This Is Marketing: You Can't Be Seen Until You Learn to See by Seth Godin is a marketing book that challenges traditional marketing approaches and offers a fresh perspective on how businesses can connect with their audiences. The key ideas from the book include:
Permission Marketing
Godin emphasizes the importance of obtaining the permission of your audience before marketing to them. Permission marketing involves building trust and offering value to customers, rather than interrupting them with unwanted messages.
Targeting the Smallest Viable Audience
Instead of trying to reach everyone, businesses should focus on finding and serving the smallest viable audience that will appreciate their products or services. This audience is more likely to be engaged and loyal.
The Importance of Storytelling
Godin stresses the power of storytelling in marketing. Crafting a compelling narrative that resonates with your audience can create emotional connections and build brand loyalty.
Remarkable Products and Services
Remarkable products and services are those that stand out, are worth talking about, and solve real problems for customers. Godin encourages businesses to focus on creating products and services that are worth remarking upon.
Tribes and Community Building
Building a tribe of like-minded individuals who share a common interest or belief can be a powerful way to connect with your audience. Tribes provide a sense of belonging and can amplify your message.
Making Change
Godin discusses the role of marketers in making change happen. Marketers should be agents of change, challenging the status quo and leading their audiences toward new and better ways of doing things.
Marketing as a Service
The book introduces the concept of "marketing as a service," where marketing efforts are seen as a valuable service to the audience, providing information, education, and solutions to their problems.
Consistency and Trust
Building trust with your audience requires consistency in your messaging, actions, and the promises you make. Trust is essential for long-term success.
The Long Tail
The idea of the long tail suggests that there is value in serving niche markets and catering to specific interests. Businesses can find success by addressing the unique needs and desires of smaller segments of the market.
Emotional Marketing
Godin argues that marketing should focus on emotional connections rather than just features and benefits. People make decisions based on emotions, and marketers should tap into these emotions to create meaningful connections.
Permission Asset
Building a permission asset involves creating a database of individuals who have given you permission to contact them. This asset is valuable for ongoing marketing efforts and relationship building.
Marketing That Works
Effective marketing is about empathy, understanding your audience's needs, and offering solutions that truly matter to them. It's not about manipulation or coercion.

"This Is Marketing" by Seth Godin promotes a customer-centric approach to marketing that values permission, connection, storytelling, and creating remarkable offerings. It challenges traditional marketing practices and encourages businesses to focus on building trust, making change, and serving the smallest viable audience to achieve marketing success.