You Should Crave the Rave!
I recently finished reading David Meerman Scott’s latest book World Wide Rave. It is a great how-to book on creating “triggers that get millions of people to spread your ideas and share your stories”. With the same quick pace of his past books Scott introduces readers to his six Rules of the Rave:
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 word to your (virtual) doorstep
In the following chapters he shares some powerful examples of how PR, marketing and product professionals took advantage of these ideas to raise awareness. My favorite story was how Cindy Gordon, VP of new media at Universal Orlando Resort, hyped the upcoming Harry Potter attraction by telling just seven people. These seven were so influential that eventually 350 million people heard about the attraction.
He also weaves some best practices like creating buyer personas to understand who you are trying to reach and tactics like using negative titles (Do Not Read This Blog Post).
I also appreciated his admonitions about what not to do like creating “lead bait” or tracking leads and press clippings as a measure of effectiveness.
World Wide Rave is a great kick start for people who need to get their message out so people will beat a virtual path to your doorstep.
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 word to your (virtual) doorstep
In the following chapters he shares some powerful examples of how PR, marketing and product professionals took advantage of these ideas to raise awareness. My favorite story was how Cindy Gordon, VP of new media at Universal Orlando Resort, hyped the upcoming Harry Potter attraction by telling just seven people. These seven were so influential that eventually 350 million people heard about the attraction.
He also weaves some best practices like creating buyer personas to understand who you are trying to reach and tactics like using negative titles (Do Not Read This Blog Post).
I also appreciated his admonitions about what not to do like creating “lead bait” or tracking leads and press clippings as a measure of effectiveness.
World Wide Rave is a great kick start for people who need to get their message out so people will beat a virtual path to your doorstep.
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