I’ve been toting along David Meerman Scott’s The New Rules of Marketing & PR” since October, reading whenever I get a chance and underlining sections for easy reference. The one-line take-home: Understand buyer personas really well: What are their problems; how can help them?
People don’t want to be sold to, they want to be conversed with. The author advises: You don’t need hard-core, expensive marketing and public relations anymore. If you can’t do it yourself, hire a journalist who understands how to communicate with — not to sell to — consumers.
I was thrilled to hear about his new book “World Wide Rave: Creating Triggers that Get Millions of People to Spread Your Ideas and Share Your Stories” in a HubSpot webinar with the author.
Here are a couple highlights:
You no longer have to pay for attention, get people to share your ideas for you
You want to trigger “word of mouse”
Rules
1. Nobody cares about products but you
2. No coercion required
3. Lose control – let people share, allow people to do/say what they want
Ex: email metrics report, when could download w/o email, the report took off
4. Point the world to your doorstep
Tempt people into saying, how can I learn more
5. Play nice
Don’t evoke anger, you’ll get it
Create a WWRave
Tweet, ask bloggers to plug you
http://www.amazon.com/World-Wide-Rave-Creating-Triggers/dp/0470395001/ref=pd_bbs_sr_2?ie=UTF8&s=books&qid=1238636887&sr=8-2
http://www.davidmeermanscott.com/
http://www.amazon.com/New-Rules-Marketing-PR-Podcasting/dp/0470379286/ref=pd_bbs_sr_1?ie=UTF8&s=books&qid=1238636887&sr=8-1
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