Product Details

• Amazon Sales Rank: #276187 in Books
• Published on: 2005-05-19
• Original language: English
• Number of items: 1
• Binding: Hardcover
• 208 pages

Customer Reviews

Excellent book - insightful and entertaining
This book really hits the nail on the head, revealing why much marketing just doesn't work any more, and most importantly explaining why. We not only need a compelling story that connects with our target audience, it needs to be an authentic story embodied throughout our organisation. Extremely well written and a pleasure to read.

Inspirational read
I would have scored this as 4.5 if it was possible. It only failed to get top marks from me because there was a bit of repetition/reinforcement of the central themes. Really well written. An easy going style getting across some points that in other hands would have been overly complicated (such as Peter Fisks Marketing Genius). Anyone who is wondering why their marketing campaigns are not working should read this book. Specifying your benefits is not good enough anymore - no one believes you. You have to wrap it up in a good story that resonates with your target audience.

Another excellent book from Seth Godin
This is a must read book for anyone trying to make themselves heard in a busy marketplace.

This book builds on Godin's earlier books and, if you haven't already read any, I would recommend starting with Purple Cow (and possibly Free Prize Inside) before this one.

The book drives home the point that you first need to have a truly remarkable product that appeals to a narrowly defined group of early adopters who are ready to "lie" to themselves (ie convince themselves) that your offering is outstanding in some way. They will then spread the word for you in a way that you simply could not do as a marketer (because no-one would believe you) until your product or service becomes mainstream.

Seth uses some excellent examples but you will quickly come up with your own ideas of products and services that have followed exactly this path.

Seth Godin also takes his own advice in the way he packages and propagates his remarkable ideas (so don't be put off by the quirky title).

Buy these books now, before they become mainstream!

Phil Gott