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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

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

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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

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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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Small is the New Big

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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

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The Big Red Fez

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The Dip

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Tribes

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v.is.for.vulnerable

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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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« Lying to your customers | Main | The Scarcity Shortage »

Marketing = mass psychology

All real estate brokers working today have thrived in an environment in which the price of a house increased on a regular basis for fifty years. Fifty years. Of course, it's not just home sellers, it's us, too. Consumers have built their financial lives around this shared belief.

I've spent the last few years fretting about what just happened: Your home as a piggy bank? Not anymore.

The shared belief about real estate might be in danger. The facts changed this month for the first time. The question that those that market real estate have to answer is this: will people treat a bounce in real estate the way that they think about a drop in the stock market (a chance to profit) or will it lead to a long-term reevaluation of what it means to own a house?

It's interesting to note that insurance on a Ferrari isn't as expensive as you think. That's because fixing a million dollar Ferrari doesn't cost nearly a million dollars. It's the serial number that you're buying--the right to sell that car later for a profit.

If the "serial number profit motive" disappears from residential real estate, what happens? I think it could be bigger (and worse) than most people imagine. If the marketers in the real estate world understand the challenge they face, they may very well be able to market their (our) way out of it. They're out of practice, though.

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» Real Estate Mass Psychology - Seth Godin from WebMetricsGuru
Seth Godin read the same New York Times article yesterday that I did (though it was syndicated to a different newspaper - the content is the same - Your home as a piggy bank? Not anymore) and came up with... [Read More]

« Lying to your customers | Main | The Scarcity Shortage »