David Meerman Scott on Why You Need To Build Your Personal Brand Online Before You Need It

Download your free Personal Branding Guide here: http://Navid.me/40

David Meerman Scott on Why You Need To Build Your Personal Brand Online Before You Need It!

To learn more about the importance of personal branding, I interview David Meerman Scott, the author of The New Rules of Marketing & PR and many other bestselling books.

Download your free Personal Branding Guide here: http://Navid.me/40

In this episode of The Lifestyle Architects, I interview David Meerman Scott, who is the bestselling author of ten books, including the total must read, The New Rules of Marketing & PR.

David Meerman Scott is a marketing strategist, the bestselling author of ten books, including three International Best-sellers. He is also an advisor to emerging companies, and a professional speaker on topics including marketing, leadership, and social media. He’s an internationalist, having delivered presentations in 40 countries on all seven continents.

Download your free Personal Branding Guide here: http://Navid.me/40
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Q&A: All Marketers… and the challenge of telling the right story

Our series continues with All Marketers are Liars, a prime example of what happens when you tell a story wrong. I’ve done some pretty poor book titling over seventeen books, but this one was too clever by half.

Most people, of course, have never read any of my books, and even most of my blog readers haven’t read any given Seth Godin book. So a book is judged by its cover, just as you and your brand and your product are judged by your (conceptual) cover.

People saw this cover (with the original ridiculous photo) and immediately assumed that they knew what it was about (how to lie) and that the title offended them (“hey, I’m a marketer and I’m not a liar”).

But, of course, the book isn’t about how to lie, it’s about the imperative to tell the truth, a truth that resonates, a truth you can live with. The title messes with our perceptions, but in a way that instead of welcoming in my very busy, very picky potential reader, pushes her away. One newspaper reviewer slammed the book without even reading it, deciding that the title alone was sufficient cause for dismissing it.

So, to answer David Meerman Scott’s (and others’) questions: I changed the title for future editions to All Marketers Tell Stories because, even though it’s less artistic, it takes my own advice (at least a little). An even better title would have been: TRUE STORIES (and the Smart Marketers That Tell Them).

The advice: find the worldview and the bias and the cultural preconceptions that your audience carries with them and then place your story (you do have a story, whether you want to or not) as a hook that leverages those biases.

In the internet era, your story is going to be inspected, held up to scrutiny and scoured for half-truths. But if your story is true, if it not only resonates with the worldview we insist on but actually delivers, then you’ve created something of lasting value.

       

You should buy the book

Mitch Joel is a generous and perceptive blogger. Well worth the daily read. He has a new book. You should buy it.

David Meerman Scott writes an essential blog, daily. His book is a classic. You should buy it.

Tom Asacker writes a very thoughtful blog about marketing. Worth the read. He has a new book. You should buy it, too.

Every day, Mark Frauenfelder and Corey Doctorow blog tons of goodness at Boingboing. They each have books. You should buy them and share them.

Bernadette Jiwa’s blog keeps getting better and better and you are probably already reading it. She has a new book on the way. You can guess what you should do.

There are authors and actors who only show up when they have something to sell, who hit the road to briefly entertain us, pitch us and then leave. If you love their work, then by all means, buy it! But the frequent blogger is here for another reason. He or she has something to share and is relentlessly showing up to teach and lead and connect.

If you want that to happen more, if you’re getting something out of it, buy the book.

[I actually hesitated to write, “should,” because it puts books into the same category as classical music and supporting NPR. No one says you “should” buy comic books or go to action films…

Buying books is actually scary for many people, so they make up excuses about not having enough time or money. The reason that books are frightening is that they might make us feel stupid, or we might get a lousy one or we might end up feeling like a failure for not finishing it. This is pretty common, actually.

I think buying books from consistent bloggers is a little different, though. First, you’re probably not going to be disappointed with what you get. Second, it’s almost always their best work, because it doesn’t feel as ephemeral as a blog post to the writer or reader–it’s a far more focused and direct shot to your neocortex. And third, most important, because it’s a very concrete form of encouragement (not just for the writer! but for the reader too), one that will selfishly make it likely you get more blogging from the very people you’d like to hear from more often as well as reminding you, the reader, that you’re worth the effort and investment.

Plus, when you’re done reading, it’s a generous act to share one.]

Podcasts, live events and more…

Lots of hoopla and good news to share:

Hope to see you in Boston or London later this month.

For those that were out over the break, here are the three books now available for sale (thanks for the great feedback and terrific support). Here’s the audio edition.

Thanks to the podcasters who interviewed me: 

Rise to the Top

Marketing Over Coffee 

Adrian Swinscoe 

Work Talk Show 

Social Media Examiner 

Duct Tape Marketing

The Game Whisperer 

Eventual Millionaire 

Blogcast FM

And a post from David Meerman Scott. Anne McCrossan. And with TED videos.

The feedback from the worldwide Icarus Session was so good we’ve scheduled another one. And here’s the bookmark project. 

Thanks.

Podcasts, live events and more…

Lots of hoopla and good news to share:

Hope to see you in Boston or London later this month.

For those that were out over the break, here are the three books now available for sale (thanks for the great feedback and terrific support). Here’s the audio edition.

Thanks to the podcasters who interviewed me: 

Rise to the Top

Marketing Over Coffee 

Adrian Swinscoe 

Work Talk Show 

Social Media Examiner 

Duct Tape Marketing

The Game Whisperer 

Eventual Millionaire 

Blogcast FM

And a post from David Meerman Scott. Anne McCrossan. And with TED videos.

The feedback from the worldwide Icarus Session was so good we’ve scheduled another one. And here’s the bookmark project. 

Thanks.