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Seth Godin
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Free Prize Inside: The Next Big Marketing Idea Hardcover – May 11, 2004

by Seth Godin (Author)
4.6 4.6 out of 5 stars 121 ratings
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The best-selling author of Purple Cow and Permission Marketing shares the secrets of creating innovative marketing approaches when traditional ones have stopped working, explaining how to find success by building one's best ideas right into a product or service and emphasizing the importance of creativity, initiative, and strategy. 75,000 first printing.
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  1. Print length
    256 pages
  2. Language
    English
  3. Publisher
    Portfolio Hardcover
  4. Publication date
    May 11, 2004
  5. Reading age
    18 years and up
  6. Dimensions
    5.28 x 0.93 x 7.38 inches
  7. ISBN-10
    1591840414
  8. ISBN-13
    978-1591840411
  9. See all details
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Editorial Reviews

Amazon.com Review

According to marketing maven and Purple Cow author Seth Godin, the "Television Industrial Complex"--and its nasty habit of interrupting people with advertisements for things they don't want--is dead. Innovation is cheaper than advertising, advises Godin who defines the "free prize" with diverse examples including swatch watches, frequent flyer miles, dog bakeries, Tupperware parties and portable shredding trucks. He explains "Design matters, style matters, extras matter."

The largest portion of the book is devoted to how to sell an idea to your organization. His specific tactics range from irreverent, (let them pee on your ideas) to practical (how to build a prototype). One standout chapter explains how brainstorming can become boring. His alternative, "edgecraft," involves divergent thinking to add something remarkable to your product. His long grocery list of edges (safety, equality, invisibility, and hours of operation) suggest a genuine marketing manifesto. The ideas are bold and insightful, but can suffer from being presented in less than logical order. The book is also diminished by Godin's self-marketing, from using terminology in his previous books to naming key ideas after himself. These advertisements are unnecessary. This nervy little volume is bound to mother many inventions. --Barbara Mackoff

From Publishers Weekly

A slapdash mix of insight, jargon, common sense, inspiration and hooey, Godin’s follow up to last year’s Purple Cow argues that the way to make any product a bestseller is to couple it with "a feature that the consumer might be attracted to" whether or not she really needs it or wants it. "If it satisfies consumers and gets them to tell other people what you want them to tell other people, it’s not a gimmick," he argues. "It’s a soft innovation." An entrepreneur, lecturer and monthly columnist for Fast Company, Godin knows his business history, and his book bursts with interesting case studies that define "free prize" thinking: e.g. Apple’s iPod, Chef Boyardee’s prehistoric pasta, AOL’s free installation CDs. One of the problems with the book, however, is that its insistent use of needless jargon ("free prize," "purple cow," "edgecraft") clouds complicated issues and lumps dissimilar processes together. "Fix what’s broken," Godin advocates on one page. "Inflame the passionate," he declares on another. Both of these ideas could certainly lead to business improvements, but they hardly use the same methods. Like Godin’s last book, this volume reads like a sugar rush—fast and sweet—and this may propel the author back onto the bestseller lists. To help jumpstart his sales, Portfolio will be packaging the first few thousand copies of the book inside cereal boxes. Now that’s quite a gimmick—er, soft innovation.
Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.

Product details

  • Publisher ‏ : ‎ Portfolio Hardcover; First Edition (May 11, 2004)
  • Language ‏ : ‎ English
  • Hardcover ‏ : ‎ 256 pages
  • ISBN-10 ‏ : ‎ 1591840414
  • ISBN-13 ‏ : ‎ 978-1591840411
  • Reading age ‏ : ‎ 18 years and up
  • Item Weight ‏ : ‎ 11.3 ounces
  • Dimensions ‏ : ‎ 5.28 x 0.93 x 7.38 inches
  • Customer Reviews:
    4.6 4.6 out of 5 stars 121 ratings

About the author

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Seth Godin

Seth Godin

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Seth Godin is the author of 20 international bestsellers that have been translated into over 38 languages, and have changed the way people think about marketing and work. For a long time, Unleashing the Ideavirus was the most popular ebook ever published, and Purple Cow is the bestselling marketing book of the decade.

He worked as a year as the volunteer founding editor of The Carbon Almanac, and his recent bestsellers also include The Practice and This is Marketing.

He's a recent inductee to the Marketing Hall of Fame, and also a member of the Direct Marketing Hall of Fame and (go figure), the Guerrilla Marketing Hall of Fame.

His book, Tribes, was a nationwide bestseller, appearing on the Amazon, New York Times, BusinessWeek and Wall Street Journal bestseller lists. It's about the most powerful form of marketing--leadership--and how anyone can now become a leader, creating movements that matter.

His book Linchpin came out in 2008 and was the fastest-selling book of his career. Linchpin challenges you to stand up, do work that matters and race to the top instead of the bottom. More than that, though, the book outlines a massive change in our economy, a fundamental shift in what it means to have a job.

In addition to his writing and speaking, Seth was founder and CEO of Squidoo.com,. His blog (find it by typing "seth" into Google) is the most popular marketing blog in the world. Before his work as a writer and blogger, Godin was Vice President of Direct Marketing at Yahoo!, a job he got after selling them his pioneering 1990s online startup, Yoyodyne.

He's known as a pioneer in online education, and was the founder of the altMBA.

You can find every single possible detail that anyone could ever want to know at sethgodin.com

Customer reviews

4.6 out of 5 stars
121 global ratings

Customers say

Customers find the book great, thought-provoking, and fun. They say the concepts are amazing and the ideas are still fresh. Readers also mention the book is perfectly readable.

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6 customers mention "Reading quality"6 positive0 negative

Customers find the book great and say the ideas are still fresh.

"This is a brilliant book for those who wish to be change agents and creative marketers...." Read more

"Awesome book. Seth's "BIG FRONT FOUR" (my name for four key excerpts that knocked me for a loop)..."..." Read more

"I really liked this book it gave me a lot of insigh and was great reading" Read more

"Another great book by Seth. Especially liked the "Edgecraft" part - the focus away from differentiation, and instead about finding the edges." Read more

5 customers mention "Thought provoking"5 positive0 negative

Customers find the concepts in the book amazing and fresh. They say it's innovative and has practical information to help you sell others on your product. Readers also mention the book is motivating and has a whole lot of take-aways.

"...The concepts in this book are simply amazing and helped me thrive my business, so it went from regional to international..." Read more

"Seth Godin writes innovative, thought provoking and fun to read marketing books. This book is all of those things...." Read more

"...Very motivating and a whole lot of take-aways...." Read more

"I loved the practical application of purple cow principles and the free prizes inside this book...e.g. edgecraft instead of brainstorming." Read more

3 customers mention "Readability"3 positive0 negative

Customers find the book perfectly readable.

"...It also came with receipts from Goodwill. The book is perfectly readable, but it’s clearly fraudulent to call this “new.”" Read more

"The book is well written, however as in many business books the Free Prize Inside could have been an article in a business publication rather than..." Read more

"Easy Read..." Read more

Zaha Books is shipping “new” books from Goodwill
5 out of 5 stars
Zaha Books is shipping “new” books from Goodwill
I’m giving 5 stars for Seth Godin but I would give 1 star for Zaha Books. (My book is apparently shipped and sold by Zaha.) I ordered this book new, rather than used and new. Despite this, the book is written in and has some kind of subtle water damage to the top pages. It also came with receipts from Goodwill. The book is perfectly readable, but it’s clearly fraudulent to call this “new.”
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Top reviews from the United States

Ruben
5.0 out of 5 stars Don't let the cover fool you. It's great
Reviewed in the United States on August 14, 2007
Verified Purchase
This is a brilliant book for those who wish to be change agents and creative marketers. The concepts in this book are simply amazing and helped me thrive my business, so it went from regional to international (although the other writings from Seth Godin should be credited for this too).

The downside is that I feel this book (the title and cover) has the feeling it's a joke. Too big of a promise, too vague of a title. It's not a joke.

If you have that idea too, I'd hereby want to convince you to ignore the cover and the (sub)title and just buy the book. (Well, that is if you want to apply change in (your) company and want to have your marketingskills grow exponentially...)
One person found this helpful
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Ken Evoy
5.0 out of 5 stars Seth Godin's Best Yet
Reviewed in the United States on January 19, 2005
Verified Purchase
Awesome book. Seth's "BIG FRONT FOUR" (my name for four key excerpts that knocked me for a loop)...

"Focus on the unsatisfied."

"Make An Invisible Service Visible."

"The free prize transcends the utility of the original idea."

"When you identify what's broken among your competitors,

you've found a free prize."

... caused us to find our product's "Secret Prize."

We implemented a program within 5 days that has so far caused sales to jump by 50%. Tremendous feedback from inbound e-mail corroborates that we're on the right track, as does the fact that existing customers identify strongly with this "core" messaging.

I've read all of Seth Godin's books. This one is his best.

Ken Evoy

President, SiteSell.com

htttp://[...]
8 people found this helpful
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Brett W.
5.0 out of 5 stars Zaha Books is shipping “new” books from Goodwill
Reviewed in the United States on April 16, 2021
Verified Purchase
I’m giving 5 stars for Seth Godin but I would give 1 star for Zaha Books. (My book is apparently shipped and sold by Zaha.) I ordered this book new, rather than used and new. Despite this, the book is written in and has some kind of subtle water damage to the top pages. It also came with receipts from Goodwill. The book is perfectly readable, but it’s clearly fraudulent to call this “new.”
Customer image
Brett W.
5.0 out of 5 stars Zaha Books is shipping “new” books from Goodwill
Reviewed in the United States on April 16, 2021
I’m giving 5 stars for Seth Godin but I would give 1 star for Zaha Books. (My book is apparently shipped and sold by Zaha.) I ordered this book new, rather than used and new. Despite this, the book is written in and has some kind of subtle water damage to the top pages. It also came with receipts from Goodwill. The book is perfectly readable, but it’s clearly fraudulent to call this “new.”
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4 people found this helpful
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Kevin Eikenberry
4.0 out of 5 stars Easy Read
Reviewed in the United States on July 6, 2007
Verified Purchase
Seth Godin writes innovative, thought provoking and fun to read marketing books. This book is all of those things. After all, any book that had the first 100,000 copies available inside a cereal box (get it, the Free Prize Inside?) must be innovative, thought provoking and fun.! This is written as a marketing book and so if you are an entrepreneur, have a marketing interest or responsibility, I believe it is a must read.

But I recommend it for everyone else too - because about half of the book is about the most important part of the idea -selling it. So if you are trying to influence change in your organization, sell your ideas to others, propose an acquisition, suggest a new product line or influence others in your organization in any way, then I recommend you read this book.

(Hint - that last paragraph should be all of us, even if we could care less about "marketing" in our company) Read it because it is innovative. Read it because it is fun. Read it because it has practical information to help you sell others on your ideas.
5 people found this helpful
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Josh Strength Side
5.0 out of 5 stars Awesome Book
Reviewed in the United States on March 30, 2014
Verified Purchase
I read Purple Cow which this book is kind of a follow up to, but I enjoyed Free Prize Inside much more. Very motivating and a whole lot of take-aways. Yes the book is aimed towards entreprenuership and business but one can apply these principles to just everyday life.
3 people found this helpful
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M
5.0 out of 5 stars Good Author. Good Book. Okay price.
Reviewed in the United States on October 5, 2019
Verified Purchase
Book .... 4.25 stars
Author .... 4.5 stars
Price ...... 4 stars

Total stars rating .... 4.2
One person found this helpful
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Reader10928
5.0 out of 5 stars Fantastic sequel to purple cow
Reviewed in the United States on March 8, 2018
Verified Purchase
I loved the practical application of purple cow principles and the free prizes inside this book...e.g. edgecraft instead of brainstorming.
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Robert Harpole
5.0 out of 5 stars Important Book
Reviewed in the United States on September 4, 2013
Verified Purchase
Enough has been written about this book so I won't revisit all of the previous praise. What I liked about it was it didn't just teach me what to do it taught me how to think about things.
2 people found this helpful
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Top reviews from other countries

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DragicaG
5.0 out of 5 stars This one is a Prize!
Reviewed in Canada on May 1, 2018
Verified Purchase
Excellent!!! You actually learn what it takes to be remarkable. Enjoyed reading it and got through the whole book in less than 2 days.
It seems the whole world of marketing is full of products. Now I’m looking for Seth’s advice on marketing services.
Cannot get enough of his books. Outstanding expert in his field.
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Rodolfo Gonzalez
5.0 out of 5 stars Excellente continuacion
Reviewed in Mexico on March 15, 2017
Verified Purchase
Este libro es la continuación de Purple Cow , nos habla de como llegar a conseguir el producto extraordinario (remakable) que menciona en el anterior libro , te da muchos ejemplos de lo que es un Free Prize ,de compañías que actualmente lo utilizan y como conseguirlos a través de las Soft Innovations .

Explica porque Free Prize es gratis o debe conseguirse a un costo muy bajo a diferencia de otro tipos de innovaciones que son muy costosas.

También enseña como vender un proyecto y convertirte en un champion , y como presentar el proyecto a tus superiores incluso consejos para realizar una mejor presentación (powerpoint).

En general el libro te da una idea de lo que requiere una empresa o producto para poder sobresalir de su competencia sin invertir dinero, solo utilizando la creatividad.

Muy recomendado para personas que se desempeñan en el área de ventas , marketing , gerencia y también para personas que buscan abrir un negocio o ya lo tienen.
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O. Lesire
5.0 out of 5 stars Petit Chef-d'œuvre !
Reviewed in France on April 9, 2012
Verified Purchase
Ce livre est une mine de bonne humeur. A lire et à relire dans les moments de déprime, ou juste avant les élections, mais bon, déprime ou élections, c'est la même chose ;)

À ces moments, tous les acteurs vous promettent un "Free Prize Inside!", un "Cadeau Gratuit à l'Intérieur" si vous penchez de leur côté ! Un cadeau Bonux, quoi...

D'ailleurs, dans ce livre il y a bien un cadeau gratuit offert dedans ;)
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wayde
5.0 out of 5 stars What is your free
Reviewed in Canada on October 21, 2013
Verified Purchase
Still implementing all the possibilities arrived from this book. Seth has done it again, marketing in the New World. They used to call North America the new world. It will be the old world if you do not get on board.
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CH
4.0 out of 5 stars Sehr sehr hilfreiches Buch mit leichten Abzügen
Reviewed in Germany on November 29, 2012
Verified Purchase
Vorweg: Ich bin ein Fan von Seth Godin und haben bereits mehrere tausend Blogartikel von ihm gelesen (er schreibt seit Jahren an jedem einzelnen Tag).

Diese Buch handelt davon, mit soften, preiswerten Innovationen Produkte und Services so zu verändern, dass sie ernsthaft bemerkenswert werden und sich von der Masse abheben.

Zunächst hatte ich vom Buch mehr erwartet - der Schreibstil ist etwas anders und meiner Meinung nach weniger nachdenklich als in seinem Blog. Anderes gesagt: Das Buch wirkte "amerikanischer" auf mich, nach dem Motto: "Freunde, ich habe den Weg gefunden und jetzt folgt mir alle mal!"

Aber das war nur der Anfang. Der Ansatz selbst ist wundervoll. Free Prize Inside, d.h. dem eigentlichen Produkt etwas geben, was nicht zum Kern des Produkts (also seinem unmittelbaren Nutzen) gehört, was aber so bemerkenswert ist, dass es zum eigentlich Kaufgrund wird. Beispiel: Das Design von Apple-Produkten, die Action-Figur in der Kellogg's-Packung, die freundliche Bedienung beim Bäcker.

Der erste Teil des Buches ist dem Prozess gewidmet, wie man solche softe Innovationen in Unternehmen voran bringen kann - als "Champion", der für die gute Idee kämpft und Stück für Stück einen Innovationsprozess in Gang setzt. Dabei gibt es eine Reihe von hilfreichen Strategien und Taktiken.

Der zweite Teil des Buches geht um die Ideenfindung an sich. Hier verabschiedet sich Seth Godin vom traditionellen Brainstorming. Sein Rezept: Herausfinden, was andere Unternehmen/Produkte bemerkenswert macht und das auf eine andere Branche übertragen. Wo sind die Unternehmen vom langweiligen Status Quo abgewichen? An welchen "Edge" sind sie vorgedrungen?

Hier geht er exemplarisch vor - ein Patentrezept kann es für Innovationen schließlich nicht geben. Schließlich gibt es einen sehr langen Anhang, der mir persönlich jedoch egal war.

Alles in allem ein hoch hilfreiches Buch. Und wenn es nur zu einer einzigen guten Idee führt, dann hat sich der Kaufpreis schon 20-fach gelohnt.
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