Other blogs are available: the guru of modern marketing
Posted 10 April 2007 at 8:52AM by Simon Dickson in Doing business online
Seth Godin describes himself as a 'bestselling author, entrepreneur and agent of change'. He also happens to write one of the planet's must-read blogs, particularly if you're in the business of marketing a small company.
Seth is a man with a message, probably best summed up in his book 'Purple Cow'. If I can paraphrase: when you've seen one cow, you've seen them all, but a purple cow would stop you dead in your tracks, and you'd probably tell all your friends about it. 'If your offering itself isn't remarkable,' he writes, 'then it's invisible - no matter how much you spend on well-crafted advertising.'
The beauty of the blog medium is that you get the benefit of Seth's insight in bitesize chunks, on an almost daily basis. Some of his items are barely a few sentences long; but that doesn't make them insubstantial. For example, in the past week, Seth has written these little nuggets:
The two reasons people say no to your idea
"It's been done before"
"It's never been done before"
Even though neither one is truthful, accurate or useful, you need to be prepared for both.or even better...
Triangulation
There are two wines for sale at dinner: $9 a bottle or $16 a bottle. Which one do you order?
Now, imagine that there are three, and the third is $34. Are you more likely to buy the $16 bottle now? Most people are.
If you've never come across Seth before, a great starting point is this video of a presentation he gave to Google employees last year: it's well worth 45 minutes of your time. It's particularly interesting to note the marvellously effective way he uses presentation slides: lots of photographs, sometimes of only vague relevance, and no bullet points. It really works.
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