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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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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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« Like a dream come true | Main | Is marketing evil? »

Get rich quick

As long as there have been people who want to get rich, there have been get rich quick schemes. The guys who sell mailing lists have a name for people who buy these schemes: "opportunity seekers."

Raising ostriches, or timing the market or investing in tulips--there's a long history here. The schemes tend to have a few things in common. They tend to have the same tone of voice (part breathless, part bad design, part 'we're just like you') and most of all, they are too good to be true.

Being too good to be true is the key part, because if it's too good to be true, maybe, just maybe, it is true. Maybe all those stuck in the mud types aren't doing it because they're skeptics, maybe I get a chance to invest in this video program/perpetual motion machine/envelope stuffing scheme precisely because it has scared away the conservative folks who never get anywhere.

Online, of course, like most things online, this has blossomed. You'll see the long long web pages filled with ALL CAPS and bright colors and testimonials and "wait there's more!" They look alike for a reason--it's a signal to the opportunity seeker that this is one of those.

Do they convert watchers into buyers? Sure they do. Do a few people make money? Of course.

There's a tribe here, and it's always looking for a new leader. Someone who will sell them an exclusive $1249 course, or ongoing advice and consulting or some other insight that has escaped the market leaders. The more skeptics they generate, the better they do, because the skepticism itself is part of the story that needs to be told.

What's being sold here? It's not riches, because if the riches were automatic, the seller would just hire people, right? Why make 1,000 people into millionaires if you can just hire 1,000 people and be a billionaire? No, it's the belief in riches, the thrill of finding just the right deal, the challenge of getting a relative to loan you money one more time. It's the frisson of excitement from sending in the money, the rush of impatience that follows as you wait for the package, and then the scary moment when you open the package and come face to face with your dreams.

Of course, your dreams are rarely what you hoped (how could they be?) but soon, you'll be back for more. It seems that being an opportunity seeker is about seeking, not finding.

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« Like a dream come true | Main | Is marketing evil? »