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Double-Dipping?
Jun192007 Filed under: Communications Author: Tony MorganAs you know, I’m a huge Seth Godin fan. However, yesterday, I learned he has a completely separate blog for his new book, the dip. I don’t understand the rationale. If you have great content that you want people to read, why do you make people go to a completely separate site or subscribe to a second feed to capture the content? If I had the opportunity to grab a cup of coffee with Seth this morning, I’d just ask him what’s the purpose of making people double-dip for content?
Of course, this caused me to consider whether or not we create barriers for people to experience our message? Are we creating any unnecessary steps? Do we force people to double-dip?
UPDATE: As I was drinking my coffee this morning, Seth contacted me. He shared: "the reason I have two blogs is because even though *I* think the stuff in the Dip
blog isn’t overly self-promotional, some of my readers might. So, I create a
platform where i can post stuff that’s a little more me-centric without
alienating those that don’t want it…" Don’t you just hate guys that are humble?
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Tony Morgan is a pastor and the Chief Strategic Officer at NewSpring Church where he develops creative solutions for communications, technology and NewSpring Ministries--the church's ministry that equips other church leaders.
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Chris
June 19th, 2007 at 8:58 am
I was wondering the same thing when I saw Seth’s blog. It certainly seems as if THE MAN in marketing would have thought about this. My guess is that the publishers wanted him to have a Dip Blog. However, it certainly does set up a barrier for regular followers since most people use aggregators and would not see links on a site.
You offer some great questions! Some hard stuff to think about.
Larry Baxter
June 19th, 2007 at 10:45 am
I had a different reaction - he’s not overly concerned with making those already in the know having to add one more link to their aggregator, he’s looking to reach a distinct target audience with a specific need. For this group, tailoring the blog for them and focus are important. One they’re “on board”, they’ll find out how much other content is available that meets other needs. (Which as you’re keenly aware, is a good thing to keep in mind for churches and outreach.)
Although, my other thought on seeing this was ‘Why another blog?’ :) Overall I think both messages are good here: * Target your audience and let them know they are a _primary_ focus for you, and * Don’t create barriers for your audience.
Matt McKee
June 19th, 2007 at 10:54 am
I am also a huge fan of Seth’s and I am very impressed that he responded to you that quickly. Why is he not working at NewSpring or any other church for that matter?
AnneJackson
June 19th, 2007 at 10:56 am
I think sometimes ideas are SO big, they need their own territory.
Agreed with the niche thing as well…
Todd Henry
June 19th, 2007 at 5:05 pm
It makes sense given Seth’s perspective on “permission” marketing. Most people are not signing up for announcements about his speaking engagements, news on his books, etc., they are subscribing to the content on his blog which is rarely self-promotional. The Dip blog is a definite left-turn in terms of his usual content as it exists primarily to sell his new book, though he has just announced that new Dip posts will appear on his regular blog.
Bobby Chandler
June 22nd, 2007 at 4:48 pm
Seems to me that this would his defeat his own purpose. Seth Godin is the brand. Wouldn’t multiple blogs under different product(books) names weaken the Seth Godin brand?