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Twitter: @thisissethsblog





Seth Godin has written 18 bestsellers that have been translated into 35 languages

The complete list of online retailers

Bonus stuff!

or click on a title below to see the list


All Marketers Tell Stories

Seth's most important book about the art of marketing




Free Prize Inside

The practical sequel to Purple Cow





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




Meatball Sundae

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



Permission Marketing

The classic Named "Best Business Book" by Fortune.



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.




Purple Cow

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



Small is the New Big

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



Survival is Not Enough

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




The Big Moo

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



The Big Red Fez

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




The Dip

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




The Icarus Deception

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





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




Unleashing the Ideavirus

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



V Is For Vulnerable

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




We Are All Weird

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



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.



THE DIP BLOG by Seth Godin

All Marketers Are Liars Blog

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« May 2005 | Main | July 2005 »

Picky Cats

I'm spending the weekend feeding the cat across the street while my neighbors go hither and yon. If you don't already believe that  All marketers are liars take a look at this promo copy for Fancy Feast Cat Food:

Fancy Feast Gourmet cat food is finely ground and smooth, like paté offering a taste and texture to please every cat's discriminating palate. Choose your cat's favorite flavor from our 11 different flavors, for complete and 100% balanced nutrition every day.

Did you know that cats had discriminating palates? When was the last time a house cat starved to death? Remember, these are animals that capture, torture and then eat small rats.

Do the cats know that there's gravy in the chicken? Do the care about the pate-like texture?

It's pretty obvious who expensive cat food is for, and it sure isn't cats.

And baby food isn't for babies, and life insurance doesn't work until you're dead and  ....

The Power of Four

"...If merely four people of out of a hundred can make gridlock go away by choosing not to use their car, imagine the other changes that can be wrought just by four of us out of a hundred. Take a hundred musicians in a  depressed port city in Northern England, choose John, Paul, George and Ringo and you have "Hey Jude."

Take a hundred computer geeks in Redmond, Wash., send 96 of them home and the remainder is called Microsoft. Take the Power of Four and apply it to any and every area of your concern. Politics: Four votes wrung from one hundred into another hundred is the difference between gaining control and losing clout..."

Tom Hanks, speaking at Vassar

Where's the money

Walter Johnson sends us this graphic essay from the brilliant Scott McCloud: I Can't Stop Thinking! #6.

I'm not sold on the mechanics of his solution, but I completely believe this: We get the content that we (our society) pays for. Maybe we pay for it with ads, or patrons, or souvenirs or directly, but the quality and quantity goes up when there's some sort of compensation.

Read any good poetry lately?

Podcasts, the long tail, and you

Some podcast stats for you, from Feedburner:

-- FeedBurner points to nearly 6,000 podcasts now, up from about 500 in

-- The average number of subscribers to FeedBurner-managed shows is up
to 33 from 15 last year.

-- The top 20 most popular shows have "thousands of subscribers and our
couple of top podcasts have tens of thousands." Podcasts growing 50% a month.

Addendum: if you have 5,000 subscribers, I figure that equals 500 listeners to a whole show if it's really good, or 50 if it's not. That's based on my audiobook experience (as a writer, reader and listener).

Lying and winking

Jack and Meg of the White Stripes were on Fresh Air with Terri Gross today. You can find the link on their site:

What I loved about the interview was how aware Jack is of the stories he's telling and how, more important, his audience is telling themselves a lie. He says he's opposed to the preconceptions and the buzz and everything that has nothing to do with the music, and then spends hours and dollars creating preconceptions (is Meg his sister, his wife, both?), focusing on colors (there are only three, because three is a perfect number) and on and on.

Lots of artists are poseurs, acting out the lie to tell the story. And we love it. But Jack (Meg is basically mute, at least in public) was clearly enjoying his simultaneous roles of debunker and bunker.

Journalists don't always matter

Not one, but two emails today asking about Apple's switch to Intel. Both writers were sure that Apple had blown it (one works at Intel!) and wanted my take on how this changes Apple's story. The thinking is that after years of telling people that they are better because they don't use Intel, how can they change their story?

The problem with this analysis is that only geeks and journalists are listening to Apple's story with that sort of clinical attention to detail. Ask ten typical Mac users and perhaps one can tell you which company made the old chip. Mac users don't like Macs because of the chip. Far from it.

If the Mac looks the same and the mouse moves the same, they don't care.

If Jobs is smart, he'll use the increased heat efficiency and scale of the Intel chips to put more money into drop dead sexy cases for superlight laptops. That's the story Mac users want to hear.

On being alert

I posted the sequel (see the post below: Seth's Blog: The first sequel to Knock Knock) and in three hours sold more copies of my ebook than I had in any single day over the last two weeks.

Obviously, this was an experiment, not a clever tool to sell more ebooks. The fact is that human beings, even human beings who are smart and focused and paying attenion, need (and want) to be reminded of stuff.

I could spend part of every single post hawking my new book ( Books: All Marketers Are Liars) and no doubt I'd lose readers. I'd also be bored.  But, surprisingly enough, I'd sell more books, books to people who were glad to be reminded.

The challenge this new medium faces is that no one has figured out the standard that feels right. On TV it's 11 minutes of commercials an hour. On some highways, it's a billboard every 50 feet. Without an FCC and with 20,000,000 people experimenting, I wonder if we'll ever figure it out.

[interesting statistical aside: I sold more than half of the total sales of my ebook in the five hours after the original post. There's no other medium in history where that sort of effect is true.] And yes, it's all an experiment. No animals are injured in the production of my ebooks, but all profits go to charity.

The first sequel to Knock Knock

Aaron at  BRANDPLAY has written a sequel to Knock Knock, my ebook on web sites. And here it is, for free:

Download whosthere.pdf

Ronald McDonald and Richard Simmons?

John Nardini points us to: Ronald McDonald made over.

I don't think this is going to work. The reason? The entire value of Ronald is as a reminder of what we (boomers) felt like when we were six. Going to McDonald's is a way of reliving that memory.

If you change Ronald too much, either we'll ignore him (likely) or reject him.

Yes, McDonald's could conceivably spend the cash necessary for a reinvention, but why bother? Why not invent someone new, someone for a new generation?

Cash-Strapped Airlines Try In-Flight Advertising

Andrew Tonkin points to: Cash-Strapped Airlines Try In-Flight Advertising.

My favorite part is the spokesman who says the flight attendants do it "voluntarily."

Imagine different classes of service--bad ads, bad ads with a loud person sitting next to you shilling, bad ads with smellovision, funny ads, no ads.

« May 2005 | Main | July 2005 »