How I've Become "Conversion" Agent with Tribes

A couple of weeks back, the partnership marketing manager for Audible.com reached out to me with an offer - the full audio book of Seth Godin's new book Tribes FREE for my readers. On condition that this would be posted the week of the book release, this week.

Knowing that this offer would probably go to lots of bloggers, and that I tend to like writing and sharing things that my readers will not find in too many other places (echo chamber and exclusivity wearing thin when the tribe is too big), I asked for something extra. Audible agreed to throw in a 14-day FREE trial (they promised 30 days, stay tuned for an update) with the option of getting an audio book of your choice, on top of this promotion. That is just for you here (I think).

As I expected, news and links to the free audio version were already circulating on Twitter as early as Friday - instant gratification at work. I confess it did not make me feel any special to belong to such a big tribe and to lose the news effect instantly. Customers want to feel special. For example, Jon Burg felt a bit "betrayed" for having pre-ordered a book he received on the same day the FREE audio was being broadcast. (hat tip to Gavin Heaton) I don't think that it's a price point issue, though. 

My take is that it's an issue of exclusivity. For all the talk of collaboration and co-creation, we still need to be treated like we're the only one. We want to stand out - the bigger the crowd, the less we think we can do that. I have not read (or had a chance to listen to) Seth's new book yet and I am sure it's filled with good content.

I am more of a leader than a follower in the great scheme of things. In that sense, I consider Seth more a peer - a generous and thought provoking colleague - someone who helps inform my thinking on marketing. Someone I am thankful for and have exchanged ideas with over the years. Who knows, one day that could lead to a project together, or maybe not.

The most important reason why I admire his work is because he follows his on advice, consistently. If you've ever tried to do that, you know how hard it is to do. My other reason for being thankful to Seth is that at one point he sent me this massive quantity of books to give away. I had just been laid off and now had a way to thank the people in my network with a social object, the book, that was valuable - in my eyes and to them. 

The book was Survival is Not Enough, probably one of the less popular among those he's authored, maybe because it's fairly long. That book helped me do change more than any other publication in the market. I zoom. Do you zoom? The reason to stretch and to adapt is never greater than it is in uncertain economic times. Here we are. Perhaps it's worth picking up a copy...

"I believe that there's a goal beyond survival, that we can actually thrive and find joy in working with all the chaos that surrounds us. That we can look forward to change and turbulence as an opportunity to increase our success." Indeed there is and we can. Maybe that means embracing Tribes and have the best of one world. As he says, people want to connect - my mantra is connecting ideas and people.

___________

Related Posts:

How do You Go From Start to Success?
Leading Brands Lead

Comments

[David Damore]

Awesome post!

If you want to read part of Survival Is Not Enough by Seth Godin... Go to Google Book Search [ http://books.google.com/books ] put "Survival Is Not Enough" in the search box. The fifth or sixth result should be the one with a limited preview.

From that page, on the right side, you will see links to online books sellers. Looks like B&N still has new copies [currently "$15.00 Online price"].

Take Action Today!
ATB,
David

[Pedro Rocha]

Hi Valeria,

I for one have no problem spreading the word for people who offer me free and cool content everyday, like Seth does.

Nice blog, I'll visit more often (you've just been subscribed...;)

Cheers,

Pedro

[jon burg]

The power that Seth brings to the table as a leader is daunting. While I questioned his innovative marketing tactic, his community (of which I would like to consider myself a member :? ) ) spoke up.

Seth so consistently delivers outstanding content and perspective, that his every word is hung on by countless brilliant marketers. His tactic changed a market dynamic.

When Jobs gives discounts, people cry foul. When Seth gives it away for free, we celebrate his brilliance. Such as this power of Seth.

Thanks for sharing! Now I've got yet another Seth Godin book on my to-read list!

[Valeria Maltoni]

@David - thank you for the tip on obtaining the book. I remember I gave away many copies at the time. As I have done for many of Seth's books, which I tend to buy in bulk.

@Pedro - My thinking was more directed towards the echo chamber. As I wrote in the post, I have been promoting Seth's books and work for years and I consider him a colleague and friend ;-)

@Jon - as I'm fond of saying, leading brands lead.

[Joy-Mari]

I couldn't get this download. It was a .pl document?

[Joy-Mari]

Thanks, Valeria. It worked this time around.

[Jon]

Argh...
not a pleasant experience for me.

It's an audio file. Why should I have to download (yet another) 'special' player to listen to it? The audible.com site has a misleading box, implying that depending on which way you plan to use the file, different options are available. Yet regardless which option you choose, you are taken to the 'manager' download page.

When I decided to decline the download and cancel the account audible.com FORCED me to create to get this "free" download, I found there is no way to do that short of CALLING THEM ON THE PHONE?

Come on, Valeria... is this really 'permission'... or is it arm-twisting.

I have removed Seth from my reading list.

[Jon]

Oops. Forgive the double comment...

I just wanted to apologize for all the misspelled words etc...

Can you tell that this experience made me angry?

[Valeria Maltoni]

Jon:

I was able to download the file and listen to it with iTunes. I tried it before posting for the reason you list - I did not want anyone to have a bad experience, as I'm sure Seth wouldn't.

I can correct the typos, no problem, I know how that happens (I'm not the best of typists myself).

I think removing Seth from your reading list will not cure the experience with Audible.com. If these were all the troubles, I'd be more than happy to welcome them ;-) C'mon, there is value in spades in what Seth writes and does. I don't always agree, but he delivers on inspiration and insight. And he is a gentleman in the highest meaning of the word.

[Greg]

"...we still need to be treated like we're the only one."

Exclusivity is the trick nightclubs use to be a hot spot. People waiting in line to get in. A VIP room in the back. A more VIPer room beyond that...