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SETH'S BOOKS

Seth Godin has written 12 bestsellers that have been translated into 33 languages

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all.marketers.tell.stories

All Marketers Tell Stories

Seth's most important book about the art of marketing

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IN STORES:

free.prize.inside

Free Prize Inside

The practical sequel to Purple Cow

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IN STORES:

linchpin

Linchpin

An instant bestseller, the book that brings all of Seth's ideas together.

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IN STORES:

meatball.sundae

Meatball Sundae

Why the internet works (and doesn't) for your business. And vice versa.

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permission.marketing

Permission Marketing

The classic Named "Best Business Book" by Fortune.

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poke.the.box

Poke The Box

The latest book, Poke The Box is a call to action about the initiative you're taking - in your job or in your life, and Seth once again breaks the traditional publishing model by releasing it through The Domino Project.

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purple.cow

Purple Cow

The worldwide bestseller. Essential reading about remarkable products and services.

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small.is.the.new.big

Small is the New Big

A long book filled with short pieces from Fast Company and the blog. Guaranteed to make you think.

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survival.is.not.enough

Survival is Not Enough

Seth's worst seller and personal favorite. Change. How it works (and doesn't).

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the.big.moo

The Big Moo

All for charity. Includes original work from Malcolm Gladwell, Tom Peters and Promise Phelon.

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the.big.red.fez

The Big Red Fez

Top 5 Amazon ebestseller for a year. All about web sites that work.

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the.dip

The Dip

A short book about quitting and being the best in the world. It's about life, not just marketing.

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the.icarus.deception

The Icarus Deception

Seth's most personal book, a look at the end of the industrial economy and what happens next.

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tribes

Tribes

"Book of the year," a perennial bestseller about leading, connecting and creating movements.

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unleashing.the.ideavirus

Unleashing the Ideavirus

More than 3,000,000 copies downloaded, perhaps the most important book to read about creating ideas that spread.

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v.is.for.vulnerable

V Is For Vulnerable

A short, illustrated, kids-like book that takes the last chapter of Icarus and turns it into something worth sharing.

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we.are.all.weird

We Are All Weird

The end of mass and how you can succeed by delighting a niche.

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whatcha.gonna.do.with.that.duck

Whatcha Gonna Do With That Duck?

The sequel to Small is the New Big. More than 600 pages of the best of Seth's blog.

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THE DIP BLOG by Seth Godin




All Marketers Are Liars Blog




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Member since 08/2003

« What's the Frequency? | Main | Why Do Companies Stick With Their Mistakes? »

Death of a myth?

There are plenty of myths that have far outlasted the data that showed them to be wrong. "The Earth is flat", "Heavy objects fall faster than light ones" and Noah's Ark all come to mind. The most expensive myth around today, though, could be the $220 Billion (with a "b") spent on unmeasured advertising every year.

Check out mlife for a rare post-dotcom-crash example of big spending for a web launch. Here in New York you'll see them on taxi tops, posters, big ads, the whole nine yards. Visit the site and it won't even say what they do until they launch next week. Go figure.

Randall Rothenberg is almost always right, and he's correct again in the start of this column. Entire media companies are about to bite the dust because advertisers are just now (fifty years later) realizing that almost all ad money is wasted... but now, they can tell which part works.

Myths make people emotional, of course, and there's bound to be plenty of angst before this argument is settled. I mean, I just bought a lot of ads for my new book, but I did it with my eyes opened and my accountant's eyes clearly focused on the results we generated. I don't think direct advertising is in any danger of going away...(like it or not, spam appears to be here for a while too), but I just don't get the whole Super Bowl commercial thing.

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« What's the Frequency? | Main | Why Do Companies Stick With Their Mistakes? »