This Is Marketing

Outline

This Is Marketing (2018) redefines marketing as the generous act of helping people solve their problems, rather than shouting at everyone with advertising. Seth Godin explains how to identify the smallest viable audience, understand what they want and believe, tell stories that match their worldview, and build trust over time. The book shows that effective marketing is about making change happen for the people you serve.

• Marketing is the generous act of helping people solve their problems, not shouting at everyone through advertising.
• Start with the smallest viable audience instead of trying to reach and please everybody.
• Understand what your audience wants and believes before you decide what to say to them.
• Tell stories that match the worldview of the people you serve, so your message fits how they already see things.
• Trust builds over time, and effective marketing succeeds when it makes real change happen for the people it serves.

Seth Godin is an American entrepreneur, marketer, and bestselling author of more than twenty books on marketing, leadership, and change. He is known for his popular daily blog and for ideas such as permission marketing and tribes. His books include Purple Cow, Tribes, Linchpin, and This Is Marketing.