This is a Sales Book Club, and yet here we are reviewing a marketing book. The tagline for this month’s book is ‘You Can’t Be Seen Until You Learn to See’. With all the recent changes due to Covid-19, all business leaders and salespeople need to keep looking to your customers, seeing them, understanding them and ultimately meeting them where they are.
Special thanks to Dave Crampton for this guest book review.
One – What’s special about this month’s book?
This is Marketing is an easy to read, game-changing approach to marketing, sales, and advertising. It shows you how to do work you’re proud of, whether you’re a tech start-up founder, a small business owner, or part of a large corporation. It’s also for entrepreneurs who are committed to offering great products and services that they genuinely believe others need.
Two – Book Details for ‘This is Marketing’
Author – Seth Godin
Publication Date –2018
Publisher – Penguin
Three – Who is Seth Godin?
Seth Godin is the author of 19 bestsellers. His daily posts at his blog (called Seth’s Blog) are read by millions, and his workshops help people around the world. He was inducted into the American Marketing Association Hall of Fame in 2018.
Four – What is the book’s premise?
At the heart of Godin’s 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.
Seth Godin gives people the tools and stories they can use to achieve their goals.
Five – Does the book deliver on its premise?
Yes, because it assists people to become who they want to be – which is an ideal form of marketing.
Six – What is the author’s voice like?
Seth Godin is a clear writer and is easy to read. He is practical and informal., but also thorough. Read this book to help you see your customers more clearly.
Seven – Any memorable quotes?
This is a book about roots. About 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.
“Marketers have the empathy to know that those they seek to serve don’t want what the marketer wants, don’t believe what they believe, and don’t care about what they care about.” (p.12)
“Great marketing is the generous and audacious work of saying, ‘I see a better alternative; come with me’.” (p.70)
Eight – What are some insights I can get from reading this book?
- Marketing doesn’t have to be selfish – in fact the best marketing never is. Marketing is the generous act of helping others who they seek to become.
- When a marketer says ‘this is better’ he actually means ‘this is better for someone and it might be better for you’.
Or your dog. Dog food may be getting better, but we have no idea as we don’t eat dog food. But we don’t market dog food to dogs. We market it to people, because dog food is actually for dog owners; it’s for the way it makes them feel.
- If you are a marketer, you are in the business of making change happen. But you can’t change everyone, so you need to change someone. Or a group of someones. Instead of mass marketing, ask what’s the minimum number of people you would need to influence to make it worth the effort; i.e the smallest viable market.
Nine – How relevant is this book right now?
Very relevant. Its practical, offers insight and is methodical. If you want to truly see your customer and where they’re at right now in this changed world, this is the book for you.
Ten – Did the book live up to expectations?
Yes. It’s easy to read, and helps you understand the people you seek to influence and how they can be influenced – and who will pay you to do it.
Eleven – Who would you recommend this book to?
Anyone interested in business marketing. Actually, it’s an important read for people interested in any kind of marketing – which, truly, should include nearly everyone. This is Marketing shows you how to do work you are proud of whether you are a tech start-up founder, a small business owner, or part of a large corporation. It is also a good read for individuals seeking to improve their own, personal brands – which is something that most people need to do in order to succeed in today’s world.
Twelve – Who should buy this book?
Anyone who wants to understand marketing, is interested in marketing, or wants to cause a change in the world. Small business owners, students, and anyone who wants to make things better could buy and enjoy this book.
Thirteen – Where can I buy this book?
Fourteen – Recommended snacks to accompany reading this book?
Just the usual; wine, pizza, chocolate and carrot cake. And some coffee if you are tee-totaller.