Friends with Benefits

AFTERWORD

The cheeky title of this book emphasizes how much of marketing on the Web is about building relationships. Successful marketing is about making friends as much as anything else. After all, it's far easier to convince a friend to support your cause or buy your product than it is a stranger.

Here are three lessons to take with you on your relationship-building journey. We think they're lessons for both marketing and life. First, be original. Being ordinary will get you nowhere. As Seth Godin says, "Safe is risky and risky is safe." Next, listen first. It's unlikely you'll make a misstep if you've spent time learning from the conversations happening around you. Never stop listening, and you'll be ready to respond to opportunities and put ...