This interview with Seth Godin by John Jantsch (of DuctTape Marketing) caught my interest and I wanted to share a couple of nuggets for fellow entrepreneurs. I asked John for permission and here are some of the key points that stood out for me. Here is the full post over at the American Express OPEN Forum.
John asked Seth to share where he gets ideas, what inspires him. All great stuff, if you want to read the whole post above.
This is the part that really struck me. I had never noticed this pattern of Seth’s. I’ll admit I don’t watch his work that closely, but when I’ve come into contact with his work I’ve almost always been inspired or jostled out of my seat. Read on.
John asked Seth: Your book launches are almost as instructional as your books, tell me about how your approach a new book launch?
Being a hypocrite is no fun. So if you’re writing a book about permission marketing, you ought to use permission marketing to market it. If you’re writing a book about idea viruses, you ought to create an idea virus around it.
Here are the rules I grabbed, click over to the full post for all of them.
1. Can’t spend a lot of money. None of the promotions I’ve ever done have cost anything near what a book publisher traditionally spends on promoting a book that becomes a bestseller. Because, again, I’m trying to make the point that money is not the answer to these situations.
2. And the last thing is, the only reason I write books is to be generous, not to be selfish. There are way better ways to make a living… So I do it to be generous. Therefore, no spamming people, no posting stuff that people aren’t glad to read, no saying, “Well, I’ve been doing all this. Now it’s my turn for you to do something for me.” That’s not allowed.
So what I did with this book is I realized that the traditional amplifiers of book ideas, the book reviewers, the people at the newspapers and magazines, are an endangered species…
So we embargoed the book to all traditional media. We didn’t send out review copies… Instead, I went to my readers and I said, “Here’s the deal. I’d like you to be the reviewers of the book, and I’d like to send you a free review copy at my expense.” Of course, I can’t afford to do that to everyone who would respond, because “free” is a magic word and it scales to infinity. So I said, “I need to put some friction in. What’s the generous way to do that?” And my solution was to say, “Make a donation to my favorite charity. And it has to be at least 30 bucks.”
Well, the good news is we raised over $100,000 in about two days. Really astonishing, and made me feel terrific.
You can’t help but marvel at Seth Godin’s way of doing business.