Book
This is marketing
Great marketers don't use consumers to solve their company's problem; they use marketing to solve other people's problems. They don't just make noise; they make the world better. Truly powerful marketing is grounded in generosity, empathy, and emotional labor. Learn how to identify the smallest viable audience. Build trust and permission with your market. Adopt the narratives your fans already use. Find the guts to create and release tension. And most of all, give people the tools and stories they can use to achieve their goals. It's time to stop lying, spamming, and feeling guilty about your work. It's time to stop confusing social media metrics with true connections. It's time to stop wasting money on stolen attention that won't pay off in the long run. It's time to be seen by first learning how to see.
Not mass, not spam, not shameful
The marketer learns to see
Marketing changes people through stories, connections, and experience
The smallest viable market
In search of "
better"
Beyond commodities
The canvas of dreams and desires
More of the who: Seeking the smallest viable market
People like us do things like this
Trust and tension create forward motion
Status, dominance, and affiliation
A better business plan
Semiotics, symbols, and vernacular
Treat different people differently
Reaching the right people
Price is a story
Permission and remarkability in a virtuous cycle
Trust is as scarce as attention
The funnel
Organizing and leading a tribe
Some case studies using the method
Marketing works, and now it's your turn
Marketing to the most important person.
The marketer learns to see
Marketing changes people through stories, connections, and experience
The smallest viable market
In search of "
better"
Beyond commodities
The canvas of dreams and desires
More of the who: Seeking the smallest viable market
People like us do things like this
Trust and tension create forward motion
Status, dominance, and affiliation
A better business plan
Semiotics, symbols, and vernacular
Treat different people differently
Reaching the right people
Price is a story
Permission and remarkability in a virtuous cycle
Trust is as scarce as attention
The funnel
Organizing and leading a tribe
Some case studies using the method
Marketing works, and now it's your turn
Marketing to the most important person.
Item details
- ISBN: 9780525540847
- ISBN: 0525540830
- ISBN: 9780525540830
-
Physical Description:
xvi, 267 pages : illustrations, charts ; 19 cm
print - Publisher: New York, New York : Portfolio/Penguin, an imprint of Penguin Random House LLC, [2018]
- Copyright: ©2018
Contents / Notes
| Bibliography, etc. Note: | Includes bibliographical references (pages 253-256) and index. |
| Formatted Contents Note: | Not mass, not spam, not shameful The marketer learns to see Marketing changes people through stories, connections, and experience The smallest viable market In search of "better" Beyond commodities The canvas of dreams and desires More of the who: Seeking the smallest viable market People like us do things like this Trust and tension create forward motion Status, dominance, and affiliation A better business plan Semiotics, symbols, and vernacular Treat different people differently Reaching the right people Price is a story Permission and remarkability in a virtuous cycle Trust is as scarce as attention The funnel Organizing and leading a tribe Some case studies using the method Marketing works, and now it's your turn Marketing to the most important person. |
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| Subject: | Marketing BUSINESS & ECONOMICS / Marketing / General Marketing |
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