Marketing and SalesAdvertisingSocial Media Marketing
Seth Godin’s 2018 book, “This Is Marketing: You Can’t Be Seen Until You Learn to See,” offers a transformative perspective on marketing. Rather than traditional methods focused on mass appeal and interruption, Godin advocates for marketing that is empathetic, focused on small, engaged audiences, and driven by genuine connection and value creation.
1. Marketing is About Making Change Happen
Key Point:
Marketing should aim to effect change and create value for people, not just push products.
Concrete Example:
Godin provides several examples like the launch of the iPhone or hybrid cars, which weren’t just about selling gadgets but transforming how we communicate and think about the environment.
Actionable Advice:
Identify the change you are trying to make with your product or service. What transformation are you promising?
Action Step:
Create a clear, compelling purpose statement that outlines the change your business aims to make in the world.
2. The Smallest Viable Audience
Key Point:
Focus on serving a small, dedicated audience rather than trying to appeal to the masses.
Concrete Example:
He talks about how Harley-Davidson focuses on a specific community of motorcycle enthusiasts rather than trying to appeal to everyone.
Actionable Advice:
Find the smallest group of people who will find your product both indispensable and shareable.
Action Step:
Define and research your smallest viable audience. Develop avatars for these ideal customers and tailor your marketing efforts towards their needs and behaviors.
3. Build Trust and Permission
Key Point:
Create meaningful relationships based on trust, where customers grant you permission to communicate with them.
Concrete Example:
The book describes how email permissions should be treated with respect, sending only valuable and anticipated content.
Actionable Advice:
Build an email list and use it to engage with your audience genuinely and respectfully.
Action Step:
Start an email newsletter providing high-value content that solves real problems for your audience. Avoid spammy, self-serving messages.
4. Tell Stories that Resonate
Key Point:
Craft stories that reflect your audience’s worldviews and speak to their emotions.
Concrete Example:
Godin mentions brands like Apple and Nike, which use storytelling to connect with their audiences on an emotional level, beyond the mere attributes of their products.
Actionable Advice:
Develop a brand narrative that aligns with your audience’s values and worldview.
Action Step:
Write and disseminate customer success stories highlighting how customers have benefited from using your product.
5. Positioning and Differentiation
Key Point:
Effectively position your product in the market by making it clear how it differs and why it’s beneficial.
Concrete Example:
The book uses the example of Prius to show how Toyota differentiated it by positioning it as an environmentally friendly choice.
Actionable Advice:
Clarify how your product or service stands out from the competition.
Action Step:
Create a unique selling proposition (USP) for your product that clearly states the benefit and differentiation in a single sentence.
6. The Funnel and the Flywheel
Key Point:
Move away from the traditional sales funnel and instead focus on creating a marketing “flywheel” that gains momentum over time.
Concrete Example:
Instead of pushing prospects through a funnel, Godin talks about nurturing ongoing relationships that grow stronger and more beneficial over time.
Actionable Advice:
Focus on building long-lasting relationships rather than just closing sales.
Action Step:
Develop a customer loyalty program that rewards repeat engagement and measures customer satisfaction over time.
7. Share Your Mission
Key Point:
People buy into why you do your work, not just what you do.
Concrete Example:
Brands like TOMS Shoes shared their mission of donating a pair of shoes for every pair sold, which resonated deeply with their audience.
Actionable Advice:
Clearly articulate and share your mission in every marketing touchpoint.
Action Step:
On your website and marketing materials, clearly outline your mission and the impact you’re aiming to make. Make it a key part of your brand narrative.
8. The Power of Tribes
Key Point:
Leverage the power of tribal marketing by connecting people who share a common interest or passion.
Concrete Example:
Godin cites Harley-Davidson again, emphasizing how the brand created a tribe of passionate motorcycle enthusiasts.
Actionable Advice:
Create opportunities for your audience to connect and engage with each other, forming a community around your brand.
Action Step:
Create a private Facebook group or forum where your customers can discuss, share, and relate to each other’s experiences.
9. Be a Generous Marketer
Key Point:
Generosity in marketing isn’t just about giving away free stuff; it’s about creating real value for your audience.
Concrete Example:
The concept of “freemium” models in software as generous offers that invite trial and trust before purchase.
Actionable Advice:
Offer valuable resources, content, or experiences that demonstrate your expertise and willingness to help.
Action Step:
Develop a series of free educational resources or webinars that provide significant value to your potential customers without asking for anything in return.
10. Consistency and Patience
Key Point:
Successful marketing requires consistent effort over time and patience rather than expecting instant results.
Concrete Example:
Godin explains how legendary brands like Disney and Starbucks took years to build their reputations and market positions.
Actionable Advice:
Stick with your marketing strategy consistently, reiterating your message and value over time.
Action Step:
Create a content calendar to ensure regular, consistent communication and engagement with your audience through blogs, social media, and newsletters.
11. Understanding and Leading
Key Point:
Being a good marketer entails understanding your audience deeply and leading them towards the change you seek.
Concrete Example:
Leaders like Martin Luther King Jr. and companies like Nike have shown deep understanding and led their followers to impactful change.
Actionable Advice:
Invest time in understanding your audience’s fears, desires, and goals, and lead by aligning your actions with these insights.
Action Step:
Conduct regular surveys and feedback sessions to better understand your audience and adjust your strategies accordingly.
12. Use Data Sensibly
Key Point:
While data is essential, marketers should use it to confirm hypotheses and insights about human behavior, not just to track numbers mindlessly.
Concrete Example:
Godin mentions how Netflix uses data to understand what its audience loves and then creates more content that resonates with them.
Actionable Advice:
Employ data not just for tracking but for creating deeper engagement and better understanding of your audience.
Action Step:
Implement analytics tools to measure engagement, but use the insights to create content and products that align with your audience’s interests and needs.
13. Market to the Edges, Not the Center
Key Point:
Your innovation might appeal more to those on the fringes of standard market demographics rather than the average customer.
Concrete Example:
Godin describes how Airbnb didn’t target traditional travelers but rather those seeking unique, local experiences.
Actionable Advice:
Identify and appeal to outliers who may find unique value in what you offer.
Action Step:
Experiment with marketing campaigns targeted at niche groups within your broader audience to see who responds most positively.
Conclusion
In “This Is Marketing,” Seth Godin provides a vital shift from traditional, interruptive marketing to a more empathetic, relationship-driven model. By focusing on making change, serving small viable audiences, building trust, and telling resonant stories, marketers can build genuine connections and drive long-term success.
Final Action Step:
Reflect on each of these principles and identify at least three changes you can make to your current marketing strategy to align more closely with Godin’s approach. Implement these changes progressively, measure their impact, and continue refining your efforts based on the feedback you gather.