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Seth Godin

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Free Prize Inside!: The Next Big Marketing Idea Hardcover – Jan. 1 2004

by Seth Godin (Author)

4.6 97 ratings

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Purple Cow was the #1 bestselling marketing book on Amazon in 2003. Now in Free Prize Inside, Seth Godin is back with practical advice on how to put Purple Cow thinking to work inside your organization (big or small, profit or non) to MAKE SOMETHING HAPPEN. The next big marketing idea is a proven strategy for making your products or services so remarkable that they practically sell themselves.

Purple Cow taught marketers the value of standing out from the herd, which is how companies like Krispy Kreme and JetBlue made it big. But it left readers hungry for more: How do you actually think up new Purple Cows? And how do you get them adopted by risk-averse Brown Cow companies?

Free Prize Inside delivers those answers and much more. Its a fun guide to doing innovative marketing that really works when the traditional approaches have all stopped working. Thirty years ago, the best way to sell something was to advertise it on television. But todays consumers are cynical, and your product or service had better be more than just hype and clever advertising. Even better, it ought to come with a market-changing innovationa free prize inside.

You dont have to spend a fortune to create something cool that virtually sells itself. Think of simple but powerful innovations like the Tupperware party, Flintstones vitamins, G.I. Joe (a doll just for boys), Lucille Roberts (a gym just for women), and frequent flier miles. Free Prize Inside will teach you how to create those kinds of blockbusters at your own company without a bunch of MBA-brainwashed marketers. You dont have to be a geniusyou just need curiosity, initiative, and a strategy for overcoming resistance when you champion your idea.

Were all marketers now, no matter what our job titles. With Godins help, we can find the free prize that will transform our companies.

From Publishers Weekly

A slapdash mix of insight, jargon, common sense, inspiration and hooey, Godins follow up to last years Purple Cow argues that the way to make any product a bestseller is to couple it with "a feature that the consumer might be attracted to" whether or not she really needs it or wants it. "If it satisfies consumers and gets them to tell other people what you want them to tell other people, its not a gimmick," he argues. "Its a soft innovation." An entrepreneur, lecturer and monthly columnist for Fast Company, Godin knows his business history, and his book bursts with interesting case studies that define "free prize" thinking: e.g. Apples iPod, Chef Boyardees prehistoric pasta, AOLs free installation CDs. One of the problems with the book, however, is that its insistent use of needless jargon ("free prize," "purple cow," "edgecraft") clouds complicated issues and lumps dissimilar processes together. "Fix whats broken," Godin advocates on one page. "Inflame the passionate," he declares on another. Both of these ideas could certainly lead to business improvements, but they hardly use the same methods. Like Godins last book, this volume reads like a sugar rushfast and sweetand this may propel the author back onto the bestseller lists. To help jumpstart his sales, Portfolio will be packaging the first few thousand copies of the book inside cereal boxes. Now thats quite a gimmicker, soft innovation.
Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.

Print length

240 pages
Language

English
Publisher

Portfolio Hardcover
Publication date

Jan. 1 2004
Dimensions

13.41 x 2.36 x 18.75 cm
ISBN-10

1591840414
ISBN-13

978-1591840411
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Product details

Publisher ‏ : ‎ Portfolio Hardcover (Jan. 1 2004)
Language ‏ : ‎ English
Hardcover ‏ : ‎ 240 pages
ISBN-10 ‏ : ‎ 1591840414
ISBN-13 ‏ : ‎ 978-1591840411
Item weight ‏ : ‎ 321 g
Dimensions ‏ : ‎ 13.41 x 2.36 x 18.75 cm

Best Sellers Rank: #1,216,999 in Books (See Top 100 in Books)
- #6,226 in Motivational
- #105,591 in Business & Investing (Books)

Customer Reviews:
4.6 97 ratings

About the author

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Seth Godin

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Seth Godin is the author of 20 international bestsellers that have been translated into over 38 languages, and have changed the way people think about marketing and work. For a long time, Unleashing the Ideavirus was the most popular ebook ever published, and Purple Cow is the bestselling marketing book of the decade.

He worked as a year as the volunteer founding editor of The Carbon Almanac, and his recent bestsellers also include The Practice and This is Marketing.

He's a recent inductee to the Marketing Hall of Fame, and also a member of the Direct Marketing Hall of Fame and (go figure), the Guerrilla Marketing Hall of Fame.

His book, Tribes, was a nationwide bestseller, appearing on the Amazon, New York Times, BusinessWeek and Wall Street Journal bestseller lists. It's about the most powerful form of marketing--leadership--and how anyone can now become a leader, creating movements that matter.

His book Linchpin came out in 2008 and was the fastest-selling book of his career. Linchpin challenges you to stand up, do work that matters and race to the top instead of the bottom. More than that, though, the book outlines a massive change in our economy, a fundamental shift in what it means to have a job.

In addition to his writing and speaking, Seth was founder and CEO of Squidoo.com,. His blog (find it by typing "seth" into Google) is the most popular marketing blog in the world. Before his work as a writer and blogger, Godin was Vice President of Direct Marketing at Yahoo!, a job he got after selling them his pioneering 1990s online startup, Yoyodyne.

He's known as a pioneer in online education, and was the founder of the altMBA.

You can find every single possible detail that anyone could ever want to know at sethgodin.com

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DragicaG

This one is a Prize!

Reviewed in Canada on May 1, 2018

Verified Purchase

Excellent!!! You actually learn what it takes to be remarkable. Enjoyed reading it and got through the whole book in less than 2 days.
It seems the whole world of marketing is full of products. Now I’m looking for Seth’s advice on marketing services.
Cannot get enough of his books. Outstanding expert in his field.

Reviewed in Canada on October 21, 2013

Verified Purchase

Still implementing all the possibilities arrived from this book. Seth has done it again, marketing in the New World. They used to call North America the new world. It will be the old world if you do not get on board.

One person found this helpful

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Marc A. Pitman

On-the-edge is far safer than status quo!

Reviewed in Canada on July 5, 2004

I'm a big fan of Seth Godin. His books Permission Marketing, Unleashing the Idea Virus, Purple Cow, and The Big Red Fez continue impact me on an almost daily basis. One thing I love about Seth is that he persuasively argues that in today's economy thinking on-the-edge is far safer than maintaining the status quo.
In Purple Cow, Seth argued that businesses and nonprofits need to be remarkable in order to survive. Being remarkable means that people will tell their friends about your product or service. Purple Cow was a thought provoking book but was lacking in helping readers implement the ideas. Free Prize Inside takes it the next step and shows us how to market and create remarkable changes in our organizations.
Free Prize Inside is divided into three sections:
• Why You Need a Free Prize
• Selling the Idea
• Creating the Free Prize
A "free prize" is a soft innovation. Seth builds the case for the urgent need of people in all organizations, including nonprofits, to be championing soft innovations. Soft innovations are the "clever, insightful, useful small ideas that just about anyone in an organization can think up." A free prize may seem like a gimmick at first but it actually becomes an essential part of your product or service. We all know what our favorite cereal tastes like, but it becomes irresistible when we see we can get a free prize inside the box. To illustrate his point, Seth is selling the first printing of this book in a special-made cereal box! You can pre-order a copy at Amazon.com.
He's convinced that anyone can come up with a free prize inside. The problem comes when we share it with others. Seth says our co-workers or boss, ask three basic questions:
1. Is this idea doable?
2. Is it worth doing?
3. Are you the one able to do it successfully?
If they aren't able to answer "yes" to all three questions, they won't join you, and the idea will die. The second section of the book is dedicated to specifically showing us how to keep our innovations alive by championing them and winning the support of others. After all, creating a free prize isn't important if we can't sell it to our organization.
The last section is dedicated to creating the free prizes. What would make your organization remarkable? Here Seth introduces his new concept of "edgecraft." He explains, "You're...caught in the center of a web of boring. The goal of edgecraft is to pick an edge (there are hundreds to choose from) and go all the way with it-even a little further than that if you can. Moving a little is expensive and useless. Moving a lot is actually cheaper in the long run and loaded with wonderful possibilities."
Donuts are boring but Krispy Kreme found an edge and made them sensational. Netflix did the same with movie rentals. They created a free prize by transforming the rental experience and created a very loyal customer following. The United Way found free prize when they discovered the concept of payroll deduction. Pushing that edge has helped them raised a lot of money!
Free Prize Inside is an inspiring and practical way for us to find our organization's edges and push for a free prize. It comes with extensive endnotes that cite Seth's sources, expand on points, and point you to great information on the web. I particularly appreciate Seth's constant attention to the nonprofit sector throughout the book. I highly recommend getting a copy. And, if you order it before it's published in May, you can still get it in a cereal box!

One person found this helpful

Helpful

TJ Berry

Have you made something remarkable today?

Reviewed in Canada on May 27, 2004

You only have to watch a five-year-old in the cereal aisle to understand the effectiveness of a free prize. A child will pick the healthiest fiber cereal... as long as the toy inside the box is compelling enough.
If free prizes are so effective, why do we abandon the idea when we get down to selling "serious" products? Contrary to what you may believe, the lure of the free prize doesn't diminish as people mature. If it did, no one would buy a Lexus and we would all be content with cell phones that only made telephone calls.
So where's your free prize? Whether you sell potato chips of mutual funds, a free prize works to pull customers to your brand. Don't have a free prize yet? Seth Godin will teach you the steps in creating one -- and this isn't a complex process reserved for the most elevated gurus of marketing. I'm not even in the marketing department and I put a few of the tips in the book to the test, with immediate results.
Seth guides us through championing an idea (in a way which will succeed) and using edgecraft to make your product or service remarkable in clear, example-filled chapters. The lengthy list of ways in which you can tweak your offering to make it stand out is one that I return to again and again. I have limited reading time, yet I even found myself immersed in the endnotes. There is an idea of value on every page of this book and the cereal box is arrives in will look great on your desk.

One person found this helpful

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a.c.

Free Prize Needs to be read with Purple Cow

Reviewed in Canada on May 13, 2004

Free Prize is what I see as the related follow-up to Seth's powerful last book Purple Cow. These two books together serve as my small company's product development / product innovation department. Free Prize has 3 distinct elements that make it worth the buy:
1) The whole 2nd section on how to champion your idea. This is invaluable. This section shows the reader how to get team/corporate adoption once you develop a product/service innovation. This section is worth the value of the whole book.
2) The concept of Edgecrafting. This is suppose to be an alternative to Brainstorming. This is a powerful concept. Everyone likes to Brainstorm, but how many real products or services come from a generic Brainstormin session. Plus how often can an operational company really brainstorm? The concept of Edgecrafting is one that can be done on a daily basis. Seth teaches the reader how to go to the edge (he gives examples of edges) and shows you how to innovate from their.
3)The endnote section. Seth includes an extensive list of references, websites, and various endnotes for further exploration. Once again, just reading and researching the various endnotes could give you ancillary reading material for the next year!
I love it. I still put Permission Marketing and IdeaVirus (these are books about business models - you can build a business around these concepts!) as Seth's best books, but Free Prize comes in right after those two.

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Brett W.

Zaha Books is shipping “new” books from Goodwill

Reviewed in the United States on April 16, 2021

Verified Purchase

I’m giving 5 stars for Seth Godin but I would give 1 star for Zaha Books. (My book is apparently shipped and sold by Zaha.) I ordered this book new, rather than used and new. Despite this, the book is written in and has some kind of subtle water damage to the top pages. It also came with receipts from Goodwill. The book is perfectly readable, but it’s clearly fraudulent to call this “new.”

3 people found this helpful

Rodolfo Gonzalez

Excellente continuacion

Reviewed in Mexico on March 15, 2017

Verified Purchase

Este libro es la continuación de Purple Cow , nos habla de como llegar a conseguir el producto extraordinario (remakable) que menciona en el anterior libro , te da muchos ejemplos de lo que es un Free Prize ,de compañías que actualmente lo utilizan y como conseguirlos a través de las Soft Innovations .

Explica porque Free Prize es gratis o debe conseguirse a un costo muy bajo a diferencia de otro tipos de innovaciones que son muy costosas.

También enseña como vender un proyecto y convertirte en un champion , y como presentar el proyecto a tus superiores incluso consejos para realizar una mejor presentación (powerpoint).

En general el libro te da una idea de lo que requiere una empresa o producto para poder sobresalir de su competencia sin invertir dinero, solo utilizando la creatividad.

Muy recomendado para personas que se desempeñan en el área de ventas , marketing , gerencia y también para personas que buscan abrir un negocio o ya lo tienen.

2 people found this helpful

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O. Lesire

Petit Chef-d'œuvre !

Reviewed in France on April 9, 2012

Verified Purchase

Ce livre est une mine de bonne humeur. A lire et à relire dans les moments de déprime, ou juste avant les élections, mais bon, déprime ou élections, c'est la même chose ;)

À ces moments, tous les acteurs vous promettent un "Free Prize Inside!", un "Cadeau Gratuit à l'Intérieur" si vous penchez de leur côté ! Un cadeau Bonux, quoi...

D'ailleurs, dans ce livre il y a bien un cadeau gratuit offert dedans ;)

One person found this helpful

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CH

Sehr sehr hilfreiches Buch mit leichten Abzügen

Reviewed in Germany on November 29, 2012

Verified Purchase

Vorweg: Ich bin ein Fan von Seth Godin und haben bereits mehrere tausend Blogartikel von ihm gelesen (er schreibt seit Jahren an jedem einzelnen Tag).

Diese Buch handelt davon, mit soften, preiswerten Innovationen Produkte und Services so zu verändern, dass sie ernsthaft bemerkenswert werden und sich von der Masse abheben.

Zunächst hatte ich vom Buch mehr erwartet - der Schreibstil ist etwas anders und meiner Meinung nach weniger nachdenklich als in seinem Blog. Anderes gesagt: Das Buch wirkte "amerikanischer" auf mich, nach dem Motto: "Freunde, ich habe den Weg gefunden und jetzt folgt mir alle mal!"

Aber das war nur der Anfang. Der Ansatz selbst ist wundervoll. Free Prize Inside, d.h. dem eigentlichen Produkt etwas geben, was nicht zum Kern des Produkts (also seinem unmittelbaren Nutzen) gehört, was aber so bemerkenswert ist, dass es zum eigentlich Kaufgrund wird. Beispiel: Das Design von Apple-Produkten, die Action-Figur in der Kellogg's-Packung, die freundliche Bedienung beim Bäcker.

Der erste Teil des Buches ist dem Prozess gewidmet, wie man solche softe Innovationen in Unternehmen voran bringen kann - als "Champion", der für die gute Idee kämpft und Stück für Stück einen Innovationsprozess in Gang setzt. Dabei gibt es eine Reihe von hilfreichen Strategien und Taktiken.

Der zweite Teil des Buches geht um die Ideenfindung an sich. Hier verabschiedet sich Seth Godin vom traditionellen Brainstorming. Sein Rezept: Herausfinden, was andere Unternehmen/Produkte bemerkenswert macht und das auf eine andere Branche übertragen. Wo sind die Unternehmen vom langweiligen Status Quo abgewichen? An welchen "Edge" sind sie vorgedrungen?

Hier geht er exemplarisch vor - ein Patentrezept kann es für Innovationen schließlich nicht geben. Schließlich gibt es einen sehr langen Anhang, der mir persönlich jedoch egal war.

Alles in allem ein hoch hilfreiches Buch. Und wenn es nur zu einer einzigen guten Idee führt, dann hat sich der Kaufpreis schon 20-fach gelohnt.

One person found this helpful

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Ruben

Don't let the cover fool you. It's great

Reviewed in the United States on August 14, 2007

Verified Purchase

This is a brilliant book for those who wish to be change agents and creative marketers. The concepts in this book are simply amazing and helped me thrive my business, so it went from regional to international (although the other writings from Seth Godin should be credited for this too).

The downside is that I feel this book (the title and cover) has the feeling it's a joke. Too big of a promise, too vague of a title. It's not a joke.

If you have that idea too, I'd hereby want to convince you to ignore the cover and the (sub)title and just buy the book. (Well, that is if you want to apply change in (your) company and want to have your marketingskills grow exponentially...)

One person found this helpful

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