“Marketing is our quest to make change on behalf of those we serve, and we do it by understanding the irrational forces that drive each of us.”
This is Marketing should be described as the “Magnum Opus” of Marketing Genius and Change Agent Seth Godin, guiding readers through Godin’s most important insights and teachings, presented in his unique style. The result: The new standard for marketing books for decades to come.
Godin reframes the work of marketers as a noble adventure with the intent to create meaningful change. He describes his perspective of marketing as the quest to matter. It’s not a task, not a job, not a checklist execution. It’s a quest, a call to adventure. He emphasizes three critically important questions:
- What change are you trying to make?
- Who are you seeking to change?
- What promise can you make to your potential customers?
Connecting all these dots ensures that you are not going to be unwanted or blocked out as a marketer. Connecting your mission to the needs of your desired customers allows you to communicate without having to bully or elbow your way in. Suddenly, you will be invited, people will miss you if you’re gone. The Internet has changed the game by transforming media from being monolithic to a chess board of numerous, targeted choices and moved. Godin describes how such a change forces effective marketer to adopt an approach of identifying their targets’ underlying goals, developing offerings that help customers achieve those aims, and communicating related messaging to the core group of folks likely to adopt the offering. Helping people become who they want to be – and doing so with their permission to do so – has become the ideal form of marketing.
“Marketers make change. We change people from one emotional state to another. We take people on a journey; we help them become the person they’ve dreamed of becoming.”
The essence of Godin’s message is to carve out your own path by clarifying the change you want to make in the world, which is your Holy Grail, and then steadily, day after day, stay on that quest to create that change for the people who need that change.
This Is Marketing provides actionable advice on topics such as how to best obtain permission to communicate with potential prospects, deciding to whom you should (and, more importantly, should not) target your offerings, and how to refine messaging by applying opposing pairs of values at extreme ends of the messaging spectrum.
All in all, This Is Marketing is an important read for people interested in marketing – which, truly, is everyone. The rules of success that apply to professional marketers of products and services also apply to 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.
“Our calling is to make a difference. A chance to make things better for those we seek to serve. Not for your own benefit, but because of what it can produce for others.”
Make a difference by joining your fellow credit union executives and Seth Godin at THINK 19. –Register now.