What ‘This Is Marketing' Taught This Freelancer.
Seth Godin is a revered shaman in marketing. My marketing colleagues have recommended his work for years, and in 2022, I finally listened.
Listening to the audio version reminded me of my philosophy studies in college. I think that's intentional too.
In 'This Is Marketing,' he doesn't distill marketing strategies into cheap tricks and tactics. Quite the opposite.
Instead, he paints a picture with broad strokes with varying colors of what marketing is. It turns out it's almost everything in business, politics, and culture. He then instills an ethos to approach marketing with an ethical mindset. "Manipulation is the tribe killer." is an apt chapter title.
‘This Is Marketing’ is a book I plan to revisit at least once a year. I will not be doing justice but by reducing an entire book into another "6 Key Takeaways blah blah blah" type of list.
I will, however, explain some of Seth's work had imparted to me to encourage you to purchase a copy yourself.
3 Lessons learned so far.
Marketing doesn't have to be a gross exercise in manipulation. Seth helps you define who you are and what your business can offer your target client. Then enables you to understand that ethical and honest marketing is the only way to attract your ideal client.
Almost everything in business is marketing.
I thought marketing was just the assets and strategies (blog posts, print ads, SEO keywording etc.).
As it turns out, marketing is a vast umbrella that includes how you conduct yourself as a human being and the community you build around you.
I noticed that an excellent example in politics is Bernie Sanders's flying coach. Not first class. Not in a private jet. Coach.
That is who he is as a person. It's also why he is a beloved champion in a specific community. That's marketing.
Your dream clients are out there; that is the only entity you should target. Seth calls them superfans. Those superfans are dying to meet you too, but they have no idea who you are. They value your time and experience and want to pay you.
Double down on the people, communities, and companies you want to associate with and save yourself a ton of heartache. The money will follow. I promise.
Stay hungry.