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

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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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The Big Red Fez

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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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Unleashing the Ideavirus

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V Is For Vulnerable

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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?

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All Marketers Are Liars Blog




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Q: What do you think of my brochure

A: The thing you must remember about just about every corporate or organizational brochure is this:
People won't read it.

I didn't say it wasn't important. I just said it wasn't going to get read.

People will consider its heft. They might glance at the photos. They will certainly notice the layout. And, if you're lucky, they'll read a few captions or testimonials.

At its best, a brochure is begging for someone to judge you. It says, "assume that because we could hire really good printers and photographers and designers and writers, we are talented [surgeons, real estate developers, whatever]" And more often than not, people do just that.

At its worst, a brochure solves a prospect's problem (the problem of: what should I do about this opportunity?) by giving them an easy way to say "no." "No," she thinks, "I don't need to talk with you... I've reviewed the brochure."

So, the strategies of your brochure might be:

  • overinvest in paper and design. Spend twice or even ten times more than you planned. If you can't afford to do that, don't have a brochure. Especially if your competition does.
  • use less copy. Half as much.
  • use testimonials. With photos. Short captions. It's hard to have too many of the good ones.
  • make it funny enough or interesting enough or, hey, remarkable enough that people will want to show it to their friends.
  • show, don't tell. Don't say you have a tranquil setting... I won't believe you.
  • and most important, make sure you leave several obvious things out... so that people need to talk to you.

first in a possible series of Q&A. Send along a question... no promises, though!

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Listed below are links to weblogs that reference Q: What do you think of my brochure:

» What do you think of my brochure? from WebMetricsGuru
This is really an interesting post from Seth Godin because there are so many brochures I throw out. Every time I go to SES, or Webmasterworld or some media show I collect brochures - and they sit in my closet... [Read More]

» IRONIC from Forrest Rees Creative
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» Your Brochure Problem from LandingTheDeal
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» Your Brochure Is a Potential Sales Lead? Yeah, Right. from TopLeadGenerators
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» Seth Godin Blogs About Brochures from Rick Cooper, The PDA Pro
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