Meatball Sundae: Is Your Marketing out of Sync? by Godin Seth

Author:Godin, Seth [Godin, Seth]
Language: eng
Format: mobi, epub
Publisher: Penguin Group
Published: 2007-12-26T16:00:00+00:00

The Rejuvenation Story

In 1977, a junk store in Oregon decided to try selling period lighting (the illumination of choice while reading your Sears catalog in 1910). Since then, Rejuvenation has grown to have more than two hundred employees and become the largest manufacturer and seller of period lighting and architectural fixtures in the world.

If, for example, you need a twelve-inch copper fabric bridge lampshade, with an UNO fitter (they also sell the clamp-on variety), odds are this is the only place you will find one. And if this is what you really need, then you’ll find it.

And those are the two secrets of being a long-tail provider. People who really care will find you, and going to the trouble to make what someone wants is in itself a useful marketing exercise. It’s not about what you think the market wants, or what you want the market to want. It’s about creating and assembling a collection of goods and services that captures the attention (and commerce) of the people who truly care.

Download

Copyright Disclaimer:
This site does not store any files on its server. We only index and link to content provided by other sites. Please contact the content providers to delete copyright contents if any and email us, we'll remove relevant links or contents immediately.