This is Marketing, By Seth Godin.
This book talks about how marketing has changed in the past few years. Now, instead of just focusing on making money, successful marketing is about helping others. It's about creating honest stories that people will want to hear and then offering solutions and opportunities to people. This type of marketing is different from the "shouting," "hustling," and "coercion" that used to be common in marketing. Now, successful marketing is about serving others and helping them reach their goals.
Marketing is about creating something that people will want, telling a story that matches the people who will be interested in it, and spreading the word so that as many people as possible can benefit from it.
Marketing is all around us, and it's a big part of our lives. We learn to read and do things in response to what marketers have put in front of us. Marketing has been done to us for a long time, so we take it for granted. We need to use marketing to make change happen, and to help people we care about.
Not Mass, Not Spam, Not Shameful
In the early days of marketing, companies would use advertising to try to get their products in the public's eye. However, with the advent of the internet, this is no longer an effective way to market. The internet feels like a vast, free media playground, a place where all your ideas deserve to be seen by just about everyone. It’s a billion tiny whispers, an endless series of selfish conversations that rarely include you or the work you do.
Now, effective marketing involves creating a relationship with the consumer and helping them solve their problems. Marketing involves very little in the way of shouting, hustling, or coercion. It’s a chance to serve, instead.
Ads are a trap that keeps us from building a useful story. For a long time, the most efficient way for a commercial enterprise to make large-scale change was simple: buy ads. Ads worked. Ads were a bargain. Ads paid for themselves. Besides, they were fun to make. You could buy a lot all at once. They made you (or your brand) a little famous. And they were reliable: money spent equaled sales made. But that's not marketing anymore. And it doesn't work, not anymore.
Marketing is a way to get the word out about your product or service. It can be done shamelessly or effectively. Effective marketing is about understanding your customer's worldviews and desires and connecting with them in a way that makes them want to be part of your product or service.
Marketing involves creating honest stories that resonate and spread. When our ideas spread, we change the culture.
The Marketer Learns to See
Marketing is the process of creating, communicating, and delivering a product or service to a target market. It involves creating an idea that people will care about, designing a product or service that is beneficial to a small subset of people, and spreading the word about the product or service.
Marketers know that committed, creative people can change the world. They also know that you can make more change than you can imagine if you focus on your intentions. Change is best made when everyone is on the same page. Human beings tell themselves stories that are completely true to themselves, and it's foolish to try to persuade them otherwise. Stereotyped groups often make similar decisions based on their perceived status and other needs. What you say is not nearly as important as what others say about you.
Marketing Changes People Through Stories, Connections, and Experience
People don’t want what you make They want what it will do for them. They want the way it will make them feel. And there aren’t that many feelings to choose from.
Marketing is all about creating connections with people and using stories and experiences to create emotional resonance. The goal is to create experiences that will bring people closer to what you are selling and influence people's irrational desires in a way that is beneficial to both you and your customers.

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