This Is Marketing by Seth Godin (Book Review)

I don’t have a business degree and have never taken a marketing course in college. Everything I learn has been through podcasts, books, articles, blog posts, and a few videos on Lynda or Linked In Learning, as it’s now called.

Seth Godin’s books have been invaluable to me over the past eight years since I discovered him online. His insight, encouragement, and knack for getting to the core of each idea he talks or writes about has been invaluable in my actual everyday life, before I started a business.

When I was a stay-at-home homeschooling mother I read Seth’s books and blog. His message about “work that matters” has always inspired me. I’m an INFJ, so doing work that matters is pretty much as important as breathing. On page 14 of his latest book, This is Marketing, Seth Godin writes:

“Marketing is the act of making change happen”.

And he shows us how we can use the principles of marketing to share our meaningful work with the world and bring about change. All through this book, and, indeed, all of Seth’s work, you will hear him talk about doing “work that matters for people who care” and that we, as marketers, are meant to serve people and add value.

This is not the way marketing was seen in the past. It is no longer considered a good marketing practice to selfishly demand that people (who don’t know us) give us their time and attention as we try to sell them something. Instead, we are to start by showing up consistently, bringing our best to people, and serving them.

Then, if we earn their trust and we become part of a “tribe” or community of people who share interests, we can offer what we have. And they might actually choose to listen to our message and, possibly, to buy from us. One very important point Seth makes in Chapter 20 “Organizing and Leading a Tribe” is this:The tribe doesn’t belong to you, so you don’t get to tell the members what to do or to use them for your own aims.” (p. 230)

I hear a lot about “building your tribe” and “growing your followers on social” from successful influencers, but Seth is right: if you are lucky enough to have a group of people who want to listen to you, that’s great! But you don’t own that community–you are there to serve them, not use them.

I’m jumping around a bit, but Chapter 9, “People Like Us Do Things Like This” is about people’s desire to fit in and their perception of status. Seth explains why it is so difficult to bring about change. I found this chapter super helpful to understand why marketing can be so difficult.

Chapter 10 is about the creation of tension, as a marketer, in order to bring about forward motion, and, thus, the change we want to make. He explains “pattern match” and “pattern interrupt”. This was helpful in understanding what to do about the resistance people have to change.

Other valuable and practical insights can be found in his chapters “A Better Business Plan”, “The Funnel”, and “Status, Dominance, and Affiliation”.

I always appreciate the generosity with which Seth shares his wisdom and the clear way he explains marketing principles so that anyone can comprehend them. Throughout the book, just like in everything else he shares with the world, Seth’s message is about being generous and doing your best work. Not perfect work, just your best. And then ship it. And then tomorrow you can make it better.

If you’re an entrepreneur, small business owner, or involved with marketing in any organization, including non-profits, you need to read this book. Buy it here or at your favorite bookstore or borrow it from your local library, but definitely put it on your TBR list! Oh and one final book nerd note: at 5.3 inches by 7.3 inches, the size of this book feels just right to hold in my hands.

There are Amazon affiliate links in this post. This means if you choose to make a purchase through a link, the cost to you is nothing extra, but I will receive a small compensation. This helps me pay for the costs associated with running this blog, as I am determined to keep my blog ad-free (you’re welcome!).

Day 8: Sunday at Bandwagon

Today we performed at Bandwagon Brewery in Interlaken. As it was a Sunday and the Bills were playing, it was a pretty quiet afternoon.

However, four people from Ithaca came out and stayed for two-thirds of the show. They were so supportive and fun and said they’re our new groupies.

Then EJ and her husband came and cheered for us. She was a trip, jumping up and clapping after every song. The high point of the afternoon was that my son and daughter came to hear us play for a few songs. I proudly introduced them to people, thrilled they showed up. Will gave them ginger beer and EJ chatted to them. It felt like a small family affair. And right before close, we had a surprise visit from Jason and Rose Hazlitt.

When we got back home and unpacked the car, we discovered that Judah had the pizzas started. We ate, talked and played Canasta. All in all, it was a happy, satisfying day.

Day 7: Making Magic Means Work

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If you play an instrument or sing, for yourself or for others, you know there is no way around practice. At least in order to be even a little bit good. And getting good means more practice.

Because we are playing at Bandwagon Brewery tomorrow from 2-5, this past week we needed to put in at least three hours of practicing together, plus whatever we had to do on our own. Like most people who work at home, we had various family and house responsibilities to take care of that continually cut into our practice time.

We put in less than an hour on Thursday because Alan’s music stand was missing and his capo broke. Yesterday I didn’t feel well, so we practiced only an hour. That left today.

And today was full of erranding in Ithaca. We were both tired and hungry and dinner still had to be made. So we started dinner and practiced. We stopped and finished evening meal prep and ate. Then, we slogged through our last hour of practice.

The good thing is, at the end, we were both smiling and laughing. It feels rewarding to complete the preparation, to know that tomorrow we will be ready.

Here is a short blog post from Seth Godin on Defining Authenticity that kept me motivated to do the work this week. I hope it encourages you to consistently do the work and share your creativity with the world. Happy Saturday!

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Day 4: To Market, To Market

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This is one post in a series about creative living, but the message I am hearing from many different sources and discovering the truth of is this: being a creative person means being a business and marketing-savvy person as well.

I grew up shying away from selling or soliciting in any shape or form, whether with a church group or at a personal yard sale. I just didn’t want to force my stuff or opinions on anyone, didn’t want to toot my own horn or be pushy in any way. Talking to artist friends of mine, I hear the same story from them. Who wants to brag about one’s work? Who wants to push one’s stuff or try to navigate the frightening areas of business and marketing. I continually heard,” I am no business person.” “I am not good at selling anything.” After believing this to be true for myself most of my life, I now disagree with this self-talk. I think every artistic/creative person owes it to themselves and their work to learn as much as they can about how to market oneself, how to make connections, and how to become a business person.

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What changed my mind? Last summer, I formed an acoustic musical duo with Alan. We call ourselves The Inner Crazy. We made a list of songs and started learning them and practicing. A friend of his booked us for her private party, and his boss hired us to play at her cafe. But after that, what? No one knew about us, what our music was like, if we would work well in their venue, etc. It’s not like we had a manager. We were it!

I began asking people I knew for venue ideas, Alan and I made a list of places, we made some cover demos and began visiting local wineries, breweries and restaurants. We didn’t have a website or a business card at first, just an email address, Facebook, Instagram and Twitter accounts and links to our digital demos. If we couldn’t visit places or meet the person in charge of booking, I sent out emails. It made me nervous, both visiting and emailing, but I did it. Alan cold called places as well. I wasn’t courageous enough to do that.

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In most cases, the emails were not helpful. A few places got back to me and said they were booked for the season already or only wanted bands. Most ignored me. A couple actually booked us without meeting us first. Really, the successes were from all the places we went to and met the person in charge. I had to follow up with a “thank you for taking the time to meet us” email and ask if they wanted to book us. Yes, this felt pushy. Some places got back to us months later and said they would book us. In a few cases, I tried again after several months of no response and received a reply.

We are grateful for every gig we’ve had this year. In between gigs, we practiced a lot, learned many new songs, wrote a couple, designed a business card and built a website. We opened a SoundCloud account and kept posting on social media. I started learning the ukulele. I continued to contact places and researched new ones. We had a lengthy list of places we wanted to play at.

We wanted to play at Six Mile Creek Vineyard and were able to play there twice this summer. Treleaven Wines was another place that graciously gave us two bookings. The Trumansburg Farmers Market had us back this August. Bandwagon Brewery opened around the corner and booked us once a month through the end of the year. The Finger Lakes Cider House and Americana Vineyards were both venues Alan has been trying to get a chance to play at since he was doing solo shows. We connected with the folks in charge of both places but didn’t hear back. So we tried again. And both of them booked us and we are thrilled! The Cider House show will be Friday November 10 from 6:15-8:30 and Americana’s will be March 25 in 2018. We play at Bandwagon this Sunday October 8 from 2-5pm.

We have since designed and distributed posters with our names, faces, upcoming shows and contact info in local businesses in Trumansburg and Ovid. I haven’t even done Lodi or Interlaken yet. But we need to create new ones for next month and start passing them out in another week. It’s non-stop.

I have a lot more to learn. Currently, I have a to-do list that is super long. I need to improve our website and add a “subscribe to get email” feature. I am watching Lynda.com tutorials to learn about graphic design. Tumblr is a platform I haven’t tackled, but should, we need new photographs, some videos on Youtube, new cover demos to send out and a holiday EP recorded. We are also seriously contemplating a combined private art/craft show and Inner Crazy concert at our house for the holidays. This will push us out of our comfort zones again, but could end up being fun and a great way to meet with friends and make money at the same time.

Do you have an arts-related business? Are you in a band? I’d love to read what you’ve learned.

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The Practice of Creative Living (31 Days)