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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

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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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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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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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« The web doesn't care | Main | How (not to) pick a company spokesman »

Are they ready to listen?

Most marketers forget to ask this critical question.

When I was pitching for investors in Yoyodyne (1994/1995) I met with many of the biggest VCs on the East Coast. Same company, same pitch, very different results.

In retrospect, the reason was simple, and it didn't have a lot to do with the way I presented our company. Firms that had funded Federal Express and insurance companies and patented chemical formulations weren't ready to hear about an Internet company in 1994. It didn't matter what I said, they had decided before I showed up. Fred Wilson and Jerry Colonna, on the other hand, had a different worldview. They were choosing to pay attention.

A few years before that, I had published a book about a political issue. An activist's handbook. I had 20,000 copies in my garage when I found out about a large march in Washington. I bought an outdoor booth and trucked the books down to DC. I stood on the Mall in my little booth and watched more than 250,000 people walk by in less than two hours. Every single one an activist. Every single one a demographically perfect match for my handbook. After 100,000 people had walked by and we'd sold only one book, I lowered the price from around $10 to $1 just to prove my point--that it wasn't the book and it wasn't the price, it was the ability of the audience to listen that mattered. This group, in this moment, was there to march, not to shop.

Most people, most of the time, steadfastly refuse to pay attention.

The tragic mistake of demographics and media planning is that they overlook the single most important issue: is the person you're talking to ready to listen?

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« The web doesn't care | Main | How (not to) pick a company spokesman »