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

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All Marketers Tell Stories

Seth's most important book about the art of marketing

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Free Prize Inside

The practical sequel to Purple Cow

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Linchpin

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Meatball Sundae

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

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Permission Marketing

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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

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Small is the New Big

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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

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

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The Big Red Fez

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

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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

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

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Tribes

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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?

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Brands, social, clutter and the sundae

The Times reports that traditional brand advertising on Facebook is a total failure. If you've been doing this for a while, this is no real surprise.

Mark Drapeau asks whether brands belong on Twitter [I apologize to Mark for initially misunderstanding his post. My fault.]. Venture Beat says that Twitter made Dell a million dollars. That's nuts. Did the phone company make Dell a billion dollars? Just because people used the phone to order their Dell doesn't mean that the phone was a marketing medium. It was a connecting medium. Big difference.

There are two key problems here.

First, these big companies are asking precisely the wrong question. They are asking, "how can we use these new tools to leverage our existing businesses?" They want to use the thing they have (money) to get the thing they need (attention) and are basically trying to force ads onto a medium that just doesn't want them. Do people really want to follow P&G on Twitter so they can learn about the history of the soap operas they sponsored? Why? There are millions of people to friend or follow or interact with... why oh why are you going to spend time with Dunkin Donuts unless there is something in it for you?

Traditional advertising is inherently selfish. It interrupts in order to generate money (part of which pays for more interruptions). That approach doesn't work at a cocktail party, or at a funeral or in a social network.

This is the meatball sundae. Asking what the medium can do for you instead of what you can do for the medium.

The second problem is a lot more subtle. It's the clutter of the impersonal. Yes, you want an alert from a friend when it's really a friend and really an alert. But what happens when it's an ad that pretends to be an alert? Or what if it's not an ad, but not really a totally personal tweet either?

It's too late for the social sites to go back to descriptions of what you had for lunch. There will be a line drawn, and right now it seems to be at the point where marketers discover that they are wasting their money.

The clutter is going to get a lot worse. Marketers and free media are drawn to each other, even if the results aren't always very good. Until marketers get off the greed train, though, it's going to be a long time between pots of gold.

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Listed below are links to weblogs that reference Brands, social, clutter and the sundae:

» Business 2.0 > Marketing 2.0 > Web 2.0 from The Underdog Effect
Seth's latest post articulates two of the major issues facing social media:1) Traditional companies and (the marketing tactics they employ) are selfish and lazy. They're not looking at transforming their company to fit the new world order, but instead ... [Read More]

» Square peg, meet round hole: when, why and how pharmaceutical advertising doesn't work from TrueView, the Ryan TrueHealth POV
In a post put up this morning, Seth Godin discussed the recently-discovered fact that, as he puts it, traditional brand advertising on Facebook is a "total failure." There is a lot to be learned about pharma advertising in this observation,... [Read More]

» traditional media from marginally subversive
From Seth Godin:Traditional advertising is inherently selfish. It interrupts in order to generate money (part of which pays for more interruptions). That approach doesn't work at a cocktail party, or at a funeral or in a social network.Traditional appr... [Read More]

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