I just finished Seth Godin’s book Free Prize Inside. As expected, it helped me to take a step back and reanalyze my marketing endeavors. I have been practicing, although very sparsely, the Free Prize brand of marketing since I opened my first store in 1996. But Seth’s book as convinced me that Free Prize marketing must be a part of every marketing campaign. It must be built into the product, the brand.
The newest and most helpful thing I learned was what Seth calls “Edge Craft”. Instead of using brainstorming to randomly fire unguided missile, Edge Craft start with where your product is now and then takes you to the extreme edges of marketing that product using Free Prize thinking. I definitely recommend this book to anyone who is interested in marketing.
You can learn more about Seth Godin, Free Prize Inside, and other books he has written at sethgodin.com