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This is marketing / Seth Godin.

By: Material type: TextTextPublisher: New York, New York : Portfolio/Penguin, an imprint of Penguin Random House LLC, [2018]Copyright date: ©2018Description: xvi, 267 pages : illustrations, charts ; 19 cmContent type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
ISBN:
  • 9780525540830
  • 0525540830
Other title:
  • This is marketing : you can't be seen until you learn to see
  • Pre-publication subtitle: Work that matters for people who care
Subject(s):
Contents:
Not mass, not spam, not shameful -- The marketer learns to see -- Marketing changes people through stories, connections, and experience -- The smallest viable market -- In search of "better" -- Beyond commodities -- The canvas of dreams and desires -- More of the who: Seeking the smallest viable market -- People like us do things like this -- Trust and tension create forward motion -- Status, dominance, and affiliation -- A better business plan -- Semiotics, symbols, and vernacular -- Treat different people differently -- Reaching the right people -- Price is a story -- Permission and remarkability in a virtuous cycle -- Trust is as scarce as attention -- The funnel -- Organizing and leading a tribe -- Some case studies using the method -- Marketing works, and now it's your turn -- Marketing to the most important person.
Summary: 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 generosity, empathy, and emotional labor. Learn how to identify the smallest viable audience. Build trust and permission with your market. Adopt the narratives your fans already use. Find the guts to create and release tension. And most of all, give people the tools and stories they can use to achieve their goals. It's time to stop lying, spamming, and feeling guilty about your 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. It's time to be seen by first learning how to see.
Holdings
Item type Home library Collection Call number Materials specified Status Date due Barcode Item holds
Adult Book Adult Book Dr. James Carlson Library NonFiction 658.8 G585 Available 33111008929024
Adult Book Adult Book Main Library NonFiction 658.8 G585 Checked out 07/10/2024 33111009280641
Total holds: 0

Enhanced descriptions from Syndetics:

#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.

Includes bibliographical references (pages 253-256) and index.

Not mass, not spam, not shameful -- The marketer learns to see -- Marketing changes people through stories, connections, and experience -- The smallest viable market -- In search of "better" -- Beyond commodities -- The canvas of dreams and desires -- More of the who: Seeking the smallest viable market -- People like us do things like this -- Trust and tension create forward motion -- Status, dominance, and affiliation -- A better business plan -- Semiotics, symbols, and vernacular -- Treat different people differently -- Reaching the right people -- Price is a story -- Permission and remarkability in a virtuous cycle -- Trust is as scarce as attention -- The funnel -- Organizing and leading a tribe -- Some case studies using the method -- Marketing works, and now it's your turn -- Marketing to the most important person.

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 generosity, empathy, and emotional labor. Learn how to identify the smallest viable audience. Build trust and permission with your market. Adopt the narratives your fans already use. Find the guts to create and release tension. And most of all, give people the tools and stories they can use to achieve their goals. It's time to stop lying, spamming, and feeling guilty about your 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. It's time to be seen by first learning how to see.

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