I have been following Seth Godin’s work for a while. Finally deciding to pick up a copy of one of his 18 worldwide bestsellers and dive deeper. This is Marketing by Seth Godin has changed the way I see marketing.
I believed that marketing was all about manipulating to get a person to hand you money. It’s a lot more than that. As that may have worked in the past, spend billions to reach everyone because the distribution channels were limited. You could spend a couple million on TV ads and expect to see a return. Now-a-days the terrain has changed.
The book This is Marketing by Seth Godin illustrates:
The only productive solution is to find a lock and then fashion a key.Page 5
Instead of going around with a key testing every lock. Find a lock and fashion a key to open the door. What this means is to find a specific small niche and market to them.
Amazon started as an online book store, and has now become the Amazon. Any and every product can be found on Amazon. Jeff Bezo’s started with a specific niche which then spread like wild fire.
Bezo’s found a lock (online bookstore) and fashioned a key.
I love Seth’s writing style. He writes with talking points and an explanation afterwords. They are not just empty talking points as he is authentic in what he writes about. Putting his words and lessons learned into practice.
Seth is always coming back fulfilling the promises he makes. This is Marketing: seeking the smallest viable market, understanding their worldview, creating a product that will improve the group’s lives, making the story easy to be shared, living the story, always coming back and keeping your promise.
What marketing books have helped you?
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