Do Marketing That Puts People First

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In today’s email (1,146 Words | 4 Min 42 Sec read):

Today’s Read

What Is It About?

Seth Godin’s This is Marketing challenges traditional marketing ideas, presenting it as an act of service rather than a way to push products. The book takes you through a shift in mindset:

marketing is about connecting, solving problems, and creating change for the people who need it most. Get the book here.

Marketing = Helping People Solve Problems

Godin’s view is simple: marketing is the act of solving a problem. You're not creating demand for something no one needs. Instead, you're looking at real people and asking, "How can I help them?"

Think of it this way: every successful product or service is a solution to a problem. That’s your role as a marketer—to offer that solution.

As Godin says, “People don’t buy goods and services. They buy relations, stories, and magic.” Your goal is to show how your product fits into the life they want to lead.

Smallest Viable Audience

Forget about reaching everyone. Instead, focus on a small group—your smallest viable audience. This is the group that can sustain your business and truly benefit from what you offer.

Why? Because trying to reach the masses is exhausting and ineffective. Instead, ask: Who is this for? Find that specific group, deeply understand their needs, and create something just for them.

Godin says, "The relentless pursuit of mass will make you boring because average things for average people are boring." So, don’t try to be for everyone. Be for someone—and be irreplaceable to them.

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Build Trust and Earn Permission

In a world full of noise, trust is everything. Godin emphasizes that earning someone’s trust is a privilege. You don’t just get permission to market to them—you have to earn it.

He explains that trust comes from consistency, authenticity, and delivering on your promises. It’s not about bombarding people with ads; it’s about engaging with them in a way that’s valuable. Think of it like planting seeds: it takes time, but eventually, trust grows into a relationship.

Once you have that trust, Godin says, you have permission to market in a way that feels good, both for you and your audience. As he puts it, "Marketing is no longer about the stuff that you make, but about the stories you tell."

Tension Drives Change

Marketing, at its core, is about creating change. But how do you move people from where they are to where they want to be? Godin introduces the concept of tension.

Tension is the gap between where your audience is now and where they could be. It’s that itch to change, to improve, to grow. Effective marketing taps into that feeling. It shows people why moving forward is important—why staying where they are isn’t enough.

Imagine you're offering a productivity tool. The tension here is the gap between feeling overwhelmed and getting things done smoothly. Your job? Highlight that gap and show your audience how to close it.

Godin doesn’t see tension as manipulation but as an essential part of creating progress: "Change happens when the pain of staying the same is greater than the pain of change."

Focus on Building a Tribe

Marketing today isn’t about getting individual customers—it’s about building a community. Godin calls this a “tribe”—a group of people who share values, beliefs, and goals, connected by a leader and an idea.

This idea of tribes is key: instead of selling to random individuals, build a loyal group that supports your vision. Lead them, guide them, and make them feel part of something bigger. When you do that, your tribe will not only stick with you, but they’ll bring others into the fold.

Godin highlights that tribes are built on connection: “People like us do things like this.” It’s not about shouting louder than the competition but creating a movement where people feel like they belong.

Empathy, Commitment, and Consistency

Here’s where the practical side comes in: Godin stresses that the foundation of all marketing is empathy. You need to deeply understand the people you’re trying to reach—what they want, what they fear, what keeps them up at night.

But empathy alone isn’t enough. You also need commitment—to keep showing up and serving your audience—and consistency. As Godin says, "Marketing isn’t about the stuff you sell; it’s about the story you tell." That story has to be clear, aligned with your values, and told consistently over time.

Trust Through Storytelling

Let’s say you're marketing a new app designed to help freelancers manage their finances. Don’t just list its features. Tell a story.

Paint a picture of the freelancer who’s constantly stressed about invoicing and taxes. Show how your app makes their life easier, freeing up time and reducing anxiety.

Now, imagine you're sharing this story regularly through blog posts, social media, and emails. Each time, you're building trust, creating tension (that gap between stress and freedom), and steadily growing your tribe of loyal freelancers who trust you.

What Can You Apply Today?

1. Who is it for? Define your smallest viable audience. Get specific.

2. What’s their problem? Understand the tension they’re experiencing.

3. How can you help? Build trust through stories, not just sales pitches.

4. Consistency wins. Show up regularly, serve your audience, and earn permission to engage with them.

Putting It All Together

Godin’s main point is this: marketing is no longer about tricking people into buying. It’s about helping people get what they need by understanding who they are and what they care about. And when you do it right, your marketing becomes more than a strategy—it becomes a force for good.

In short, This is Marketing teaches us that great marketing doesn’t just sell a product—it builds relationships, solves problems, and creates meaningful change.

And remember: "The most effective marketing isn’t loud or flashy. It’s authentic and generous."

Happy reading and remember to TAKE ACTION! There’s more to learn in the next one! Same day, same time! See ya.

My Favorite Quotes

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