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altmba

SETH'S BOOKS

Seth Godin has written 18 bestsellers that have been translated into 35 languages

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alt.mba

altMBA

An intensive, 4-week online workshop designed to accelerate leaders to become change agents for the future. Designed by Seth Godin, for you.

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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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« Paying the smart phone tax | Main | The next »

Decoding "who is it for?"

When you tell a story to someone who wants and needs to hear that story, eyes light up, pulses quicken, trust is built and action is taken.

Two examples:

Satya makes and sells hats. Beautiful, bespoke, handmade hats.

But we're a hundred years past the time someone can say, "I make hats," and be done with it.

Some of the questions the marketer needs to ask, questions that amplify the, "who's it for?" mindset:

Are these hats for people who are already shopping for hats?

Are they a gift item for someone who is looking  to please someone who is looking for something new? Proven? Cheaper than it looks? Rare? 

Are they a shopping experience, a bespoke process that is exciting and filled with possibility, just for the person who values both the process and the hat?

Or, are these hats for women who appreciate beauty in any form, and who have already bought all the scarves they can handle? Or perhaps for people who want to buy what the people they admire are buying?

The marketer can change her story, but she can't easily change the worldview of the person she seeks to sell to. It's almost impossible to turn someone who doesn't care about hats (in particular) into someone who cares a lot about hats.

This person the product is for: What do they believe? Who do they trust? What do they seek? What are they afraid of?

Satya is well on her way to decoding this puzzle. 

Second example: Paul makes and sells amplifiers. To an outsider, these amps are ridiculously overbuilt, oversized and overpriced. To some hobbyists, though, they are magical, brilliantly engineered and priced at 90% less than what similar products cost. (!)

The questions, then, are about the story the potential customer tells himself:

Do I seek something corporate, mass produced, powerful, handmade, unique, rare, new, proven, high-value, high-priced, top-of-the-line, mysterious, invisible... Do I want to be able to tell myself a story about these every time I turn them on? Or tell a story to my friends? Ultimately, that story is about me, about my role in society and my vision of myself.

This goes way beyond specs and prices and the measurable. It's about role models and feelings and emotions first, with the words added later, and the machinery (or the felt) added last.

In Paul's case, he and his team have been direct and consistent in celebrating the nature of the design and the designer. They haven't said to the world, "here it is, it's for everyone," instead, they've said, "this is our story, this is who built it and who it's for, it might be for you if you're the person that resonates with this sort of story."

Most inventors and marketers start with what they have (the stuff) and try to work backward to the 'who is it for' question. It makes a lot more sense to go the other direction. Identify a set of fears, dreams and attitudes and then figure out what sort of story fits that lock in a way that delights the consumer. Then go build that.

Not just hats and amps. This thinking is also where Lululemon, Nike and AeroPress came from. Maybe your next project, too.

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