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| About Seth Godin |
| Seth Godin is a bestselling author, entrepreneur and agent of change. Godin is author of six books that have been bestsellers around the world and changed the way people think about marketing, change and work. Permission Marketing was an Amazon.com Top 100 bestseller for a year, a Fortune Best Business Book and it spent four months on the Business Week bestseller list. It also appeared on the New York Times business book bestseller list. |
Recent Article:
Great writing, unfiltered
- For more on Seth Godin visit www.sethgodin.com
Here's what used to happen: A publisher had a magazine, or a big pile of stamps and a mailing list. She'd hire a copywriter or a stable of them. Sometimes the combination worked out and end up with the New Yorker or LL Bean. But other times (most of the time) it's just a waste. Either the stuff that goes out is lousy or the great writers don't get heard. (More than 70,000 books got published in the US last year... how many have you read?)
Blogs change that. Someone like Corey (Shaveblog) has to worry about nothing other than his ability to keep to a regular schedule. But when he writes something like this:
The best part of all this is that you’ll start off with this rig, and then once you’re up to speed and feeling all modern mannish and whatnot, you’ll want to hunt the really big game, so you’ll go down all sorts of expensive paths snatching up adjustable DEs, gold-plated vintage Gillettes, scary-sharp extreme-geek blades, gigantic brushes of exotic bristle with more ludicrous backstory than Anderson Cooper , and when your adrenal gland finally gives out and you reach the end of what’s buyable and eBayable, you’ll realize that you never got a better shave than you did with your first Merkur HD and your little Vulfix brush.
...it gets straight to us, unfiltered.
Same thing when Tom Asacker takes on authenticity:
Dove is a Unilever brand. But guess what? So is Axe . Uniliver's Dove celebrates women by encouraging them to take pleasure in their individual beauty. Unilever's Axe portrays women as a ditsy, sex crazed collective. Same company. Two worldviews. Or at least, that's how they present themselves to us through their marketing. Truth be told, as consumers, we really have no clue. So pardon the cynicism, but Unilever, therefore, is not being authentic. But here's the question: Do we care?
It's not just blogs, either. Someone like John Wood (the other John Wood) without using a lot of design skills, can build a thriving permission marketing business without a lot of money. Just by paying attention, being consistent and keeping his promises, John can cut through the noise and do very well, thanks.
The filter is important, sometimes. It keeps us focused and on time and from veering too far in the wrong direction. But in a Long Tail world, the filter is actually better off gone.
The thing most people miss most is that they no longer have an excuse. Without a publisher/editor/boss to blame, your writing is your writing. Your followup is your followup. That means some people become trains without tracks. They just sit there.
The barriers are gone, the costs are zero. The question is: what are you going to do with your writing?
Great writing unfiltered - To learn more about this author, visit Seth Godin's Website.
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Dave KurlanDave Kurlan is the founder and CEO of Objective Management Group, Inc., the industry leader in sales assessments and sales force evaluations, and the CEO of David Kurlan & Associates, Inc., a consulting firm specializing in sales force development. Dave has been a top rated speaker at Inc. Magazine's Conference on Growing the Company, the Sales & Marketing Management Conference and the Gazelles Sales & Marketing Summit. He has been featured on radio and TV, including World Business Review with General Norman Schwarzkopf, in Inc. Magazine, Selling Power Magazine, Sales & Marketing Management Magazine and Incentive Magazine. He is the author of Mindless Selling and Baseline Selling – How to Become a Sales Superstar by Using What You Already Know about the Game of Baseball. He created and wrote STAR, a proprietary recruiting process for hiring great salespeople, and he writes Understanding the Sales Force, a popular business Blog and is a contributing author to The Death of 20th Century Selling and 101 Great Ways to Improve Your Life, Volume 2. - Visit Dave Kurlan's Website |
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David AchesonDavid Acheson is the founder of DCJA Consultancy. DCJA Consultancy is a management consultancy business specialising in B2B sales consultancy. They offer bespoke and packaged sales consultancy including Sales Optimisation Review, Interim Sales Management, Sales & Marketing Review, 1:1 Sales & Management Staff Analysis, Management Training, Solution Sales Training, Creation of New Pay Plan, KPI's, run Customer Feedback Campaigns, assist with Recruitment, Coaching, Appraisals and set up Strategic Marketing Campaigns. David spent his early career in accountancy and then moved into sales in 1982, working in Office Equipment, IT, Advertising, Training, Outsourcing and Consultancy. He has held many Senior Positions in SMBs and Global Organisations including Head of Sales Operations & Head of Business Development. His knowledge, skills and great experience of the Sales Industry has led to David making keynote speeches and running educational sessions to key businesses through organisations including The Chamber of Commerce and Business Link. - Visit David Acheson's Website |
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Linda RichardsonLinda Richardson is the Founder and Executive Chairwoman of Richardson, a global sales training and performance improvement company. As a recognized leader in the industry, she has won the coveted Stevie Award for Lifetime Achievement in Sales Excellence and she was identified by Training Industry, Inc. as one of the “Top 20 Most Influential Training Professionals.” Ms. Richardson is credited with the movement to Consultative Selling and is the author of ten books on selling and sales management, including Sales Coaching — Making the Great Leap from Sales Manager to Sales Coach, and Stop Telling, Start Selling. She teaches sales and management at the Wharton Graduate School of the University of Pennsylvania and the Wharton Executive Development Center. Linda is a frequent speaker at industry and client conferences, has been published extensively in industry and training journals, and has been featured in numerous publications, including The Wall Street Journal, Forbes, Nation’s Business, Selling Power, Success, and The Conference Board Magazine. Learn more about Richardson's sales training and performance improvement solutions at http://www.richardson.com web - Visit Linda Richardson's Website |
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