in Australia on 8 January 2019

Format: Audible AudiobookVerified 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

Format: Kindle EditionVerified Purchase

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

Format: Kindle EditionVerified 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

Format: Kindle EditionVerified Purchase

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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Julia

This is what you need to know about Modern Marketing

Reviewed in Australia on 4 May 2019

Format: PaperbackVerified Purchase

This book has so much value and ideas no matter if you are a business owner or working in marketing for someone else. Seth Godin's 'The Marketing Seminar' (online training) compliments the content of this book. Highly recommended.

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Top international reviews

Mrs. A. Still

Total Waste of Money

Reviewed in the United Kingdom on 21 December 2018

Format: Kindle EditionVerified 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...

24 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

Format: Kindle EditionVerified 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.

18 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

Format: PaperbackVerified 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.

12 people found this helpful

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David Gibson

Profoundly simple

Reviewed in the United Kingdom on 5 December 2018

Format: PaperbackVerified 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 :-)

9 people found this helpful

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Avid reader

Seth at his best!

Reviewed in the United Kingdom on 20 November 2018

Format: PaperbackVerified Purchase

I am a fan of Seth Godin and have read all his books. This is marketing is, in my opinion, one of the best!
Seth brings up the things we all think we know and question them. And he raises the points we should consider when creating, selling and engaging.
I don’t want to spoil the joy of reading this book with too much information. What I can say for sure is that I highlighted most of it. So much good stuff!

5 people found this helpful

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Duncan Brodie

Excellent Book

Reviewed in the United Kingdom on 14 February 2019

Format: Kindle EditionVerified Purchase

I first saw this book in a bookshop. A brief review convinced me that worth getting Kindle edition.

The style of writing is very engaging. It makes you stop and think about your business and marketing.

I liked the way in which the concepts were presented leaving you to figure out how best to use them.

This is for you if you are open minded about marketing, are willing to take action and look at the topic through a different lens.

It's not for you if you want a formula,checklist or set of steps to follow rote

2 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

Format: PaperbackVerified 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

3 people found this helpful

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Jonny Cooper

Another reference work from the master

Reviewed in the United Kingdom on 14 April 2019

Format: PaperbackVerified Purchase

Seth's writing has influenced me greatly. The art of making a significant point in as few a words as possible is not an easy one to master, but Godin has.

This isn't a marketing action guide, where you'll learn the ins-and-outs of specific platforms, and nor is it a tactical-level 101 with daily to-do lists.

It's far more important than that.

It's a strategic vision for how to establish yourself and your business in the modern world.

Nobody does this better, so buy this book if that's what you need.

HINT: It IS what you need.

2 people found this helpful

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Alessandro Perilli

Must read

Reviewed in the United Kingdom on 16 December 2019

Format: Kindle EditionVerified Purchase

This is a book everybody working in a corporation or a small business should read. Not just if you are in marketing or sales, but in product management, engineering, business development, etc. More than anything, this book is a reminder to ask yourself what you and the company you have decided to serve stand for. And once you have that answer, you can ask yourself if you like it, and, if so, how you can tell it in a very different way.

In 20 years of career I've seen many of the stereotypes described in this book, perpetuated by novice and seasoned marketers and PR professionals alike. I have contributed myself to keep alive plenty of those stereotypes and I wish I had this book when I was running my own startup.

Those stereotypes have shaped my belief of what marketing is and, in turn, why I detest it so much. This book suggests a path to a different type of marketing, one that is not evil.

A pleasure to read. Highly recommended.

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G A Green

A rambling mess. I didn’t finish it.

Reviewed in the United Kingdom on 17 February 2020

Format: PaperbackVerified Purchase

I have read most of Seths books and have really liked the innovative and clear ideas he projects (even if I don’t agree with some of them). Regrettably, this book is pretty awful. It comes across as if Seths agent said ‘you need to write another book’ and so a rambling, repetitive, disjointed set of words and ideas were hurriedly assembled. Then no one edited it into a cohesive format.
Even superstars are allowed a stinker, so still 3 stars :-)

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Kindle Customer

None the wiser.

Reviewed in the United Kingdom on 24 January 2019

Format: Kindle EditionVerified Purchase

All marketing theory is probably useless. Aside from quality of goods. The mix that makes great brands is unique to the brand. It starts with the name. Don't be generic. i.e Fevertree , Cillit Bang. Marmite.

One person found this helpful

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L.Morrison

Seth is a genius

Reviewed in the United Kingdom on 6 January 2019

Format: Kindle EditionVerified Purchase

Everything that you need to know about modern-day permission marketing. In a noisy world, marketers need to enrol consumers and clients in a much different way. Attention spans get more and more limited, and this book will give you ideas how to find a way around this.

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Rebel Book Club

Brilliantly on the importance of focusing on your ‘smallest viable audience’

Reviewed in the United Kingdom on 14 January 2019

Format: Kindle EditionVerified Purchase

Seth joined us via skype for our final RBC of 2018, brilliantly articulating the importance of focusing on your ‘smallest viable audience’ and making something specifically for them. Its common business sense of course, but not something that we put into practise as much as we could. An easy, story-driven and insight-laden read. 9/10

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conor gallagher

If you've ever listened to Godin on a Podcast, you know the contents of this book

Reviewed in the United Kingdom on 15 October 2019

Format: PaperbackVerified Purchase

For those not familiar with Godin, and whom want to learn about some of the fundamentals to marketing that aren't obvious to non-marketers - this book is very good. However, if you're already interested in Seth's work, and want to do a deep dive, this book is not the solution. I haven't read his previous releases so maybe they're better. But this one is just a bit route one, in that it contains slight elaborations on stuff that Godin tends to repeat on most podcasts he goes on.

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G. Hannan

Some interesting insight

Reviewed in the United Kingdom on 2 March 2020

Format: PaperbackVerified Purchase

Having spent years in sales and marketing, imho most marketing is just spin and in many cases pure misleading bumph, but there is some interesting insight in this book. However, translating it into actionable tasks is another matter.

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