The Dip in Internet Marketing

Ian Lurie

I just finished reading Seth Godin’s The Dip. It inspired me, and I created a little comic, tapping the very limits of my artistic skills, to tie Seth’s insights to internet marketing:

First, decide you want to be the Best In The World, in your own little marketplace. You launch your new site. You’re thrilled, but nothing happens:

The Beginning

Then you see some signs your site might be working. You get a few sales, or leads, or whatever it is you’re after:

The End

But that kind of quick hit is unlikely to last. And it’s not why you’re doing this, right? Still, it’s stressful. Is it worth it? Is this a Dip, or a cul-de-sac?


Then reality really sets in. This is hard work (this is when my clients hate me)!

The Struggle

But maybe you’re OK. The hill is steep, but you’re starting to feel like you’re climbing out of this dip. Between some smart, ethical search engine optimization, a lot of work perfecting the site itself, great customer service and a positive response from the community, things are looking up.


You did it!


“The Dip: A Little Book That Teaches You When to Quit (and When to Stick)” (Seth Godin)

Ian Lurie
CEO & Founder

Ian Lurie is CEO and founder of Portent and the EVP of Marketing Services at Clearlink. He's been a digital marketer since the days of AOL and Compuserve (25 years, if you're counting). He's recorded training for, writes regularly for the Portent Blog and has been published on AllThingsD, Smashing Magazine, and TechCrunch. Ian speaks at conferences around the world, including SearchLove, MozCon, Seattle Interactive Conference and ad:Tech. He has published several books about business and marketing: One Trick Ponies Get Shot, available on Kindle, The Web Marketing All-In-One Desk Reference for Dummies, and Conversation Marketing. Follow him on Twitter at portentint, and on LinkedIn at

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