A story about Seth Godin and…

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This is a real story about Seth Godin.  Seth is a very
widely respected marketing expert, best-selling author
of many books including ‘PURPLE COW‘ and a consultant
to corporations like Google.

Many months back, I watched a video of his presentation
at Google HQ and emailed him to ask if there were any
DVDs of his speeches that I could buy.

He said there were none available.

Then, one day some weeks ago, I noticed a post on his
blog announcing the release of a boxed set of his DVDs
of presentations made at various places, and inviting
interested prospects to join a notification list.

I signed up.

Last week, Seth sent out a personal email mentioning
that the DVD box was ready to order – and throwing in
free shipping and an exclusive discount.

I ordered instantly.

Nothing remarkable there – yet.  It was classic Internet
marketing.

- pre-launch
- early notification list building
- special offer (discount, free shipping)
- reminder email about availability

But there were some things MISSING.

#1 – Where’s the hype?

See the ’sales letter’ – he’s actually suggesting you
DON’T buy the pack unless it’s right for you

#2 – Where’s the ‘teaser’ email series?

Indeed, where’s the autoresponder email sequence?  This
man, whose time is worth a small fortune, for which
multi-BILLION dollar corporations pay BIG money, takes
the effort to send out a PERSONAL email to interested
prospects!

#3 – Where’s the hard-sell?

Missing again.  Yet, that email had ALL the elements
of POWER selling.

Yes, I recognized them.  Yes, I succumbed to it.

Yes, I felt GOOD about it!

Wonder why?

The answer is in this post on his blog.  Specifically, this bit:

  “Every time you read something I write here, you’re
giving me a gift… attention.”

Seth Godin deeply understands RESPECT – for his audience.
In return, his followers respect the man – even more deeply.

I know I do – and have done for years.

And in a flash of insight, also realized that I owe YOU
and every one on my most precious asset – my contact list
- the same degree of respect and gratitude.

You have graciously allowed me access to your inbox -
as a PRIVILEGE

You have given me your attention – as a symbol of your
TRUST

You have read my email, acted on my suggestions, even
sent me money – as an act of GOODWILL

And I had been aware of it only sub-liminally – until
Seth Godin brought it to the front of my mind… and
made me realize just how much I am obliged to say

Thank you, dear reader

This realization is what prompted me to design the
“A Gift Every Day Until Christmas” giveaway.

And it will keep me busy for the next few weeks, as
I create an outline and flesh out a plan to DELIGHT
you and my other readers with a feast of valuable,
meaningful, useful content on my blog for the whole
of 2008.

You’ll get more than ‘value for money’… you’ll get
value for free.

So, thank you for your time, attention and permission.
I appreciate it.  A lot.

I hope to make it worthwhile by giving you all you
deserve in return – and more – over the next year.

And thank you, Seth Godin, for teaching me that valuable
lesson.