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All Marketers Tell Stories

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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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Purple Cow

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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

All for charity. Includes original work from Malcolm Gladwell, Tom Peters and Promise Phelon.

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The Big Red Fez

Top 5 Amazon ebestseller for a year. All about web sites that work.

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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

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Unleashing the Ideavirus

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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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« Advice for real estate agents (quit now!) | Main | The Boss »

Marketing in a recession

When times are good, buying things is a sport. It's a reward. The story we tell ourselves is that we deserve it, that we want it and why not?

When the mass psychology changes and times are seen as not so good, the story we tell ourselves changes as well. Now, we buy out of defense, to avoid trouble. Or we buy because something will never be as cheap again. Or we buy smaller items for the same sense of reward.

Of course, the two different extremes can lead you to buy the very same thing. It's not the thing so much as it's the story.

Starbucks was the indulgence of a confident person happy to blow $4 on a cup of coffee. Starbucks can become the small indulgence for the person who just traded down to a small rented apartment.

The challenge for marketers is to figure out how to change the story they are living so that their customers can change the story they tell themselves. What you make, where you make it, who makes it, how it's priced and sold and ... it all adds up to a perception. If you change these elements the story will change too.

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