{"type":"rich","version":"1.0","provider_name":"Transistor","provider_url":"https://transistor.fm","author_name":"Everyone Hates Marketers | No-BS Marketing & Brand Strategy Podcast","title":"[REPLAY] Seth Godin's Marketing Secrets to Changing The World","html":"","width":"100%","height":180,"duration":2366,"description":"Seth Godin is back.We begin with the story of Ron Johnson and how his disastrous stint as CEO of JC Penney almost destroyed the chain.\nThe reason behind this massive failure will give you the key to understanding your audience so you can change the World around you for the better.\nTopics covered:\nWhat we can learn from the mistakes that Ron Johnson made\nDon’t use your own worldview in marketing as it will be very different from someone else's worldview\nActing as a customer to understand how and why people buy\nWhy you should test changes in small areas before making big company-wide changes\nApplying the same strategy of watching people in stores to how people behave when they shop online\nWhy you have to be specific about the worldview of the people you are seeking to reach and the change you seek to offer to get results\nWhat you can do to truly understand your audience and build empathy\nTry to imagine what it's like to be the person you seek to serve\nResources mentioned:\nScientific Advertising by Claude Hopkins\nOgilvy on Advertising by David Ogilvy\nThe War of Art by Steven Pressfield\nThe Art of Possibility by Rosamund and Benjamin Zander\nThis Is Marketing by Seth Godin\nThe Marketing Seminar\naltMBA\nThe Mystery Show\nZig Ziglar on YouTube\nBandwidth by Eliot Peper\nHow to Compete With Big Brands Even With Very Few Resources","thumbnail_url":"https://img.transistorcdn.com/tErK_MMK-L6psKsv8Q2vwohzj73RLm3YvZmMK-IJ5Xk/rs:fill:0:0:1/w:400/h:400/q:60/mb:500000/aHR0cHM6Ly9pbWct/dXBsb2FkLXByb2R1/Y3Rpb24udHJhbnNp/c3Rvci5mbS9zaG93/LzM3NTE0LzE3MDg2/ODAyNDEtYXJ0d29y/ay5qcGc.webp","thumbnail_width":300,"thumbnail_height":300}