Seth is a remarkable and iconic marketer, as an digital marketer there is a battle between the new age habits and data driven marketing strategies. What I come to appreciate about Seth is his consumer focused marketing theories that are timeless and true to the core of marketing and business goals.
Listed are some of the gems I have found to be thought provoking and informative. I have only read a third of the book at the time of this publishing, but found it something well worth sharing.
Grab the book yourself here: This Is Marketing: You Can’t Be Seen Until You Learn To See
- Effective marketing now relies on empathy & service.
- Time to stop begging people to be your clients (or customers) and time to stop feeling bad for charging for your work.
- Desire for gain versus avoidance of loss.
- Everyone has a problem, a desire, a narrative, Who will you seek to serve?
- Product is for people who believe __________. I will focus on people who want __________. I promise engaging with what I make will help you get __________.
- There’s almost always a disconnect between performance and appeal. The engineers choice of the best price/performance combination is rarely the markets choice.
- Yet we still talk about being very good at our craft as if it’s some sort of bizarre exception.
- We sell feelings, status, and connection, not tasks or stuff.
- It’s our job to watch people, figure out what they dream of, and then create a transaction that can deliver that feeling.
- Without a doubt, the heart and soul of a thriving enterprise is irrational pursuit of becoming irresistible.
- Every very good customer gets you another one. Dead-end customers aren’t worth the trouble. Silent customers, jealous customers, people who think you need to be kept a secret. . . You can’t grow your work on a cul-de-sac.
- Who would miss it if it were gone?