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1-Page Summary of This Is Marketing

Overview

This is Marketing: You Can’t Be Seen Until You Learn to See (2018) explains how businesses and marketers can promote their products. Author Seth Godin believes that many people make the mistake of hyping up substandard products, or they fail to promote a useful service in a way that reaches out to its audience. Successful marketing requires more than just selling something; it also means understanding why customers want what you’re offering them. To sustain business relationships, you need to connect with your clients on an emotional level so that they feel like you understand them and are helping them improve themselves.

In the past, advertising and marketing were considered to be the same profession. It was mainly done through television commercials, radio advertisements, billboards, and print ads. This changed in 2000 when the internet became more prevalent. Small businesses could now buy small banners that would show up on search engines or news pages for cheap. Buying ad space became easier but it didn’t improve most entrepreneurs’ ability to market products successfully because they still had to learn how to create engaged customers.

Marketers should not try to reach the widest possible audience or get the most shares on social media. Instead, they should target their clients and build a relationship with them. If they advertise their products in a trustworthy way, business owners can grow their companies by providing services for hundreds of people instead of thousands.

To be successful, a product must be designed to meet the needs of those who will use it. Next, the product should appeal to people’s values and beliefs. The product has to solve problems that people experience in their day-to-day lives. For marketers, advertising is essential for getting customers’ attention and introducing them to the company’s products. Finally, a business owner must maintain his or her commitment to improving the business even if sales are slow at first or profits aren’t high enough.

The most important step in the process of marketing a product is to keep going. It can be discouraging when your product doesn’t catch on immediately, but it’s important not to give up because many successful products require years of promotion before they become popular.

After a product is created, marketers should ask themselves several questions. The first of these is “Who will the business serve?” This question will help them define who they are not serving. That information can help marketers create an engaging campaign that will draw attention from the right crowd. A magic shop that stocks a vast array of tricks should focus on its core clientele: amateur magicians. By being specific about their audience, marketers can know that they are helping their key demographic without wasting time with people who would not benefit from their business.

Marketing can be used to improve the world, but only if marketers put their customers first and accept that they cannot serve everyone. They must understand what their clients need and feel in order to create campaigns that not only make money for their businesses, but also have a lasting impact on consumers’ lives.

Key Point 1: Successful marketers focus on selling ideals and emotions, not products and services.

When a person buys something, they’re not just buying the product itself. Instead, they’re buying the emotions that come with it. For example, when someone buys a hammer, they’re really buying the pride and happiness that will follow after their child plays in a treehouse built with that hammer. Therefore, marketers should focus on selling products based on how those products make people feel rather than what features or benefits those products have to offer.