For the 136th episode of The Marketing Book Podcast, I interviewed David Meerman Scott, author of The New Rules of Marketing and PR: How to Use Social Media, Online Video, Mobile Applications, Blogs, News Releases, and Viral Marketing to Reach Buyers Directly. The 6th edition has just released, 10 years after the book’s debut.
The New Rules of Marketing & PR is an international bestseller with more than 375,000 copies sold in twenty-nine languages. In the latest edition of this pioneering guide to the future of marketing, it includes a step-by-step action plan for leveraging the power of the latest approaches to generating attention for your idea or your business.
When someone asks me to recommend one book to help them get started on or better understand modern marketing, I always recommend the latest edition of The New Rules of Marketing and PR.
From page 390:
If I may be so bold as to boil down into one word thousands of conversations I’ve had over the past several decades, as well as my more than 10 years worth of blogging and the entire contents of this book, it would be this: attention. Entrepreneurs, CEOs, and business owners want people to pay attention to their company. Marketers, PR pros, advertisers, and salespeople are on the payroll to generate attention. Hopefully, this book opened your eyes to a new approach to this classic problem.
I’ve identified four main ways to generate attention (and free PR) in today’s marketing landscape. We’ve discussed them throughout these pages, so this list is not really new, but seeing them all collected together will give us some fresh perspective for dealing with people who might be skeptical or mettlesome.
- You can buy attention with advertising such as television commercials, magazine and newspaper ads, the yellow pages, billboards, trade show floor space, direct-mail list, and the like.
- You can get attention from the editorial gatekeepers at radio and TV stations, magazines, newspapers, and trade journals.
- You can have a team of salespeople generator attention one person at a time by knocking on doors, calling people on the telephone, sending personal emails, or waiting for individuals to walk into your showroom.
- You can earn attention online by using the ideas in this book, creating something interesting, and publishing it online for free: a YouTube video, blog, research report, series of photos, Twitter stream, e-book, Facebook fan page, or other piece of web content.
A bit more about the book…