Don't Miss a Thing
Free Updates by Email

Enter your email address


preview  |  powered by FeedBlitz

RSS Feeds

Share |

Facebook: Seth's Facebook
Twitter: @thisissethsblog

Search

Google


WWW SETH'S BLOG

SETH'S BOOKS

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

The complete list of online retailers

Bonus stuff!

or click on a title below to see the list

all.marketers.tell.stories

All Marketers Tell Stories

Seth's most important book about the art of marketing

ONLINE:

IN STORES:

free.prize.inside

Free Prize Inside

The practical sequel to Purple Cow

ONLINE:

IN STORES:

linchpin

Linchpin

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

ONLINE:

IN STORES:

meatball.sundae

Meatball Sundae

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

ONLINE:

IN STORES:

permission.marketing

Permission Marketing

The classic Named "Best Business Book" by Fortune.

ONLINE:

IN STORES:

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.

ONLINE:

IN STORES:

purple.cow

Purple Cow

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

ONLINE:

IN STORES:

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.

ONLINE:

IN STORES:

survival.is.not.enough

Survival is Not Enough

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

ONLINE:

IN STORES:

the.big.moo

The Big Moo

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

ONLINE:

IN STORES:

the.big.red.fez

The Big Red Fez

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

ONLINE:

IN STORES:

the.dip

The Dip

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

ONLINE:

IN STORES:

the.icarus.deception

The Icarus Deception

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

ONLINE:

IN STORES:

tribes

Tribes

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

ONLINE:

IN STORES:

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.

ONLINE:

IN STORES:

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.

ONLINE:

IN STORES:

we.are.all.weird

We Are All Weird

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

ONLINE:

IN STORES:

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.

ONLINE:

IN STORES:


THE DIP BLOG by Seth Godin




All Marketers Are Liars Blog




Blog powered by TypePad
Member since 08/2003

« A Purple Cow I just stumbled upon | Main | Remarkable t-shirts? »

Marketing plan for a marketing book


Loyal readers will remember that I used permission marketing techniques to market my book Permission Marketing. If you wrote to (it still works): free@permission.com, you get the first four chapters of the book for free. I ended up with an astonishing 150,000 plus requests, and it made the book successful.

With Unleashing the Ideavirus, I decided to follow the advice in the book and give the book away for free. (it's still free at www.ideavirus.com). We ended up, by my estimate, spreading 2 million copies around the world that way. As that happened, the hardcover edition went to #5 on Amazon US, reaching #4 in Japan.

So, with My new book, Purple Cow the challenge was to create a plan that represented the ideas in the book itself. In a nutshell:
Sell what people are buying
Focus on the early adopters and sneezers
Make it remarkable enough for them to pay attention
Make it easy for them to spread
Let it work its own way to the mass market.

So, I started with a topic I knew a population was interested in--new marketing ideas. Books about change are important, but nobody gets excited about change they way they get excited about Jet Blue.

Working with my colleagues at Fast Company, we put an excerpt from the book on the cover of the February issue (In Praise of the Purple Cow). In that article, we mentioned that subscribers and readers could get a free copy of the book if they paid $5 for postage and handling (while supplies last, only in the USA, close cover before striking): Get a Free Copy of Purple Cow....

So far so good. More than 650 people signed up in the first 24 hours, and ALL the free books we allocated (about 5,000) will be gone soon after I write this.

The next step was to do something else remarkable and make it easy to spread the idea. So here goes: The book is NOT available on Amazon and NOT available for sale one at a time. The only way to buy one is to buy TWELVE! Visit the Purple Cow web page and you can see how you can buy a set. Obviously, the goal is to get you to share 11 with your colleagues, further spreading the word.

Did I mention that we ship the book in a real honest-to-goodness milk carton? We do.

So, pretty soon the 4,000 copies we allocated for this bulk offer will be gone.* Then what happens?

Well, my hope is that after seeding the sneezers, the book itself is remarkable enough and Purple enough that other people will want a copy. By then, my big-time New York publisher (who shall be revealed soon) will have books ready for every bookstore in the land.

This plan, which seems risky and chaotic, is exactly the sort of thing I'm recommending for most new products. Small risks, focused audiences, limited mass marketing. Not that risky. But if you're used to the other way, yes, chaotic.

*if you do the math, you can see it was hardly risky at all. With 10,000 copies printed, the first print run is extremely unlikely to lose money, even at the extremely low retail pricing we're using to get it started. You know what's risky? What's risky is telling you my plans in advance, because when they fail (and they do! often!) I look pretty dumb. But here I am, as a public service, marketing out loud.

TrackBack

TrackBack URL for this entry:
http://www.typepad.com/services/trackback/6a00d83451b31569e200d8345774c069e2

Listed below are links to weblogs that reference Marketing plan for a marketing book:

» Censorship in Spaces from Ian Landsman's Weblog
MSN Spaces: seven dirty blogs: "Earlier today, I posted comments from a BoingBoing reader about the fact that MSN Spaces, Microsoft's new blogging tool, censors certain words you might try to include in a blog title or url. If you can't speak freely on... [Read More]

» dfg34hdb from avviso tempo determinato ostetrica luglio 2006
baccala meridionale bellissima 18 avviso ai cliente [Read More]

« A Purple Cow I just stumbled upon | Main | Remarkable t-shirts? »