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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

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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IN STORES:

meatball.sundae

Meatball Sundae

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

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IN STORES:

permission.marketing

Permission Marketing

The classic Named "Best Business Book" by Fortune.

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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.

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purple.cow

Purple Cow

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

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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.

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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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IN STORES:

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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« How to organize the room | Main | Bravery and Wall-e »

The magic of low-hanging fruit

Imagine that half the cars in the US get 10 miles per gallon. And half get 40 miles per gallon. Further stipulate that all cars are driven the same number of miles per year.

Now, you get one wish. You can give every low-mileage car a new set of spark plugs that will increase fuel efficiency by 5 mpg, up to 15. Or you can replace every 40 mpg car with a car that gets 75 mpg, an increase of 35 miles for every gallon driven.

Which is better?

It turns out that the 5 mpg increase is far better for overall mileage than the 35 mpg increase, even though it's smaller both as a percentage and absolutely. That's because the 10 mpg hogs use up so much gas. They're the low-hanging fruit, not just easy to fix, but worth fixing.

As marketers, we're tempted to tweak the already tweaked, to turn the 100 to 101, to optimize for the peak performances. That long tail is very long, though, and if there's a way you can raise the floor (instead of just focusing on the ceiling) you may be surprised to discover that it can have a huge impact.

Simple example: It's way more profitable to encourage each of your existing customers to spend $3 than it is to get a stranger to spend $300. It's also more effective to get the 80% of your customer service people that are average to be a little better than it is to get the amazing ones to be better still.

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» The Low-Hanging Fruit for Presenters from The YouBlog
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» Renewal increases from Property Management
Seth Godin writes about a subject near and dear to all of our hearts. That is the cadre of folks out there that believe it is cheaper to keep a customer than it is to try to find a new one. Read it here and tell me what you think. [Read More]

» Got 5 Minutes? Here Are Five Quotes from CustomersAreAlways
Here are some tidbits of wisdom that Ive come across during my readings today... People like and like to do business with those they trust and those who have integrity. --Lewis Green from his post, Putting People First is Good... [Read More]

» 5 Web 2.0 Services I'd Like to See (and I'd actually pay for) from seedWatcher
Some more thinking about Fred Wilson's musings that he's Bored with Web 2.0. While I certainly get excited when I find a new tool or site that becomes part of my web ecosystem, there's sadly a glut of tools that [Read More]

» "The Magic of Low-Hanging Fruit" from Accountants Round Up
By Seth Godin: Imagine that half the cars in the US get 10 miles per gallon. And half get 40 miles per gallon. Further stipulate that all cars are driven the same number of miles per year. Now, you get [Read More]

» Twitter as a Customer Service Tool from Jon Dale
Those of you who are following me on Twitter know that I recently witnessed an unfortunate interaction between an employee at my local Guitar Center store and another customer. As I left the store I posted the following on Twitter [Read More]

» For Great ROI, Sell More to Existing Customers from Planning, Startups, Stories
That -- the title to this post -- might seem obvious, but we forget so easily, as we struggle to grow the business, and especially as we contemplate an economic downturn (freefall?). The best ROI is selling more per customer [Read More]

« How to organize the room | Main | Bravery and Wall-e »