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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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« Rock stars | Main | Do you know about twitter search? »

What does this remind you of?

Every time you visit a new website, enter a new airport, visit a new store, examine a new book... the question you ask first off is, "what's this like?"

At a strange airport, if it's 'like' your airport, you know just what to do. It's easy. If it's totally different, you have to stop, regroup, and start to understand what's involved.

If a book has cheap color separations, the wrong sort of gloss on the cover and the wrong hue to the paper, it just feels cheap and self-published and unlikely to be the real deal. It doesn't matter a bit what's inside, who wrote it, anything. You've already decided because this book reminds you of untrustworthy books you've encountered before.

Visit a website with a brown on brown color scheme, a stock photo of a nautilus, some flashing graphics, a bunch of widgets and a typeface that's not quite right, and you've already decided how you feel. Entirely based on the fact that this site is like those sites, and you didn't like those sites.

Meet someone at a conference who is dressed perfectly, with shined shoes and a great suit (but not trying too hard) and you're inclined to trust and respect him... because he reminds you of someone in a similar situation who was trustworthy.

Obvious, right?

So why do marketers so often miss this shortcut? Before you make what you're going to make, find something you want people to be reminded of. Feel free to discard this model if you want to make a point (the ipod did not remind you of a Sony CD player), but discard it on purpose. If you're writing a book, for example,  your goal (probably) isn't to reinvent what it means to be a book. You're merely trying to reinvent the words and ideas. So when it comes to the jacket and the type, steal relentlessly. Your audience will thank you, because it's one less thing to process.

When in doubt, ask your colleagues, "what does this remind you of?"

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