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 sea of strangers | Main | Freedom of information, act »

Magic beans (three steps to a successful marketing promise)

You know the story: Jack traded the family cow for some worthless beans that turned out to be magical.

How did that deal go down?

1. The individual has to be open to hearing the offer at all. Jack was bored, disillusioned and aimlessly walking to market. Sure, it was a shady guy on the street, but Jack's standards were low. If you want to do business with people with more resources than Jack, it helps to have the trust that comes from previous engagements, and the permission to deliver your message.

Most of all, Jack was in the mood to buy. Creating a mood is far more difficult than finding one.

2. The person hearing your story has to want to believe it. This is more subtle than it sounds. Uber, for example, offers a newfangled way to call for transport in big cities. Many people haven't heard of it or used it, largely because they don't think they need it, aren't open to something new, or are unwilling to go through all the steps necessary to get the app, etc. So, even if it works as promised, there's no urgent need felt by some, so they don't care. 

In Jack's case, the prospect of escaping his dreary life (and getting rid of the pesky cow) were both welcome offers. He hoped they'd be true.

3.  It has to be true. You must be able to keep the promise. If not, you're ripping people off and shortcircuiting any chance you have to build something of value. If the beans hadn't grown, end of story. Future sales will come when Jack tells his friends...

Marketing failure occurs because at least one of these three elements isn't present.

TrackBack

TrackBack URL for this entry:
http://www.typepad.com/services/trackback/6a00d83451b31569e2017ee8394733970d

Listed below are links to weblogs that reference Magic beans (three steps to a successful marketing promise):

« The sea of strangers | Main | Freedom of information, act »