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WWW SETH'S BLOG

SETH'S BOOKS

Seth Godin has written 12 bestsellers that have been translated into 33 languages

The complete list of online retailers

Bonus stuff!

or click on a title below to see the list

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

ONLINE:

IN STORES:

linchpin

Linchpin

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

ONLINE:

IN STORES:

meatball.sundae

Meatball Sundae

Why the internet works (and doesn't) for your business. And vice versa.

ONLINE:

IN STORES:

permission.marketing

Permission Marketing

The classic Named "Best Business Book" by Fortune.

ONLINE:

IN STORES:

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.

ONLINE:

IN STORES:

purple.cow

Purple Cow

The worldwide bestseller. Essential reading about remarkable products and services.

ONLINE:

IN STORES:

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.

ONLINE:

IN STORES:

survival.is.not.enough

Survival is Not Enough

Seth's worst seller and personal favorite. Change. How it works (and doesn't).

ONLINE:

IN STORES:

the.big.moo

The Big Moo

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

ONLINE:

IN STORES:

the.big.red.fez

The Big Red Fez

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

ONLINE:

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.

ONLINE:

IN STORES:

the.icarus.deception

The Icarus Deception

Seth's most personal book, a look at the end of the industrial economy and what happens next.

ONLINE:

IN STORES:

tribes

Tribes

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

ONLINE:

IN STORES:

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.

ONLINE:

IN STORES:

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.

ONLINE:

IN STORES:

we.are.all.weird

We Are All Weird

The end of mass and how you can succeed by delighting a niche.

ONLINE:

IN STORES:

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.

ONLINE:

IN STORES:


THE DIP BLOG by Seth Godin




All Marketers Are Liars Blog




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Start with a classified

Shortlong Copy gets in the way.

Actually, thinking about copy gets in the way. You start writing and then you patch and layer and write and dissemble and defend and write and the next thing you know, you've killed it.

So, try this instead:

Write a classified ad. What's the offer? What do you want me to do? You're paying by the word!

"Lose weight now. Join our gym."

Six words. Promise and offer.

Now, you can make it longer. Of course, if your gym is on the space station and it's the only gym around, and if the people reading your ad are looking at the bulletin board and seeking out what they want, then your ad is now long enough.

But most of the time, in most settings, a little longer is better. So, add a few words or even a sentence. Is it better? More effective? Gently and carefully add words until it's as effective as possible, but as short as possible.

Perhaps you want to make your promise more vivid, or more clear. Perhaps you need a testimonial or two to back up your promise. Perhaps your call to action needs to be more urgent... You can play with all of that, keeping in mind the original classified, keeping in mind that you're still paying by the word (because attention is expensive).

And yes, this applies to articles in the newspaper, to blog posts, to how-to books and to direct marketing letters. It applies to the emails you send and the copy on your website too.

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Listed below are links to weblogs that reference Start with a classified:

» Advertising from Mine Your Own Business
Read this. It's good. [Read More]

» Paying by the word from Revenue Zen
Check out the post at Seth's Blog; Start with a classified. Very simply put commentary about writing copy. Force yourself to get across your message like you're paying by the word. Pretty useful advice no matter what you're writing. [Read More]

» Getting to the essence from Measuring Up
"If I'd had more time, I'd have written a short letter." - the classic quote that's been attributed to Mark Twain, T.S. Eliot, Blaise Pascal, George S. Kaufman, and many others continues to be applicable, no matter who said it first. [Read More]

» Bid Management 101 from Spaces on the Wall
BID MANAGEMENT SOFTWARE IS SEEN by many, at least at first sight, as the solution to all of their paid search management issues. As your paid search activities with Adwords, Yahoo Search and others increase, it is common to run into management issu... [Read More]

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