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Bestselling author SETH GODIN shares his secrets to business success in a marketing 2.0 world
Two years ago, in order to better understand the changes that were whipping through the world of marketing, I started a new company. We called it Squidoo.com. Squidoo makes Goodie work better by allowing anyone (including you) to build a simple page about an area that you care about. You could build a lens on laptop bags or the best hotels in Paris or your blog or your consulting firm.
Let me start with the punchline: in the course of a year, we spent less than $5,000 on marketing. And 99% of it was spent on one trade show, which was a total failure, and on a case of orange rubber squids. Despite the tiny spend, Squidoo is now the 800th most popular website in the uorld. Squidoo ranks higher than The Wall Street Journal or Consumer Reports or Forbes or ebags. We now have more than 110,000 lenses built by 55,000 individuals.
How'd we do it? More important (much...