Arment Dietrich

Book Review: ‘World Wide Rave’ by David Meerman Scott

By: Arment Dietrich | September 12, 2010 | 
11

When I saw David Meerman Scott, author of “The New Rules of Marketing and PR,” (affiliate link) speak at the Search Engine Strategies Conference in March, I was pretty impressed.  After learning about his six rules of the rave I was intrigued enough to wait in the long line to receive my free copy of his newest book, “World Wide Rave: Creating Triggers that Get Millions of People to Spread Your Ideas and Share Your Stories.” (affiliate link)

It took me until this month to pick it up off the shelf and actually read it, and I’m glad I waited because most of the examples were discussed during his keynote, but it was interesting enough to share some of the insight with you.

His six rules of the rave are as follows:

  1. Nobody cares about your products (except you)
  2. No coercion required
  3. Lose control
  4. Put down roots
  5. Create triggers that encourage people to share
  6. Point the world to your (virtual) doorstep

I gotta tell ya, I learned.  I learned to not care so much about the message, but to focus more on the communication.  I also learned what losing control really means and how beneficial it can be.  Out of the few books on social marketing I’ve read in the past year, I recommend this one.  It’s easy enough to follow through the examples but also high-level enough to push yourself into a new state of thinking.

His idea is a different kind of marketing.  In an interview I watched with him on YouTube, he explains you can hire sales people to make cold calls and knock on doors. You can spend a lot of money on advertising.  You can do media relations and push media to write about you.  OR you can create something (a trigger) that is “spreadable,” something people want to share.

Have you read it? If so, what triggers have you created? If not, read it and let me know!

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