The Dip
is a short book by Seth Godin about when you should quit and what you should quit. It focuses on one principle again and again, and it is one that most of us need to be reminded of. When we start a business, write a book, sell a book, start training, or just about anything else, there will come a time of diminishing returns. Those who can distinguish the dips that we can push through from the dead ends will have more success. A simple concept and one that you have probably heard before, but this book still adds enough value to the conversation to make it a worthwhile read.
The value of being the best in the world, the best in your category, is huge. This small book will help motivate you to define your category, quit the useless things, and create something great. It's really not rocket science, and a book like this offers a lot of value to a lot of people.
Two criticisms I have heard about this book, and Seth Godin's work in general is that it is too short and too simple. Both critiques are hollow excuses for not engaging great work. I love books and I love reading both short and long works, but I would rather read non-fiction that has been boiled down to its most useful any day over the other stuff. Seth took his own advice for this book and quit the 80% of the book that was not as helpful. The 20% that remains is absolutely great material that will appeal to many. Recommended.
For those of you looking for more insight into the two main concepts of this book, check out these.
On being the best in the world . . .
Positioning: The Battle for Your Mind 
The 22 Immutable Laws of Marketing: Violate Them at Your Own Risk!
On strategic quitting . . .
The 80/20 Principle: The Secret to Achieving More with Less
The 4-Hour Workweek, Expanded and Updated: Expanded and Updated, With Over 100 New Pages of Cutting-Edge Content.
The Paradox of Choice: Why More Is Less
Social Media Analytics
is a book that will introduce readers to many of the best social media analysis tools and firms that are out there. The author does a great job of explaining what a business really needs to measure and then gives plenty of information on how to get there.
Chapter 5 was my personal favorite - Friends, Fans, and Followers: Determining Their Worth. One of the hardest things for me to get my head around when it comes to social media is how valuable it really is to have a fan on Facebook, if at all. This chapter helps you answer those questions in concrete ways backed up with real data. Very helpful for anyone who wants to achieve measurable results rather than shoot in the dark until they finally hit something.
Pros:
* Very informative, great source to find more information on every topic
* Uses real data to back up what is still thought of as art more than science
* Case studies were helpful
Cons:
* Some of the company profiles are too long, a couple of them read like a commercial at points
* Would have liked more "how to do this" type of information
All in all, this book is recommended for anyone with a business that wants to really measure their social media results. Makes a great companion to Zarrella's Hierarchy of Contagiousness: The Science, Design, and Engineering of Contagious Ideas.
The new book by Dan Zarella (reviewed here) has plenty of applications for authors. I highly recommend that you purchase the book, but wanted to share the top three tips from the book for authors.
1. Build Authority and Claim It. Zarella found that Twitter users with the word "author" in their username had, on average, almost 100 more followers. While this is not necessarily cause and effect, it does indicate that authors should not be afraid to identify themselves. Building your authority and claiming it will help you reach more people. Interestingly, Zarella also found that self-referencing in your posts is not helpful, so include most of your claims to authority in your bio, not posts. His advice: "Talk as yourself, not about yourself."
2. Originality and Familiarity. Zarella found that ideas that are both original and familiar are the ideas that are most easily spread. For authors, find a way to separate yourself from the genre, but don't abandon everything. Unique perspectives on common subjects can boost your book's marketing quickly. For more information on how to brand your books, I suggest picking up a copy of the classic marketing book, Positioning.
3. The When of Social Media. The author found that Facebook posts are shared more and that blog posts are commented on more often if they originate on a weekend. Don't work harder, work smarter - post during the optimal times and the same marketing will go much further.
These are just three tips from the book, there are many others that authors can apply in this 80 page manifesto. Pick up a copy and see your social media reach take off.
