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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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Member since 08/2003

« June 2008 | Main | August 2008 »

Who vs. how many

Scoble has a great post about a 14 year old kid with 45 million viewers on YouTube.

45 million! He wins. You lose. You won't have more traffic than he will. Ever.

And what about your ads? Are you busy sponsoring sites that have less traffic than he does? Sure you are. Why? I thought it was all about reaching the masses...

Well, since you're over that now, since you realize that "how many" is not nearly as valuable as "who", why not put that into practice?

Just because something is easy to measure doesn't mean it's important.

The statesman, the lawyer and the marketer

Perrymason There aren't so many statesmen. People who speak truth to power. Leaders who describe what they see, whether or not it serves their short-term interests. They say what needs to be said, do what needs to be done, as long as it serves the long-term needs of their constituents. No wonder we like them so much.

Lawyers are sworn to be advocates. It's their duty. They take a side and they argue it. They're not supposed to tell the truth, they're supposed to argue a point of view.

Guess who has a better reputation?

Which leads us to marketers. Have you noticed that most of us act like lawyers?

Perhaps, just perhaps, someone would be better off with a competitor's product instead of yours. Or perhaps the world doesn't really need what your factory just rolled out. If you're a lobbyist, it's hard to act like a statesman and keep your job. Or if you're a pharmaceutical sales rep. Or a PR firm. Or a brand manager at a software company.

Marketing culture has become a culture of lawyers. Apparently, marketers are now advocates sworn to argue on behalf of a client.

This attitude leads to spam (hey, it's not against the law and it helps my client) and to dicey product claims and to awful side effects like obesity, shoddy products and massive debt. If your job is to represent a product and ensure its short-term sales, that's exactly what you're sworn to do.

I believe that anyone, regardless of situation, deserves the best possible lawyer. Our advocacy-based justice system depends on it. But does every product, service and organization deserve the best possible marketer?

What happens when marketers stop arguing on behalf of their corporate or organizational client and start arguing on behalf of the customer instead? What happens when marketers become statesmen?

This is a very practical hypothetical question I'm asking.

When a sales rep says, "You know, after hearing your situation, I think you'd be a lot better off with my competitor's product instead, here's her number," it actually creates positive word of mouth and long-term growth. When a brand manager says to the product development people, "I'm not proud of this design, we're not going to market it, so you better make something else," it actually creates market share growth. And when a CEO says to Congress, "Our industry relies on chemical X and we're going to keep using it as long as our competitors do, so please ban it," she creates a long-term path to stability and growth.

The lawyer works with constituents who fully expect him to be an advocate. The judge, the clients and the jury (hopefully) understand that he is making a case, not telling the truth.

Marketers work in a different world. As marketing has transformed from a specialized subset of business to a ubiquitous element of society, marketers still have the chance to be believed. But trust belongs to statesmen, not lawyers. People don't say, "I trust her, she's the lawyer for the other side."

The real question, I guess, is this: who's your client?

When you least expect it

I sent in a t-shirt order to customink a few weeks ago.

Three days later, I got a note from someone named Lori that said,

"Hi Seth,

I noticed that you have designed shirts that appear to be for a charity event. If that’s the case, CustomInk would love to make a small donation to your team or to the charity itself on your behalf.

Please let me know if your order is for one of these events. If you would like us to pitch in and support your cause, please include information about your charity event, a link if you have one or the organization’s name if there is no link to a team web page."

That's it. No policy, no standard operating procedure, no promise in advance. Just plain generosity.

It turns out that customink does this as a matter of course, regardless of whether the customer has a blog or not. They don't do it as an inducement, they just do it.

Formula: The value of a perk is inversely related to the expectation of that perk.

« June 2008 | Main | August 2008 »