A Lesson In Marketing

During the summer Seth Godin wrote a blog post highlighting the upcoming fall release of his book Tribes.  If you pre-ordered Tribes online, you would be invited to join the exclusive online community Triiibes.

I was immediately fascinated, which was one of the objectives of the marketing plan.  I knew there was more to this scenario than appeared to the naked eye, but I didn’t know how much more.  Looking back, I realized Seth was applying the Cialdini principles.  I wasn’t sure where the offer would take me, but I wanted to go along for the ride.  I pre-ordered the book.  I bought in, just like he wanted me to.

A few months later on September 25th I received a note, which appeared to be from Seth.  Below is the transcript:

Hey…

Here’s a gift.

No strings attached.

I want to thank you believing in the Triiibe, for signing up sight unseen, for buying a book you hadn’t read yet, hadn’t heard about yet, hadn’t browsed yet.

You went first, took the lead, took a (small) chance with your money and a big chance with your time.

Thanks.

Here’s an advance copy of Tribes.  An early copy, for you, before anyone else gets one.  Please read it and keep it.  And when the one you paid for comes, I hope you’ll give that one away.  In two weeks or so, when it arrives from the bookseller, take that second copy and spread the word.  If all you do is file it away, I’ve failed.

I write books so people will spread the ideas inside.  I write them to change things, to give a name to something that might be invisible and to give you a tool to make the chance you hope to see in the world.

Working with you (and the rest of the Triiibe) is the entire purpose of my career.  I hope you’ll put this gift to good work and give it to someone who needs it.

Thanks again,

Seth

P.S. Don’t forget to look inside the flap of the cover…

I was going to be receiving two books.  One for me, and one to pass along.  Seth was naturally expanding his Tribe by offering everyone that pre-ordered two books for the price of one.  The thing is, we ordered unknowingly.

By employing principles of social validation and scarcity, Seth was able to create a powerful tribe around his book and brand.  Although I realized I was being “marketed” to, I bought in anyway.  Again, perhaps this was the point.  It seemed obvious, but it was equally enticing.

Oh yeah.  On the inside flap of the book, there is a picture of those that (presumably) pre-ordered the book.  I couldn’t find my picture on the flap, but I did notice Derek’s.

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