Yesterday, I sat on the couch and read David Meerman Scott's World Wide Rave while my husband watched O'Hair lose to Tiger on the golf course. Everyone will say Tiger won but, really, O'Hair lost. Okay, back on track...
World Wide Rave is one of those books you just have to finish. In fact, I kept trying to put it down to watch golf, but kept picking it back up again until I finished.
Before we go any further, let's clear something up. Just in case you're tempted to think that you don't have the market to create a World Wide Rave, you've missed the point. "World," as David refers to it, is all about the people who can benefit from what you're selling—whether there are ten or thousands or millions of them.
Raves are not a one-size-fits-all endeavor.
Okay, now that we got that out of the way, take a look at the Rules of the Rave:
- Nobody cares about your products (except you).
- No coercion required.
- Lose control.
- Put down roots.
- Create triggers that encourage people to share.
- Point the world to your doorstep.
If you've learned the first rule, the others will make a lot more sense. The first rule is the BIG DEAL rule, in my book. Until and unless you learn that, your content won't help you create a World Wide Rave. It's really that simple.
According to David,
"The best World Wide Raves promote your organization and its products and services by delivering great online information tied directly to your products, services and ideas (that's tied to, not touting). Success comes from the fact that people want to share this content with their friends, colleagues, and family members."
"That buzz is what sells their products."
The book is filled with inspiring examples of individuals and companies that have created their own World Wide Raves, how they did it and what they achieved. David's examples put an end to (or they should) this ongoing argument about whether content should be free or not.
In fact, one of my favorite clarifications on mindset is how he distinguishes the difference between a whitepaper and an e-book for a B2B perspective:
"For most companies, a whitepaper is about generating sales leads. An e-book, however, is about spreading ideas. Improved sales are a byproduct, though obviously an important one."
This should sufficiently whet your appetite to go read this book. Not only will it help you better think about why you really need to know your customers and marketplace, but you'll begin to think about the value of creating great content as something beyond counting identified leads.
Once you realize that sharing valuable ideas actually increases exposure to them and draws people to you, you're on the right track. Even better, they'll be happy to opt in because they're genuinely interested in what you have to say, find your ideas relevant and your expertise valuable.
As your World Wide Rave grows legs, you'll also start to notice that you're spending more time interacting with people who are more likely to become your customers. I'd say there's plenty of ROI in that!
Great book, David! Thanks for writing it.