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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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THE DIP BLOG by Seth Godin




All Marketers Are Liars Blog




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« Learning from flirting | Main | What does Santa look like? »

Frequency, Frequency, Frequency and the paradox of the Net

The #1 contributor to success in advertising, without any question whatsoever, is frequency. "Repeat yourself until everyone is annoyed but your accountant," says my friend Jay Levinson.

Most of the time, creative entrepreneurs lose interest long before their marketing message loses its power.

The challenge online is this: smart people are bored by frequency. The people you're trying hardest to reach won't sit still for repetitive messages. I used to read a certain blog religiously, but after the 300th irrelevant post about his new book, I had to flee. I haven't been back since.

So this is the dilemma. If the most powerful asset online is permission, the privilege of delivering anticipated, personal and relevant messages to the people who want to get them... and the most powerful tool of advertising is repetition and frequency, which the majority of prospects cringe at (but which works) what to do?

I think there are two strategies that are shaping up online.

The first: burn your permission. Every time you have something to sell, either buy enough ads on popular sites to achieve frequency, or just burn out your core base by repeating your message over and over again. At least you'll make enough money to be able to rebuild your audience later.

The second: go easy on the frequency and embrace your audience. Give them what they want (interesting, new stuff) instead of what you need (frequency). Play for the long run.

I don't think there's a right or a wrong. But I do think actions have consequences, and you should be aware of them when you make your choice.

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Listed below are links to weblogs that reference Frequency, Frequency, Frequency and the paradox of the Net:

» Constant contact or perpetual pester from Writing for Business
Seth Godin hit the nail on the head as far as Im concerned. Repetition drives me nuts. I turn off.  I recently signed up to be reminded of a business networking group. They send me so many reminders that I get the feeling I... [Read More]

» What They Want Not What You Need - Recruiting Passive Talent from Bearing Fruit Consulting
I have mentioned Seth Godin many times in presentations, training and past writings. His book Purple Cow cemented many of my long held beliefs about relationships and viral recruiting but also shook me to the core of my recruiting being, [Read More]

» Частота, частота, частота и парадокс Интернета from Как продать
Я думаю, что в сети формируются две стратегии. Первая: устранить добровольность. ... [Read More]

« Learning from flirting | Main | What does Santa look like? »