Jaffe Juice: Calling all blogger evangelists: Use New Marketing to Prove New Marketing

November 8, 2005

Calling all blogger evangelists: Use New Marketing to Prove New Marketing

Filed Under: Communal Marketing, Consumer Generated Content, Content is King, New Marketing, Plog

It's coming up on about 6 months since my book, "Life after the 30-second spot" hit the stands. I've been happy with sales, but it's now time to up the ante...read on.

My book has been called the New Testament (whereas Cluetrain is the Old Testament) and the New Media Bible. SVP's of Marketing have called me to tell me they've re-read the book. People have told me that the book has changed their outlook on marketing and how they go about their jobs...read on.

The traditional media has surprisingly enough (or perhaps not) not reviewed my book - not Ad Age, not even Adweek (and the book is an Adweek book), not the Wall Street Journal, not the New York Times, not Forbes, not Fast Company, not Business Week...you get the drift...read on.

On the other hand, I've been so blown away by reviews from Dave Morgan, Tom Biro, Chris Thilk, the folks over at Amazon.com (and I'm sure there are others), that I wanted to take this to the next level...I want to be able to walk my talk and what better way than to demonstrate the power of new marketing - the power of us - the power of community - than to use this as a primary means of spreading the word and awareness about my book.

So here's my idea...make "Life after the 30-second spot" a Bestseller. Here's how:

I will issue a free copy of Life after the 30-second spot to any business/marketing/advertising-related blogger that agrees to review the book.
They will post their review of the book - good, bad or ugly - and e-mail me to let me know that it's up. I don't care what they say as long as its genuine and from the heart. This is about passion. Period.
I will collect the reviews and update the progress periodically.
I will also add any reviews from anyone else who has read the book to the list. This is not just for bloggers to review. All reviews are just as valuable to me.
If you want to purchase the book you can do so on Amazon.com or any bookstore.

I will pledge the following:

I will accommodate as many bloggers as I can...bear with me if I take a while to respond
I will do my best to keep this up based on expenses regarding ordering books (yes I have to pay fairly close to what you do) and shipping costs
I will make this an open source project. I will share as many statistics as possible as a direct result of this exercise. I want this to be a case study and success story that we can all benefit from.

That's pretty much it.

The goal here is not to make money...it's designed to show:

That there's a new way to work
That there's a new way to promote books (who needs the media, when we have each other; this is citizen journalism as it could and should be)
That new marketing works
That the blogosphere is profoundly good, powerful, effective and constructive
That change is good...and if embraced, can transform businesses, brands and create tipping points. Yes, create. Not stumble upon...but create.

I want to be clear about a few things to any readers:

If you think I'm being "self-promotional", but haven't read the book yet, I urge you to do so and then, if you still don't understand and share my passion and belief in the message and my quest to get this book out to those who could benefit from it...e-mail me and I'll gladly address your concern and slip quietly into the night. (translation: shut up or shut me up)
The reason I'm saying "make it a bestseller" is to a degree tongue-in-cheek. The point here is to be able to get his book in the hands of those who should be reading it: The skeptical CMO...the risk averse VP of Marketing...the reticent Media Director...the contrarian CFO. Do I benefit from book sales? Not so much from royalties, but certainly from getting read.
If this upsets you in any way, perhaps this challenge is not for you...if you have a problem with helping promote someone else's book, think about all those consumers who do likewise. I'm calling on evangelists - people who feel the passion, believe in the message and share the common goal: to educate marketers, agency and media professionals on the change that is all around us
Finally, should you purchase a book and don't absolutely love it...e-mail me and I'll gladly refund you my royalty portion. No questions asked.

So now it's up to you...Jeff, Adam, Jason, Nick, Steve, Steve, etc. let's see you get behind this and make some magic. Remember I'm not asking you to do anything you wouldn't feel comfortable doing. I don't care if you think the books sucks. I'm just asking you - if you feel your readers would benefit and/or if you buy into the idea - to support it.

There is A Wonderful Life after the 30-second spot.

Comment Total: (75)

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» Het gebruik van e-marketing om het effect te bewijzen from Enthousiasmeren
De uitdaging is om het boek van Joseph Jaffe's "Life After the 30-Second Spot: Energize Your Brand with Bold Alternatives to Traditional Advertising" populair te maken met behulp van bloggers. Joseph geeft gratis het boek "Life after the 30-second... [Read More]

Tracked on Nov 16, 2005 6:36:42 PM

» Life After 30 from Shotgun Marketing Blog
First some background...Joseph Jaffe is a consultant and former advertising executive who has written a book called Life After the 30-Second Spot. In November, he issued a call to all marketing bloggers to review the book and to show the power of the... [Read More]

Tracked on Dec 7, 2005 12:30:35 PM

» Life After The 30-Second Spot Book Review from Twist Image Multimarketing Studio - Mitch Joel Blog - Marketing and Communication Insights
Life After The 30-Second Spot – Energize Your Brand with a Bold Mix of Alternatives to Traditional Advertising by Joseph Jaffe is a book everyone who is in advertising, marketing and communications should be forced to read before starting their... [Read More]

Tracked on Dec 17, 2005 3:27:31 PM

Tracked on Dec 17, 2005 3:32:40 PM

» Canadian Marketing Association – CMA – Website Features Life After The 30-Second Spot By Joseph Jaffe Book Review from Twist Image Multimarketing Studio - Mitch Joel Blog - Marketing and Communication Insights
I just noticed that the CMA – Canadian Marketing Association – website has posted a revised book review that I wrote for Life After The 30-Second Spot - Energize Your Brand With A Bold Mix Of Alternatives To Traditional Advertising... [Read More]

Tracked on Jan 10, 2006 6:27:49 PM

Comments

I already own the book so I'll save you a few pennies. Here's my review...
http://marketvelocity.blogspot.com/2005/11/book-recommendation-life-after-30.html

I look forward to seeing the open source results!

Posted by: Dave Chase

Send me the book, I promise to review on my blog. Email me for my mailing addy.

Posted by: Kirk

You going to post to the UK, or shall I stop being tight and just buy the book. More than happy to review.

Posted by: Si

You should check out the 'Blogger Resource Page' created by Jim Canterucci in order to promote his book, "PERSONAL BRILLIANCE."

Pretty cool stuff, especially created and targeted to bloggers who like to 'buzz'.
http://bloggerresources.mypersonalbrilliance.com/

Posted by: Don The Idea Guy

I will absolutely review it - send me an email or put a post on my blog and I'll let you know where to send it.

Posted by: Mark Lewis

Already reviewed:
http://twocentsmarketing.blogspot.com/2005/09/nectar-to-quench-marketing-thirst.html

Well-written book, combining: historical context, a litmus test of where we are presently, and a truly compelling vision about what's coming next and why marketers need to evolve and champion the consumer-driven shift.

Posted by: Ian Palmer

What about New Media channels other than blogs?
There are podcasts, IM, Wikis, and JPW's ( Just Plain Websites ) for example.
New Media shouldn't be limited to blogs.

Open source to me refers specifically to computer code. There is a project that takes some of the ideas of open source computer code and applies those ideas to writing and other copywritable works. You should check out the Creative Commons ( http://creativecommons.org/ ).

Posted by: Charles Dostale

http://www.adweek.com/aw/index.jsp

;)

Posted by: aimee

Joseph, The Vat would very much welcome a review copy.

Postal addy here:
http://www.extrinia.com/contact.htm

Posted by: John P Shea

I'm interested in the 'creation of tipping points'. If you have a copy that comes my way, I'll happily post an honest review of it.

Posted by: Ben Hamilton

I'll happily review it. You can find my details at http://www.namesatwork.com/about/contact. Thanks!

Posted by: Antony Van Couvering

Hi, Joe ... would be pleased to review. Drop me an email for mailing address. Cheers ... Kate

Posted by: Kate

After meeting you at BlogOn, sure I'll take you up on this. It'll be a hoot.

Posted by: Jeremy Pepper

I started reading it this week, I'm about 60 pages deep and like it a lot. I'll be sure to post a review and let you know when it is up.

Posted by: wg

It would be a pleasure to read and review your new book. Please send me a copy.

Posted by: Bob Cargill

I would be interested in reviewing the book in English and Ukrainian, so that people in my country can appreciate new things related to blogosphere development. Thank you very much in advance

Posted by: Marina Starodubska

I will be happy to review your book in my blog, Inside Market Research. E-mail me to get my mailing address. Good luck!

Posted by: Gregory Kohs

We would be honored to participate in this grand experiment. Please send a copy to the address on our contact page.

Posted by: Jeffrey K. Rohrs

I'm eager to read the book and would be happy to provide you with a review upon receiving a copy.

Posted by: Kevin Kozlen

Along the self promoting book idea; I don’t know if you’ve checked out www.pyromarketing.com yet.

He’s another believer in the end of mass marketing. He’s provided the audio of his book free to download on his site.

Posted by: Tac

If you don't mind sending one way off to Tasmania I'd be interested in reading your book and posting a review. Simply email me and I'll send you the postal details...

As a small business and an addicted blogger with several blogs I am very interested in reading the new testament and offering feedback. You might make me rich(er) perhaps.

Posted by: nortypig

Joseph, honored to read and post a review of your book, deal me in. Best,

Posted by: David Martin

Joseph, I'd be delighted to read and review the book.

Drop me a line and I'll send you my address.

Posted by: david parmet

Hi Joseph, Think we preach from the same hymn book - I'd be very happy review your book on my blog www.thepowerofinfluence.com
a
I'll post your initiative too!

Good luck!,Ian

Posted by: ian Mckee

I'd love to read and review your book on our blog - New Persuasion - send me a copy. email me and I'll send you the address. Thanks - this is a wonderful idea. Can't wait to see your stats.

Posted by: Nellie Lide

I'll be up for a copy, thanks Joseph.

Posted by: Lee Hopkins

Joseph --

I'm up for it. Ping me back and I'll give you a delivery address.

Posted by: Mason Cole

I'd love to review your book! Please contact me and I'll send along my info.

Great idea!

Posted by: Jay

Count me in to review the book - I work in advertising so interested in the books topic in general and your novel way of pushing it up the bestseller list. It seems to have worked well for the More Space gang!

Posted by: Jayme Maultasch

The Shotgun Marketing BLOG will gladly praise and/or pan (knowing me...maybe both at the same time). Send me one and I'll post a review. Great marketing, BTW.
http://shotgunconcepts.blogspot.com

Posted by: Chris Houchens

Happy to review your book for the Norwegian market:

send to:
Proximity BBDO
Parkveien 53
0202 OSLO
Norway

Regards,
Lars

Posted by: lars bjørge

Let us share the ground views @ our blog

Posted by: Su-May

I'd be happy to review the book. Here's one I did on another "new wave" marketing book, for your interest http://mobhappy.typepad.com/russell_buckleys_mobhappy/2005/05/tomi_ahonen_and.html

Great initiative!

Cheers

Russell

Posted by: Russell Buckley

If you want to have a Finnish review, I'd be more than happy to do that!

Posted by: Pirkka

Excellent idea!

I've researched this phenomenon lately and I'd be very happy to be a part of this. I'm a marketing student in Finland and an enthusiast with regard to online promotion and word-of-mouth.

Posted by: Antti

Ok, I`ll review it.
The only problem is that I`m in CHILE... But if you`re agree to send it anyway...

Posted by: Ritalin

i'd be interested in reading/reviewing the book... even more interested in participating in this 'experiment'. email me for my postal address.

Posted by: JD

Would love to review it on my blog www.experiencethemessage.com.

It's all about experiential marketing...right up your alley. Please send it to my office address:

225 North Michigan Ave, #2310
Chicago, IL 60610

Thanks!!! Love the idea. Will blog about it as well!
Max

Posted by: Max Lenderman

Got any copies left? I'll be happy to review your book and post my findings :)

Posted by: Miel

I will be happy to review on my site. You can find the contact information here: http://agwired.com/about-zimmcomm/

I will also look forward to how your experiment goes and that will make for a future post!

Posted by: Chuck Zimmerman

I'd love to read it, and would be happy to review it. If you want to send a copy all the way up to Canada, email me and I'll send you my address.

Posted by: Ryan Anderson

Joseph:

I'm a little late to the party -- as usual -- but I'd love to review your book. E-mail me for my address.

Posted by: John Wagner

Hello Joseph, we would be happy to make a review to our french speaking audience. Culture-buzz.com is the biggest french speaking blog (france/ luxembourg/ belgium/ switzerland) regarding buzz marketing, blog marketing and viral marketing.

Posted by: Emmanuel Vivier (Culture-Buzz.com)

Will be happy to review it for the advertising students down here in Southern California!

Posted by: Evan

Hey Joseph,
Does India sound too far? :-)
I would be keen to review it, though am not sure if you would have an e-version available at this juncture. Maybe a snapshot to be circulated might help..

All the best for the bestseller. A unique concept, and an excellent one indeed!

Posted by: Puru

Joseph, would love to review the book for you. As someone involved in media/marketing/advertising, I am a full believer of your book and your concepts discussed. Lets grab another latte soon. - Happy Turkey Day.

Posted by: Darren Herman

I'd love to review your book for my blog (click through at the Cambium Creative website). Drop me an email and we can work out the details. I look forward to seeing it!

Thanks,

Jill

Posted by: Jill Draper

I was going to get the book, and now a chance to review it? I would be honoured. =)

Looking forward to your email and see how we can work something out.

Cheers!

Posted by: Jyh Yeong

I'd love to review the book: address is

Tequila Helsinki/ Minna Ritoluoma
Tehtaankatu 1a
00140
Helsinki, Finland

Posted by: Minna Ritoluoma

Have u got any reviewer from italy yet? do send it over to us and I'll be delighted to read it and make it popular over here. We're pioneering viral in italy and are eager to bite our teeth into anything that smells viral....

yum yum

mrw

please send it to

mr white
ebolaindustries.com
bia motta 17
20144 milano
italy

Posted by: mrwhite

Now that I'm blogging again at richmediatoday.com, I'll take you up on this.

Posted by: David Berkowitz

Seems like no German reviewer yet? Would love to post a review on my blog (dedicated to word of mouth and buzz marketing, in German). Cheers. Martin.

Posted by: Martin Oetting

I would like it very much to review it. I am in Spain, so I don't know if it would be possible to get it. Please, send an email. Thanks a lot

Posted by: Victoria

I would love to read and review your book, as it is right in the sweet spot of what my Blog is all about. And in the interest of making your book a best seller all around the world, I am from Australia. (I can review an electronic version if it's easier to send, otherwise please email for my address).

Posted by: Ian Farmer

If you could confirm via email that this is still on (memes move fast and memes move on in the blogosphere!), I'd love to do it.

Posted by: Murli

Hi, I´m looking forward to a copy of your book and I shall write 2 reviews: one to all the sad actors I teach marketing to, because the death of the 30 second spot will bring more hard work at the coffeeshop... ;-) and second on the new blog of www.entrepreneuership.de - where german entrepreneurs await what you have to say ;-) Thanks in advance, Christian, Christian Fenner, Handjerystr.91, 12159 Berlin - Germany

Posted by: Christian Fenner

If you're still accepting takers, I'd love to review your book.

My mailing address is:
c/o NetX
2 Queens Place
Balmain, NSW
Australia 2041

Posted by: Michelle Lee

ok, ok, i want to review the book!

owen mack
coBRANDiT
165 Newbury Street
Boston, MA o02116

Posted by: owen

Hi,

I would like to review it for my private blog, http://www.web-jungle.com, as well as for my company's blog that I write for, http://blog.ogilvy.de

Please send it to:
Roland Hachmann
Rendeler Strasse 45
60385 Frankfurt
Germany

Posted by: Roland

Please send me a copy and I will review it. My blog concentrates on the junction between marketing and web project management.

Posted by: eric2web

Hi All,

I just posted my review on the Twist Image Blog - www.twistimage.com/blog.

Thanks Joseph! Great idea!

Here's the permalink: http://www.twistimage.com/blog/archives/000418.html

Posted by: Mitch Joel

Just received the book. Thank you. I look forward to reading it over the holiday and posting my thoughts in Jan.

Posted by: Michelle Lee

Hi, I'm from Peru and i'm interested in review your book.

Send me an email and i'll give you the mail address.

Bye!

Posted by: Maskus

Definately intested... In Canada

Posted by: Jeffrey

Hope you can get the spam cleared from this comment page! Is your experiment still on? I've heard great things about the book and would love to review it on Brand Is Language.

Best,

Monica Powers

Posted by: Monica Powers

I would love to review your book, I'll email you my address.

Cheers,

Karl

Posted by: karl

If this post is no longer being reviewed, you should consider shutting down the comment option....?

Posted by: Monica Powers

Monica - sorry about that. For some reason, the @$%^&%$## spammers seem to love this post and I'm doing my best to purge it periodically.

Send me your address and I'll ship you a copy of the book.

Posted by: jJ

Joseph,

I would love to review your book from a college students perspective and post the review on my blog.

Matt Bretz
8759 W 121st Ter. Apt. 105
Overland Park, KS 66213

Let me know what you think of my blog...

Posted by: Matt Bretz

Open source to me refers specifically to computer code. There is a project that takes some of the ideas of open source computer code and applies those ideas to writing and other copywritable works.

Posted by: richard

Hey what a nice plan.
Would love to review the book and above all read it :o)
Sent me a copy and i'll sent you the review page.

Blekerijstraat 7 - 8790 Waregem Belgium

Posted by: Harald

i found your article really interesting, thank you very much for your suggestions!

Posted by: servizi cartomanzia

your posts are really awesome, you r really wise!

Posted by: auto

just commented on the Join the conversation entry as well, but I'd happily review this one as well.

Posted by: colleen coplick

I would love to read and review the book. If you have a pdf, you can send i tto me..

Posted by: Shibili