Seth Godin's most recent book, Purple Cow, hit The Wall Street Journal, Business Week and New York Times bestseller lists, with more than 90,000 copies in print. Free Prize Inside follows up some of the concepts in this book, answering questions readers were left with like: How do you actually think up new Purple Cows?; and how do you get them adopted by risk-averse Brown Cow companies? It gives examples of market-changing innovations - the free prizes that worked like G.I. Joe (a doll just for boys) and frequent flier miles - and teaches how to recreate these blockbuster ideas.
Free Prize Inside: The Next Big Marketing Idea
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Godin makes the case for ?soft innovation? as the best way to grow a business, instead of relying on big ads or big innovation. He says that anyone can think up clever, useful, and small ideas to make a product or service remarkable, that is, worth talking about. He calls this kind of innovation a free prize because it generates much more revenue than it costs to implement. ("Management Consulting News")
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About the Author
Seth Godin has cult-like status in the marketing world and is the author of the international bestseller Permission Marketing and Purple Cow.
--This text refers to the
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First Sentence
If you were like me, you nagged your mom to buy the cereal with the free prize inside. Read the first page
Front Cover | Copyright | Excerpt | Index | Back Cover
If you were like me, you nagged your mom to buy the cereal with the free prize inside. Read the first page
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Front Cover | Copyright | Excerpt | Index | Back Cover
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10 of 11 people found the following review helpful
By Bobby Elliott
VINE™ VOICE
Format:Hardcover|Amazon Verified Purchase
I have an interest in innovation and this little book (183 pages) sounded interesting. I wasn't disappointed. Seth Godin always has something interesting to say.
The "free prize" in the title refers to simple ideas which can differentiate a product from the competition. Note the "simple" - he advises against trying to come up with big ideas which are expensive and usually fail. He continues his attacks on traditional marketing and makes a persuasive argument against it. Instead of spending lots of money on mass marketing, he advocates that you concentrate on creating "remarkable" products. Not remarkable in the sense of being brilliant - simply worth talking about. He prefers "soft" innovation (simple, inexpensive) to "hard" innovation (driven by R&D) and argues that anyone can create soft innovations.
The sad bit is that most of the examples he provides are silly. Not silly in the sense that they won't work - they probably would - but silly in the sense that they don't actually add anything useful to the product/service - they simply make it stand-out from the crowd - which is probably what sells. Sad but true.
A good read and one I learnt from.
1 of 1 people found the following review helpful
By Rolf Dobelli
TOP 500 REVIEWER
Format:Hardcover
If your organization needs to jump-start its creative processes, this accessible book may be helpful. It's broad enough to apply to all industries and has enough examples to provoke some serious thinking. Yet, Seth Godin, also the author of other zippy marketing books, sometimes gets carried away with his own evangelism and coinages (e.g., "edgecraft" for finding innovative product additions at the fringes of your current offerings). Still, Godin's thesis that small improvements and "soft" innovations can reap big benefits rings true, as his many examples make clear. His discussion about why ideas need champions, and how to be one, is also powerful. So if you want your marketing or product development staffers to juice up their creativity, we say this light little book might inspire them to think differently.
By Sulkyblue
Format:Paperback
Seth Godin has some wonderful ideas, and some wonderful case studies and anecdotes to back them up, but this book could have been half as short and possibly have been more powerful without losing any content at all. The points can become a bit laboured, particularly as many of them seem totally obvious once they've been pointed out. But you're not reading the book for the writing, it's for the marketing concepts and those are absolutely fascinating.
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