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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

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

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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

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

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

Tribes

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

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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.

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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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All Marketers Are Liars Blog




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« Make something happen | Main | What's your theme song? »

Why do people look like their dogs?

ThreedogsIt's more than just a few silly pictures. It's a big insight that helps you understand why people (and businesses) buy what they buy.

They do it because it validates them.

Corporations prefer to buy from other organizations that make them feel safe and secure and important. That means a big bank has an advantage writing a loan to a company that thinks of itself as big. It means that a fashionable laptop is easier to sell to someone who sees herself as fashionable.

"Duh," you say.

Sure, it's obvious, but it's not easy. It's not easy because more often than not, marketers are busy marketing things that they would want to buy, not that their customers would prefer. Simple dog example: animal shelters are run by volunteers who hate the idea of dog shelters and having to kill strays. So that's the way they market. "Adopt this dog or it might get killed! It might happen Monday! Hurry!"

But dog buyers aren't always motivated that way. They like the idea of cute puppies and warm, comforting, fashionable environments. When the North Shore Animal League tells someone that this pupply is a "golden retreiver mix", they are breaking the typical shelter marketing mantra and instead telling that dog buyer exactly what they want to hear. And if it's true, it works.

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Listed below are links to weblogs that reference Why do people look like their dogs?:

» This has me worried... from Sales Blog | Cold Calling and Sales Blog
...because we want an English Mastiff: http://sethgodin.typepad.com/seths_blog/2006/10/why_do_people_l.html Seriously though, it explains a lot about the resistance I get from the cold-calling-brainwashed. They don't want change. They want to stick wit... [Read More]

» Knowing Why Consumers Buy from bizsolutionsplus
Marketers are supposed to know why consumers buy what they buy. And, I think, most do. It's to satisfy their wants, needs and desires. The number one job of business is to know what their target market's wants, needs and desires look like. And, again, ... [Read More]

» Here's Where You Belong, If ... from The Agitator
As usual, savvy marketer and blogger Seth Godin turns an old saw -- people look like their dogs -- into an important insight. His point in this case: people buy what they buy (including from whom) because it validates them.When you buy a Powerbook, a Harl [Read More]

» Here's Where You Belong, If ... from The Agitator
As usual, savvy marketer and blogger Seth Godin turns an old saw -- people look like their dogs -- into an important insight. His point in this case: people buy what they buy (including from whom) because it validates them.When you buy a Powerbook, a Harl [Read More]

» Work You Like from erniesblog
I very often bemoan the fact that too many (maybe most) creative decisions are too influenced by styles and aesthetics the agency finds appealing. Or, just as unproductive, styles the client (and by client I'm talking about an individual, or [Read More]

» People that look like their dows from PETalogues - a pet tales place.
LOL, I found this, Why do people look like their dogs? on Seth Godins blog. [Read More]

» Friday Fun: People Who Look Like Their Dogs from ALMResearchBlog
Seth Godin called our attention to the winners of the I Look Like My Dog Contest. As Seth opines, “This helps you understand why people (and businesses) buy what they buy. They do it because it validates them.” We were [Read More]

» Animals Dogs Small from Animals Dogs Small
The Boston Terrier breeder with a puppy Find Boston Terrier Breeders - Sirius Black, A dog of a [Read More]

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