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

« Speaking in public: two errors that lead to fear | Main | Trash talking important work »

The tribe or the person?

A parade of tourists is going to walk past your store today. Each is a separate opportunity for you to tell a story, to engage, to make a sale.

A connected community of readers is going to read what you wrote today. A cultural shift will occur among a small group of people because they will share, discuss and engage with each other about what you wrote.

Here's the key question: are you trying to change an individual or are you trying to incite/inspire/redirect the tribe?

Direct marketers traditionally deal with separate events. Each catalog, each clickable ad is a unique transaction. In the world of separates, the simple test makes sense. You don't pollute the pool when you try different transactions or different products with different people.

If you focus on individuals (and many marketers do) then the rule is: treat different people differently.

On the other hand, many marketers deal with culture. You put something into the world and it won't work until it 'catches on'. The goal is to catch on with the herd. Catching on isn't a 1:1 private transaction. It's a group phenomenon, a place where you don't get a second chance to make a first impression. The simple test makes no sense here--it's either good enough to spread or it isn't. There aren't as many distinct threshholds, because the culture shifts or it doesn't.

When I ran Yoyodyne years ago, all of our email campaigns were aimed at the person. It was before significant online sharing, and we could measure one by one how people responded to our work.

At the same time, our backers and our clients were very much part of a tribe. We needed to change the way an entire industry thought, not merely make one sale at a time. It took me a while to realize that I had to market differently when I was trying to change the way the group thought—treating the tribe using individual-person thinking almost always backfires.

Or consider two non-profits. One wants to change only those it serves and those that fund it, one transaction at a time. Those are person effects. The other wants to change society, the culture, the way philanthropists think--those are tribal effects.

Many marketers, particularly bootstrappers and freelancers, rarely have the resources to invest in tribal effects, particularly among customers (as opposed to funders or employees). They don't have the resources or the leverage to make unmeasured investments that one day will pop into a change among the entire tribe.

The flip side, if you seek to change the culture (or a tiny tribal element of the culture), your timeframe and what you measure have to be focused on the conversation, not the individual.

If you're tracking landing pages and conversions and even market share, you're probably in the business of working at the person level. The more difficult, time-consuming, unmeasurable work involves creating ideas that spread among the tribe you target.

To change the culture, change the conversation.

TrackBack

TrackBack URL for this entry:
http://www.typepad.com/services/trackback/6a00d83451b31569e2019104ba63ec970c

Listed below are links to weblogs that reference The tribe or the person?:

« Speaking in public: two errors that lead to fear | Main | Trash talking important work »