Seriously, if you’re going to read one marketing book this year or next year, it’s gotta be Seth Godin’s This Is Marketing. It’s amazing is all I can say and as an author or businessperson who needs to market your service or product, it’s probably the only one you’ll ever need.
A very condensed version of what his book is about can be found in this video although it’s just the wrapping, really.
This is actually the first time I’ve ever read any of Godin’s stuff although I’ve seen his name a lot. Where? I don’t know. Maybe a Ted talk somewhere but last week, I finally decided that it was time I check out his books and I’m so glad I started with his latest release This Is Marketing.
According to Godin, we need to find our smallest viable audience, that small group of people who are happy to hear from us and will readily open our email when it arrives, buy our latest product, and tell their friends about us. But to find our smallest viable audience (or market), we need to be “caring enough to have the grit to say we’re gonna make good stuff, not lousy stuff.” (from the video above)
That line really resonated with me because for the past year, I’ve been wondering if I should start writing about alien abduction romance or reverse harem stories just to keep up with everyone else. But then, that’s the key thing: “everyone else.” Why am I so busy focusing on what everyone else is writing (ie. write to market) when I have my own style of writing, my own set of stories that’s uniquely my own… my own brand?
In the video, he mentions authors like me in that predicament, too.
“They’re not keeping track of what got them started; they’re using other people’s metrics to do their work. That’s as bad as having a boss. It’s worse.”
“What you need to do is to be clear about who’s it for and what’s it for. And make it better.”
Should be easy, right?
But seriously, if you want to learn about marketing your work (as an author), check out his book. He doesn’t teach ‘tactics.’ He teaches way more than that. It’s going back to the basics of why we do what we do. Why we really do what we do.