Seth Godin in 'This Is Marketing' brings together all his jotted down thoughts of last two decades on marketing from 'Permission Marketing', 'Purple Cow', 'Tribe', 'Knock Knock', 'Marketers are Liars' and MarketingSeminar and so many more. 'This Is Marketing' will serve as a compass for all marketers young and old on how to do marketing in a way that fulfills them. Created this deck as a reference notes for myself with key principles distilled from the book

1. This Is Marketing
Seth GodinNotes

2. Marketing to Us is like Water to a Fish
It is Around Us, Impacts Us, Changes us for Better or Worse
How is
water ?
What the
hell is
Water ?
!##@?
Yet the young fish quips to the older one 'What the hell is
Water?"

3. Seth Godin is the
Oogway of marketing.
Brings it all together in "This Is Marketing"
not as a 'How To' but a 'Compass'
Through Permission Marketing,
Purple Cow, Tribe, Knock Knock,
Marketers - Liars, he jotted down his
wisdom for over two decades

4. Marketers today are tired, feel a bit of a fraud and at times
think they themselves get scammed

5. Internalizing principles from "ThisIsMarketing" can help
Marketers be fulfilled with their work or think of it as as a
duty.

6. Most marketers
steal attention
through ads

7. Marketing is now the
exact opposite, it is the
generous act of giving
Not Don Draper or David Ogilvy but Amanda Palmer

8. Most marketers are emotion blind
Fail to realize that marketing is
transfer of feelings

9. Marketing starts with empathy i.e understanding them better than they
understand themselves
"You can't be seen unless you see

10. "Not the drill bit, the customer wants a hole" Harvard
has advocated for decades now
No, Not just that, she wants what the hole can do for her
and more importantly how it makes her feel

11. Marketing is
Not your cliched mission
written backwardward
But starts in her worldview
problem forward

12. Curse of knowledge is the root of many marketing troubles
Greater marketers are not afraid to
shed their knowledge to be
understood
Slip into her shoes, start from those first steps

13. Easier to swing with in an
existing swirl
Changing a worldview is
more dangerous than
touching a live electric
fence.
Do at your own Peril

14. Dance in her
worldview, with her
dream and desires
Not drag into own
courtyard of thinking
Great marketers

15. Marketing is helping someone become a
better version of themselves, the ones
they seek to be

16. Find a small pool to
color it purple
It is futile to purple
an entire ocean.
#SmallestViableAudience
To make change happen

17. Marketing is about values
Stand for something,
Celebrate athletics, ruckus makers Or
whatever else you care about

18. An 'Early Adopter' and 'Late
Laggard' in the same room
might kill each other.
They want different worlds, one
craves 'new' and other hates
'change'
Yet Marketers treat them both
the same

19. If you merely try to fill a
hole in the market,
Then you are doomed to a
cycle of rearview mirror
behavior
Choose your own axis or else it will be chosen for you

20. If dog food makers designed
it for dogs it would have cat
flavour.
They design it for humans
Engineers don't get that appeal is divorced from performance

21. Symbols are shorthand to stories
Symbols are powerful because our
brain scan, it does not read.
It is easier to establish meaning to new symbol than to
re-establish for an existing one

22. Brand logo is symbol that embeds a promise
Cattle don't react to brands, only humans can understand
story and recognize symbols.

23. When you confuse the two, it is a recipe for implosion
Brand marketing is
like Chemistry,
Direct marketing is
like Physics

24. Long Tail is a scam that
fuedal lords of the
internet want the
common naive marketers
to slave
Artist selling 1-2 daily in the
tail starves. Several of them
trying makes good business
for the platform

25. “If you are not remarkable then you are invisible”
However as a kid we
have been schooled to
fit in
For a new Marketer
'fitting in' is the hardest
habit to kick out.

26. Trigger the same age old emotions like
belonging, connection, peace of mind & status
Through new strokes that they weave
Great marketers

27. We are at
Highest high of
Connectedness,
Lowest Low of
Trust
In this day & age, Trust comes only through action
yet

28. If you don't earn the permission with your audience directly
without a middlemen
You pay stamp fees of the middlemen through your nose and
bleed.

29. Marketing Funnel is about pouring attention on top of
funnel so that loyal fans come out of the other end
Till you don't know the math of the funnel, you are
only making feudal lords of internet rich
Stranger

30. Every price point tells a story
Cheap says you are scared
Exhorbitant says you are snooty
Free says you will load the cost elsewhere
You want it somewhere between cost plus and value
minus so that you can be around long enough to tell the
rest of the story

31. Most marketers won't
but all conmen get that
More risky a transaction
more trusted they are
Spelling mistake in a nigerian scam email is by design a feature,
not a bug

32. Better to apologize for a higher price once
Then to say sorry for cutting the corners a hundred times.

33. Authenticity is a myth
You are here to serve, bring the professional not the amatuer
Just like how a 3 star chef does
not cook herself a 12 course
meal for dinner,
You are not expected to
bring your innermost fears
or desires

34. Bad marketers create FUD
(Fear, Uncertainty and Doubt)
#FUDvsTED

35. Great marketers create TED
(Tension, Education and Delight)#FUDvsTED

36. Depending who holds it, marketing can delight or demolish
lives
Marketing is like fire.
Can cook to feed or burn down a forest.