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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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IN STORES:

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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THE DIP BLOG by Seth Godin




All Marketers Are Liars Blog




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« Bobcasting (and Google Reader) | Main | The marine iguana »

Benefit of the doubt

You've probably seen it. The customer who's just waiting for you to screw up. The tour passenger who is itching for one thing to go wrong, the legal client who has a whole list of complaints just waiting for the first bill that comes in higher than it should, the boss who hovers, glee in his eye as you work to make a deadline.

In fact, if you're human, it's probably been you once or twice.

As a marketer, one of the most beneficial things you can do is get people to give you the benefit of the doubt before you start delivering a service or a product. Here are five brainstorms to get you started:

  • Be the underdog. Nextel or AT&T? Nextel often got the benefit of the doubt.
  • Underpromise.
  • Build up expectations of difficulty. Magicians are really good at this. If people think what you're doing is really difficult, they root for you.
  • Underhype. If others are building you up day after day, it's easy to root against you. The Germans have a word for everything and they have a word for this: schadenfreude.
  • Call them on it. If you think people are being perfectionists and not giving you a chance, ask for one. It's easier to ask for a chance to excel than it is to ask forgiveness if you fail.

My favorite way to get a chance is to give one. Organizations that are a little more flexible with their customers (and grateful to them) often get a lot more flexibility in return.

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« Bobcasting (and Google Reader) | Main | The marine iguana »