How to Say It: Marketing with New Media
by Lena Claxton and Allison Woo
Published by Prentice-Hall
Click on book
cover to order
at Amazon.com
Reviewed by Bob Pike CSP, CPE-Speakers Hall of Fame
What is the new media? In this volume Claxton and Woo introduce you to the world of the Internet and all of the marketing opportunities that exist in the online world. They do a skillful job of introducing you to all of the ways that a small business can compete on a level playing field with companies hundreds of times their size.
A step-by-step guide is provided to creating websites that will sell, E-zines that will build lists, blogs that will attract new customers, and podcasts that will demonstrate your expertise. Rather than simply explaining each of these things, the authors provide thorough explanations, online sites to look at examples, and real illustrations of how all of these things have been used by their clients.
For me, the value of the book is in blending some of the thoughts of traditional marketing around branding, vision, mission, values, and unique selling proposition with the implementation of these in the online world. Often Internet marketers are so caught up with the Internet itself that they failed to develop a comprehensive plan for being able to capitalize on everything that the Internet offers. The authors do not make this mistake.
The authors also do a great of making readers aware of the options that exist for the various kinds of software and hardware that are needed to implement the various strategies including microphones, editing software, blog posting software, web cams, and so much more.
This book not only belongs on every small business owner’s bookshelf–it probably should be right on the business owner’s desk.
Armchair Interviews agrees!