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What is marketing?

Marketing exists to make sales easier.

Marketing and sales are two sides of the same coin–helping people move forward by generously showing up to solve their problems.

Marketers understand the feelings of those they seek to serve and look to serve them better. Aside from the actual need-to-buy category, what we buy isn’t products. We buy emotional change.

What’s your promise? What change do you seek to make? How are you helping the people you seek to serve move forward through that change?

How are you optimizing the perception of it all?

Where change happens

Much of the difference between the marketing types come down to different amounts of attention.

Reaching, helping someone move forward, or browsing social media will be relatively different from someone reading their email and even more different from someone attending an event. Different spaces garner different Perception Optimization specialists. Sure, there is going to be overlap; it’s all helping people move forward. Same strategy; sometimes tactics differ.

A Land & Expand Reading Program

Other books

  • 🌳 Edward Bernays: Propaganda (1928)
  • 🌳 Dale Carnegie: How to Win Friends and Influence People (1936)
  • 🌳 Eugene M. Schwartz: Breakthrough Advertising (1966)
  • 🌳 Philip Kotler: Marketing Management (1967)
  • 🌳 Al Ries and Jack Trout: Positioning (1980)
  • Philip Kotler: Principles of Marketing (1980)
  • 🌳 Michael Porter: Competitive Advantage (1985)
  • 🌳 Geoffrey Moore: Crossing the Chasm (1991)
  • Al Ries and Jack Trout: The 22 Immutable Laws of Marketing (1993)
  • 🌳 Clayton Christensen: The Innovator’s Dilemma (1997)
  • Spencer Johnson: Who Moved My Cheese? (1998)
  • Robert Greene: The 48 Laws of Power (1998)
  • 🌳 Seth Godin: Permission Marketing (1999)
  • Jay Abraham: Getting Everything You Can Out Of All You’ve Got (2000)
  • Seth Godin: Purple Cow (2002)
  • 🌳 W. Chan Kim and Renée Mauborgne: Blue Ocean Strategy (2004)
  • Malcolm Gladwell: Blink (2005)
  • Seth Godin: All Marketers Are Liars (2005)
  • 🌳 Chris Anderson: The Long Tail (2006)
  • 🌳 Nassim Nicholas Taleb: The Black Swan (2007)
  • Joseph Sugarman: The Adweek Copywriting Handbook (2007)
  • Richard H. Thaler and‎ Cass R. Sunstein: Nudge (2008)
  • Dan Ariely: Predictably Irrational (2008)
  • Simon Sinek: Start With Why (2009)
  • Daniel H. Pink: Drive (2009)
  • Jeffrey Pfeffer: Power (2010)
  • Byron Sharp: How Brands Grow (2010)
  • 🌳 Daniel Kahneman: Thinking, Fast and Slow (2011)
  • Ryan Holiday: Trust Me I’m Lying (2012)
  • Susan Cain: Quiet (2012)
  • Daniel H. Pink: To Sell Is Human (2012)
  • Chip and Dan Heath: Decisive (2013)
  • Ann Handley: Everybody Writes (2014)
  • Phillip Tetlock: Superforecasting (2015)
  • Hamilton W. Helmer: 7 Powers (2016)
  • Donald Miller: Building a StoryBrand (2017)
  • Rory Sutherland: Alchemy (2018)
  • Julia Galef: The Scout Mindset (2021)

Also: Seth’s Store