Archive for the 'Publishing' Category

“You should probably be working at Starbucks.”

This is exactly the kind of thing authors of the unbearably famous Bad Pitch Blog tell those PR practitioners unlucky enough to see their latest debauchery end up on badpitch.blogspot.com.

For several years now, PR pros Richard Laermer (@laermer) and Kevin Dugan (@prblog) have joined forces to write the award winning industry watchdog blog, and now they are hosting their first live teleseminar. And everyone is invited.

Mark your calendars for Wednesday, July 29 from 1 p.m. to 2 p.m. EDT. PR know-it-alls Richard Laermer (Punk Marketing, Full Frontal PR) and Kevin Dugan (Strategic PR Blog) are hosting the brand new “Bad Pitch Night School (During The Day).”

Admission gets you:

• A smart, step by step approach to pitching that includes hilarious case studies and goes beyond that simple email. From looking at the whole pitch lifecycle, including the truth about pitching bloggers and using social media, to tips that will no doubt make you better-informed (and tell you how) plus the keys to pitch inspiration, they’ll help you improve your game.
• Plus, a free e-book of Laermer`s classic Full Frontal PR handbook.

In this nonstop, ridiculously cool hour the boys are going to knock you out with more learning than you thought possible!

$49 bucks gets you admission for as many people as you can cram into a conference room (via speakerphone, natch), and your free e-book. What a deal!

There’s a Bad Pitch Blog Scholarship Program! What would a school (and a recession) be without scholarships? Bad Pitch Blog gives out five FREE student scholarships and five FREE professional scholarships to those professionals “between jobs/in transition/laid off/out of work.” If you qualify write the boys at badpitch@gmail.com Do it now. Time is fleeting.

Learn more, sign up and be cool at www.CrappyPR.com. Oh and laugh a bit.

Punk Marketing is out in paperback now…Buy it from Amazon at http://tinyurl.com/paperpunk. Here is our press release with all the details. Mark and I changed it a lot to make it up to date for a recession age.

Enjoy. Comments? Twitter us at www.Twitter.com/punkmarketing.

Hey Kids: For Immediate Release

–Now in Paperback–

Ever hear of WIMPLASH? Every economic indicator is moving in the wrong direction and the outlook seems grim. Instead of throwing themselves into the fight, marketers are suffering from what Punk Marketing’s Laermer and Simmons call “wimplash,” the inability to move up, down or sideways. So Punk Marketing is back and better than ever.

The paperback Punk Marketing—in stores and on street corners May 19—is peppered with examples, case studies, faux pas, jokes, and practical advice that every marketer needs right now. A recession provides a momentous opportunity for anyone selling ANYTHING to use whatever budgets they have intelligently. The faint-hearted will retreat to traditional while the wise engage consumers by recognizing a shift in power from corporations to consumers.

Laermer and Simmons, the established, unstoppable authors of PUNK MARKETING: Get Off Your Ass and Join the Revolution (Harper Paperbacks; May 2009; $16.99, trade paperback), are anxious to have their message heard. They write, “More and more and even more consumers are now not consumers but content creators and distributors of really good material too.” As consumers become less passive, traditional marketing campaigns are obsolete.

According to these dudes, snappy TV ads that used to sell products effectively are not potent during a crazy time like this. A myriad of social networking sites, video on and offline, below-the-radar sites, DVR action, teensy pamphlets and fliers, mobile meandering and whole mass of entertainment options have segmented the viewing audience. For companies to promote their products, they must target consumers accurately and work with them to serve their needs.

The book that critics called “blunt, fair, fearless and outrageous—just like the marketing style they espouse” gets its groove on by discussing organizations that have been successful by reaching out to their core demographic in new ways. The authors lift their hands and shout—err, write: “Consumers want to feel the company they buy from has their absolute best interests at heart; so for them that means being treated respectfully as sole beings and not units in some amorphus lump.”

In addition to some of the Punk approaches marketers are now taking, technology has revolutionized marketing. Smart marketers are finding ways to successfully reach consumers via text messages about exciting deals. RFID technology may some day enable a shop to tailor their product offerings to the personal dialections of the consumers. “One of your authors, a professional futurist/show-off, once envisioned a time when you or we can walk by a shop and a special discount or menu would pop onto our teensy screens,” Laermer and Simmons write.

Called a “Book You Should Have Read” by Advertising Age last year, the updated, PUNK MARKETING introduces a radical new approach and a new lexicon to a discipline desperately in need of an overhaul. Founded upon a 100% revised set of assumptions about how consumers interact with brands, it is more than theoretical analysis; it is a set of usable (and funny, and arguable) tools for the modern marketing revolutionary.

According to Laermer and Simmons, it’s high time for marketers to recognize this and change their Fail-oriented ways before the guy or gal who replaces them does it for them.


About the authors:

Richard Laermer is a top trends and marketing speaker, author of the best-selling book Full Frontal PR and the brand new 2011: Trendspotting for the Next Decade, as well as the CEO of veteran agency RLM PR. He is known for his Marketplace commentaries on NPR, hosted the cult makeover series Taking Care of Business on The Learning Channel and is a frequent commentator on CNNMoney.com while co-managing the BadPitchBlog (badrelease.com) for the PR industry! He is also a regular writer for HuffingtonPost (www.huffingtonpost.com/richard-laermer) and helms the new teaching site, HowToFame.com, launching in June.

Mark Simmons has 20 years of experience as a top marketer in the US and his native England , and has been at the topmost edge of new techniques while running his own Anti-Corp agency and as the LA head of groundbreaking bad boy agency Crispin, Porter & Bogusky. Simmons recently launched social enterprise USELESS, dedicated to helping people use less while giving more. He is a full-time rock star marketing consultant toiling for, among others, Gore and Gates, which has brought the planet further from extinction. Prior to all this good, he was one of the top marketers at Coca-Cola in Atlanta. 

About the book
Title: PUNK MARKETING: Get Off Your Ass and Join the Revolution
Author: Richard Laermer and Mark Simmons
On sale date: May 19, 2009
Price: $16.99, trade paperback
Pages: 256
ISBN: 978-0-06-115111-8
Imprint: Harper Paperbacks

Contact:
Barbara Teszler
212.207.7727
barbara.teszler@harpercollins.com

Thought experiment time.

Pretend for a moment that the nation’s publishers met Godfather-style in a smoke-filled room somewhere high atop midtown Sixth Avenue. Everyone is there: The Random House overlords; the Simon & Schuster bosses; the charming and benevolent folk who run McGraw-Hill. All the other bigwigs. In the corner there’s a nice dairy tray with lox and whitefish, but no one’s paying attention to that. The business at hand is way too life and death. The industry heads agree – yes, they’ve been flooding the marketplace with too many books. Too many authors for too many niches and too few eyes.

So they’ve reached a decision. They’re tightening the reins and establishing what amounts to a basement. Let the Internet have its laissez faire free-for-all. That’s what it’s intended for, damn it. But the ink-and-binding set will move in the opposite direction: only credentialed, worthy writers get to publish under commercial banners. Word tumbles down to the editorial gatekeepers that, yes, or rather no, there will be no more taking chances on just anyone’s two bit thesis. Err on the side of exclusion. If something looks like it should be relegated to the vanity presses, it should.

“We can’t afford to take chances on a slush pile’s silt. The draw bridges are rising up, and we’re taking the express elevator to the upper floors of our ivory tower.”

So here’s the question: is there anything wrong with this?

Sure it’s elitist. But we’re evolving into a culture that can allow for a healthy dose of selective elitism when needed. You aren’t Spielberg? So what. Throw that video of your toddler angrily dropping Fuck-words on the family cat onto YouTube. If it’s compelling, a few million people will watch it. Or maybe they’ll prefer your neighbor’s video of Grandpa belching out the national anthem.

But you’ll be better off, either way, because the chance of someone in Singapore seeing your adventures in auteurism is much higher than if you decided to try for a dozen years to secure foreign distribution through Universal.

It’s an extreme and not completely analogous example, but there’s truth to it. Despite all those fancy technological advancements and truncated attention spans leading publishing gradually down the path to the dinosaur graveyard, books matter. They still have cachet. Having your name on the spine right above Knopf or St. Martin’s or Penguin-Putnam still means something to *you as a writer (*did I say me?).

But walk into any Barnes & Noble and look on those overflowing tables. Just gander at some of the people “playing author” right now. It’s one thing to be an expert in a particular field and have a little assistance, whether from a ghostwriter or a co-author, like many in business do. But some of these books are midlife crises with acknowledgments, an index and a marketing budget.

Just because you’re good at one thing, doesn’t mean that you’re a natural in another. It seems true in the book biz. Some people have compelling stories that should be told. Most people do not. And the filters are broken.

There’s a reason we call them vanity presses. They appeal to those self-absorbed bits of every person’s soul, or the bulbs that light whenever you pick up Tolstoy and murmur with your eyes ablaze, “Shit. I could do that.” So go ahead. Publish. Do it independently. Write up your masterpiece, put it on Amazon or in the back of your van, and take it to the people at a state fair. If it’s good it’ll sell—you just have to make them open it up.

The home-schooled child who wrote that dragon book proved just that. More likely, what you wrote is really just for your friends and associates…it’s not good and will not sell. At which point . . . think about giving up. Because just like it’s not every morning a shower karaoke balladeer winds up on Sony BMG, not every halfwit who can “keyboard” (type) and spare time to jot it down, should wind up clogging an already ridiculously congested publishing pipeline.

[I will add that just because you aren’t a pro writer doesn’t mean you need to stop reading books and posting fantastic blog comments….]