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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


All Marketers Tell Stories

Seth's most important book about the art of marketing




Free Prize Inside

The practical sequel to Purple Cow





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




Meatball Sundae

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



Permission Marketing

The classic Named "Best Business Book" by Fortune.



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.




Purple Cow

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



Small is the New Big

A long book filled with short pieces from Fast Company and the blog. Guaranteed to make you think.



Survival is Not Enough

Seth's worst seller and personal favorite. Change. How it works (and doesn't).




The Big Moo

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



The Big Red Fez

Top 5 Amazon ebestseller for a year. All about web sites that work.




The Dip

A short book about quitting and being the best in the world. It's about life, not just marketing.




The Icarus Deception

Seth's most personal book, a look at the end of the industrial economy and what happens next.





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




Unleashing the Ideavirus

More than 3,000,000 copies downloaded, perhaps the most important book to read about creating ideas that spread.



V Is For Vulnerable

A short, illustrated, kids-like book that takes the last chapter of Icarus and turns it into something worth sharing.




We Are All Weird

The end of mass and how you can succeed by delighting a niche.



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.



THE DIP BLOG by Seth Godin

All Marketers Are Liars Blog

Blog powered by TypePad
Member since 08/2003

« April 2007 | Main | June 2007 »


So, how to overcome those that have a reflex to say no?

One way is to flood the zone with people who are likely to say yes.

Unless you're selling to just about everyone in the world, this is far easier than trying to persuade the nay sayers.

My school realizes this. They hold the spring concert the same night at the budget vote. 200 parents at a concert are only a few steps away from the voting booth in the gym. Starbucks realizes the same thing when they put their stores directly in the path of yuppies who like spending $4 for a cup of coffee. You don't find many Starbucks at bus stations.

Instead of focusing on arguing with people who say no, it might be easier to get near the people who like to say yes.

iTunes version

If you bought The Dip from iTunes and are having trouble making it play on your iPod, please drop me a line. Put "iPod" in the subject line. Apple is working to fix a glitch, and I'll email you when I'm alerted that it's been fixed. If you've been thinking of buying the audio version with the intent of playing it on your iPod, please wait a bit. Thanks. And I apologize for the hassle.

[UPDATE: this has been fixed, I'm told! If you didn't get a refund, please email Apple directly and insist. And judging from the mail I've gotten, it should be safe to try again. Thanks for your patience.]


They just announced the results from the vote on the school board budget in my little town.

As usual, several hundred people voted no. In fact, every year approximately the same number of people vote no. The budget passed, it almost always does, but the naysayers get their say.

Here's the interesting part. Also on the ballot was a New York State grant. This would permit the town to use State money (a grant, not a loan) to improve a building. More than 200 people voted no. Even the most selfish person who analyzed this measure would see that there was no downside, selfish or otherwise, to the town. Yet hundreds voted no.

When no becomes a habit, it's very hard to break.

The Troll Whisperer

This is a fantastic essay by Cory Doctorow. I wish it were three paragraphs longer, but it lays out a thoughtful analysis of the flame/idiot/troll phenomenon.

My take: you can't (and shouldn't) treat all customers the same. It's not clear to me that you can always change the attitude of an angry person. But you can avoid bringing down everyone around them.

How to be a great receptionist

Being a pretty good receptionist is easy. You're basically a low-tech security guard in nice clothes. Sit at the desk and make sure that visitors don't steal the furniture or go behind the magic door unescorted.

But what if you wanted to be a great receptionist?

I'd start with understanding that in addition to keeping unescorted guests away from the magic door, a receptionist can have a huge impact on the marketing of an organization. If someone is visiting your office, they've come for a reason. To sell something, to buy something, to interview or be interviewed. No matter what, there's some sort of negotiation involved. If the receptionist can change the mindset of the guest, good things happen (or, if it goes poorly, bad things).

Think the job acceptance rate goes up if the first impression is a memorable one? Think the tax auditor might be a little more friendly if her greeting was cheerful?

So, a great receptionist starts by acting like Vice President, Reception. I'd argue for a small budget to be spent on a bowl of M&Ms or the occasional Heath Bar for a grumpy visitor. If you wanted to be really amazing, how about baking a batch of cookies every few days? I'd ask the entire organization for updates as to who is coming in each day... "Welcome Mr. Mitchell. How was your flight in from Tucson?"

Is there a TV in reception? Why not hook up some old Three Stooges DVDs?

Why do I need to ask where to find the men's room? Perhaps you could have a little sign.

And in the downtime between visitors, what a great chance to surf the web for recent positive news about your company. You can print it out in a little binder that I can read while I'm waiting. Or consider the idea of creating a collage of local organizations your fellow employees have helped with their volunteer work.

One amazing receptionist I met specialized in giving sotto voce commentary on the person you were going to meet. She'd tell you inside dope that would make you feel prepared before you walked in. "Did you know that Don had a new grandchild enter the family last week? She's adorable. Her name is Betty."

In addition to greeting guests, internal marketing can be a focus as well. Every single employee who passes your desk on the way in can learn something about a fellow worker--if you're willing to spend the time to do it, they'll spend the time to read it.

Either that, or you could just work on being grumpy and barking, "name and ID please."

Trusted Ears

Do you ever ask for advice? Do you try out your new ideas on people before they are seen by the public? Probably.

My experience is that the world is divided into several groups when it comes to critiques:

One group likes everything. Tell someone an idea and she'll love it. This could be because she has such esteem for you, or it could be because it's easier than being critical.

Another group hates everything. These folks have discovered that if you are harshly critical early on in a process, it means you won't be responsible for failure of the idea later.

A third group eggs you on. These are the people who push you to make it sharper, more remarkable and, yes, riskier.

The last group pushes you to tone it down. To go ahead, but carefully. To round off the edges.

Yes, there are people who are able to jump from group to group, who have unpredictable insights. I know one person who is unpredictable... except for the fact that she is always 100% wrong about my ideas (if she likes it, we've got trouble).

The interesting thing is that you get a choice. The choice of who to ask.

So, who are you asking?

The Copyblogger Contest

If you've been following along, you can see that I'm more than a little obsessed with landing pages and the offers/links that get people there. We've finally decided to put some money where my mouth is.

Check out this contest. If nothing else, it'll get your boss to focus.

[PS while you're over there, this is a great riff].

No exceptions

Leaving aside the obvious contradiction of strategy (laptop users are more likely to buy books and less likely to steal stuff, so why not let them in the store and offer them a mesh bag to carry about), this sign highlights one of the silliest (and common) policy rules: no exceptions.

No exceptions? Really?

If I gave you a million dollars could you make an exception?

And on top of the unreality of the idea, consider the message it sends to the consumer. "We're so busy and so centralized and so hierarchical that you shouldn't even bother to discuss this with our staff." Or, the short version, "go away."

Why not try a sign that says,

To keep costs down, we require anyone carrying a bag bigger than this square to check it. Our check area is run by Ralph, who is kind and honest, but I hope you can understand that we can't be responsible for any items you might want to check. If this is a problem for you, consider asking for one of our mesh bags, which can safely tote your laptop or camera. Thanks for shopping at the Strand... we're really glad you're here.

If making a sign gets you all stressed out, let someone else do it for you.

Learning from bananas

It turns out that it's a lot easier to peel a banana if you start from the 'wrong' end.

You don't even have to use your teeth.

Here's the thing: I know this. I've tried it. It's true.

I still peel a banana the hard way. It feels like the right thing to do.

Selling change is much harder than you think.

The Dip is now on iTunes

Go to the iTunes store, hit audiobooks. $7.95 for the unabridged edition. Thanks for listening. (Here's the link. Thanks, Eric.)

[I'm told that for some reason I don't understand, this doesn't run on some older versions of the iPod. If you're in that situation, please don't buy from the iTunes store until they've fixed the problem. In the meantime, the CD is at B&N for $5. I apologize for the hassle.]

« April 2007 | Main | June 2007 »