|
|
| 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.
Measure THAT - To learn more about this author, visit Seth Godin's Website.
Like this article? Share it with your friends
 | |
 |
No article feedback found. |
| |
Leave Your Feedback |
 | |
| |||
|
To learn more about the Evan Elite Author Program please contact us. |
|
More Seth Godin
|
 | ||
 |
||
 |
||
 |
||
 | ||
 |
| Have you written articles that would be of value to entrepreneurs? Become an expert on our site by publishing them! Expose yourself to a wide audience, drive more traffic to your website and get more sales! Click Here for details. |
 |
 |
| Modeling the Masters: Learn the true secrets behind Walt Disney's business success factors & grow your company! Video produced by Phanta Media |
|
|
 |
"Learn straight from Evan how you can Make a Full Time Income (And More) from a Website"
Click Here To Learn More |
|
|
|
|
Get advice & tips from famous business owners, new articles by entrepreneur experts, my latest website updates, & special sneak peaks at what's to come!
|
|
 |
 9 Questions From New Marketers Hiring An SEO Expert Power of Concentration The $1000 Show Business Wisdom |
|
 | ||
 |
Top 50 Productivity Blogs
Top Blogs To Watch In 2009 | |
 |
Top 50 Diversion Blogs
Top Diversion Blogs of 2009 | |
| ||
 | ||||
| ||||
|
| ||||
| ||||
|
|
|
|
|
||||||||||||
|
Email us your ideas on how to make our website more valuable! Thank you Sharon from Toronto Salsa Lessons / Classes for your suggestions to make the newsletter look like the website and profile younger entrepreneurs like Jennifer Lopez and Sean Combs!
|
|
|
| ||||||||||||
| ||||||||||||
|
|
||||||||||||