As mentioned in the previous post, I’m about to dig myself a way through a pile of structurally ordered letters that make marketing sense when read in the right direction. I’ll be combining the joyful read of AnnaMaria Turano & John Rosen’s Stopwatch Marketing with Jospeh Jaffe’s Join The Conversation. Jospeh’s book is all about conversation, because there lies the true power of brand marketing. Other than offering a decent product in a perfect fashion, the talking about it and the reviews that satisfied customers have afterwards with their friends and relatives build up a brand image that is more stronger and powerful than any PR activity could achieve on its own. Third party recommendations are stronger and more dedicated and stand tall. Combine that with a decent strategy and well adjusted ideas from a book as Stopwatch Marketing and I’m pretty sure your brand/product/idea will be a hit with the right dose of both approaches.
Joseph’s book is a fistful of well aimed thoughts about how brands and marketing can profit from the power of conversation. If you look at the line-up of the chapters, you’ll get the drift.
- Talking “at” versus talking “with”
- The many-to-many model
- Can marketing be a conversation?
- The birth of Generation I
- The rise of the prosumer
- The new consumerism
- The six Cs: Three phases of conversation
- The consent-conversation relationship
- What conversations are in your future?
- Why are you so afraid of conversation?
- The 10 tenets of good conversation
- The 5 ways you can join the conversation
- When conversation isn’t a conversation at all
- Where does conversation fit in?
- Conversation through community
- Conversation through dialog
- Conversation through partnership
- Getting started: The manifesto for experimentation
- Does conversation work?
- Do you speak conversation? Take the test
Again, just as I wrote a few hours ago: I look forward to reading this and write down my thoughts. Check back soon for a decent review.