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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

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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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THE DIP BLOG by Seth Godin




All Marketers Are Liars Blog




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Marketing to the majority

I_am_a_man Most marketing is focused on the biggest portion of the market, because most marketers believe that if you fill the biggest need, or market to the largest mass, the upsides are greater.

Today, in the US, it's a holiday to honor Dr. Martin Luther King, Jr. Unlike most American holidays that are just rituals, not rememberances (how much time do you spend thinking about Christopher Columbus?...), this holiday is fresh enough that it's worth thinking about what it means.

Here's a crux of the matter, at least from a marketing (not moral) standpoint: if you recognize a minority group, if you treat them not as an other but as a peer, and if you solve their problem, they will notice you, do business with you and remember you.

Not "minority" in the racial sense, necessarily, but in terms of any group that feels overlooked, or disrespected, or underserved.

I live less than a mile from the home of the first black millionaire in America. Madame CJ Walker practically  invented the idea of franchising... by creating a chain of beauty salons for black women at a time when no one else could be bothered.

PRESS BRIEFING BY LARRY SPEAKES (Press Secretary for Ronald Reagan)

October 15, 1982

The Briefing Room

12:45pm EDT

Q: Larry, does the President have any reaction to the announcement ≠ the
Centers for Disease Control in Atlanta, that AIDS is now an epidemic and
have over 600 cases?

MR. SPEAKES: What's AIDS?

Q: Over a third of them have died. It's known as "gay plague."
(Laughter.) No, it is. I mean it's a pretty serious thing that one in
every three people that get this have died. And I wondered if the
President is aware of it?

MR. SPEAKES: I don't have it. Do you? (Laughter.)


Before deciding that a market (left-handed people, Mac users, people who speak Spanish) isn't worth the effort, it might be worth a moment's reflection. Sometimes, a purple cow is just purple because it's best at serving a nascent market. And it doesn't matter if you're marketing a political campaign, a non-profit or a soap.

I feel a little trivial talking about soap and computers in the same post that I mention civil rights and AIDS. But they're all branches on one tree. It's very easy to get caught up in rationalizing on behalf of the majority--but it's not always smart, and not always fair and not always right.

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» MLK Day: PR and Marketing Pioneers from Communication Overtones
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