Secrets of Online Persuasion, by John-Paul and Deborah Micek

JP and Deborah Micek are the founders of a business consultancy that specializes in generating results from online initiatives.  They've taken their years of experience and squeezed it into this 300-page book, Secrets of Online Persuasion.  Great title, and they deliver on the promise.

If you're already blogging and looking for some tips on more effective ways to appeal to your target audience, this is the book for you.  Because the Micek's do such a nice job of covering the basics of new media marketing tools though, I think this book is perfectly appropriate for the total novice as well.

A key premise of the book is that traditional marketing, or interruption marketing, is dead (or at least dying very quickly).  Regarding your target audience, the authors suggest it's wrong to "find ways to circumvent their defenses."  Rather, they note how you need "to get them to open the door and invite you in through influence, persuasion, and trust."  Think about some of the most successful word-of-mouth brands out there and, of course, that's how they built momentum.

After answering a series of questions that help determine what results you want from your blog, the book goes on to lay out the framework for what the authors refer to as "tribal marketing."  I found the chapter on how to "influence the influencers" to be one of the most interesting ones.  This is where the authors present four different types of communication styles, or codes.  It's important to know your own code as well as the code of the person you're trying to influence.  In the few days since I read this part I've tried to keep what I learned in mind as I'm talking to certain people; I think it really can make a difference in how you communicate, especially in tough situations.

Comments

[John Paul Micek]

Thanks for the review Joe. We really appreciate your expert opinion. :)

This book will open doors of online opportunity for small business owners, sales professionals, network marketers and anyone who wants to win more customers, contacts and cash online. One thing to note for all people purchasing the book is the $297 coaching package being included for free! (Final edits on the audios for that is being completed now.)

Thanks again Joe!

[Michael A. Banks]

The key premise of the book is that traditional marketing, or interruption marketing, is dead (or at least dying very quickly).

That seems to be the key premise of every book intended to help people market online. For that matter, just about anyone who thinks of a new way to do something on the Web tries to claim that the "old way" is going now away.

Just more marketing.

Traditional marketing won't go away.
--Mike
http://www.michaelabanks.com