Book Review: David Meerman Scott Changes the Rules
of Marketing and PR
Learn How Your Business Can Capitalize on Scott's
If you haven’t already read this 2007 best-seller, run, don’t
walk to grab your copy. In “The New Rules of Marketing and PR,”
Scott explains how the Internet has dramatically changed the
effectiveness of old-style marketing and PR.
Before the Internet, businesses had no choice but to spend a
ton of money on advertising to attract the attention of
consumers interested in their products or services. Typically,
companies used advertising designed “to interrupt people to get
them to pay attention to a one-way message.” Your product had
to appeal to mass audiences and you needed deep pockets to
effectively reach consumers using these methods. It was often a
"money-pit of wasted resources," Scott explains.
The Web is a
place to reach millions of
micromarkets with precise messages
just at the point of consumption.
We need to create many different
landing pages and “just-right”
content-each aimed at a narrow
Now, with the
new rules, even the tiniest company can reach potential
consumers directly using the Internet's new media and niche
marketing. In the past, press releases were designed for the
eyes of a few media
and your story had to be significant news to have
a prayer of gaining coverage. But with Scott’s new
rules, any company can create “direct-to-consumer” news
You no longer have
to wait for a reporter to tell your story; you can tell
makes Scott’s book especially useful are the examples he
uses to demonstrate his points. In one example, he describes
how Gerard Vroomen, co-founder of Cervélo Cycles, created a
powerful content site for the buyers of competition bikes,
that interweaves compelling
the people who win races and the races themselves, with
everything you would want to know about the
engineering-driven product he offers them. And on each
page of his book, Scott cites the related web address so
you can check the site out for yourself.
With the stories, Scott demonstrates how a
small company, using niche marketing, can sell its
products all over the world.
David Meerman Scott's
Marketing is more
PR is for more than
just a mainstream
You are what you
Instead of causing
marketing is about
at just the precise
audience needs it.
marketing to the
masses to a
PR is not about
your boss seeing
your company on TV.
It's about your
buyers seeing your
company on the Web.
Marketing is not
about your agency
It's about your
The Internet has
again, after years
of almost exclusive
focus on media.
drive people into
process with great
releases, and other
forms of online
buyers in a form
On the Web, the
marketing and PR
David Meerman, The New
Rules of Marketing &
PR; How to Use News
Marketing & Online
Media to Reach Buyers
Directly, p. 25-26. John
Wiley & Sons.
Hoboken, New Jersey.
subsequent chapters, he shows how to use blogs, forums,
wikis, podcasts, even squidoo lenses to generate buzz about
your company and its product, and to follow the events
occurring in your industry. Whether it's a viral marketing
campaign that turns a little known firm into a recognized
expert almost over night or an organization whose
content-packed website makes it the recognized leader, Scott
shows how the new rules force companies to adapt.
"Think like a publisher" by
understanding your audience, Scott says. Consider what
marketing problems your buyer personas face, and develop
topics to appeal to them. Write for that audience, using
stories and examples, the way he does in his book.
Great content designed around the problems of your buyer
personas is much more important than great design or
cool technology, he says.
Scott's book is packed
with how-to information that any small business can learn
There also is plenty
of practical stuff:
to use the keywords and phrases your buyers
you should include links in your news
and how to include appropriate social media
to optimize your news releases for searching and
and how to include multimedia content or detailed
background information journalists will need to write
It’s easy to
understand why Scott’s “New Rules” set off a
controversial fire storm in marketing and PR circles, by
challenging long-held tenets. And all of Scott’s ideas may
not be appropriate for your business. Don’t read the book
with an eye to doing just what he says. And don’t feel you
have to try all of his ideas at once.
book to stimulate your own thinking about how to tap the
power of the Internet to promote your small business. Check
out some of the examples and ask yourself how your business
could incorporate some of the ideas mentioned in The
New Rules of Marketing and PR.
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