This is Marketing Book Review

Seth Godin has written a number of excellent books about marketing which I have enjoyed including Purple Cow and Small is the New Big . I find Seth's short form and writing style very easy to read and I know others do too.

In "This is Marketing ", Seth explores the power of marketing and the reason it exists. What follows is an extremely short review and some key take-aways.

Changing behaviour

When you boil down to it, marketing is about changing peoples behaviour. Whether it is saturating the airwaves with ads, or pulling at empathetic heartstrings, if marketing isn't changing peoples behaviour it isn't doing its job.

Smallest viable market

Trying to market to "everybody" is impossible and a fools errand. Target the smallest group of people and market to them. Pursuing the mass market means being average. It is easier and better to delight the few, which is also a better route to growth.

Treat people differently

Treating everyone you are marketing to the same is a very bad idea.

Trust and attention

"Trust is as scarce as attention". Part of a marketers job is to build trust through promises and storytelling. You earn trust through action, not inaction. A trusted marketer has a loyal following.

The public/your audience owe you nothing, not even their attention. Just because you invest millions in a campaign, pay for ad clicks, their attention is optional, not owed to you. You are asking for the audiences permission and inviting them to engage. If they respond to your invitation, be thankful and help them.

The myth of rationality

We overestimate our ability to think rationally. In a world where we act upon our assumptions, needs and desires, we should surely appeal to peoples emotional side just as much (if not more) as their logical side. No one is entirely rational, including me and you.

People don't want what you make

People want what it will do for them.

Harvard marketing professor Theodore Levitt said "People don't want to buy a quarter-inch drill bit. They want a quarter-inch hole.

Sonder

I discovered a new fantastic word "Sonder".

Sonder — noun. the realization that each random passerby is living a life as vivid and complex as your own

Gems

There are a lot of gems in this book including:

"Specific is a kind of bravery"

"Organise your project, your live your organization around the minimum"

"Empathy is at the heart of marketing"

"Better isn't up to you"

Summary

This is an interesting book. It is not a guide to marketing. I'd be surprised to find it on the required reading list for a CIM (marketing qualification) course. But what it lacks in describing the process, approach, or application of marketing it makes up for in portraying the importance and position that marketing has in our daily lives and almost discusses Marketing from a meta/philosophical/ethical perspective.

If you are looking for a guide or tips to blackhat marketing practices, you are looking in the wrong place as Seth places a high value on ethical marketing almost describing it as a higher calling for marketers brave enough to answer the call.

I'm pleased to rank this book rather highly on my all time favourite book list and thoroughly recommend Seth Godin's other works. I have also recently finished reading "Tribes " by the same author so will be writing a short review for that as well.

I need to take a break from Seth. As much as I enjoy his work, I feel it is important not to immerse yourself too much in any single author or persons world view. To that end, I am currently enjoying reading the following Blitzscaling and Blue Ocean Strategy .

If you are looking for your next read, check out GoodBusinessBooks.com .

P.S Always be learning (and doing)

Reading is great. The acquisition of knowledge through reading is very valuable. Though it must be complimented with knowledge and skills that can only be acquired through doing. If you are acquiring knowledge and experience from multiple channels, you are winning.

Pity not those with closed books and minds, invite them on your journey and teach them along the way.

Apply what you have read and share what you have learned.

-- Lee