Tuesday, January 22, 2008

The proof of the new marketing is in the conversation

I'm a bit of a sucker for conversation (I even draw graphs). That, combined with the fact that I'm speaking alongside Joseph Jaffe at Digital Marketing Briefing in March has proved enough for me to join in an experiment Joseph is running to promote his latest book: Join the Conversation.
His idea is to try to prove his particular pudding by giving bloggers a taste (or Using New Marketing To Prove New Marketing... UNM2PNM if you must).

The idea is that bloggers tell Joseph they'd like a free copy and they get sent one. Deal is you write a review, good bad or indifferent.

The powerful play of course is that you only discover the offer if you already happen to be part of the community of purpose/interest. What I mean is, if I didn't read Joseph's blog - or got introduced to the idea via someone else I trust (or someone else's blog I trust) it's unlikely I'd know about the offer.

It's therefore likely Joseph's message will fall on receptive ears.

But that's not to say everything HAS to be rosey - after all bloggers can be an egotistical bunch and if they think they have better ideas and know where Joseph has it all wrong, they're going to say so. Hold me to that when I write my review!

What Joseph clearly appreciates is that informed debate of his ideas can do nothing but good for both his reputation and sales of his book. Upside - fawning advocates selling the book as hard as they can, worst case, savvy people granting Joseph the level of respect required to give serious consideration to his ideas. Even if they do end up rejecting them they introduce them to their own network of trust.

Is there anyone in new marketing who doesn't market their work this way?

I see just one potential fly in the ointment. The amazon affiliate link Joseph has asked reviewers to include points to the US Amazon site - which can put off many buying in other parts of the world or in other currencies. Pity, because Joseph is donating revenues earned in this way to charity.


The rate of change is so rapid it's difficult for one person to keep up to speed. Let's pool our thoughts, share our reactions and, who knows, even reach some shared conclusions worth arriving at?