Marketing expert Seth Godin on the art of online ... - EPiServer

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y DAviD WiLES PHoTo pONTuS HÖÖK woo the weIRD Avoid the average, dare to be different, and whatever you do, don’t interrupt your customers – success in online business requires a whole new approach to marketing. <strong>Seth</strong> <strong>Godin</strong> explains all to Engage. 6 ePiserVer engage
<strong>Seth</strong> <strong>Godin</strong> sporting his LittleMissMatched socks in his Hastings on Hudson office in New York. it's a little embarrassing,” admits <strong>Seth</strong> <strong>Godin</strong>, internet marketing guru, bestselling author and dot-com millionaire. <strong>Godin</strong>, who has been called “the ultimate entrepreneur of the information age,” by Business Week, is recalling his first business venture, launched from high school at the tender age of 14. “There’s this astrological sideline called biorhythms, a crackpot theory that says that every 30 or so days the physical, emotional and intellectual elements of your life go in an up cycle and a down cycle. Well, I was selling biorhythm reports produced on the school’s computer system to people for $30 each. It turned a small profit – but it turned my stomach more.” The lesson <strong>Godin</strong> learned from that first enterprise was, he says, to do work you are proud of. A glance at his résumé shows that the lesson has stayed with him. Apart from writing 13 books, including a “Forbes Business Book of the Year” (Free Prize Inside) and a Business Week and New York Times bestseller (The Dip), he founded Yoyodyne, the first net-based direct marketer, which he sold to Yahoo! in 1998 for $30 million. He currently runs Squidoo, one of the world’s 500 most-visited websites, and his blog is ranked one of the top five marketing blogs in the Ad Age Power 150. While he spent a few years close to bankruptcy getting his businesses off the ground, <strong>Godin</strong> says his current success comes from his ability to “notice things.” One such thing is permission marketing, a concept <strong>Godin</strong> made popular, which is when companies only market to prospective customers who have given their permission – explicit or implicit – to receive promotional messages. “Fifty years ago we had factories that made stuff, be it cars, shoes or insurance policies, and having figured out how to make stuff, we needed to sell more,” <strong>Godin</strong> says. “The way we sell more was with mass media. We ran radio ads, we ran TV ads, we called people at home > ePiserVer engage 7
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Marketing expert Seth Godin on the art of online ... - EPiServer

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