A published book
You Cannot Be Seen Until You Learn to See.
The synopsis was taken from the back cover:
People Like Us Do Things Like This
"This is the chance you've been waiting for. The opportunity to bring work you care about to people eager to engage with it, pay you for it, and talk about it.
I believe that the only way to make a difference is to truly see and understand the people you seek to influence. Once they're fully engaged, they will be happy to help you spread the word.
This book will change the questions you ask, the things you notice, and most of all, the work you're able to do. It will help you make things better by making better things.
Your work matters. Make a ruckus."
Much like Building A Story Brand, this book felt like another cheat code to take my marketing to the next level. In fact, I was happy that I read Building A Story Brand first and This Is Marketing second, because this sequence perfectly catered to my learning style of doing first, then learning the theory. Building A Story Brand got me doing effective marketing.
Now after reading This Is Marketing, I feel like I have a much stronger grasp on why my marketing was more effective. With this combination of doing effective marketing, and now understanding why it's effective, I feel like I am equipped well enough to go into any marketing task with confidence.
Some of the highlights of the book included understanding how people perceive and act out their status, and how to speak to that status (without exploiting or manipulating), how to map out your product's strengths to better understand your audience, understanding foundational emotions in people, and how to create tension in your message (and why creating tension is a good thing).
This is one of those books that I will recommend to anyone doing anything to do with marketing, but at the same time, not wanting to loan mine out because I have a feeling I am going to continually refer back to it.
This book is available to be loaned. Book a meeting with Ian to pick it up or drop by 324 5th St. Downtown Courtenay during regular business hours.