Below are some of my favorite quotes from the book This is Marketing by Seth Godin:
“Marketing is our quest to make change on behalf of those we serve, and we do it by understanding the irrational forces that drive each of us.” (Page 20)
“It means you walk away from the ocean and look for a large swimming pool.” (Page 37)
“We know that every best-selling book on Amazon has at least a few one-star reviews. It’s impossible to create work that both matters and pleases everyone.” (Page 38)
“We sell feelings, status, and connection, not tasks or stuff.” (Page 78)
“Just as no one needs a drill bit, no one needs a real estate broker. What they need and want is how it makes them feel to get what a broker can get them.” (Page 82) … And then also, the hole in the wall.
“If you can’t succeed in the small, why do you believe you will succeed in the large?” (Page 92)
“Marketers don’t make average stuff for average people. Marketers make change. And they do it by normalizing new behaviors.” (Page 106)
“The best time to market a new app is when the platform is brand new. When you market to someone who doesn’t have a pattern yet, you don’t have to persuade them that their old choices were mistakes.” (Page 115)
“If you look closely at decisions that don’t initially make sense, you’ll likely see status roles at work. The decisions didn’t make sense to you, but it made perfect sense to the person who made it.” (Page 124)
“We’re judging everything, and people are judging us in return. Often, those judgments are biased, incorrect, and inefficient. But denying them doesn’t make them disappear.” (Page 152)
“[You] definitely, certainly, and surely don’t have enough time and money to build a brand for everyone. You can’t. Don’t try. Be specific. Be very specific.” (Page 175)
“Step one is to make a product or service that people care enough to search for specifically. You cannot win in a generic search, but you’ll always win if the search is specific enough.” (Page 178)
“There’s no reason to talk about a new kind of chocolate you really like. It doesn’t make your life better if others eat it. On the other hand, you spend a lot of time telling people about Snapchat or Instagram or Twitter, because if your friends followed you, your life would improve.” (Page 218)
“The bridge is built on two simple questions: 1) What will I tell my friends? 2) Why will I tell them?” (Page 219)
“If you’re selling a widget for a thousand dollars, the only people who buy it will buy it because they believe it’s worth more than a thousand dollars.” (Page 250).