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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

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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linchpin

Linchpin

An instant bestseller, the book that brings all of Seth's ideas together.

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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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purple.cow

Purple Cow

The worldwide bestseller. Essential reading about remarkable products and services.

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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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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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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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« Adjusting as we go | Main | The problem with the transom »

Do marketers have assets?

I gave a talk the other day, and at the end a woman sheepishly asked, "when you talk about an asset, what do you mean?"

It's a fair question.

For a marketer, an asset is a tool or a platform, something you can use over and over without using it up. In fact, it's something that gets better the more you invest.

Running an ad is an expense. Building a brand people trust is an asset.

Buying a trade show booth is an expense. Having a permission marketing list of people who want to get anticipated, personal and relevant emails from you is an asset.

What are Amazon's assets? Well, they have a few warehouses and some fancy software, but they primarily have two: a brand that people trust, and a one-click shopping relationship with 50 million people. On top of that, they have an archive of information about those people, what they like and what they don't, that makes it hard for someone to switch to another store easily. All those assets together comprise most of what Amazon has built over the last decade or two.

If you're an unknown freelancer, you don't have much in the way of marketing assets. If you're Harley Davidson, you've got plenty.

The challenge in growing a business is in building assets daily, and doing it for less money than those assets end up being worth. Your expenses should generate assets.

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« Adjusting as we go | Main | The problem with the transom »