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:
Measure THAT
- For more on Seth Godin visit www.sethgodin.com
One of the secrets of the Yellow Pages was that the phone company would give you a second line when you bought a big ad.
Within days of the book coming out, you'd see and hear the phone ring. And you knew which phone it was. So when the time came to renew your Yellow Pages ad, all the sales rep had to do was glance over at the phone on the wall and the prospect would imagine that phone no longer ringing...
Aaron writes in and asks, why is it so easy for a client to spend a fortune on a brochure and to spend hours agonizing over it, and so hard for them to invest in an end to permission marketing/ideavirus system?
The answer is the same: measure this, measure that.
Once the number is on the wall, in marker, or in phone calls or dollar bills, the investment will follow.
Example: Google adwords. The price of adwords keeps going up because the cost per click pricing model forces clients to measure. As soon as they measure something and see it is working, they want more. Magazine ads don't have that effect, so companies rarely bid up the price.
Example: Indie musicians at cdbaby. They tour to make a living, and they obsessively track which gigs translate into record sales. As a result, they go back to the places and the types of venues that work, and stop going to the others.
So, my best advice is not to argue with the client about building a big kickass system. Instead, it's to argue with them about measuring. Once they start measuring, they'll be begging you for the big system.
Like this article? Share it with your friends
 |
Related Articles |
|
 Measure THAT
|
| |
 One of the secrets of the Yellow Pages was that the phone company would give you a second line when you bought a big ad.
|
|
Heart
|
| |
 Some things cannot be measured, and the heart is one of them. I think of three former NFL football stars. Mike Singletary, according to the experts, was too short and his 40-yard speed was not that great. However, t...
|
|
PR ROI: What is PR Worth to Your Company?
|
| |
Three Ways to Measure ROI
|
|
Recruiting for Dummies
|
| |
When facing the challenge of recruiting personnel, most organizations out there believe that a job posting and some behavioral based interviews will suffice to hire the best candidates—this is true at some point if ...
|
|
Is Your Business Growing as Fast as You Planned?
|
| |
Or are you not planning for growth at all?
Or worse yet, do you even know how your business is performing and what the key growth drivers are for your business?
An essential part of growing and developing yo...
|
|
|
Seth Godin Books
More Seth Godin
|
|
![[Get Copyright Permissions]](http://license.icopyright.net/images/icopy-w.gif){kind=small}
