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Dirty Little Secrets of Buzz: How to Attract Massive Attention for Your Business, Your Product, or Yourself Paperback – October 1, 2008
"It's a crash course in the kind of marketing that works NOW and works well." (Curled Up With A Good Book )
"What I like most about this book, though, isn't necessarily all of the author's fantastic ideas (and there are a lot of them) but the way David Seaman conveys all this great information. It really does seem as if he's sharing everything he's ever learned about getting the word out." (AllBusiness.com )
"With just a MySpace account and a little ambition, fame - or infamy - is a few clicks away. David Seamen is the author of Dirty Little Secrets of Buzz. He says the same tactics that keep celebrities in the public eye can help anyone, whether they want personal fame, or have a product, cause or business that could benefit from a few minutes in the spotlight." (Associated Content )
About the Author
David Seaman is a full-time writer, blogger, and media personality. Seaman is the founder of Shutterline Interactive, a vehicle for rapidly deploying new publicity stunts. He has appeared on numerous TV and radio programs, including CNN Headline News, CBS Radio News, and FOX's The Morning Show, and has been quoted in countless publications all over the world.
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The book's basic message is that professional PR is not the only route to go to gain attention and that individuals can do for themselves what once required many steps and gatekeepers. He brings up real-life examples like Tila Tequila, though there can only be so many people like her (even with the glut of reality TV). More helpful is his take on social networking sites and link promotion sites like Digg, explaining exactly how they work, why you want to use them, cautions and his own experiences with them.
If you've never created your own website before, or just want to learn more, this is a great primer. Seemingly obvious advice like, "Your landing page should give the user exactly what they expected, or they will leave your site in a hurry without taking action," is actually quite necessary, because many websites don't do this.
"Buzz" is also a little different than simply getting the attention of traditional media. It's not always, in Seaman's view, about making an immediate sale, but generating long-lasting contacts, people who will want to join your mailing list and stay with you throughout a career, rather than a single campaign.
As a freelance writer, editor of books, and blogger, I've found much of his take useful and true. The more targeted you can make your pitches, the better, rather than sending them out willy-nilly. He breaks down some of the major blogs (though those should be familiar to most casual blog readers) but I'd say that going even further is useful; if you run a food blog, like I do, you should send your best work to other food bloggers.
At times, he's a little too eager to extol the powers of the Internet; while it indeed is a mighty force to be reckoned with when it comes to gaining attention for oneself, not everyone can be as mega famous as some of the people he profiles; there need to be followers if there are also going to be leaders.
And this may be nitpicky, but he makes a point that Martha Stewart's show is simply called "Martha" as a sign of her success, when the actual show is called The Martha Stewart Show. Overall, this is a spirited, engaging look at what it takes to spread the word about your business, product, and/or persona in the modern world, tackling TV, radio, print media and perhaps most extensively, the Internet, perhaps the easiest of these forms of media to crack. Whether everyone who follows these methods can truly succeed remains to be seen, but Seaman's enthusiasm is contagious and I certainly learned of a few sites I hadn't known about and got inspired to redouble my efforts in terms of self-promotion.
By the way, the author stresses the importance of having a website. I read the book when it came out. Noticed recently that his website is down and has been for years. If it's so important to have a website, why does his never work?
This book has a lot of case studies that PR purists will find boring and will call "flash in the pan." But for people who want to get famous and build their company brands, they will see that this is the new reality and learn how to leverage it.
The book is a very fast read, the information is accessible and positioned in a way that makes it quick to implement. Will you be a star overnight from reading this book? Probably not, but you will have a much better idea of where to start in a media space that is rapidly changing.
If you are an author, speaker, small business owner or entrepreneur, this book is for you, if you are a cutting edge practitioner of PR who is current on all of the media modalities it may not work as well for you.
Overall, very good book.
Author of Persuasion: The Art of Getting What You Want
Subliminal Persuasion: Influence & Marketing Secrets They Don't Want You To Know
The 12 Factors of Business Success: Discover, Develop and Leverage Your Strengths
I've read many things about PR, but this one's different. I'm not sure I can say that it includes radically different information from what I've already seen, but he's actually encouraging. He talks about the fears, the doubts, and the things that hold you back. Best of all, he ENCOURAGES you to get over them!
He knows something important - that buzz comes from a person who steps completely, authentically into their element. He knows that great publicity comes from one thing: fearlessness. And he definitely helped me feel that.
After reading this book, I felt empowered.
Call him a Tony Robbins of PR. I thought it was great!