Seth Godin – A Journey of 100 Steps

There are few people more famous in any area than Seth Godin in the field of marketing. However, with a career more varied than your DNA, Godin is so much more than the world’s most wanted marketer: an author of eighteen bestsellers, a founder of few companies, popular speaker, trendsetter, mind-changer, paradigm-shifter.

Who Is Seth Godin?

Seth GodinSeth Godin was born on July 10, 1960, in Mount Vernon, New York, which would make him about a century – and four years – older than Nikola Tesla.

Yes, that’s our fancy way of saying that those two share a birthday. But no – this doesn’t mean that people born on July 10 are destined to be great. After all, Jessica Simpson was born on the same day

Now, if things had worked out differently, Godin might have had a lot more in common with Tesla, because the first degree he obtained was in computer science and philosophy from Tufts University. However, just after graduation, he got a job as a brand manager at the then newly formed educational software company, Spinnaker Software.

He left the company just four years later, using all of his savings – about $20,000 – to found a book-packaging business, Seth Godin Productions. He would later sell the business to his employees, focusing all of his energy on Yoyodyne, one of the first online marketing companies in history.

Named after a fictional company from a 1984 SF adventure with a lengthy title, “The Adventures of Buckaroo Banzai Across the 8th Dimension,” Yoyodyne used online games and scavenger hunts to market companies to participating users.

By this time, Godin felt that he had found his calling, so he enrolled at the Stanford Graduate School of Business, from where he subsequently got his MBA in marketing.

Ironically, it was during this period that he started working on a book which would soon become part of many business schools’ curricula: “Permission Marketing: Turning Strangers into Friends and Friends into Customers.”

Published in 1999, the book was not merely a bestseller, but also a seminal achievement. It introduced the world to the concept of permission marketing, a non-traditional technique which, unlike those preceding it, saw marketing the same way our laws see sex: as a consensual activity.

Direct mails, telemarketing calls, TV ads – they were all suddenly a thing of the past, too pushy and obtrusive to give you the wanted results. Namely, an intravenous relationship with your clients who will trust you as much as they trust their doctors.

Godin followed the success of “Permission Marketing” with many more bestsellers, three of which we’ve picked as his best below. However, we had a hard time choosing them, since Godin’s name appears above few other titles so essential that you may have already heard them, even if you don’t know who Seth Godin is.

(We are aware that the second part of the previous sentence targeted no more than two of our readers.)

Unleashing the Ideavirus” – the most popular eBook in history (a free PDF of which you can download here) – discusses how you can (and can’t) turn an idea into a viral phenomenon. If you haven’t before – see Seth Godin’s TED Talk on the topic.

The 2005 classic “All Marketers Are Liars” examines how marketers should use the inherent human passion for storytelling; humans seem to prefer well-told truthful stories to blatant honesty.

Poke the Box” is a book which demonstrates how and why you should take an initiative no matter how little authority you think you have. “The Dip,” on the other hand – as its subtitle succinctly states – is a little book that teaches you when to quit (and when to stick).

In 1998, Seth Godin sold Yoyodyne to Yahoo for about $30 million and became the company’s vice president of direct marketing. Eighty years later he launched Squidoo, an article-writing revenue-sharing site which, at one point, was among the Top 500 sites in the world.

Speaking of which, Seth Godin blog is undoubtedly one of the most popular blogs in history. It’s so popular, in fact, that, believe it or not, it will come up third on Google’s first page if you type nothing more than “seth”!

Being aware of your fear is smart. Overcoming it is the mark of a successful person.

Best Seth Godin Books

#1. Purple Cow Summary: Transform Your Business by Being Remarkable

In a world of million products and billion commercials – writes Seth Godin in his phenomenal book “Purple Cow” – “your one chance for success is to be remarkable.”

In other words: you won’t notice a white cow among white cows – especially if you’re not interested in cows in the first place. But a purple one? You’ll spot it instantaneously even if you don’t want to!

So, Seth Godin advises you, put a purple cow in everything you do. Make something which will stand out by being so counter-intuitive and surprising that you won’t be able to tell from the start whether it will be a success or a flop.

Because, you see, in a crowded marketplace, “the old ways of marketing are dead – and being safe is now too risky.” “Purple Cow” is about the very opposite: risk with a purple cow and you will be safe among the white ones.

The best the timid can hope for is to be unnoticed. Criticism comes to those who stand out.

#2. Tribes Summary: We Need You to Lead Us

Remember William Golding’s “Lord of the Flies”? If there’s one thing that book taught you it should have been probably this: even if you are just a child stuck on a desert island among other children, you will bound to become either a leader or a follower.

Because it’s in our human nature to be one or the other. Want to be a leader, asks Seth Godin in “Tribes”? Then, gather your scattered followers on a desert island and turn them into a tribe. It’s as easy as 1-2-3! You just need to have a desire, an ability to connect people, and a willingness to lead them.

The best thing?

The Internet has made it possible for you to gather your followers virtually. So, you don’t need a desert island. Just a computer. And few Seth Godin advices you can read in “Tribes.”

For millions of years, human beings have been part of one tribe or another. A group needs only two things to be a tribe: a shared interest and a way to communicate.

#3. Linchpin Summary: Are You Indispensable?

The world is changed. I feel it in… well, neither in the water nor in the earth or the air. I feel it in the fact that there is one more team in the workplace, other than management and labor. The linchpins.

Now, what would Karl Marx say about this, Seth Godin?

Well, if you ask us, he would be thrilled to find out that there’s one more solution to the class struggle and that it doesn’t involve revolutions and bloodsheds. And that it is a Hegelian, mind you!

Because, as Godin writes in “Linchpin,” this new category of workers is something the world has never seen before. They are the people who love their work, the intermediaries who solve conflicts, the go-to guys for moments when the traditional rules don’t apply anymore.

Want to be indispensable?

Be a linchpin!

I call the process of doing your art ‘the work.’ It’s possible to have a job and do the work, too. In fact, that’s how you become a linchpin. The job is not the work.

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Best Malcolm Gladwell Books

“Seth Godin Quotes”

The old rule was this: create safe, ordinary products and combine them with great marketing. The new rule is: create remarkable products that the right people seek out. Click To Tweet In your career, even more than for a brand, being safe is risky. The path to lifetime job security is to be remarkable. Click To Tweet Your art is what you do when no one can tell you exactly how to do it. Your art is the act of taking personal responsibility, challenging the status quo, and changing people. Click To Tweet The secret of leadership is simple: Do what you believe in. Paint a picture of the future. Go there. People will follow. Click To Tweet In a battle between two ideas, the best one doesn't necessarily win. No, the idea that wins is the one with the most fearless heretic behind it. Click To Tweet

Final Notes

In the two decades between his debut, “The Smiley Dictionary” and his, so far, last book, “What to Do When It’s Your Turn,” Seth Godin has written and published 18 books – which amounts to about a book per year. The fascinating thing is that almost each and every one of his books is still an event.

Consequently, Seth Godin’s induction in “The Marketing Hall of Fame” in the Class of 2018 (it should happen in less than a month after this article is published), is not at all surprising. It’s merely an expected development.

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Poke The Box Summary

Poke The Box SummaryIn one of our previous posts, we talked about Seth Godin’s “Unleashing The Ideavirus,” which taught you how can turn your ideas into epidemics by helping your customers do the marketing for you.

In this post, we will continue exploring the world of ideas.

Only this time, we will tell you why having a great idea is not enough, and why you need to transform from being the “idea guy” to being the “do-it guy.”

So, read on.

Who Should Read “Poke The Box”? and Why?

Have you heard the famous saying “You miss 100% of the shots you don’t take”?

This quote is just the right line, to sum up, the premise of “Poke The Box.”

In this book, Seth Godin will push you toward taking that shot you are contemplating about since you don’t even have a chance of success if you do not act.

We recommend this to all Godin followers, as well as to those who need the motivation to get off their chair and start taking chances.

About Seth Godin

Seth GodinSeth Godin is a speaker and an author primarily focused on writing marketing books, and the founder of Yoyodyne, the first digital direct-marketer, which was later acquired by Yahoo. He is the author of Permission Marketing, Purple Cow, Linchpin, etc

“Poke The Box Summary”

You have had plenty of ideas during your lifetime.

But, how many of them did become more than just wishful thinking, a dream?

The verb “to start” is life changing. It turns your idea from thin air into reality.

Many times, we do not start since we are afraid of failure. But the more you think about it, the more reasons you will find to stay in your comfort zone.

Unless you push yourself, you will always stay in the status quo place in your life. It may be safe, but you cannot accomplish anything there.

Moreover, nothing is wrong with risking and failing! In fact, most successful people, before they became what they are, have failed numerous times.

Look at failure as a step towards success. Failure and success are two steps on the same ladder.

So, the next time you have an idea, stop questioning yourself and know that there will always be someone around who is going to be happy to help you do it cheaper, faster, and even better.

You will find the resources, but first, find the determination to start.

Now, sometimes, your idea will seem too big, or you will feel as if the area you enter is unknown.

But, you mustn’t give it up. In fact, that is when you need to start “poking the box.”

Poking the box is another name for the process of learning through trial and error.

Just like scientists push buttons, see what happens, note results and then try again, you should try out your idea.

Play with it, poke it until it reveals you its secrets.

So, whenever you notice a problem and have a solution for it in the form of an idea, make it happen!

Stop waiting for security and a perfect batch of knowledge and information – you will never reach them.

We are not saying that you should take uncalculated risks, but you cannot know all aspects of the idea until you turn it into reality.

Be ready for your competition.

Nowadays, you no longer have a long-lasting advantage, since competitors will quickly take away your innovation once you introduce it.

So, to succeed in today’s environment, your status quo is not an option.

Instead, you must regularly change how you do your business, so you introduce new things on the market and keep (or even grow) your market share.

To stay on the top of your game, structure your workday. Come to work on time, make a schedule for yourself and stick to it.

In this world of constant transformation and movement, there is no time for resting on your success. The quality bar has never been so high as it is nowadays, so the mere delivery of your promises is nothing spectacular.

In other words, if your product is doing what it should be doing – it will probably not make you stand out.

So, you need to stay fresh and to evolve. Do not blend and become mediocre.

Of course, you cannot be the only one who is pushing forward. Your company must create a corporate climate which embraces innovation and change.

Once acting on your ideas and getting started becomes normal in your company, the momentum will build, and you will grow more aware of the opportunities you face.

Success will become inevitable.

Key Lessons from “Poke The Box”:

1.      The Seven Requirements for Success
2.      The Comfort Zone
3.      Why Start

The Seven Requirements for Success

  • “Be…aware of the market, of opportunities, of who you are.”
  • “Be educated so you can understand what’s around you.”
  • “Be connected so you can be trusted as you engage.”
  • “Be consistent, so the system knows what to expect.”
  • “Build an asset, so you have something to sell.”
  • “Be productive so you can be well-priced.”
  • “Have the guts and the heart and the passion to ship.”

The Comfort Zone

Studies show that most companies experience their growth in the first five years.

Once they become established, their “trial and error” periods and learning end, and they do not develop as much as in the beginning.

So, after a company has entered its comfort zone, people will no longer take risks and innovate, unless leaders encourage their workers to do the work in new ways.

Why Start?

In today’s continually changing environment it has never been more important to stay one step ahead of your competitors.

So, do it – get started.

Stop the endless process of just brainstorming ideas, and waiting for the perfect time to act on them.

There will never be a time more perfect than now.

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“Poke The Box” Quotes

Soon is not as good as now. Click To Tweet Like most things that matter, starting is an artful choice, not a black and white process. Click To Tweet Ownership comes from understanding and from having the power to make things happen. Click To Tweet Intellectual integrity goes beyond being clever – it requires that you put your ideas into the world. Click To Tweet Change is powerful, but change always comes with failure as its partner. Click To Tweet

Our Critical Review

“Poke The Box” is written in Godin’s recognizable dynamic style: short sentences, motivational one-liners, and examples which hit the nail on the head.

Godin’s followers will appreciate this book, although it lacks some of the substance that you can find in his previous books.

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Unleashing The Ideavirus Summary

Unleashing The Ideavirus SummaryStop Marketing AT People! Turn your ideas into epidemics by helping your customers do the marketing for you.

Think of your idea like a virus.

It is contagious. It can affect people.

How?

Read on to find out.

Who Should Read “Unleashing The Ideavirus”? and Why?

Ideas can change the world.

If you “play” the game well, you can infect the marketplace with your idea, and make the customers market your product for you.

Godin believes that traditional, interruptive marketing is no longer working and that it needs to be replaced with this concept.

We recommend “Unleashing The Ideavirus” to everyone interested in advertising and marketing.

About Seth Godin

Seth GodinSeth Godin is a speaker and an author primarily focused on writing marketing books, and the founder of Yoyodyne, the first digital direct-marketer, which was later acquired by Yahoo.

“Unleashing The Ideavirus Summary”

Forget everything you know about marketing.

Why?

Because traditional marketing, which interrupts people with unwanted marketing messages, no longer works.

The vast array of choices makes people resistant to hearing any kind of advertisements.

What is the marketing of the future then?

The good old word of mouth marketing, implemented in a digital environment.

Nowadays the world is connected, and people can share experiences across the globe.

So, the best thing you can do is to get your customers excited about your product so that they can share their recommendations within their consumer networks.

Let users market your product for you.

This is the era of ideas.

But just having an idea is not enough – the idea needs to spread, since it becomes more powerful, the more people hear about it.

So, you need to understand how to unleash the “ideavirus,” which will spread like an epidemic and will bring you success.

The good news is that because of today’s technological advancements and people’s addiction to social media, spreading your idea is easier.

The real problem is finding your niche and targeting your audience correctly, so your information does not get lost in the overabundance of data on the Internet.

So, target a specific demographic, psychographic or geographic group, and create a user experience which will make their lives better, or is entirely new.

Also, be careful of competitors. There are more competitors than ever now that companies do not need to spend as much money to reach a worldwide audience, as before.

So, make sure to create lock-in for your existing customers, so it is costly for them to switch to your competitors.

Another thing to note is that if you succeeded in starting the ideavirus, your job is not done.

Once the spreading starts, the ideavirus goes through a lifecycle which needs to be maintained, so it doesn’t die out.

Ideaviruses either succeed quickly, or they don’t.

Hence, if you do not see any results some time into the idea, give up on it and move on.

Okay, we told you what an idea virus is and how it spreads, but what is it based on exactly?

Usually, ideaviruses are based on experience or a lifestyle. Today the trend is to be in fashion. So, people want to know about some new, fresh experience and be a part of it.

Your product does not to be only good, it needs to exciting, funny, profitable or thought-provoking enough so people want to share it.

How do you go about creating an ideavirus?

Well, first you start off with a compelling idea.

Once you have it, you need to find a way to excite the “sneezers,” or those people who will most likely spread the ideavirus. There are two types of sneezers:

  • Promiscuous sneezers, whose primary motivation is money, and will market their “favorite” ideavirus to anyone.
  • Powerful sneezers, who can’t be bought, and rely on their own opinion of whether they like the product or not.

The Internet makes the promiscuous sneezers more numbered since people always want to gain something. However, as the number of promiscuous sneezers grows, powerful sneezers’ power gets stronger, since people trust them more.

The next step is to act on your tactic, which you need to have in your mind from the start of your idea’s life. We will cover the ideavirus formula and a few recommendations connected to it in the key lessons below.

Before we continue, bear in mind that launching something new and building a virus around it is easier than creating hype around an old product.

Key Lessons from “Unleashing The Ideavirus”:

1.      Strategies to Ignite an Ideavirus
2.      The “Ideavirus Formula” Key Variables
3.      Steps to Put the “Ideavirus Formula” to Work

Strategies to Ignite an Ideavirus

  • Go full viral
  • Pay the promiscuous sneezers
  • Make it easy
  • Digitally augment word of mouth
  • Offer altruism

The “Ideavirus Formula” Key Variables

  • The Sneezers: Choose the best sneezers.
  • The Hive: Choose your target customers and create a vacuum. Do not try to appeal to everyone. Look for a hive with sneezers, a problem, and a market opening.
  • Velocity: Spread your virus as quickly as you can.
  • Vector: Study the methods by which people share information.
  • Medium: Pick your incentives well, since they are great motivators.
  • Smoothness: Hook people from the start
  • Persistence: You don’t want a quick hit and a product that loses the attraction once people have it.
  • Amplifier: Amplify positive word of mouth and damp down negative word of mouth quickly.

Steps to Put the “Ideavirus Formula” to Work

  • Multiply your idea’s impact by boosting:
  • the reputation benefit to the powerful sneezer
  • the selfish benefit to the promiscuous sneezer
  • the smoothness of sharing the virus with a friend
  • the power of the amplifier used to spread positive word of mouth
  • the frequency of interaction by the members of a “hive” or group of connected people.  
  • Measure how many times you need to expose some of the sneezers to your ideavirus, so the virus catches.
  • Keep track of the time that sneezers need to recommend the product, so the virus ignites.

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“Unleashing The Ideavirus” Quotes

Ignite consumer networks and then get out of the way and let them talk. Click To Tweet Marketing by interrupting people isn’t cost-effective anymore. You can’t afford to seek out people and send unwanted marketing messages, in large groups, and hope that some will send you money. Click To Tweet Everywhere you look, unanticipated, impersonal and irrelevant ads are getting more expensive and less effective. Click To Tweet You can no longer survive by interrupting strangers with a message they don’t want to hear, about a product they’ve never heard of, using methods that annoy them. Consumers have too little time and too much power to stand for this any… Click To Tweet Consumers actively resist marketing. So it’s imperative to stop marketing at people. The idea is to create an environment where consumers will market to each other. Click To Tweet

Our Critical Review

Godin takes you to the modern world of marketing and shows you the path toward “Unleashing The Ideavirus” using a breezy style, a bunch of examples, charts and engaging illustrations.

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All Marketers Are Liars Summary

All Marketers Are Liars SummaryThe Underground Classic That Explains How Marketing Really Works–and Why Authenticity Is the Best Marketing of All

It doesn’t matter if you are selling peanuts or cars. The same methodology is used to twist the minds of potential customers.

We summarize the critical assets in selling “the story” and how marketers cash-in on their ideas, with simple mind tricks.

Who Should Read “All Marketers Are Liars”? And Why?

All Seth Godin’s books extend beyond the fundamental rules of advertisement and create value for all people.

Even if you are not involved in marketing, you cannot escape its influence that haunts you – hypothetically speaking.

All Marketers Are Liars” is easy to digest, and friendly book that is best suited for marketers in the making and those willing to improve their skills.

About Seth Godin

Seth GodinSeth Godin needs no introduction among marketers. He earned his reputation by writing many bestsellers such as Linchpin, Tribes, Purple Cow, The Dip, Permission Marketing and others.

His books have been translated into many languages because they challenge people’s thinking patterns and provide crucial information for experts in different fields.  

“All Marketers Are Liars Summary”

Marketing ads go pretty much in a straightforward way: As soon as a person sees this breathtaking commercial that promotes an amazing product, he/she is eager to purchase it.

Once the transaction is completed, you go home with an intention to test it right away.

How often these products failed to impress you, and even crashed, broke or stopped functioning the very next day? One too many we suppose.  

Effective marketing by all standards is linked to the ability to tell a captivating story.

Something like, buy a clean and 100% natural water from the foothills of the Himalayas.

If you possess the skill to make people imagine that process, you are on your way to becoming an excellent marketer.

George Riedel owns a family business – making glass products such as wine glasses, which are highly popular nowadays.

He understands the idea of a great story perfectly well, and the company’s marketing strategy is actually designed in accordance with this concept.

The power of marketing is – a simple message or a note can change the flavor of some product.

Marketing schemes reduce the stigma attached to aggressive marketing and promote friendly approach like Riedel’s.

His company manages to stay competitive in the market and earn profits because it focuses on customer needs.

Each person is a closed book, with a defined worldview that is based on impartial and biased ideas and thoughts.

Nevertheless, you should think about the things that your target audience values, and put a lot of effort to please them.

In fact, our views are rarely unique. Influenced by our parents, environment, education, society, and media outlets, we share our world with the rest of the group.

The perspective you adopt, actually determines how these marketers will approach you, with what story in mind.

Evidently, people from similar religious, social, educational backgrounds cherish almost identical ideas and viewpoints.

If you plan on conquering the world as a marketer, make sure you possess the expertise to dig deep and explore these mental concepts, in order to find an anecdote that matches their mindset.

The key is to find a representative of some group and try to infiltrate for the purpose of understanding their deepest cravings. Once you are “armed” with reliable information, you can begin “selling” your story.

Imagine, you are working for a top-notch company, and all of a sudden, your superiors give you the assignment to design a full marketing strategy for a product that’s struggles to differentiate.

The business hustle expects unique ideas; you mustn’t plunge into discussions about the budget, deadlines and possible advertising channels.

First things first, to develop a winner’s strategy, you have to hear the other side of the story.

Listen to your audience, design questionnaires, insist on face-to-face interaction.

When people are confronted with a relatively new approach, they tend to use the power of comparison.

Their knowledge about pretty much everything is based on word of mouth, and by analyzing.

Over the course of history, we’ve been trained to ignore anything that isn’t brand-new and react to everything that seems modern.

This is exactly why stories play such an essential role in today’s world. A creative individual who excels at marketing knows this fact very well.

Before you expect feedback from your counterparts, make sure that you “shake” their world, with an authentic story.

The new information must be presented in a form that’s easy to digest. Your marketing saga should involve these assets for obvious reasons.

If you plan on being a marketer, it’s one of your duties to provide your customers with an accurate picture of how your product will ease off their lives.

By controlling their reactions, you’ll maintain loyalty and build a partnership.

Key Lessons from “All Marketers Are Liars

1.      Win-win situation
2.      Don’t make rash conclusions
3.      Define a target group

Win-win situation

If you are for the long-run, the overlap between the message you are trying to convey and your staff’s capabilities is crucial.

Your story will not reach a state of full-acceptance if you have low-paid employees who are rude to the customers.

Don’t make rash conclusions

The judgemental habit of humans is still on the go, making snap judgments is not a sign of satisfactory analytical skills.

Don’t utter a single word without thinking, because often we say stuff that is offensive to the other side.

Define a target group

Inexperienced marketers are still into launching full-scale marketing campaigns, promoting the same product to various groups that haven’t got the slightest interest in buying that commodity.

A compelling story addresses only a small portion of people.

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“All Marketers Are Liars” Quotes

We drink the can, not the beverage. Click To Tweet We believe what we want to believe, and once we believe something, it becomes a self-fulfilling truth. Click To Tweet All marketers are storytellers. Only the losers are liars. Click To Tweet When we recognize the fraud for what it is, we feel incredibly stupid. Something more than our bank accounts is damaged—our egos are damaged. As a result, it’s almost impossible for the marketer to regain our trust. Click To Tweet We’d like to believe that efficient, useful, cost-effective products and services are the way to succeed. That hard work is its own reward. Most marketers carry around a worldview that describes themselves as innovators, not storytellers. Click To Tweet

Our Critical Review

Perhaps, this book has some repetitive content that can be found in other Seth Godin books.

Other than that, “All Marketers Are Liars” is a first-class, eye-opening classic for the new era.

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Seth Godin Quotes

Seth Godin QuotesBefore we unveil our number one Quote of the day, we’ll briefly explain why we chose Seth Godin.

Over the years, he has proven to be one of America’s finest “manufacturer” of quotes. All joking aside, he truly is a “Linchpin” when it comes to love quotes.

The author of “Tribes” deservedly holds the status of being a Top-Notch entrepreneur and the founder of Permission Marketing.

Yoyodine’s CEO and marketing expert Seth Godin – is known to be a risk-taker whose creativity is beyond words.

The Quote of the New Day

Continue Reading…

Permission Marketing Summary

Permission Marketing SummaryTurning Strangers into Friends and Friends into Customers

Let’s learn more about marketing!!

Ads are supposed to be catchy, in terms of grabbing customer attention within seconds. In this book summary, we will discuss how to achieve that.

Who Should Read “Permission Marketing”? And Why?

This book gives the term “Marketing” a whole new dimension, from a different standpoint.

Due to the abundance of information, the world is hoping for an internal organizational shift.

People are annoyed by thousands and thousands of imposed messages and thereby is only logical to seek only relevance, not quantity.

In addition, individuals who strive for allowing consumers to participate in the ads-developing procedure indirectly will be thrilled by Seth Godin and his theories.

Although the busyness drives people crazy, conveying a message without conducting research, is like buying groceries randomly – without even checking what suits you.

Stay alert to new business opportunities, and grab every possibility along the way.

About Seth Godin

Seth GodinSeth Godin was born on July 10th, 1960  in New York. He had many successful campaigns during his career.

He also had an executive role in Yahoo as the vice-president of direct marketing for Yahoo, which later on was amazed by Yoyodyne, Godin’s company.

As a brand manager Seth has worked at Spinnaker Software, a company developing multimedia products.

Seth Godin is a marketing professional and one of the most influential bloggers in the world.

In his classic “Permission Marketing,” he brings fundamental concepts essential to anyone who wants to do marketing for a changed consumer.

Commercials during your favorite TV show or telemarketing call at family dinner time are over as is traditional advertising based on catching people’s attention through the interruption.

Rather than bothering your prospect client, why not encourage him/her to accept your marketing messages voluntarily?

Permission marketing allows you to talk only to who really cares about your products and services and allows your company to build long-term relationships with your customers. 

“Permission Marketing Summary”

First of all, don’t get too comfortable with the process of spending thousands of dollars on a single marketing campaign. By all means, money can’t buy creativity and uniqueness.

In fact, a marketer can start by putting himself/herself into a customer’s perspective, and interpret the message conveyed – impartially.

In other words, you should discover what your customers expect from you. Adhering to old concepts, the bigger- the better; can lead to total disaster.

You’ll end up penniless without seeing any positive results.

The Yahoo’s head of direct marketing once said, “If you are not familiar with consumers preferences, just ask them”. Simple as that.

You don’t need to waste any time trying to work things out, only investigate their needs. In reality, the marketing departments give priority to expensive marketing campaigns and neglect other elements like production, management, finance, etc.

Permission Marketing” is the embodiment of a successful journey, that guarantees ROI.

THE FUNDAMENTALS OF PERMISSION MARKETING:

For your permission marketing strategy to be successful, it must be based on 3 main characteristics:

  • It must be anticipated by the customer: He has to wait for information about the product or service of his company beforehand. It’s not about catching him by surprise. It’s about wanting to hear you.
  • It must be personal: Marketing information has to relate deeply to the customer and not focus on a mass market. It has to be personalized.
  • Relevant to the client: It has to be about something that really matters and wants to know more about that subject. If you follow these 3 criteria, people will want to hear more about you and your brand.

Seth Godin only provides assistance and emboldens organizations, to award the customers by handing over a responsible role, before launching a “campaign”.

Permission Marketing
Let’s clear everything linked to permission, and why the author indicates that the learning process has much in common with everything else.

In fact, by traditional standards, authorization and participation meet on controversial grounds. In spite of living in the Information Age, a time of lesser social restrictions, it seems like we don’t have the time when it comes to pleasing our customers. Many would disagree, but let’s look at the facts.

Loyal customers don’t want anything in return other than a product that satisfies their needs.

On the other hand, when targeting new markets, in order to gain trust, permit customers to start the editing process on your behalf.

Don’t acknowledge the theory that customers are not interested in making their contribution. If you plan on “donating” your budget or provide a reward for customers that respect your creativity, you’ll end up bankrupt in no time. Payments, bonuses, are inefficient strategies, mainly because they do not last.

Major breakthroughs in the world of marketing emerged as a result of openness and ingenuity. However, you can save money by allowing the customers to do the job for you. What does this mean?

It means, instead of conducting extensive analysis, that is unlikely to pay off, you can get better results with a lower budget if consumers are willing to cooperate.

Direct marketing experts endorse the idea of having a “Permission” rather than “Interruption” marketing.  

THE 5 LEVELS OF PERMISSION

There are 5 levels of permission your brand can have from your customers:

  • Situational permission: The potential client allows your company to contact you, providing you with your contact information and personal information, although you still do not have confidence in the brand;
  • Brand confidence: The potential customer trusts the brand and allows the business to continue communicating with it about their needs;
  • Personal relationship: Permission exists because the potential client has a personal relationship with someone in the company;
  • Permission for points, sweepstakes, and contests: At this stage, the client has agreed to receive information about the company’s products and services and has already authorized the use of his personal data because they had incentives, such as a draw, a competition or some occasional promotion;
  • Intravenous Permission: The company has already taken command of the supply of a product or service, and the customer is totally dependent on the business. The more a customer trusts your business, the more permissions he or she will give you. In the ideal scenario, your company gets to the point of having an intravenous permit. A good example of this is when you subscribe to a magazine. You pay in advance, trust the publisher to get content that interests you, never know what’s coming next time, but keep paying.

In the world of business, the cost-effective ratio, alongside other metrics determines whether you are applying the right strategy or not.

From customer’s perspective, how beautiful it would be, if every manufacturer or service provider consults you first, before embarking on a shallow campaign.

The resistance to this foolish approach is only a consequence of some company’s imposed advertising, that doesn’t produce any valuable piece of information or lacks that inner spark.  

Undoubtedly, the Internet is the brand-building brain that enables this whole operation to function. However, it’s disgraceful to expect technology to do all the hard work, due to your inconsistencies.

Godin’s compelling book gives powerful insights and a scheme that can build an all-encompassing system.

GetNugget embraces the idea of having “Permission” rather than “Disturbing” set of ads and recommends this easily-absorbable book to market executives, students, and other independent decision-makers.

Key Lessons from “Permission Marketing”

1.      Creativity to the test
2.      “Out-of-box” mindset as one of the critical elements in launching an ad
3.      Dialogue instead of a monologue

Creativity to the test

Addressing an audience is science, it’s a mystery because there is not a single way of working in every situation.

In general, it all depends on various factors, like the environment, political situation, marketing capabilities, the company’s market share, creativity, etc.

“Out-of-box” mindset as one of the critical elements in launching an ad

The out of box thinking patterns are crucial for taking into consideration the consumer’s permission before processing the commercial.

Even though such an approach is rarely practiced, you should once again reconsider your strategy.

Dialogue instead of a monologue

Sometimes, paying attention to ads is a process linked to not just the message, but by the media as well. The time needed for a consumer to feel the pull is perhaps the most significant challenge in the world of marketing.

The digital age certainly doesn’t have shortages of material required to build an ad, but lacking creativity is a common problem.

As can be seen “Permission Marketing” targets a new method of “interacting” or establishing a dialogue between both parties, without interfering in other activities.

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“Permission Marketing” Quotes

Creating value through interaction is far more important than solving a consumer’s problem in thirty seconds. Click To Tweet They’re building an asset that has nothing to do with brand and everything to do with their relationship with you. Click To Tweet Permission Marketing is just like dating. It turns strangers into friends and friends into lifetime customers. Many of the rules of dating apply, and so do many of the benefits. Click To Tweet The biggest secret of the Internet is that it is inherently a direct marketing medium. In fact, the Internet is the greatest direct marketing medium of all time. Click To Tweet Permission Marketing is the tool that unlocks the power of the Internet. Click To Tweet

Our Critical Review

You do not have to be a giant company to adopt this type of strategy. Small businesses can also start their strategies by just sending a relevant message to potential customers through available channels.

Since this message attracts people’s attention, the focus must be entirely directed towards creating a long-term relationship.

Instead of creating an ad that focuses on getting people to buy your product without knowing you or knowing who you are, ask for their permission to send more information.

In every information you send, ask permission to continue sending and build a lasting, trustworthy relationship.

That will help you sell more and have more loyal customers.

| New / Extended | Permission Marketing PDF Summary

Who Likes To Be Interrupted?

When color TV came out in the 1950s, it was the dream of every marketer. People spent all their time staring at that screen and watching it all through their free time. How many opportunities to show ads, right?

The old marketing premise is based on disrupting the customer and bombarding them with ads trying to get their attention. That is interruption marketing.

It worked for a long time because people were watching what happened on TV and did not mind being interrupted for a few minutes before getting back to watching a TV show.

Giant companies like Procter & Gamble have used interruption marketing for decades to reach as many people as possible. It did not matter if they were potential clients. If you reached more people, you made more sales.

But times have changed, and interruption marketing has died. The ads on the streets, in the supermarkets, bus stops are still there. But we do not see any of them anymore.

We have come to a point where we are exposed to so many advertising messages that our brains have begun to pay no attention to any of them because so much information cannot even filter.

Do you know that budget you were going to spend on billboards and TV commercials? Save it. Seth Godin wants to introduce you to a new idea.

A New Age Of Marketing

Today we live a new era of marketing, the age of permission marketing. In addition to sounding better than the old way of doing marketing, it is much more efficient. It works like this:

  • You invite people to learn more about your product by creating a unique offer
  • You begin to talk to people who accept your invitation regularly
  • Once you’ve created a legal relationship, sell your products

In Permission Marketing consumers give in to your attention without you having to interrupt them. It involves a conscious acceptance on the part of the client.

You should be thinking about email marketing or other forms of digital marketing, but that goes for all channels. Instead of making ads asking for purchases, you could have an ad that invites people to know more about your product.

It’s an initial contact, focused on relationship building and not just asking the customer to buy it now.

That puts the consumer in charge, and now they can choose. They can get in touch with you or not, and that’s fine.

It radically increases the efficiency of your marketing and the people you communicate with become much more likely to get in touch with you, start a relationship and buy because they have expressed interest voluntarily.

When people give you their contact details and say it’s okay to communicate with them, then you know you’re doing permission marketing.

The Fundamentals of Permission Marketing:

For your permission marketing strategy to be successful, it must be based on 3 main characteristics:

  • It must be anticipated by the customer: He has to wait for information about the product or service of his company beforehand. It’s not about catching him by surprise. It’s about wanting to hear you.
  • It must be personal: Marketing information has to relate deeply to the customer and not focus on a mass market. It has to be personalized.
  • Relevant to the client: It has to be about something that really matters and wants to know more about that subject. If you follow these 3 criteria, people will want to hear more about you and your brand.

Interrupt Creatively

Although Permission Marketing disturbs the customer less than Interruption Marketing, it is still extremely necessary to be able to connect with your audience and get their attention.

Therefore, it is still important to make use of some types of interruptions. But to get it right, permission marketing needs the interruptions to be directed to the right people.

To ensure that your interruption is effective and catches the consumer’s attention, you must show clear advantages to the consumer.

People only pay attention to things that bring in earnings for them, so you need to find something relevant and appealing to your target audience.

It also takes consistency. Your message needs to be repeated because people tend to forget or ignore punctual messages.

When you communicate regularly, it increases the chance that your potential customers will be exposed to your message and remember it.

Also, you need to focus on your target audience. You need to communicate with the people in the media that they actually pay attention to. If you communicate massively, trying to reach out to all people, your message tends to be ignored.

Create Long-Term Relationships

Getting people’s permission is a long-term investment, and no one can become a brand with which one wants to bond overnight.

To start a relationship, the best way to attract people is by inviting them to know something and not to buy something.

After the potential client has bitten the bait, the process of creating the relationship must continue. The company must continue to communicate and strengthen that relationship over time.

To be able to do that, your brand should reinforce the initial message and educate potential customers about the advantages of their products. With the relationship, comes trust.

The consumer gradually remembers and feels confident in the brand. It means that when the customer chooses to buy, he/she buys from someone they trust and not from an unknown brand.

Keep The Relationship Alive With Yout Customer

When a customer calls your 0800 phone number or is served by a sales representative, he is starting a relationship, but most of the time, the sale does not occur at this first moment.

You have gained the attention of the person for some time and can already use it in your marketing.

If your sales rep starts a captivating conversation with a customer and builds a relationship, you’re positioned to create something larger than just one-on-one interaction.

The 5 Levels Of Permission Marketing

There are 5 levels of permission your brand can have from your customers:

  • Situational permission: The potential client allows your company to contact you, providing you with your contact information and personal information, although you still do not have confidence in the brand;
  • Brand confidence: The potential customer trusts the brand and allows the business to continue communicating with it about their needs;
  • Personal relationship: Permission exists because the potential client has a personal relationship with someone in the company;
  • Permission for points, sweepstakes, and contests: At this stage, the client has agreed to receive information about the company’s products and services and has already authorized the use of his personal data because they had incentives, such as a draw, a competition or some occasional promotion;
  • Intravenous Permission: The company has already taken command of the supply of a product or service, and the customer is totally dependent on the business. The more a customer trusts your business, the more permissions he or she will give you. In the ideal scenario, your company gets to the point of having an intravenous permit. Just as a patient can be medicated in a hospital through a solution injected directly into the vein, intravenous permission allows your company to make sales automatically, without customers having to make buying decisions every time. A good example of this is when you subscribe to a magazine. You pay in advance, trust the publisher to get content that interests you, never know what’s coming next time, but keep paying.

Maintaining Confidence Is As Important As Gaining It

If customers trust your brand, you do not want to disappoint them.

In permission marketing, this respect to customer trust becomes even more critical. If you have gained the permission of the potential customer, you must never violate it.

Otherwise, you will lose that permission and still undermine your reputation.

For example, if the customer discovers that you have sold his data and information to a third party, that trust breaks down, and you lose your relationship and your chances of selling.

The Internet Is At The Center of Permission Marketing

Permission marketing is an old concept, although many people think otherwise. Before interruption marketing, people needed to trust each other and sales were based on reputation and word-of-mouth marketing.

The emergence of new media through which businesses can engage consumers and gain attention as the internet has been the mainstay of growth and this renaissance of marketing permission.

The internet drastically reduces the costs of sending marketing messages through email.

The email also allows for a constant frequency and is extremely relevant and personalized to the user, different from what could be done in traditional media.

Another interesting point is that, on the internet, the consumer can respond to their messages without spending time or money and thus start a conversation.

The History of Yoyodyne

Seth Godin is the founder of an online marketing company, and it is a typical example of how the Internet can be used in Permission Marketing strategies.

Yoyodyne, in the 1990s, attracted potential customers to its website by using award-winning banners and leading up to a contest entry page where consumers could leave their email.

Only after gaining this permission did the company send messages to the public and communicate with them by email.

For potential customers, the more emails they received, the greater their chances at the contest. It allowed the company to send partner deals to customers and they were happy to receive offers from the company.

Any Company May Adopt Permission Marketing

You do not have to be a giant company to adopt this type of strategy. Small businesses can also start their strategies by just sending a relevant message to potential customers through available channels.

Since this message attracts people’s attention, the focus must be entirely directed towards creating a long-term relationship.

With the established relationship, the company must expand this confidence to expand the business and thus sell their products.

You do not need to be great to try the way up, but big companies are also adopting and succeeding.

American Airlines, with its mileage programs, allows its passengers to travel for free after reaching certain volumes of miles flown.

That makes people prefer to fly with American, and they are allowed to collect data about those customers and send relevant marketing messages.

Permission Marketing Brings Better Returns

Although the Permission Marketing process may seem more expensive than a single Interrupt Marketing advertisement, focused on selling a product, it is much more cost-effective per interaction as the relationship spans multiple messages.

Also, they are more likely to actually sell a product or service because they deal with people who have already paid attention to the company and are interested.

It results in repeat sales and many more word of mouth recommendations from new customers by satisfied customers.

Amazon.com is a good example of a company that knows how to use permission marketing to connect with its customers.

They are attracted by their extensive selection of products that can be purchased over the Internet but keep coming back due to personal recommendations from books and other products relevant to the buyer.

The more people buy, the more the company learns about their customers’ preferences, and this allows them to make better and better recommendations for their customers.

Final Notes:

Instead of creating an ad that focuses on getting people to buy your product without knowing you or knowing who you are, ask for their permission to send more information.

In every information you send, ask permission to continue sending and build a lasting, trustworthy relationship. That will help you sell more and have more loyal customers.

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Top Marketing Books

If you’re living in the 21st century, you are probably already aware of the fact that marketing is not merely an academic discipline, but also a part of everyone’s life. The world is so profoundly polluted with information and media campaigns, that there’s no way your product will ever reach your target audience if you don’t find a way to market it properly.

And, yes, that includes you as well. After all – you do have a CV, don’t you?

Because of this, numerous books on the subject have been authored and published during the past century. We wanted to help you get oriented, so we chose the 15 top marketing books. And we firmly believe that few of them are not merely for CEOs and CMOs.

They are for everybody. The best marketing books are yours!

#1. “Extraordinary Popular Delusions and the Madness of Crowds” by Charles Mackay

Extraordinary Popular Delusions and the Madness of Crowds SummaryYou’ve got to know your audience, eh?

Well, when it comes to market psychology, chances are you’ve never even heard of the best book on the subject.

Published in 1841, Charles Mackay’s “Extraordinary Popular Delusions and the Madness of Crowds” is a gargantuan two-volume masterpiece on crowd psychology, focusing on how irrational aspects of human behavior – such as fear and greed – drive people “to suddenly fix their minds upon one object, and go mad in its pursuit.”

Divided into three parts (“National Delusions,” “Peculiar Follies,” and “Philosophical Delusions”) the book debunks both ancient and then-contemporary follies as diverse as alchemy and duels, haunted houses and fortune-telling.

However, the most lauded pages of “Extraordinary Popular Delusions and the Madness of Crowds” are its three chapters focusing on economic bubbles.

Given the cryptocurrency mania raging around, something tells us that you’ll do yourself a great favor if you read them attentively.

#2. “Blue Ocean Strategy: How to Create Uncontested Market Space and Make Competition Irrelevant” by W. Chan Kim and Renée Mauborgne

Blue Ocean Strategy Summary“An eye for an eye,” Mahatma Gandhi supposedly said once, “eventually leaves the whole world blind.” Well, W. Chan Kim and Renée Mauborgne think pretty much the same is true for the market world as well.

Battling for a market share and a competitive advantage claims their international bestseller “Blue Ocean Strategy,” results in “a bloody red ocean of rivals fighting over a shrinking profit pool.” And they have all the evidence to prove this!

In writing this book, they conducted a meta-study covering over 150 strategic movies, 30 industries and 100 years. And their conclusions?

That it’s much smarter to find the unchartered territories, instead of warring over the settled ones. Lasting success, they claim, stems from using innovation and marketing to create “blue oceans” of space. There you’ll be able to swim for at least a decade – before the inevitable coming of the piranhas.

#3. “Marketing 4.0: Moving from Traditional to Digital” by Philip Kotler, Hermawan Kartajaya, Iwan Setiawan

Marketing 4.0 SummaryThere’s a reason why Philip Kotler is celebrated by many as the leading scholar of modern marketing. And the reason is over 60 different marketing books, almost each of which has grown to become a classic reference.

And, really, we could have included many of them in our list. “Principles of Marketing,” “Marketing Management,” and “Kotler on Marketing” especially. In the end, we settled for “Marketing 4.0,” because it seemed to us that it’s the most relevant for the digital age.

In fact, that’s the premise of the book: to introduce the reader to next-generation marketing. Traditional doesn’t work anymore – or, at least, it doesn’t work as well as it used to. Now, there are easier ways to reach your customers, and some of them are much more efficient.

“Marketing 4.0” goes over your current options, critically analyzing all of their aspects, and teaching you how to anticipate the next phase of marketing and prepare for the consumer of tomorrow.

#4. “Positioning: The Battle for Your Mind: How to Be Seen and Heard in the Overcrowded Marketplace” by Al Ries and Jack Trout

Positioning Summary“Positioning is not what you do to a product,” says this ageless marketing classic which invented the term back in 1981, “positioning is what you do to the mind of the prospect.”

And if you’re in the advertising business, you know exactly what advertising gurus Al Ries and Jack Trout are trying to say. For more than few decades, the world is largely a terrain where the media strive to create consent and where half-truths and lies have inspired skepticism in most of the general population.

So, what are you supposed to do to reach your consumer? Featuring numerous case studies and many more practically sound pieces of advice, “Positioning” teaches you how to use your strengths and the weaknesses of your competitors to find a proper place for your product – on the shelves of your consumers’ minds.

Ries and Trout would later go on to write four more books, the last of which, “The 22 Immutable Laws of Marketing,” we warmly recommend.

#5. “Guerilla Marketing: Easy and Inexpensive Strategies for Making Big Profits from Your Small Business” by Jay Conrad Levinson

Guerrilla Marketing SummaryBefore Jay Conrad Levinson and his 1984 marketing classic “Guerilla Marketing” – in which, by the way, he coined the term – there was no such thing as organized small business advertising.

Marketing was expensive enough to be considered the stuff of huge corporations, and entrepreneurs had no choice but to watch their startups being slowly crushed by aggressive marketing.

However, Jay Conrad Levinson showed novices the way out!

Thirty years later, his concepts and ideas have given birth to many other books on the topic (most of them written by Levinson himself), but, even so, it’s still fascinating how prophetic the original work is!

Before it became fashionable to use the Internet to market your products, Levinson understood its power and, in the latest editions of this book, offers many tips and tricks on how to use even the most ignored aspects of it to claim a part of the market share.

Moreover, it seems like he knew about “viral marketing” way before we saw it happening!

#6. “Permission Marketing: Turning Strangers into Friends and Friends into Customers” by Seth Godin

Permission Marketing SummaryWe really like Seth Godin. And I guess most of you do too: he is both au fait and trendy, innovative and enjoyable. Yes – that was our way of telling you that the next three books on this list are Godin’s, “the ultimate entrepreneur for the Information Age.”

We’re starting off with “Permission Marketing,” his 1999 book which introduced the world to the concept. In a nutshell, it is a radically different approach than the traditional you’ve already grown to hate.

Seth Godin calls this type of marketing “interruption marketing,” because, as he rightly claims, it’s based on the premise of interrupting some of your favorite pastimes (watching a movie, eating a dinner) with an unannounced marketing message designed to attract your attention (TV commercial, telemarketer’s call).

Permission marketing is something entirely different. The main idea is – talk to the ones who are already interested. And, in the long run, you’ll make a name for yourself.

#7. “Purple Cow: Transform Your Business by Being Remarkable” by Seth Godin

Purple Cow Summary“Purple Cow” came four years and as many books after “Permission Marketing.” However, we think that it can be rightly considered its direct follow-up.

Once again, Seth Godin starts where very few advertisers would want to. Namely, with the commonsense notion that people don’t like to be bombarded with commercials. However, nowadays, they seem to have no choice, since ads are wherever they turn. So, they are willingly trying to avoid it as much as possible.

So, where does this put you, an honest marketer with a job to hold onto?

Let us quote him directly: “Your one chance for success is to be remarkable.”

In other words: a) to have a remarkable product to market; and b) to market it in a remarkable way. Out-of-the-box thinking has all but become a norm in the meantime. So – sorry to break you the news – it’s getting ever more difficult to find a good marketing strategy.

“Purple Cow” will certainly help you get inspired.

#8. “All Marketers Are Liars: The Underground Classic That Explains How Marketing Really Works – and Why Authenticity Is the Best Marketing of All” by Seth Godin

Seth GodinAll Marketers Are Liars Summary’s final entry on our list has possibly the most interesting title: “All Marketers Are Liars.” And the sun rises in the morning! Ha – tell us something new Seth!

And, of course, Godin does exactly that.

Starting from sabotaging the title itself: “I wasn’t being completely truthful with you when I named this book,” he writes. “Marketers aren’t liars. They are just storytellers…”

And that’s exactly the point of his book. In Godin’s opinion, marketers are merely telling stories which are neither lies, nor truths. They are – truthful stories which, in time, become true. Because, people believe in what they want to believe, and because once they convince themselves to believe into something, that something becomes “a self-fulfilling truth.”

So, spend some time with Godin and learn how to find the right stories for your product. Because lies are too transparent in the age of the Internet.

And, because, after all, the truth is that $5,000 wine is not that much tastier than $100 one.

#9. “Everybody Writes: Your Go-To Guide to Creating Ridiculously Good Content” by Ann Handley

Everybody Writes SummaryFor some reason, we really like to sing the title of this book to the tune of R.E.M.’s “Everybody Hurts”! If that was Ann Handley’s idea, then it would be a very good thing to buy this book right away and spend some time studying it!

Everybody Writes” is not only the title, but also the basic premise of Ann Handley’s bestseller. If a century ago, the market didn’t allow for many writers or publishers, with the advent of the Internet almost everybody has become both!

Because, if you have a website or a blog – even though you don’t see yourself as a writer or a publisher – news flash: you are. And if you’re selling something (and, as we have told you before, you most certainly are), you need to perfect your writing skills asap!

And from grammar to storytelling to advanced tips and tricks – “Everybody Writes” is the way to go. Guerilla marketing all the way, baby!

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#10. “Selling the Invisible: A Field Guide to Modern Marketing” by Harry Beckwith

Selling the Invisible SummaryIf you don’t know Harvey Mackay, we’ve hyperlinked his name so you can check him out. And the reason why we’re mentioning him here is because he says that if he could have only one book on marketing, that book would be “Selling the Invisible,” Harry Beckwith’s extraordinarily accessible guide to the secrets of modern marketing.

“Selling the Invisible” is an entertaining attempt to give you all the useful insights on service marketing, which, obviously, is something reasonably different from product marketing. However, as Beckwith beautifully explains, services are also sold. But, in their case – for one – building strong relationships with your client seem like something even more essential.

Written in a style that would make you crave for a sequel or at least an additional chapter in some future edition, “Selling the Invisible” offers a wealth of applicable information, and few bits of advice you’ll never forget.

Here’s one we really like: “Don’t charge by the hour. Charge by the years.”

#11. “The Long Tail: Why the Future of Business is Selling Less of More” by Chris Anderson

The Long Tail Summary“The Long Tail,” writes Reed Hastings, Netflix’s CEO, “belongs on the shelf between ‘The Tipping Point’ and ‘Freakonomics.’” Quite a company – but also quite deservedly. “The Long Tail” was – and even a decade after its original publication still is – a paradigm-shifter.

The basic premise of the book was already expounded in a 2004 article Chris Anderson wrote for “Wired” magazine, where he worked as the editor-in-chief. Before the article and this book, companies believed that it was best to develop their marketing strategies around few high demand products which promised large returns.

However, Anderson noticed that, in fact, the Internet effectively ended the age of the “hit,” blockbuster products, guiding us to an atomized future where the product “misses” of the past have become “niche products.”

Ultimately, Anderson believes – and he has Amazon, Apple, and Yahoo! to back him up – that you’ll be better off selling small quantities of a large number of items, than hoping to sell large quantities of a small number of popular products.

#12. “Buyology: Truth and Lies About Why We Buy” by Martin Lindstrom

Buyology SummaryIf you haven’t heard of him by now, Martin Lindstrom is a renowned Danish author. His innovative and extensively researched books have made him both a household name in the marketing world. In addition, they earned him a place at the “Time 100 Most Influential People” list.

Two of them stand out: “Small Data: The Tiny Holes That Uncover Huge Trends” and “Buyology.” We could have listed either one of them, really, but we opted for the groundbreaking second one.

Based on a three-year-long neuromarketing study on over 2,000 people, “Buyology” tries to uncover the hidden patterns behind our buying decisions. And it does so in such a convincing way that many companies have admitted to completely changing their marketing strategies based on Lindstrom’s findings.

Because Lindstrom all but proves that Charles Mackay (see #1) was right from the start! As a species, we are still deeply irrational and buy products because they trigger some ancient parts of our brains.

Just think of the power!

#13. “Jab, Jab, Jab, Right Hook: How to Tell Your Story in a Noisy Social World” by Gary Vaynerchuk

Gary VaynerchukJab, Jab, Jab, Right Hook Summary is a Belarusian-born American entrepreneur. He became famous as a wine critic who turned his 3-million-dollars-worth family business into a company worth over $60 million. However, he followed that up with a career in digital and social media marketing – and he earned even more fame.

“Jab, Jab, Jab, Right Hook” was published only five years ago by Harper Collins; however, it has already become somewhat of a digital marketing classic. Understandably so, if you take into consideration the depth and the breadth of the actual experience it’s based on, and its entertaining, street-smart style.

The book is a step-by-step solution for all of your social media marketing headaches, detailing Vaynerchuk’s attempts at building the right strategy in the past, both the failures and the successful ones.

So, you can learn what to do, and what not to – while preparing for the culmination of your marketing campaign (the jabs) and just before dealing the final blow (the right hook)!

#14. “Crossing the Chasm: Marketing and Selling High-Tech Products to Mainstream Customers” by Geoffrey A. Moore

Crossing the Chasm SummaryRecently described as “still the bible for entrepreneurial marketing 15 years later,” “Crossing the Chasm” is a 1991 book by organizational theorist Geoffrey Moore, whose primary focus is the how-tos of bringing high tech products to progressively larger markets.

Currently in its updated third edition, “Crossing the Chasm” argues that the marketing strategy of every new technological product must take into consideration the Technology Adoption Life Cycle. And it always moves from the innovators through the early adopters and the early and late majority to the laggards.

The chasm of the title refers to the enormous space between the early adopters and the laggards, i.e., the people who usually follow closely the innovators and those who always come last. And this is the challenge for the marketers: to narrow down this chasm.

“Crossing the Chasm” gives the best tips and tricks on how.

#15. “Confessions of An Advertising Man” by David Ogilvy

Confessions of An Advertising Man SummaryThe founder of Ogilvy & Mather and a larger-than-life advertising tycoon, David Mackenzie Ogilvy is considered to be one of the fathers of modern advertising. His reputation is such that “Confessions of an Advertising Man” is a required reading in numerous advertising classes in the United States.

Split into eleven chapters, “Confessions of An Advertising Man” is actually an amusing book-length advert for Ogilvy & Mather, covering almost every single question you might be interested in asking him.

In the beginning, Ogilvy explains the hows of managing an advertising agency, before embarking on an experience-based elucidation on topics such as how to get and keep clients, how to build great campaigns and make good television commercials, and how to write a potent copy.

Concerning the latter, he devotedly follows almost each of his advices throughout the whole book. And, you know what? Half a century after he wrote this book, so does the whole world.

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Tribes Summary – Seth Godin

Tribes SummaryWe Need You to Lead Us

If you lead the people passionately, without any doubt a tribe of professionals will form around you.

We summarize the critical elements of such organization and all the things linked to it.

Who Should Read “Tribes”? And Why?

Either you are born leader, or you’ll always be strangled in mediocrity. Motivate yourself explore the advantages of a tribe, learn from leaders whose goals are aligned with the tribe’s vision.

Although today’s society and digital age provide the people with tons possibilities, the population is behaving shamelessly. No real effort, no energy nor desire has been pointed towards a tribe.

Make an effort to build a small impenetrable tribe, don’t go for a larger one at least not yet.

The trick is to create a small audience of real and intimate believers that will gradually expand. Keep some things hidden, let them explore, curiousness represents the ticket to a larger group of followers.

About Seth Godin

Seth GodinSeth Godin was born on 10th July 1960 in Mount Vernon (NY). A real American dreamer, renowned author, businessman, speaker, and a marketer who realized the power of curiosity.

Godin obtained his bachelor degree (computer science) from the Tufts University in 1982. Soon after graduating, he started working for Spinnaker Software; he remained there for three years.

The knowledge he received while working for Spinnaker helped him to launch Yoyodyne in 1995 and selling it three years later to Yahoo for astonishing 30 million dollars.

Afterwards, Yahoo offered him an executive position in the company as a direct marketing vice-president.

It’s worth mentioning that he also wrote several other best-sellers such as: Linchpin, Tribes, Purple Cow, and All Marketers Are Liars.

“Tribes Summary”

The history tells us – for millions of years the people have gathered in tribes to make their survival easier. The digital era allows tribes to form with greater ease and coordinate for mutual benefits.

Do you consolidate with others to make your life better, enjoying common hobbies, personal interests, political opinion, and professional projects?

If so, you are already a part of a particular tribe. Depending on the size – Tribes can be larger or smaller. However, they must align the goals of each into one ultimate goal. To join a successful tribe is not something anyone could accomplish.

Groups without passionate and motivated leaders who advocate only for personal gain and the others are destined to fail. The world lacks true leaders, leaders capable of getting the best out of their associates or members.

Each member has to do its part, a contribution to the tribal community represents a sacred obligation. The tribal community has one vision, the operational activities must be performed flawlessly; these thoughts are shared with the business management of every company in the world.

If you wish to digest it in a form of a definition – here goes, “a group of people connected to one another that shares the same interests and does the same things is known as tribe.” There is no greater bond than – two-people bonded to one leader while having a collective ambition.”

The next step would be to find the best channel to communicate and simply enjoy.

The words – “Call it a group, call it a network, call it a tribe, call it a family: It doesn’t matter how you call it, or who you take yourself to be; you are in need of one” has to be interpreted accurately.

Elizabeth Jane Howard was a British novelist, who spoke about tribes and their actual meaning. One of the best-selling author today and the founder of Squidoo.com Seth Godin fully supports Elizabeth’s theory.

He explains precisely why and how a person can live and follow its dreams. The primary focus remains on the concept of leadership.

Is it easy to gather followers?

How to build a commune and achieve great results as a single unit?

A person has to absorb the different reality, discuss the benefits of social networking with other members and expand the tribal movement.

Godin gives clear tips on how to improve your tribal leadership abilities and become the leader that the world craves to see.

A charismatic leader, confident person and outstanding professional are what makes a good tribal leader. Decision-maker can also find itself among those essential attributes.

Give and ask nothing in return is a rarity in the today’s world.

Nevertheless, that is the risk you must be willing to take if you strive for respect and success. Even though Seth falls into some of his typical, and promising hyperbole, his views are transparent and encouraging for the audience.

Key Lessons from “Tribes”

1.      Create a freedom of movement
2.      Deal with your fears
3.      Go for a smaller tribe

Create a freedom of movement

Membership in the tribe that you would like to lead should be voluntary. You have to remember tribe is not a monarchy; a leader cannot become a king without its loyal and trusted subjects.

Many tribal leaders assume that stable organization is the key to a prosperous tribe, but that is not the case.

Deal with your fears

Difference between courageous and fearful people is only the ability to cope with failure. It is not enough to inspire new ideas, you should allow others act upon them. Meaning – not taking a risk is also a risk.

Don’t wait for approval from your non-existent self; be a person of action.

Go for a smaller tribe

Not even figures like Steve Jobs didn’t strive for satisfying a mass audience; he only wanted passionate fans for his Apple products.

Apple wanted – tribe members to wait in line to purchase their products, to develop a word of mouth marketing and build a brand.

For the same reason, Jobs deliberately enforced “tight” tribe – rather than a large one.

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“Tribes” Quotes

The secret of leadership is simple: Do what you believe in. Paint a picture of the future. Go there. Click To Tweet People will follow. Click To Tweet Skill and attitude are essential. Authority is not. In fact, authority can get in the way. Click To Tweet Life's too short Click To Tweet Leadership is the art of giving people a platform for spreading ideas that work. Click To Tweet

Our Critical Review

Seth Godin methods are straightforward, no hidden intentions, no subtle message. If you feel ready to take the struggle with hypocrisy and overcome your disadvantages, then you shall find this book amusing.

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Linchpin Summary

Linchpin SummaryAre You Indispensable?

If you ever wondered what your boss or colleagues think of you, perhaps it’s time to ask that same question to yourself.

We summarize essential features on how to become a true Linchpin!

Who Should Read “Linchpin”? And Why?

Seth Godin tries to encourage each individual, that they wasted too much time on mediocrity. The time has come to do something about your unhappy life. Even though today, we have numerous possibilities in the digital world, still we must become the creators of our destiny, without our desire and dedication a person cannot achieve anything.

Although it is not easy to quickly transform the way of living and thinking things, it is an opportunity that every individual should take. “Linchpin” book is not for those people who spent their life reminiscing. If you feel trapped in a routine, always remember that you have a choice.

You decide your worthiness; no one can do that thing for you. Every morning you wake up with the same notion- freedom or prison; uniqueness or mediocrity; creativity or routine. It is up to you.

About Seth Godin

Seth Godin is an American-born author, businessman, motivator, marketer and an entrepreneur. He was born on July 10, 1960, in Mount Vernon, New York U.S. Godin obtained a degree in computer science from the Tufts University.

After graduation, he worked for Spinnaker Software as a manager for three years. In 1995 Seth launched Yoyodyne and sold it three years later to Yahoo for 30 million dollars. Yahoo also offered him an executive role in the company- vice president of direct marketing.

biography is rich with series of entrepreneurial activities after his expedition in Yahoo. He is the author of Tribes, Purple Cow, Linchpin and All Marketers Are Liars.

“Linchpin Summary”

Every person encounters a choice: You can perform your routine job, or you can inject creativity into every activity that you face daily and become a “linchpin.”

The majority of workers in the world are unhappy, uninspired and average employees. Probably, this situation is not their fault however we must do something about it. The physical evolution in combination with survival instincts, environmental training and education have created an unsatisfying workforce guided by the rule cynical leaders and owners.

The beginning of the struggle:

At the beginning of the 20th century, the workers started fighting for their rights by creating syndicates. As a result of strikes, companies guaranteed more decent wages, better working hours, social security benefits and job stability in exchange for devoted workers able to meet certain expectations.

However, today that contract doesn’t exist in practice. The digital era and the advanced technology have created an apprehensive workforce victimized by the globalization phenomenon.

In the third-world countries especially, the unemployment numbers are bad, governments are not able to regulate monthly salaries, pensions, and healthcare benefits. As a result of this situation, the nations are forced to increase their debts, by loaning money from Insurance companies and funds.

If you implement Seth Godin’s advice, you as an individual could end up feeling more satisfied as an employee and more joyful as a person. Godin’s medicine for averageness and obedience is so helpful and convincing.

You will have a total understanding of the term uniqueness as soon as you read his book.

Godin declares that every person in this world has a choice:

You can choose to live like an average person day after day, year after year, performing a routine languidly, and doing a job that is completely devoid of creation and ingenuity. Or, an individual can choose one different path composed of challenges, risks, and rewards.

Here’s the best part:

He promotes uniqueness and creativity as two key aspects of becoming a real “linchpin,” a valuable, indispensable employee (member) in the company or anywhere else. Godin also claims that a person has to believe in itself to become a ”linchpin,” it is not a God-given gift, it is something you need work for, to exploit your full potential by accepting risks, challenges on a daily basis.

Despite Godin’s ability to write books in his signature rambling style, some readers are not so happy about this unique approach because they find it distracting. However, the majority applauds to his unlikeness.

Linchpin” is an easy-going business book, whose methods extended far beyond Godin’s imagination. He has done his part exquisitely; the rest of it remains on you, you’ll have to choose the proper path for you. Always analyze different situations carefully and with caution – because even being a linchpin has its threats.

Key Lessons from “Linchpin”

  1.       React properly in every circumstance
  2.       Be supportive, not competitive
  3.       Anxiety is killing your creativity and imagination

React properly in every circumstance

How do you react to different situations and events that occur in your life, defines your potential of becoming a true linchpin?! Implement the right approach in life and see things with the eyes of prosperity and happiness.

For instance, you can practice by reading a business proposal and look from all perspectives: the consumer’s one, investor’s point, and the entrepreneur side.

Be supportive, not competitive

Honesty and integrity! Generous people truly understand the power of helping. It is vital for you to recognize the actual meaning of support, not just a rivalry. Support includes all aspects such as time, money or workforce, etc. Such an approach grants you happiness and inner satisfaction.

Anxiety is killing your creativity and imagination

Not individuals, but a significant portion of the entire society is suffering from depression and stress. Fear and anxiety are two separate terms, fear is a momentary thing, but anxiety is somehow produced to exist on a long run.

It is a psychological state which imposes the “worst-case scenario” method of thinking. If you have such a mindset, you should immediately do something about it.

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“Linchpin” Quotes

I call the process of doing your art 'the work.' It's possible to have a job and do the work, too. In fact, that's how you become a linchpin. Click To Tweet An artists is someone who uses bravery, insight, creativity, and boldness to challenge the status quo. And an artists takes it personally. Click To Tweet The secret to being wrong isn't to avoid being wrong! The secret is being willing to be wrong. The secret is realizing that wrong isn't fatal. Click To Tweet If you are deliberately trying to create a future that feels safe, you will willfully ignore the future that is likely. Click To Tweet At the age of four, you were an artist. And at seven, you were a poet. Click To Tweet

Our Critical Review

This book deservedly receives a lot of credit for its first-class tips and real-life examples on how to improve your status and become an indispensable member of your organization. 

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