Tuesday, December 23, 2008
To Market, To Market!
Today I received three marketing books I'd ordered from Amazon: Guerilla Publicity, by Jay C. Levinson, Rick Frishman, and Jill Lublin; Twitter Means Business, by Julio Ojeda-Zapata; and Permission Marketing, by Seth Godin. Yeehaw, can't wait to dig in.
Anybody read any of these? They're not all new. Godin's book was copyrighted in 1999. (His most recent is Tribes.) By the way, if you're not reading Godin's blog, you're missing out. He always has something interesting to say.
To give you all a quick peek, I turned to page 25 of each book and looked at the penultimate paragraph on that page (Alliteration, anyone?) Here are the results:
Permission Marketing: "Advertising is not why we pay attention. Yet marketers must make us pay attention for the ads to work. If they don't interrupt our train of thought by planting some sort of seed in our conscious or subconscious, the ads fail. Wasted money. If an ad falls in the forest and no one notices, there is no ad."
Guerilla Publicity: "Generally you won't see immediate results because these types of relationships [with the media] must be nurtured. It's a slow, deliberate process like erecting a brick wall: firmly and precisely placing, aligning, adjusting, and mortaring one brick at a time, row after row, until the wall is complete. However, unlike a brick wall, your relationship with the media is never complete--you must always continue building."
Twitter Means Business: [This paragraph requires a set-up. A man named Jonathan Fields is waiting for a JetBlue flight and twitters about waiting at the gate. Immediately after that, he learns via email he's being "followed" by @jetblue. His resulting tweet is the paragraph.]
"jonathanfields: Using JetBlue wifi to access twitter, 10 seconds later, I get a follow request from JetBlue on twitter. Half freaked out, half awed."
Hmm. All three books sound interesting to me.
I'll report on these books as I read them.