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All Marketers Tell Stories

Seth's most important book about the art of marketing

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Free Prize Inside

The practical sequel to Purple Cow

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Linchpin

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

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Permission Marketing

The classic Named "Best Business Book" by Fortune.

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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

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Small is the New Big

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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

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

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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

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?

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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« But it's only a commodity... | Main | Did you believe? »

The magic word

No, it's not "please."

It's "ego."

I meet a lot of confused marketers, and the primary cause of their confusion is that they believe that money equals motivation.

They believe that people will choose the best value.

That people will buy what they need.

That the best products and services will spread because they deserve to be talked about.

That employees can be persuaded to do things by paying them more and that consumers will buzz something if you reward them with cash.

This is true. Every once in a while.

It's true for people who deep down equate money to ego. This tiny subset of the population really and truly keep score via cash. They are rare indeed.

We're constantly on the lookout for someone's real motivation. We don't understand why someone would volunteer at a charity or take a lower-paying job or recommend a cool new CD or post something on their blog. "What's in it for them," we wonder. Here in the world capital of capitalism (yes, I just made that up...) Americans have fallen in love with the idea that money can feed the ego.

Almost all the time, that's wrong.

Since this is a post about ego, let's talk about... me. I smiled the other day when I read a review of my blog. It said (paraphrasing) "Like many authors, Godin blogs to sell more books." Wrong. Actually, I write books so that more people will read my blog!

I don't blog to make money. I don't run ads on my site. I don't even blog to win awards. I blog because it pleases me to see my ideas spread. I like it when I see people talking about one of my ideas--without even mentioning where the idea came from. That means it's the idea that spread, not my brand. Which is the whole point.

For me, anyway. Not for you or for her or for him.

And that's the tricky part about marketing to ego. Everybody feeds their ego in a different way. The art is in telling a story that matches the ego-outlook (what I've called a worldview) of your target audience.

The next time you're in a meeting and someone pulls out a spreadsheet, realize that you're about to hear about money/value = ego. That's fine. But what about everyone else? Ignore the rest and they'll feed their ego somewhere else.

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Listed below are links to weblogs that reference The magic word:

» Link to Feed My Ego, Please....Now...Thanks from SEO Book.com
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» Link to Feed My Ego, Please....Now...Thanks from SEO Book.com
Seth Godin posts about how many people miss the mark when they assume money truely feeds the egos of all people. [Read More]

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» Money = motivation... not in my world from Media Influencer
Seth Godin on a human nature:I meet a lot of confused marketers, and the primary cause of their confusion is that they believe that money equals motivation. They believe that people will choose the best value. That people will buy [Read More]

» Money = motivation? Not in my world from Media Influencer
Seth Godin on a human nature:I meet a lot of confused marketers, and the primary cause of their confusion is that they believe that money equals motivation. They believe that people will choose the best value. That people will buy [Read More]

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Seth Godin says it best :: I don’t blog to make money. I don’t run ads on my site. I don’t even blog to win awards. I blog because it pleases me to see my ideas spread. I like it when I see people talking about one of my ideas–... [Read More]

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« But it's only a commodity... | Main | Did you believe? »