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Make money as a BZZ Agent.
 BzzAgent
ADedicatedMom
Favorite Campaign: Energizer e² Lithium Battery
What I am Bzzing now: All Marketers Are Liars BzzBlast
Why I'm a BzzAgent: I love to be apart of a process which
produces positive change and good outcomes. Bzz is a new concept helping
people learn about services and products in their every changing world. As
a Bzz agent I try these first, give my objective opinion, and along with many
other Bzz Agents, some very important decisions are made. It's a wonderful
way to improve our world, and being a part of it makes it an honor to work with
this extremely ethical community.
I get PAID to read excerpts from great new
books.
As a Bzz Agent I had the opportunity to learn more about Seth Godin and his
work. He has created a special blog just for his latest book, liarsblog.com
– plus his website
is always a great resource for marketing know-how and the latest on Seth.
Seth speaks out on controversy and his latest book is no different.
Here are a few which stuck out most to me.
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 This
is one of the bestselling albums in the world.
Not since it came out, but LAST YEAR.
How is that this album has been a Billboard 100 for decades?
Because of worldview. Some people (most people) want to buy music
they've heard before. It makes them happy to hear familiar music. The
best new album in the world isn't going to change that worldview.
Instead, what happens is that a great new album appeals to people who
LIKE new music. Some of those folks work at radio stations or use
Grokster. And they spread the song, playing it over and over (for
free) to people who don't like new music. After awhile, it's not new
to those people, so they buy it.
The lesson isn't on the dark side, folks. You can't change the way
people do things. What you can do is enter a population with your idea
via an easier route and let the people who want to spread your idea
spread it to those willing to listen to a friend.
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When you think of a thumb, do you think of Wendy's?
Does it make you less likely to eat there?
Sales are off as much as 50% in some California Wendy's. Not because
there's any chance in the world that you're going to find another
thumb. Or even an index finger. In fact, Wendy's is probably the
safest fast food place in the world when it comes to appendages just
now.
The reason sales are off isn't about the truth. It's about the story
we insist on telling ourselves.
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 Now they want to be
called just plain Hershey.
Why?
Well, they've spent years selling off their food divisions, leaving
them with mostly junk... candy and stuff.
It turns out that people NEED
food, and they WANT candy. So
candy is a lot more profitable. Since Hershey no longer sells food,
they want to be sure the stock market knows this. Hershey Junk is
probably not a good name for a company, so now it's just Hershey.
Let's assume that they're correct, and that the stock market will get
the message, giving them a higher PE ratio and stock price because
they are in a higher margin business. What this means is that a story
about what they do will end up being worth hundreds of millions of
dollars. Just to tell a story to people who have an incentive to be
informed about the truth. Of course, it's impossible to tell the
truth...
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