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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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free.prize.inside

Free Prize Inside

The practical sequel to Purple Cow

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linchpin

Linchpin

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

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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

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

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

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Tribes

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

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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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All Marketers Are Liars Blog




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« Well, almost what I would have done... | Main | Spend the day at my office? »

Is tricking people a valid business strategy?


It's hard to imagine standing at a cocktail party and answering the question, "So, what do you do for a living?" with, "Well, I trick people into giving me money."

I just switched some domains from register.com to another domain registry service. The guys at register have raised subtle duplicity to a high art. After you notify them that you want to change companies, they send you a note to confirm the switch. This, of course, is a fine security move.

The note begins with several paragraphs about how great their services are, and then has a link. It appears that this might be the l ink to authorize the change, but it's not... in fact, it's the link to DENY the change! Read a few more paragraphs down, and there's the link. Click it within a few days or it becomes invalid.

Click on the link. It appears that you're done. But if you stop now, the change won't get authorized. You must now check the box on the new screen. And THEN you must click CONFIRM. It's easy to imagine that you're done now, and you'll close the window. But if you do, they deny the change.

You must go to yet another screen and once again confirm the change (that's four clicks and three screens when one click would have been sufficient).

This is all very Microsoftian in my opinion.

As subscriptions, ship-till-I-tell-you-to-stop and other business models enter the online arena (where the profit margin is 100%), we're going to see a lot more of this, I'm afraid. Almost fifteen years ago, when I first did an online project for Prodigy, I was told that their best customer was someone who paid the $10 a month fee but never used the service. If someone FORGOT that they had signed up for Prodigy with their credit card, it might take years before they noticed the billing. While that may have seemed like the right strategy at the time, it's pretty clear that it wasn't much of a long-run strategy.

I'm the biggest fan in the world of the milkman's return. The idea of subscriptions that save time and money for both parties is a no-brainer way to run a business. But if you have to trick people into doing business with you, it's not much of a strategy, is it?

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