Seth Godin and the art of creating empathy

Nobody doubts that Seth Godin has taught us a thing or two about the type of marketing that we are heading for. But the main conclusion that I have reached after reading his ebook Knock Knock, guide to builing a web site that works is that we have a lot to learn from Seth Godin about how to sell ourselves.

And the truth of the matter is that the Americans know an awful lot about selling. And Seth Godin not only achieves that, but also manages to generate empathy better than anybody. In the introduction to the document, he starts by saying ?This ebook is protected under the Creative Commons licence. No commercial use, no changes. Feel free to share it, post it, print it, or copy it?. And he continues by saying: ?This ebook is available for free by visiting If you bought it, you paid too much?. And he continues even further: ?In return, I?d consider it a mutual favor if you?d click here and subscribe to the feed of my blog.?

To me, that?s a fantastic way of starting a document. A document which, by the way, does not tell us anything new about persuadability as regards content. But it does about form.

The document also slots in timely advertisements for his books every three or four slides and suggests that we make a donation to the Red Cross for having been given free access to such valuable content. We need to keep a close eye on him.

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