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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

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

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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

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

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Small is the New Big

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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

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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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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« Spend the day with me in New York in June | Main | Appropriate cheating in the nine-dot problem »

The reason they call it a browser

Over the last ten years, the amount that we buy online has gone up. So have the number of ads we click on every day. We're all clicking around, browsing and sometimes buying.

But, while these interactions and transactions have been growing, the amount of time we spend online and the number of pages we visit have gone up dramatically faster.

Mobile multiplies this.

Do the math. More time, more pages, not nearly so much more in the way of transaction. A visit from a mobile user is almost certainly less likely to convert into a click, particularly a purchase. Your tweets are seen by ten times as many people, but only twice as likely to get clicked on as they used to be. All the attention we seem to get from the outside world is going up fast, but the amount of interaction it leads to is not.

There's a whole lot of people spending a lot of time browsing, not taking action. Permission doesn't scale at the same rate browsing does, which is why permission is worth more than ever before. In fact, the easiest way for a post to not spread is for you to ask someone to actually do something.

Call it attention inflation. More time spent looking, less time spent clicking. We're being conditioned to sit back and assume that action is the exception, not the rule. Sort of like the difference between the supermarket (where no one browses) and the windows of a fancy store (where everyone does).

"I'm just looking" is the new definition of online behavior.

Years ago, I was lucky enough to get a booth on the route of a political march. I had self-published a book directly related to the issue, and more than 450,000 people walked within twenty feet of my booth. I sold four of the 4,000 copies I brought with me. I lowered my price 90% and sold two more copies. 

It took me a while but then I realized that people had come to march, not to shop.

This thinking explains why good real estate sites are so mobile-friendly (and why mobile is so real-estate-friendly). If you're sitting in front of a house that's for sale and take the time to look up the information, you're exactly the right person in exactly the right place.

When dealing with a community that browses, you'll need new math:

  • More pageviews to make a transaction is the norm, like it or not
  • Sharing is more important than ever before, because transactions require more views
  • Sponsorships and unclickable banners outperform measurable media (think about the signs on the boards at a hockey game--everyone sees them all night, but no one interacts with them)
  • The price paid for each advertising impression is going to go down

Since the very beginning (I've been doing online media since 1991), clicks have been undervalued and measurable media has been at a disadvantage compared to traditional unmeasured ads (how many clicks does a TV ad get?). As the web/mobile gets closer to ubiquity, the behaviors of people consuming media get ever closer to the old model of passivity. Sponsorship and visibility will continue to matter, clicks and interactions will go way up in value and overall pageviews will continue to inflate.

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