Don't Miss a Thing
Free Updates by Email

Enter your email address


preview  |  powered by FeedBlitz

RSS Feeds

Share |

Facebook: Seth's Facebook
Twitter: @thisissethsblog

Search

Google


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




Blog powered by TypePad
Member since 08/2003

« The two elements of a great presenter | Main | How far away is your emergency? »

Direct from consumer marketing

Drug companies have coined an acronym for the marketing they do that bypasses doctors: DTC. Direct to consumer. Those happy face ads you see in Readers Digest and other magazines, or the erectile dysfunction ads during the Super Bowl.

What they are totally unprepared for, and what your organization may be unprepared for is Direct from consumer.

If someone takes your medicine and gets sick, do you want to hear from them, or would you rather have them blog about it or make a video?

Most drug company marketers instantly say, "we want to hear from them!"

Really?

When your airline or hotel has a passenger or guest who is so angry he could spit, do you want to hear from him or do you want him to make a long Powerpoint that spreads around the whole web? Really?

And when your cable company or chiropractic clinic or consulting firm has a disappointed client, what about you? Really?

I think the actions of almost all marketers say, "we'd rather you were happy, but if you can't be happy, please go away."

If you really want me to call you, then put your toll free number in giant type on the label. (If you run a free service, Google style, I think it's okay to settle for an easy to use and responsive web presence). Answer the call on the first ring. No phone tree. And give me instant sympathy, maybe a little empathy too. Don't blame me or evade. Give me a refund. And say sorry and thank you.

"Oh," the powerful marketers say, "we could never do that." Two reasons, apparently. First, they say, because it would encourage people to pretend they were angry in order to take advantage. And second, they say, because it would be too expensive.

Compared to what?

Back when every consumer was alone, you could ignore the few angry ones and use the money you saved to run more ads. But now? Now in the DFC era, do you really have any choice?

Angry phone calls are your friend. They're your friend because the alternative is angry tweets and angry blog posts.

TrackBack

TrackBack URL for this entry:
http://www.typepad.com/services/trackback/6a00d83451b31569e20111689dbe08970c

Listed below are links to weblogs that reference Direct from consumer marketing:

» How Has the Internet Changed the Way We Deal With Our Customers? from SquidLog
What they are totally unprepared for, and what your organization may be unprepared for is Direct from consumer. ... [Read More]

« The two elements of a great presenter | Main | How far away is your emergency? »