Seth Godin. Writer, Speaker, and Entrepreneur...

Seth Godin's bestselling book Permission Marketing tackles the challenges of reaching out to the modern consumer.

In Permission Marketing Godin talks about how the way consumers "listen" nowadays has changed considerably compared to several years ago.

Godin points out the futility of spending billions on advertising using an interruption model, which is something he says the modern consumer just doesn't bother taking note of any more (considering the countless ads we get in a day).

Godin stresses that asking consumers to volunteer their time to learn about a product is necessary to build relationships and eventually, to earn continuous success.

In Godin's book Unleashing the Ideavirus, he doesn't simply talk about the effects of word-of-mouth marketing, but also how one can use that same concept to increase the number of loyal customers exponentially.

He's made his own success as an example to all on how his methods simply work.

The book Godin posted at www.ideavirus.com could be viewed for free and as a result, gained the loyalty of thousands upon thousands of people around the world.

The best part was that people later wanted the real thing, some kind of a keepsake, since the free e-book had affected them so much. MANY copies of the book were sold on amazon and all because they were free in the first place.

Godin often spoke about change in his works, with great examples that were easy to comprehend and realistic enough to relate to. Another bestseller, Godin's Survival Is Not Enough has been considered groundbreaking. In the modern world, the way consumers think is constantly changing. We are getting more informed and more skeptical than ever before.

Godin understands the woes of marketers in attempting to convince their consumers about their products these days.

Godin used the familiar idea of evolution in nature to illustrate that embracing change beats the competition, no matter what changes in the environment a business encounters. He uses that idea against our reflex to avoid change and taking risks. Change your thought process, and really understanding what consumers need.

Godin explains the benefits of "selling" freebies in Free Prize Inside. He explains the reasons for having a free prize, creating it and selling the idea. People may already know what your product tastes, smells, feels and looks like but they'll often want more "to go". Amazon offers free shipping. That's why I buy books there...

From an amazon reviewer:

"The last section is dedicated to creating the free prizes. What would make your organization remarkable? Here Seth introduces his new concept of "edgecraft." He explains, "You're...caught in the center of a web of boring. The goal of edgecraft is to pick an edge (there are hundreds to choose from) and go all the way with it-even a little further than that if you can. Moving a little is expensive and useless. Moving a lot is actually cheaper in the long run and loaded with wonderful possibilities."

Donuts are boring but Krispy Kreme found an edge and made them sensational. Netflix did the same with movie rentals. They created a free prize by transforming the rental experience and created a very loyal customer following. The United Way found free prize when they discovered the concept of payroll deduction. Pushing that edge has helped them raised a lot of money!"

Godin recognized not only the importance of targeting and personalization in advertising but also how this should be done. In his book All Marketers are Liars he focuses on relaying information and products to consumers at the right place as well as the right time.

Godin has gained many followers worldwide mainly because he respected his clients without pushing their buttons with irrelevant content. He mainly exemplified Internet Marketing as a way to target, track, and eventually personalize the way business is done between marketers and consumers.

One of the most interesting books Godin has written is Small Is The New Big.

Godin clearly believes in taking advantage of the moment as a simple but sure way to success in any organization.

Anyone who's been positively affected by The Dip could have gained a better perspective on life, work, or how to deal with doubts in general. Here Godin makes a rather simple concept a large realization. As usual, he incorporates very comprehensible imageries, like comparing a dead end with a temporary "dip".

Godin illustrates the fact that we'd want to recognize both dead ends and dips and act on each accordingly. What's more is that he stresses that some people just quit too soon or, on the other hand, continue to feed their activities even though their stuck in a losing cycle. This has been something people from all walks of life related to when it came to Godin's work.

Godin's more recent book Meatball Sundae has become another bestseller.

This book is basically about the disaster of two great ideas, especially old and new ones, which are so commonly mixed together by people. More importantly, Godin focuses on how to avoid such a result by finding better ways to present more interesting and worthwhile things to consumers. Meatball Sundae is a comprehensive piece of work investigating the 14 trends that are transforming the world as we know it.

When asked about how he achieved success, Seth Godin answered with some of these simple methods: having no ulterior motives, recognizing the fact that his audience owes him nothing, facing and fixing mistakes as fast and frequent as possible, and focusing on a strong belief rather than the end result.