David Meerman Scott is an internationally acclaimed marketing and sales strategist, author and keynoter who has spoken on all seven continents.
Forbes Magazine said that David is “one of those select few people who saw and understood the social media phenomenon as it began."
He is author or co-author of ten books – three are international bestsellers. The New Rules of Marketing & PR, now in its 6th edition, has been translated into 29 languages and is used as a text in hundreds of universities and business schools worldwide.
David also authored Real-Time Marketing & PR, a Wall Street Journal bestseller, Newsjacking, and The New Rules of Sales & Service. He is co-author of Marketing the Moon and Marketing Lessons from The Grateful Dead with HubSpot CEO Brian Halligan.
Looking back ten years ago, something very significant happened in 2007. And no, I’m not talking about the introduction of the Apple iPhone. I’m talking about the first edition of The New Rules of Marketing and PR.
Throughout the ages, man believed that the universe rotated around Earth. About 500 years ago, Copernicus began the Copernican Revolution by proving that the earth actually rotated around the sun instead of the opposite, which was commonly assumed and understood. Copernicus got a lot of pushback and spent the rest of his long life explaining what was considered a very controversial, sometimes blasphemous idea that was imminently evident and provable.
In a similar way, The New Rules of Marketing and PR set out to show how the popular beliefs of marketing and PR were no longer correct. The book explains that there are (and have always been) three ways to get a buyer’s attention:
1-You can buy attention with advertising such as television commercials, magazine and newspaper ads, the yellow pages, billboards, trade show floor space, direct-mail list and the like.
2-You can beg for attention from the editorial gatekeepers like radio and TV stations, magazines, newspapers, and trade journals.
3-You can have a team of salespeople bug for attention one person at a time by knocking on doors, calling people on the telephone, sending personal emails, or waiting for individuals to walk into your showroom.
But now, in this new era where you can speak directly to your buyers – you can earn attention online by using the ideas in The New Rules of Marketing and PR by creating something interesting, and publishing it online for free: such as a YouTube video, blog, research report, series of photos, Twitter stream, e-book, Facebook fan page, or other piece of web content.
Ten years later, this is still controversial stuff to most businesses. But it has been proven to work – in fact it’s more effective than the other three approaches of buying, begging or bugging for attention. I love reading marketing and sales books. I’ve read hundreds of them.
But there are two books that, looking back, have had the biggest impact on my working life. Two books that are milestones in my career journey.
The first was Ogilvy on Advertising by David Ogilvy. In the 1980s after three years in the U.S. Army overseas, I returned stateside and went back to school to study business. When considering different careers I asked a professor who had worked in advertising for a book recommendation so I could learn more about advertising.
I read Ogilvy on Advertising and decided immediately that I wanted a career in advertising. I then worked at big Madison Avenue ad agencies for the first 10 years of my career and later started my own advertising agency. But after about 25 years in advertising I started to notice that the “TV industrial complex” was losing its gravitational pull. No longer was paid advertising the center of the universe when it came to attracting the attention of buyers.
What the heck? People were starting to do their own buying research online instead of asking a salesperson. And to add insult to injury, technology was making it easier for people to avoid unwanted, interruptive marketing messages.
I learned just how horrifying change can be. It was as if the earth was shifting beneath where I stood. I started to feel like I was turning into a marketing dinosaur headed for extinction. I went through the classic five stages of grief: denial, anger, bargaining, depression and acceptance.
That’s when I read The New Rules of Marketing and PR. It helped me understand the fundamental changes occurring in how people obtain information and make buying decisions.
It was as if the clouds parted, the sun came through and everything made sense. But even more importantly, it helped me chart a new course for my business and career. And I’m not the only one.
The New Rules of Marketing and PR has become an international bestseller over the last ten years. It’s been translated into 29 languages from Albanian to Vietnamese, and is used as a text in hundreds of universities and business schools worldwide.
I’m often asked for a book recommendation to help people better understand the new world of modern marketing. I always recommend the latest edition of The New Rules of Marketing and PR.
Ogilvy on Advertising by David Ogilvy
David Meerman Scott’s Amazon Page (Amazon.com)
David Meerman Scott's Website (Davidmeermanscott.com)
About The New Rules of Marketing and PR (Webinknow.com)
David Meerman Scott and Douglas Burdett at the Inbound Conference, Boston, Massachusetts