Write a Book? Why Bother?
Okay, maybe that headline is misleading. But in the past two weeks my desk has been flooded with advance copies of books soon to be released by marketing gurus. And you know what? I could care less about books!
I don’t have time to read them, I don’t do book reviews, and I honestly think someone looking for a case study on some sort of marketing tidbit is going to Google “relevant brand marketing” before they run out to the local Borders to surf the shelves.
So the next time you’re at the DMA show, or ACCM, or another trade show for marketers, you’ll have your heavily-discounted book in hand, hoping someone will notice you by your jacket photo and stop and say “hey, I read your book.” But it’s not going to happen.
I’ll tell you what. You’re a marketing guru, you think you can write, you have a great idea or a theory to prove. Save your aggrivation and contribute to the Chief marketer Network. Drop me an e-mail - tim.parry@penton.com - and tell me what you want to write about. Chances are I’m going to tell you that if you can cut right to the chase and make your point in less than 800 words, then I’m going to let you give it a shot.
You will probably reach a larger audience by contributing to the Chief Marketer Network than you would by putting a book on a shelf. You’ll be doing the environment a favor by not having your publicist send me your book. And you’ll be reaching a relevant audience of marketing executives who - now more than ever - need tips and advice to save their businesses.
And I won’t secretly laugh behind your back when I see you holding that heavily-discounted book at the next conference we’re at!
October 28th, 2008 at 8:58 am
I am just wondering here about your claim about exposure to ideas under 800 words on Chief Marketer. Looking over this blog I don’t see many comments made. Maybe 2 here or there. So what is the lurking level? Doesn’t look like we can write long comments either.
October 28th, 2008 at 11:45 am
Hi Sarah, maybe I steered you in the wrong direction, and should have included a link or two. BigFatMarketingBlog.com is a part of the Chief Marketer Network. Check out ChiefMarketer.com and you’ll see what I mean.
Right now I have to get back to Chief marketer Report, the e-newsletter that reaches thousands of marketing executives (Beth Negus would have an exact count).
But if someone is writing for the Web and can’t get their point across in less than 800 words (even 500 words), then they’ve lost the attention of the Web reader.
Just curious, how’d you find us? Google? Through the ChiefMarketer.com site? Referral from a friend? Either way, welcome aboard, and add us to your favorites.
October 28th, 2008 at 4:49 pm
Tim,
Good points. I have written for over 5 years for iMediaConnection (http://www.imediaconnection.com/profiles/iMedia_PC_Articles.aspx?ID=3243) and to your point, it has done wonders in raising my company’s and personal profile.
However, my book (TheTruthAboutEmailMarketing.com) which came out 2 months ago has done a lot of things already that my articles have not done for me. It has increased awareness for us in a crowded space. Prospects are more impressed with a book, than printouts or links of articles we have written. It has helped bring in one client and brought us closer to deals with others. Our existing client base is proud (I think) to work with a firm that is an industry thought leader.
I am not saying that writing a book is something that a majority of marketers should do but in this wireless and electronic world, a book can still do a lot for marketers. After all, winning new business is the goal of any marketing campaign and I know my book has helped us in that regard.
Not to mention, the feedback from readers has been very positive and I have been told this book has filled a void and allowed many marketers to get a better handle on their email marketing. That is all I could have asked for (well, more sales and better royalties but I digress).
I should point out that the publisher, Pearson likely would not have found me without the previous collections of articles.
By the way, how did my book not end up on your desk, I mean trash can?
Thanks for starting an interesting topic and I look forward to hearing more of your comments.
Cheers,
Simms Jenkins
CEO - BrightWave Marketing
Author of The Truth About Email Marketing
PS - Please let me know if you have an email topic that you would be interested in having me write a piece on.