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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

An instant bestseller, the book that brings all of Seth's ideas together.

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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

The classic Named "Best Business Book" by Fortune.

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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

Purple Cow

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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

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

"Book of the year," a perennial bestseller about leading, connecting and creating movements.

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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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Member since 08/2003

« Henry Ford and the source of our fear | Main | Better? »

You're right!

You probably get feedback from customers. Sometimes you even get letters.

Occasionally (unfortunately), it’s negative.

Two weeks ago, I left my car at (an expensive) parking garage in midtown New York. When I got back four hours later, I discovered that they had left the engine running the entire time. That, combined with the $30 fee and the nasty attitude of the attendant led me to write a letter to the management company.

The response: it was my fault. When I dropped off the car, I should have taught the attendant how to turn off my Prius.

What’s the point of a letter like that? Why bother taking the time? It’s not even worth the stamp. Does the writer expect me to say, “Oh, great point! Sorry to have bothered you. I’m an idiot! In fact, I'm so stupid, I'll go out of my way to park there again next time...”

It’s pretty simple. The only productive response to a critical letter or piece of a feedback from a customer is, “You’re right...”

You’re right, I can see that you are annoyed.
You’re right, that is frustrating.
You’re right, with the expectations you had, it’s totally understandable to feel the way you do.
You’re right, and we’re really sorry that you feel that way.

Every one of these statements is true, each one is something you are willing to put into writing. It validates the writer, thanks them for sharing the frustration and gives you a foundation for an actual dialogue.

But isn’t this pandering? I don’t think so. The writer is right. They are frustrated. His opinion is his opinion, and if you don’t value it, you’re shutting down something useful.

How about, ‘you’re right, it’s reasonable to expect that we would have turned off your Prius. We’ll post a note for all our attendants so they pay better attention in the future.’ A note like this makes the customer happy and it makes your garage work better.

Someone wrote to me last week, complaining that the handwritten inscription in a book I had signed for his colleague wasn’t warm enough. I responded that he was right to be frustrated, and that if his expectations had been so high, I should either have lowered them or exceeded them. Of course he was right... with expectations like that, it’s not surprising that he was disappointed.

Arguing with a customer who takes the time to write to you does two things: it keeps them from ever writing again and it costs you (at least) one customer. Perhaps that’s your goal. Just take a moment before you launch an unhappy former customer into the world.

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« Henry Ford and the source of our fear | Main | Better? »