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altmba

SETH'S BOOKS

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

alt.mba

altMBA

An intensive, 4-week online workshop designed to accelerate leaders to become change agents for the future. Designed by Seth Godin, for you.

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all.marketers.tell.stories

All Marketers Tell Stories

Seth's most important book about the art of marketing

ONLINE:

IN STORES:

free.prize.inside

Free Prize Inside

The practical sequel to Purple Cow

ONLINE:

IN STORES:

linchpin

Linchpin

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

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IN STORES:

meatball.sundae

Meatball Sundae

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

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IN STORES:

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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IN STORES:

purple.cow

Purple Cow

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

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IN STORES:

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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IN STORES:

the.big.moo

The Big Moo

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

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IN STORES:

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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IN STORES:

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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IN STORES:

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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THE DIP BLOG by Seth Godin




All Marketers Are Liars Blog




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Member since 08/2003

« Be sure to check out page 120 | Main | Careful what you have for breakfast »

Full

I've been thinking about frequency.
I've been thinking about frequency.
I've been thinking about frequency.

Clearly, you didn't need the repetition in order to get the point of that first sentence. In fact, the repetition probably made it less likely you read it.

So why does frequency work so well in marketing? Why did candidates spend more than two billion dollars on the last election... that's about $10 a voter. Clearly, the information could have been transmitted a lot more cheaply than that.

Marblejarm_1 It starts with the fact that ten percent (!) of voters polled acknowledged that they decided who to vote for on the day they voted. Wow. Why wait that long? Surely the voter had some sort of inkling long before that.

I think people are full. They have too much to do, too much on their plates, no room for new ideas, new tasks and new challenges (or at least they think they're full). So when all those ads are hurled at them, they ignore them. They ignore them because they can, and because they don't perceive that they have a problem that the ad will help them solve.

And then suddenly, election day arrives (or you run out of flour or need to hire a consultant or fly on a plane to Singapore or whatever). And now you have a problem. You don't know how to choose. So you let some ideas in. You're momentarily unfull, and then, when you're full again, you go back to ignoring the world.

But who do you let in? Which ideas get a shot?

You've probably guessed already. It's the ideas that were in line, patiently waiting. The ideas that earned their place in line because of those ads you say you ignored. You don't consciously remember them, of course, but they were there all along, laying the groundwork, just waiting until you were unfull.

So, all marketing analyses that ignore time are wrong. There's a big difference between a message that arrives when I'm full and when I'm unfull. And there is a big difference between a first impression and tenth one. Even if I can't remember the first nine.

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Listed below are links to weblogs that reference Full:

» Where Do We Go From Here? from Solutions to Grow Your Business
It's the day after the election, and few took my advice to not vote. Record turnouts must mean that Americans did their homework and went to the polls armed with information and opinions. Way to go! As of 9 a.m. Wednesday, Democrats gained a majority i... [Read More]

» Frequency & Sales Leads from TopLeadGenerators
Interesting post by Seth Godin on frequency, and the importance of it in our daily lives when it comes to remembering advertising messages. Frequency counts, that's the bottom line. Seth used the example of Tuesday's elections in his recent... [Read More]

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What is more interesting in elections is the timing of a campaign. Seth is absolutely right to point to the importance of groundwork, but no amount of groundwork can prevent your candidate from peaking too soon. [Read More]

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» How Much is Enough? - Full from Lumpy's Corner
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» Email marketing delivers best ROI - do you buy that? from Emergence Marketing
According to a new study by the Direct Marketing Association, and as reported in DIRECT, email marketing delivers the highest ROI of all media available to marketers. Having just finished reading a pre-release version of WOMMA president Andy Sernovitz'... [Read More]

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Seth Godin talks about the importance of repetition in marketing in order to get the timing right. In his blog he writes about the US election campaigns spending more then 2bn dollars ($10 per voter) on getting their message across. Substantial cash th... [Read More]

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« Be sure to check out page 120 | Main | Careful what you have for breakfast »