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


altmba

SETH'S BOOKS

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

The complete list of online retailers

Bonus stuff!

or click on a title below to see the list

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.

ONLINE:

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 best way to stand for something | Main | Pushiness »

Understanding the backlist (for everything, including books)

It really ought to be called the core list, because it's fundamentally misunderstood as something in the background, an afterthought.

The backlist is the stuff you sell long after you've forgotten all the drama that went into making it.

Book publishers make more than 90% of their profit from books they published more than six months ago. And yet they put 2% of their effort into promoting and selling those books. Editors, agents, salespeople all focus on what's new, instead of what works.

It's more exciting, more fun and more hopeful to seek out and launch new books. It's the culture of many industries, particularly ones that are seen as creative.

Nike and General Mills and the local freelancer all generate a bigger contribution with their classic stuff.

It turns out that time spent on packaging, promoting and spreading the ideas in the core list is almost always a solid investment.

There's a simple explanation:

Successful backlist products have crossed the chasm and are selling to the mass market, the largest chunk of any market. These are people who don't buy a lot of books (or sneakers, or cereals) a year, but when they do buy one, they buy a popular one. And so, every year, year after year, millions of copies of Dr. Seuss books are sold. Not because they're new, but because that's what people buy.

On the other hand, frontlist products, the new stuff, are bought by a smaller group, the early adopters, the people who like buying new books. These people are easier to reach, probably more fun to work with, but because they seek variety, they rarely all align and buy the same product.

[FWIW, the readers of this blog and followers of my work are almost all in this category--focusing on early adopters is a fine way to build a platform for work you care about—it's something that I do on purpose. But it doesn't always make economic sense.]

The way for an enterprise to build a core list, then, is to latch onto those frontlist titles that have proven themselves, to persistently and consistently work with the retail channel and the existing customer base to make them into classics—useful, reliable products or services that the masses can rely on.

This takes discipline and effort—product creators like me find this difficult. But publishers of all stripes, the organizations that exist to bring new ideas and useful technologies to the world, need to dig in and do this work. 

[Expiring today, Saturday: For the first time ever, Linchpin, one of my backlist books, is on promo on the Kindle. It's less than $2.]

« The best way to stand for something | Main | Pushiness »