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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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« Worst powerpoint slide ever used by a CEO | Main | Hoteling---Starbucks without the riffraff... »

Welcome to offer world

Bobray_copy Do a google search for Bob Ray, and you'll end up with this page as the first match. This is as it should be. If you already know you want to buy some Bob and Ray recordings, you're motivated enough to poke around and find what you want.

What makes something a good page for the motivated searcher doesn't necessarily translate into a page that can pay for itself with offers.

Do a search on 'comedy' and if you're in the right part of the world, you might encounter the ad on the left (in a black box) for an Andrew Dice Clay concert that's taking place in New Jersey. The organization running this ad is hoping that a big enough percentage of those clicking on it will convert so they can run the ad more often.

The problem with this offer is that it is slapped on top of a page that was never intended to convert someone who had responded to an offer. The page it links to looks like this.

So, what happens when an advertiser runs an offer and connects to a page like this? They blame the offer. They blame the medium. They complain that it just doesn't work for them.

Of course it doesn't work!

Not because of the offer but because of the page the offer connected to. And even if the page was perfectly formatted, it's unlikely it would work. Why? Because it's unlikely that you're going to be able to turn someone from a stranger (pre-offer) into a loyal customer with a single page.

Smart internet marketers have learned that it's a step by step process, not an event.

Instead of this:
offer ---> sale

it works like this:
offer---> sample ---> permission ---> learning ---> sample ---> sale ---> subscription.

If you can't embrace this, I think you need to walk away from the medium entirely. On the other hand, this is the engine that is capable of growing businesses in a predictable, straightforward way.

I call it an 'offer culture.' The same way Lillian Vernon and LL Bean developed a direct mail culture, some organizations are developing an offer culture. They search out new places to run their offers, test them quickly, adjust their landing pages, experiment with how many steps they need between first contact and closed sale... these organizations really understand the value of a long-term customer, because they've earned them.

In working with the early advertisers in Squidoo offers, there has been a clear dichotomy between marketers and those making offers. The same thing is obviously true among regular Google adwords buyers. Are you on the bus?

[Chad points us to this article from five years ago...]

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Listed below are links to weblogs that reference Welcome to offer world:

» Developing Strangers into Customers from Strategy Central
Is your business geared towards today's realities? Maybe I need to debug a couple things. First of all, we ALL are in a business of some kind. It may not be for-profit. You may not think of it as a [Read More]

» Ofertar NO ES VENDER from ventasEnInternet.com
Si, yo sé que las mayúsculas es como gritar. El maestro lo dijo claramente: En las ventas en línea, el camino no es oferta > venta Sino: oferta> muestra > permiso > enseñanza > muestra > venta > sub... [Read More]

« Worst powerpoint slide ever used by a CEO | Main | Hoteling---Starbucks without the riffraff... »