The New Rules of Marketing & PR

The New Rules of Marketing & PR by David Meerman Scott

Why do we buy the books that we do?  So I am browsing in Barnes and Nobles or Borders...

Quick David, why couldn't you distinguish which store you were in?

The answer is both simple and revealing.  Because I couldn't.   This is true.  For a few moments as I am sitting here typing, I couldn't tell the difference between the two.  I had to visualize the physical location of each store and then visualize the location of the business book section of each.  It was Borders.

I pull The New Rules of Marketing & PR off the shelf.  Two reasons I opened the book.  The foreword is by Robert Scoble.  For me, the Scobleizer signifies relevance.  Next, the subtitle mentions blogs and viral marketing.  For me, in a bookstore, those are two red grains of sand in a sea of tan.

I began to browse through the book.  A few of the chapter headlines caught my eye.  Then as is my custom, I hone in on the last few pages of the book.  David has a large acknowledgment section and every name mentioned has a Web site.  Browsing quickly, I recognized a few.  And then I saw Chris Brown's name.  Wham! Personal connection. 

After Vickie graduated from college and prior to landing a job, she spent six months networking and doing informational interviews with owners, managers and creative directors of marketing firms.  During this period she met Chris, who is a woman.  Vickie did some freelance work for Chris, formed a strong bond and to this day cites Chris as being one of the most influential people in her career.  Abracadabra!  David Meerman Scott gains instant credibility.  I bought the book.

Had I looked a little closer, I would have also bought the book because Anita Campbell was listed as well.

David, I thought you were going to review Mr. Scott's book.

Stories and connections are the pontoons of our lives.  They add relevance and help us to distinguish between the Borders and Barnes and Noble bombardment that we incur on a daily basis.

Here's the deal.  The New Rules of Marketing & PR describes what is working in marketing and PR today; blogs, wikis, podcasting, social networking sites, Web site building, search engine marketing, etc.  David Meerman Scott talks in plain, clear and concise language.  It is a soothing read that doesn't suck one bit.

If you are reading this you should buy the book.  If you hang out with the fellas down at the club, smoking stogies and sipping brandy, don't buy the book.  It's too late.  Stay there and stay out of the way.  The kids have it under control.  The kids are alright.

Comments

[David Meerman Scott]

David, thanks for making my day. I can’t thank you enough for sharing your purchase experience with my book. This has become one of my all time favorite reviews!

Before this wonderful blog post, it’s been difficult for me to imagine how people interact with the book in a physical bookstore where instant reviews like on Amazon aren’t available. Thanks for sharing your experience.

As you have discovered, I’ve focused on the personalities that have helped with the book because the Web is so collaborative. The book has something like 250 URLs listed which some might seem nutty but I think allows something that is clearly offline (a book) transform to online. That those personal connections reached to you in Borders (or was it B&N) is really cool.

I’m wondering one thing that you didn’t say. What made you pick it up in the first place? Was it cover out and you saw Robert Scoble’s name? Was it featured in the store in some way? (My publisher doesn’t tell me these things). Or was it spine out and you were browsing the marketing shelves and the title was intriguing? Or do you really like baby blue covers?

Hey, thanks again. And I’m glad that after all that, “the book doesn’t suck one bit” (I love that!).

Best, David

[dave]

Your welcome David!

“the book doesn’t suck one bit” - the license to use a line like this was forever granted upon to me by Rick, Christopher, Doc and David in their most epic novel, The Cluetrain Manifesto. This book was the perfect elixir to my mind and body's allergic reaction to status quo. It also cleared the brush for books like yours.

It was spine out, I was browsing and the title caused me to pick up your it up.

I am not a Scoble junkie. I read his stuff every few months. I truly associate him with relevance however.

There is not one nutty thing to me in those URL's that you have captured. They are relevant AND distinguishing!

btw, here is another tidbit for you. I AM an Amazon junkie. Their ability to hold a customer's hand is intoxicating. I purchase a lot of books. From Amazon at times. And at other times when I need a kinesthetic fix I go to B&N and Borders. I am almost certain that I have NEVER purchased a book based upon an Amazon review. Their "those who purchased this book also bought..." is pretty cool.

[dave]

And furthermore...

I would have bought the book because John Richardson was listed twice :-)

[David Meerman Scott]

Thanks again.

I'm the same as you. I'm on Amazon almost every day. But I wonder into a physical B&N or Borders at least once a month and always end up with something that I wouldn't have found on Amazon.

And whenever I find myself with time to kill at an airport, I always hope that there is a decent sized bookstore to hang out in.

Take care,

David

[Anita Campbell]

Hi Dave, It's a fab book, isn't it? I thought it quite relevant and spot on for the way PR must be done today.

Anita

[dave]

Yes it is Anita. Thanks for stopping in!

[Chris Brown]

Dave:
I was just reading through your blog on the RSS feed, admiring your new photos etc and wham came across the PR book post.

Thanks so much for the mention! This part "to this day cites Chris as being one of the most influential people in her career" makes me feel so good/proud. This is what it's all about. thanks so much. You MADE my day.
Chris