Britt Isaac writes in with this great before and after case study of a Super Bowl ad....

Start with this article about American HomeHealth Inc. of St. Petersburg, FL. Apparently, they blew their entire wad on the big game.
And now? Nothing.
If they had spent the money over the course of a year, on something like, say, tested direct mail, I wonder if they'd be in such dire straits? The thing about marketing is that the winners crow a lot, but the losers we don't hear from so much.

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image of Seth Godin

Seth Godin is the author of 18 books that have been bestsellers around the world and have been translated into more than 35 languages. He writes about the post-industrial revolution, the way ideas spread, marketing, quitting, leadership, and, most of all, changing everything. Among his books are Linchpin, Tribes, The Dip, and Purple Cow.

In addition, Seth founded both Yoyodyne and Squidoo. His blog (which you can find by typing "seth" into Google) is one of the most popular in the world.

Recently, Godin once again set the book publishing industry on its ear by launching a series of four books via Kickstarter. The campaign reached its goal after three hours and ended up becoming the most successful book project ever done this way.

His newest book, What To Do When It's Your Turn, is already a bestseller.