Description
This is Marketing by Seth Godin works through a new approach of marketing based on the creation of connections, solving problems, and services to just one type of audience rather than manipulative or all-inclusive advertisements. Godin argues against conventional marketing as nothing more than the act of pushing products; he presents an ethical human-centered alternative approach.
Key Concepts of the Book:
The Smallest Viable Audience:
Hit the smallest viable audience. Of course, it is futile to try to please everyone. Focus on the smallest group that your product or service is going to benefit the most. Such people are known as the “smallest viable audience.”
They are most likely going to relate to your offer, speak about it, and stick with you.
Empathy and Connection:
The best marketing comes from deep insight into the emotional needs of your target audience. It is through sympathy for what they want and what they fear that you can create something that actually helps them.
Marketing is essentially all about building connections with people, creating value for them, and helping their problems.
Change and Storytelling:
Marketing incorporates storytelling as it is a method of communicating your message and showing how the product or service ties in with your audience.
Any good marketer will develop a story of an identity of its target market and the change it seeks.
Permission Marketing:
GODIN definition of “permission marketing,” or at least his term, is the opposite of interruptive advertising. Instead of
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