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GREAT Marketing Book by Seth GodinJDM RUSH

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Seth Godin

Meatball Sundae: Is Your Marketing out of Sync? Hardcover – December 27, 2007

by Seth Godin (Author)

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?Gotta get me some of that New Marketing. Bring me blogs, e-mail, YouTube videos, MySpace pages, Google AdWords . . . I don?t care, as long as it?s shiny and new.?

Wait. According to bestselling author Seth Godin, all these tactics are like the toppings at an ice cream parlor. If you start with ice cream, adding cherries and hot fudge and whipped cream will make it taste great. But if you start with a bowl of meatballs . . . yuck!

As traditional marketing fades away, the new tools seem irresistible. But they don?t work as well for boring brands (?meatballs?) that might still be profitable but don?t attract word of mouth, such as Cheerios, Ford trucks, Barbie dolls, or Budweiser. When Anheuser-Busch spends $40 million on an online network called BudTV, that?s a meatball sundae. It leads to no new Bud drinkers, just a bad case of indigestion.

Meatball Sundae is the definitive guide to the fourteen trends no marketer can afford to ignore. It explains what to do about the increasing power of stories, not facts; about shorter and shorter attention spans; and about the new math that says five thousand people who want to hear your message are more valuable than five million who don?t.

The winners aren?t just annoying start-ups run by three teenagers who never had a real job. You?ll also meet older companies that have adapted brilliantly, such as Blendtec, a thirty-year-old blender maker. It now produces ?Will it blend?? videos that demolish golf balls, Coke cans, iPhones, and much more. For a few hundred dollars, Blendtec reached more than ten million eager viewers on YouTube.

Godin doesn?t pretend that it?s easy to get your products, marketing messages, and internal systems in sync. But he?ll convince you that it?s worth the effort.

Print length

256 pages
Language

English
Publisher

Portfolio
Publication date

December 27, 2007
Dimensions

5.5 x 1 x 7.5 inches
ISBN-10

1591841747
ISBN-13

978-1591841746
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Editorial Reviews

From Publishers Weekly

Godin's latest business handbook (after Small Is the New Big and The Dip) revisits some of his most popular marketing advice, while emphasizing that it can't just be applied willy-nilly. In past decades, he says, companies were able to get rich by making average products for average people, but those markets have long since been sewn up; mass is no longer achievable [or] desirable. Rather than simply rely on mass media to raise product visibility, New Marketing treats every aspect of interacting with customers—including customer service and the product itself—as an opportunity to grow the organization. In order to be successful with such marketing techniques, a company must change its practices across the board. Otherwise, you're just putting whipped cream on a meatball. Godin has a perspective on everything from blogs (don't bother unless you really have something to say) to the long tail (if it's as valuable to your company as the top sellers are, why aren't you paying more attention?). His arresting conversational style is sure to once again set the business world talking. (Jan.)
Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.

About the Author

Seth Godin is an entrepreneur, a sought-after lecturer, a monthly columnist for Fast Company, and an all-around business gadfly. He’s the bestselling author of Permission Marketing, Unleashing the Ideavirus, The Big Red Fez, Survival Is Not Enough, and Purple Cow.

Product details

Publisher ‏ : ‎ Portfolio (December 27, 2007)
Language ‏ : ‎ English
Hardcover ‏ : ‎ 256 pages
ISBN-10 ‏ : ‎ 1591841747
ISBN-13 ‏ : ‎ 978-1591841746
Item Weight ‏ : ‎ 10.4 ounces
Dimensions ‏ : ‎ 5.5 x 1 x 7.5 inches

Best Sellers Rank: #412,229 in Books (See Top 100 in Books)
- #125 in Multilevel Marketing (Books)
- #422 in Web Marketing (Books)
- #629 in E-commerce Professional (Books)

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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

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Viriya Taecharungroj

Six Elements Review - 7.1/10

Reviewed in the United States on November 7, 2008

Verified Purchase

Business as usual isn't working anymore.

Seth Godin portrays the orthodox business practice trying to embrace the New Marketing as "Meatball Sundae". Meatball is straightforward and ubiquitious. The New Marketing is whipped cream and a cherry

Part 1 speaks out the difference between the old marketing (mass media, TV, command-and-control) and The New Marketing (fashion, stories, permission and promises)

The highlight of the book is in Part 2, The Fourteen Trends

Trend1: Direct Communication and Commerce Between Producers and Consumers

Trend2: Amplification of the Voice of the Consumer and Independent Authorities

Trend3: Need for an Authentic Story as The Number of Sources Increases

Trend4: Extremely Short Attention Spans Due to Clutter

Trend5: The Long Tail

Trend6: Outsourcing

Trend7: Googl and The Dicing of Everything

Trend8: Infinite Channels of Communication

Trend9: Direct Communication and Commerce Between Consumers and Consumers

Trend10: The Shifts in Scarcity and Abundance

Trend11: The Triumph og Big Ideas

Trend12: The Shift From "How Many" to "Who"

Trend13: The Wealthy Are Like Us

Trend14: New Gatekeepers, No Gatekeepers

Part 3 is "Putting It Together", it is basically the conclusion with some nice case studies in the final part

What I'm going to tell you is the breakdown of the dimensions of the content of the book into six dimensions: ease of understanding (how easy it is to understand), distinction (how unique it is), practicality (can it be done?), credibility (does it sound true and real or is it from out of nowhere?), insight (Is it deep of is it shallow?), and reading experience

If a book is easy to understand, distinct, practical, credible, insightful, and provides great reading experience, I consider it an excellent book.

Meatball Sundae:

Ease of Understanding: 8/10: Seth wrote it very simply, each part is divided into small sections (blog-like) instead of a long chapter. 2 points taken due to a maximum use of technological stuffs which can be hard to understand by brick-and-mortar marketers unless he or she read it with an online computer.

Distinction: 7/10: There have been books already about these trends, The Long Tail, far too many books on outsourcing and these technological trends, a famous The World is Flat by Thomas Friedman offers a great insight on this. However, Seth Godin is magical in the sense that he can thread and tie them together.

Practicality: 5/10: Although there are many new and fun things to learn and the 14 trends, he did not offer much on how to ride the trend. I now have a blog, subscribed to Twitter, Squidoo, etc. Now what? The stories mostly stop there

Credibility: 8/10: Seth's words are honest and real, he wrote about blogs and communication and he is the master at it with examples of successes and failures and a long lists of examples from other sources in a small book.

Insight: 5/10: Since the book is divided into many small chunks, there is no subject that is deep. It is understandable though, this is no Philip Kotler's textbook.

Experience: 9/10: This book is fun. My feeling was like sitting with Seth Godin himself while he shows me what's in his laptop and what should we do with our browser.

Overall: 7.1/10: A very good book on how marketing is and will be and the trends changing the marketing landscape forever but too little on the spot on methods and how-tos.

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David Meerman Scott

Buy a copy of Meatball Sundae for your boss*

Reviewed in the United States on December 27, 2007

Verified Purchase

When I deliver keynote speeches and run seminars at companies, I am often asked for advice on how to convince the bosses that the new rules of marketing really work. Frequently people say something like: "My bosses make me prove ROI before I can do this online thought leadership and viral marketing stuff."

My cynical answer is: "What's the ROI of putting on your pants in the morning?"

But then I suggest that people to ask their boss if in the past few months, they've made a product or service decision based on a direct mail piece they received or based on a TV advertisement. (Almost no bosses have). Then I say they should ask their boss if in the past few months they've used Google or another search engine to make a product or service decision. (Virtually all bosses have).

Well now I have something else to suggest. Buy a copy of Seth Godin's Meatball Sundae: Is Your Marketing out of Sync? for your bosses.* Tell them it is an important book. Meatball Sundae will be your tool to help others in your organization to understand what you already get and what you are eager to implement. It will help you to get the buy-in to do the new rules of marketing that you know makes sense.

But first your bosses may need to transform your company.

Meatball Sundae lays out in a convincing manner the transformations that are taking place in business today. These transformations mean that everything needs to be looked at carefully, including marketing. But to just toss new marketing onto the top of obsolete business models is like putting whipped cream and a cherry onto meatballs to make a sundae. (Yuk).

Godin tells a story I really like. Josiah Wedgewood, a potter in England in the 1800's at the start of the Industrial Revolution, was the first to create a factory with a production line and job specialization. He built a showroom and shipped product around the world. And he sold bespoke pieces to royalty but first displayed those fantastic and expensive creations for several months so all could see. (Wedgewood was a marketing genius AND a business pioneer.)

Josiah Wedgewood took advantage of changes in society and technology and changed the way business is done, made millions, and founded a company still famous today. But his brother Thomas Wedgewood stuck to the ways that all potters have worked in the past, barely made a living, and is forgotten today.

Godin says fourteen trends are completely remaking what it means to be a marketer. And while these trends are transforming organizations that have the right approaches, they are crippling the organizations that are stuck with nothing but meatballs. Once again, marketing is transforming what we make and how we make it.

* > If you ARE the boss, you should buy copies for your board members and investors...

36 people found this helpful

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Top reviews from other countries

Paul Dervan

This was a great read

Reviewed in the United Kingdom on February 9, 2008

Verified Purchase

This was a great read. Seth writes fast, firing out lots of interesting examples. I read Seth's blog regularly and believe I'm well up to speed on new marketing but still found lots of nuggets here. I found myself putting this book down a couple of times to visit the websites he mentions as he moves along. Enjoy.

2 people found this helpful

chibajohn

The best Godin since Purple Cow

Reviewed in Japan on April 28, 2009

Verified Purchase

This book clearly states 14 trends that are reshaping marketing as we know it. It's an indispensable guide to marketing in the modern world. And on top of that, Godin's humor and casual writing style make it an interesting accessable read for anyone.

One person found this helpful