Manchurian Books

Seth Godin invented the concept of an "ideavirus" and an
attendant marketing terminology. In a nutshell, he says, to
use his own summation:

"Marketing by interrupting people isn't cost-effective
anymore. You can't afford to seek out people and send them
unwanted marketing, in large groups and hope that some will
send you money. Instead the future belongs to marketers who
establish a foundation and process where interested people can
market to each other. Ignite consumer networks and then get
out of the way and let them talk."


This is sound advice with a shaky conclusion. The conversion
from exposure to a marketing message (even from peers within a
consumer network) - to an actual sale is a convoluted, multi-
layered, highly complex process. It is not a "black box",
better left unattended to. It is the same deadly sin all over
again - the belief in a miraculous conversion. And it is
highly US-centric. People in other parts of the world interact
entirely differently.

You can get them to visit and you get them to talk and you can
get them to excite others.


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