Musings from Mike Atkinson on Internet strategy, usability, and more...

Free Godin eBooks

I’ve followed Seth Godin since before his permission marketing days at Yahoo. I’ve heard him speak, read his books, and follow his blog closely. I think he’s one of the leading voices in the the customer-centric revolution.

He just made available two free eBooks that I highly recommend:

Knock Knock: Seth Godin’s Incomplete Guide to Building a Web Site that Works

Here are some gems:

View your site as a series of steps, steps that go from a stranger clicking on an ad, all the way to a satisfied customer telling ten friends.

Like it or not, every page on your site has a tone of voice. That tone must match the expectations of the visitors or they will misunderstand who you are (or worse, flee). Choose a tone that matches or exceeds the tone of your successful competitors.

You are never going to please everyone, so you shouldn’t try. If you do, you’ll fail at pleasing anyone. Instead, imagine who your very best audience is and go straight for the heart of that group—and ignore everyone else.

We’ve been trained by the engineers to see a Web site as a pyramid, with a home page at the top and an ever-increasing range of choices as the user digs deeper. Instead, I’d like you to see a Web site as a series of processes, as different from each
other as each customer is different.

I hope that whets your appetite for the book. It’s 40-some page – an easy-read over a lunch.

Who’s There?: Seth Godin’s Incomplete Guide to Blogs and the New Web

I haven’t gotten a chance to read this one yet, but it looks equally as good.

Dive in!

UPDATE: In Chicago last week, Randy gave me a heads up that I messed up the link for the Who’s There eBook. All better now. Sorry…


name Remember