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SETH'S BOOKS

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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« ...and your clicks for free (the new ebook) | Main | The joy of the commons »

Your ads are not for you

Here's the puzzling math of advertising, offline and on:

  • Everybody doesn't read, remember or click on your ads.
  • Nobody isn't the right answer either.

In other words, you don't get 100% attention when you buy an ad. In fact, you don't get 50% attention or even 1%. If you're very very good and very lucky, it might be .1% but it's more likely to be one in 10,000. Which is exactly the right number, it turns out, to make advertising work. Any lower and you couldn't afford it, any higher and everyone would need a warehouse, not a house, to store all the stuff they bought.

This is no accident, of course. We look at ads when we need to. Then we stop.

The real question is this: who's likely to look at your ads? Because that's who you're advertising to.

This is especially important online, because an unclicked text ad is truly invisible, with very little subliminal value. One surprising view is that  the typical clicker is female, lower-than-typical income, interested in sweepstakes and coupons. Not that surprising, actually, since if your 'need' is for that sort of content, you're going to click often, and forever. People who click on ads for class action lawyers or kitchen renovation stop doing so once their project is complete. So they're outnumbered.

Anyway, stop advertising to yourself. You're already sold. You're not the target market.

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Listed below are links to weblogs that reference Your ads are not for you:

» 99.85% are too busy to visit your site. from
Reading a post titled Your ads are not for you on Seth Godins blog, I really enjoyed his take on the puzzling math of advertising.   Picking up on his discussion I thought we could apply the math to the automotive industry.  For example, in... [Read More]

» You Are Not The Target of Your Radio Commercials from Direct Response Radio Advertising Blog
We've been reminding clients of this for many years. It's important to remember this when you are evaluating the radio ads your agency creates for your campaign. You are not the target, so listening to your ads through the lens... [Read More]

» Contextual Web Ads Exploit Weak, Poor, Desperate, and Stupid People from Zygos Community Links
As an advertiser and a publisher I have ad CTR data spanning hundreds of millions of impressions and about a million ad clicks across a wide array of verticals. One of my early opinions on contextual ads and search ads was that people are far more likely [Read More]

» Ваша реклама не для вас from Как продать
Настоящий вопрос таков: кто, скорее всего, будет обращать внимание на вашу рекламу? Потому что этим людям вы и рекламируете. ... [Read More]

« ...and your clicks for free (the new ebook) | Main | The joy of the commons »