This Is Marketing

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"Great marketers don't use consumers to solve their company's problem; they use marketing to solve other people's problems. They don't just make noise; they make the world better. Truly powerful marketing is grounded in generosity, empathy, and emotional labor. Learn how to identify the smallest viable audience. Build trust and permission with your market. Adopt the narratives your fans already use. Find the guts to create and release tension. And most of all, give people the tools and stories they can use to achieve their goals. It's time to stop lying, spamming, and feeling guilty about your work. It's time to stop confusing social media metrics with true connections. It's time to stop wasting money on stolen attention that won't pay off in the long run. It's time to be seen by first learning how to see."--Jacket