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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

ONLINE:

IN STORES:

free.prize.inside

Free Prize Inside

The practical sequel to Purple Cow

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IN STORES:

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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IN STORES:

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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IN STORES:

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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« Thinking about Dustin Hoffman | Main | Sorting out »

May I have your attention please

or perhaps

MAY I HAVE YOUR ATTENTION PLEASE!

Of course, I can't have your attention. I could borrow it or earn it or if I use all caps, offend you and demand it.

The most precious commodity on a momentary basis is attention. Each moment occurs only once, and if a marketer just takes it, we're understandably annoyed. There is no refund window for misused attention...

Which leads to the idea of free. In case you've been living under a rock, Chris Anderson has just unveiled the outline of the key arguments in his brilliant new book about FREE.

This is well worth a read. I've written about free on this blog about 600 times, so I think it's a pretty important topic.

One reason is the cost side, which Chris writes about so eloquently, but another reason has to do with attention. If you want someone's attention, I'm afraid you're going to have to earn it. To pay for it. To do something that makes the person who just gave you this attention feel like a fair bargain was struck.

You can do that by creating a remarkable service or product. You can do it by paying them with cash. Or you can do it with free. Free undermines the typical human's proclivity to ignore every offer. Even if it's a penny, we'll ignore it. Free changes that. In other words, buying attention is a marketing expense, and one way to budget for that is to deduct it from the cost of your product. As Tim O'Reilly says, piracy is not the enemy, obscurity is.

The interesting thing about most products and services is that we won't buy them until we know what they are and what they do. And often the best and only way to do that is to use them. For some products (like music) using them once and owning them are very close to the same thing. Hence, free. You can view that as a problem or you can see it as an opportunity. Up to you.

Marketing is not advertising, not any more. It is often found in the way you make something, talk about it and yes, price it.

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Listed below are links to weblogs that reference May I have your attention please:

» Does Free Really HaveValue? from SmoothSpan Blog
Giving things away on the Internet for free and figuring out how to make money later has been a time-honored tradition.  The wisdom of it is chiseled in granite, and those who would dispute it are the heretics of our day.  Yet, I am vaguely uncomfort... [Read More]

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» Bits for March 3, 2008 from Dave Burke Everyday Blog
Cost advantage for India developers 1:3? Wow, thats not so much compared to it used to being 1:6 [Read More]

» Попрошу вашего внимания! from Как продать
Маркетинг - это не реклама, уже не реклама. Маркетинг часто кроется в том, как вы производите товар, как вы говорите о нем и да, как вы назнач... [Read More]

« Thinking about Dustin Hoffman | Main | Sorting out »