Seth Godin on Kindle


It’s a shame that Seth doesn’t support direct comments on his blog, but maybe that’s because he wants us to read what he writes rather than the huge numbers of people who would want to comment on his blog.

I won’t paraphrase his blog about the Kindle because I think it’s worthy of your time to pop over to his blog and read it for yourself.

I have promoted eBooks for a number of years including writing one myself, Unleashing the Road Warrior, which you can buy from many sites including the new eBook site ReadingIt which I am involved with.

I also wrote a FREE Whitepaper which might add to the story called Are eBooks Ready to Come of Age, which has been used as readings in a number of universities.

The key things that I totally agree with Seth on are:

  1. eBook prices are crazy. Why should you pay a similar price to a hardcopy book? The cost of publishing is tiny in comparison to printing on paper. It is more sustainable as trees don’t need chopping, retailers don’t need huge margins, so someone is being greedy. Readingit.com is a startup founded on the concept that the writer should enjoy the majority of the revenue from their professionally edited book.
  2. The Kindle is easy to use, you don’t need to be a technology buff and with good internet access downloading new books is easy. It’s about reading not about technology.
  3. The Kindle display is more like paper and therefore doesn’t give you the eye strain that I have suffered from on many longhaul flights because of the backlighting, just the same as when you are at your computer too long at a tme.
  4. The Kindle doesn’t give you the same fuctionality that I wrote about in Are eBooks Ready to come of age. In Palm and Windows Mobile devices and others, you can highlight, annotate, bookmark, draw and other features which mean that you can readily access information you want to revisit and you don’t ruin the book with lots of scribbles and ear tagged pages. Like Seth I have several thousand books and it isn’t easy in a hurry to find the book you wanted and which of the many post it flagged pages you wanted.
  5. While this blog is starting to get a good following, I would love to get more readers and encouraging me to keep writing. If you feel that my blog is interesting I would be very grateful if you would vote for me in the category of best blog at the NetGuide Web Awards. Note that the form starts each site with www whereas my blog doesn’t and is of course https://luigicappel.wordpress.com.

    Thanks so much for your support:)

Angry People


This morning as I was listening to a Jimi Hendrix MP3, reading a couple of articles in The Business herald while waiting for my CRM to synchronise, I noticed a column from Seth Godin saying Angy People Are Different and there were some common threads and something missing.

None of them really had a good answer for how to deal with angry people. Jimi Hendrix and Jim Morrison were sying F them in the Arse. This was a bootleg audio clip from a live show that a friend in France sent me. Not very productive.

There was a story in this morning’s NZ Business Herald (not on the net yet) by Neil Green talking about how GlaxoSmithKline spend most of their time justifying their position, even after being found guilty of exaggerating the amount of Vitamin C in Ribena. On their web site they have made some announcements about what they have changed and they haven’t done a bad job, but what they haven’t done is made a personal apology and made a human face.

Something I note all the time is that business and commerce is ultimately about people doing business with people and you should forget that at your peril. What amazes me is that the very people who learn from case studies in university (and Ribena is bound to be in one in the future) don’t remember their lessons when they get in the real world. Bad publicity is often an opportunity to put on a positive face and it is well known in the world of sales that the relationship with key clients is often far better after effectively managing a problem, than it was before the problem arose.

Debbie Mayo-Smith is one of the great imports to New Zealand and often speaks and writes about pitching to the emotion and reaffirms what all sales and marketing people have taught, but some have forgotten, haven’t I just said it. People do business with people. My relationship with all brands whose (note the last word) products I use is at a personal level. I use their products personally. If I find a pip in a tin of pipless peaches and contact the QA department of the manufacturer who listens, apologises and sends me some free product, I no longer talk about the pip, I talk about the genuine caring nature of the company who put things right. I trust them more than ever. The brand that says, shit happens, if we get 1 wrong in 10,000 products its good, get over yourself, I will stop using them because they don’t care and I am angry.

So back to Seth Godin. What I learned when studying Psychology and Negotiation was based around NLP or Neuro-Linguistic Programming. If you try to soothe or calm the person who is angry, you are likely to upset them more because they will think you are being patronising. If you justify your position without acknowledging the other person’s position as Glaxo did, you will lose their trust as has happened in New Zealand with Ribena, where thousands of parents gave this product to their children thinking it was far superior to other fruit juice products on the market. They feel cheated and justifying your position just tells them that you feel you are superior to them.

In NLP they talk about pacing the person first. If they are talking in a loud angry voice, do the same. Get on their level. Show them that you empathise with them and would feel the same way in their shoes. A common mantra in negotiation is the 3 F’s of Feel, Felt, Found. I know how you feel, I had a similar experience to yours and what I actually found was……………….

The most important thing is sincerity in the use of this technique. People are adept at seeing through insincerity whether they are conscious of it or not. If you were genuinely wrong, admit it and do something about it.

Now if only Housing New Zealand could learn from this.

Seth Godin et al


When I was at Song Summit Sydney organised by APRA a few days ago many speakers made suggestions of books to read as well as blogs and other sources of data. One speaker suggested that all song writers who want to market themselves should read Seth Godins Blog.

Now I’ve been a subscriber of his for quite a long time, but don’t read every one of his blogs, I suspect that he doesn’t read any of mine, but anyway, today I decided that I should check out his recent postings to see what was new and found a sage bit of advice, which is “Write like a bloger”. This is great advice and I can attest to it’s value.

Many people love to pontificate and show off their literary prowess by using the longest and most obtuse language and jargon they can think of and it makes their writing boring. Over the years I have written as a freelance journalist and magazine columnist, mostly about technology and of course there was also my book Unleashing the Road Warrior. I always wrote in a conversational manner and I frequently got positive feedback including pone calls, emails and letters to editors in the publications I wrote for. The result of my writing style was:

  1. People felt like I was talking to them and many people feel like they know me even if we haven’t met, with the consequence that when I spoke at conferences and seminars people would come up and talk to me because I was acessible.
  2. People understood what I was talking about and were able to find the information they needed.
  3. I got a lot of business out of it as well as opportunities to speak and present at events all over the world.

I am still in the technology world, although the majority of my writing these days is about my other passion, which is songwriting and I hope eventually to do this full time. All I need is my first number one hit:) In songwriting the same thing is true. Your writing needs to be accessible to your target market. If you are writing for a teenage audience, your language needs to fit the way they think and talk, but it does of course also have to be authetic.

When I wrote my song ‘Another Stretch in Iraq‘ I wrote it for Americans who had served or were serving and I spent 6 months researching the topic. Yes, I used some phrases that weren’t exactly as you speak them and I used some metaphor, but we do that in speech anyway don’t we, I don’t think I’ve opened a can of worms here. I picked up some jargon like MRE, which is short for Made Ready To Eat or is otherwise known as rations. A lot of people won’t get that, but the they aren’t my target audience for the song. The proof was in the pudding.

When I played this song to a live audience in the USA last year the reaction was amazing. One guy co-incidentally known a Mack came to the stage after I played the song with tears in his eyes. He said he had served in Desert Storm and his son was on furlough in Hawai and about to head back to Iraq for another stretch. He said that listening to the lyrics took him right back to the front, so to speak. Even though I had never been there, I had done my homework and made it real, I wrote’ in Seth Godin’s terms, “like a blogger”, and when people listened to the song, it was almost as if they were talking to themselves.

The important thing which I think Jimmy Webb said in his presentation at S3 was to know your market and to write to it. A great song is one that people listen to and totally relate to. They should feel like they own the song, as if it was written for them, or in fact almost as if they wrote it themselves. Then they are in fact relating to themselves.

The thing is that you are the most important person in the world, although my wife says that she has to be the most important person in my world, but if I don’t exist in the first place then she can’t be important to me. Let me put that another way. If we had a party on the weekend and I came to see you with a pile of photos that were taken at the party. Now unless you were incredibly attracted to someone there, which photos will you spend the most time looking at ? (now I don’t want to get involved with genderalisations here (yes I know that word doesn’t exist, but this is my blog right?) but which photos are you going to spend the most time looking at? your own of course).

So my goal as a songwriter, which was ultimately the purpose of this blog is to write commercial songs, i.e. hit songs and part of my method in doing that, in writing like a blogger, is that the person who sings along with the radio or performance feels like the song is theirs, that it is about them, that they own the experience that the song is about.

By the way, if you happen to know an artist or A&R person looking for a new song, please point them in my direction:)

While this blog is starting to get a good following, I would love to get more readers and encouraging me to keep writing. If you feel that my blog is interesting I would be very grateful if you would vote for me in the category of best blog at the NetGuide Web Awards. Note that the form starts each site with www whereas my blog doesn’t and is of course https://luigicappel.wordpress.com.

Thanks so much for your support:)