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All Marketers Tell Stories

Seth's most important book about the art of marketing

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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

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

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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

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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

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

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Tribes

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

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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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« Last chance for September 6 seminar | Main | Bobcasting (and Google Reader) »

The promiscuity paradox

Marketers of all stripes are discovering that acquiring a reputation and permission to market to people isn't as expandable as they might hope.

A PR firm, for example, might have some terrific clients. These clients give them credibility to talk to the media. Over time, the firm gains a reputation with bloggers and other media outlets. Emails get answered, press releases get read. The clients get ink, new clients show up.

The temptation is to grow the business. To take on new clients. To do the PR magic for an ever larger group of people.

Here's the problem: the people who most want to be your clients are the people you should least want to represent. As you promote the unpromotable, the permission you have to talk to the media doesn't go up, it goes down. Better to be the agency that only represents bestselling authors than to be the biggest agency.

In the long run, the pickier you are, the better you do. Same thing goes for online merchants, brokers, church groups and just about anyone else who markets with permission.

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Listed below are links to weblogs that reference The promiscuity paradox:

» Martini Musing - Picky is Good from Mary's Blog
And here we are at another Friday when I go off the biz grid and write about life, the pursuit of happiness, whateversomething for you to ponder (or not) at Happy Hour this evening. Seth Godins post, The Promiscuity Paradox got me to thi... [Read More]

» Are you the new new, or another band doing covers / Seth Godin's 'promiscuity paradox' from By Will McInnes
At the start of this calendar year we decided at Nixon McInnes that our future and our growth would come in interestingness of work and therefore our enjoyment of each project or service, in the impact of the work we [Read More]

» Choose your customers from Master the Business
As business owners and leaders, we want to make all the money we can. It is not a surprise to hear a sales manager say we want new business at any cost. We have to be careful that the cost doesnt negatively affect our brand. We dont want ... [Read More]

» Segmentation from ReadyTalk Blog
Seth Godin points us to what he calls the the promiscuity paradox. His post highlights the importance of segmentation. When trying to sell or promote anything, the more finely tuned your target audience is; the more successful you will be... [Read More]

» The clients you deserve from Right-Half Chow
Discussions on the 'why' of clients arise every now and then but I think the frequency of said discussions has risen within our agency lately. And I'm talking about clients and prospects alike. Seth's post on The Promiscuity Paradox got [Read More]

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