Book Review: World Wide Rave by David Meerman Scott

I’ve taken my time reading David Meerman Scott’s World Wide Rave. I love his writing. His first book, The New Rules of Marketing & PR, which I interviewed him about last year, sits next to my laptop for quick reference. I’d go so far as to call him the J. K. Rowling of the business book world, because when I read Scott’s books, I don’t want to put them down, yet I try to drag out reading them simply because when I’m done, I’ll have to wait a while for the next book.

So anyway, back to this book. You’ve heard of viral marketing. Scott rebrands it as a “world wide rave,” simply because so many people think they can guarantee viral marketing (and if someone promises a viral marketing campaign to you, run away. Fast.). But the concept is simple:  letting other people tell your story. Sharing your vision, your video, your blog post, your ad, simply because they love you and/ or your brand.

Check out this video. Truly amazing the power a world wide rave has.
[youtube]http://www.youtube.com/watch?v=5F4KHmm566I[/youtube]

You absolutely HAVE to read this book, so it’s not necessary I teach you everything from it here, but here are some key points in what you need to know about creating a world wide rave, according to Scott:

1. Nobody cares about your products (except you).
2. No coercion required.
3. Lose control.
4. Put down roots.
5. Create triggers that encourage people to share.
6. Point the world to your (virtual) doorstep.

He elaborates a lot more than I’ve done here, so buy the book already!

Oh PS. When I did the David Meerman Scott book giveaway a few weeks ago, he sent me an extra signed copy of his first book. Well, I’m keeping the signed copy, but will give the first person to comment my old, unmarked copy. Hurry and comment!