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 the problem, to deliver on the promise.

Form deep connections

Anchoring your work deeply in the dreams, desires, and communities of those you seek to serve. 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.

<ol><li>The first step is to invent a thing worth making, with a story worth telling, and a contribution worth talking about.</li><li>The second step is to design and build it in a way that a few people will particularly benefit from and care about.</li><li>The third step is to tell a story that matches the built-in narrative and dreams of that tiny group of people, the smallest viable market.</li><li>The fourth step is the one everyone gets excited about: spread the word.</li><li>The last step is often overlooked: show up—regularly, consistently, and generously, for years and years</li></ol>

Marketing in five steps

Marketing is the generous act of helping someone solve a problem. Their problem.It’s a chance to change the culture for the better.Marketing involves very little in the way of shouting, hustling, or coercion.It’s a chance to serve, instead

A chance to serve

“Marketing is the act of making change happen. Making is insufficient. You haven’t made an impact until you’ve changed someone.”

Not just ideas, but markets

<ul><li>You aren’t busy enough.</li><li>Your ideas aren’t spreading.</li><li>The community around you isn’t what it could be.</li><li>The people you care about aren’t achieving everything they hoped.</li></ul>

Marketing problems?

You have a marketing question, and it’s possible that there’s an answer.But only if you look for it.“ Instead of selfish mass, effective marketing now relies on empathy and service.”

Not selfish mass marketing

How do I describe my love for this book? It completely changed my view of marketing.  He says it is "seeing what others see. Building tension. Aligning with tribes. Creating ideas that spread. It means doing the hard work of becoming driven by the market and working with (your part of) that market.”  Seth Godin is indeed the Father of Modern Marketing. 

#1 Wall Street Journal Bestseller Instant New York Times Bestseller A game-changing approach to marketing, sales, and advertising. 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 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 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. Great marketers don't use consumers to solve their company's problem; they use marketing to solve other people's problems. Their tactics rely on empathy, connection, and emotional labor instead of attention-stealing ads and spammy email funnels. 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. You can do work that matters for people who care. This book shows you the way.

marketingandsales

Marketing & Sales

business

Business

books

Books

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 Marketingto Purple Cowto Tribesto 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.

Seth Godin is a bestselling author, entrepreneur and agent of change.Godin is author of ten books that have been bestsellers around the world, and he is also a renowned speaker. He was recently chosen as one of 21 Speakers for the Next Century by Successful Meetings and is consistently rated among the very best speakers by the audiences he addresses.Seth was founder and CEO of Yoyodyne, the industry's leading interactive direct marketing company, which Yahoo! acquired in late 1998.He holds an MBA from Stanford, and was called "the Ultimate Entrepreneur for the Information Age" by Business Week.

SETH GODIN

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9. Taking action

2. Temperance

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