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Let’s Get Small* – A MicroReview

Do you talk back to books?  I do.

What I mean is – when I’m reading a book that is truly engaging, I often find myself having a conversation with the author as I go along.  Yes, sometimes this means that I’m speaking out loud as if s/he were in the room with me.  I’ve been known to startle the cat, the dog, my husband and people in coffee shops with my unexpected outbursts.

Whether the engagement is a negative one “What?! You idiot… Who let you publish a book on this?” or a positive one “Yes! Absolutely! Hah!! That’s exactly what I’ve been trying to tell people!” it doesn’t always translate to a need to let anyone outside of my immediate surroundings know about it.

But a couple of weeks ago, I got this really nice email asking me if I’d possibly be interested in participating in a chapter-review of Greg Verdino’s new book microMARKETING: Get Big Results by Thinking and Acting Small.

I’ll explain a little bit about the process further down, but first? If you don’t know who Greg Verdino is then take a second to go visit his site.  If you do know who Greg is you’ll know why I was kind of excited to be asked to join in. (I mean aside from knowing he’s the VP of Strategy for the rather awesome Powered, Inc.)

Firstly, Greg’s book has been on my “must read” list since I first heard about it.  The guy seriously gets not just Social Marketing but he sees things you’ll miss even when you’re experiencing the same events.  Secondly? My “must read” list has been lagging a bit.  Well, yeah, I’ve been lagging. I kind of figured that if I participated in this, not only would I get to share something with you that I expected was intrinsically interesting, but I’d also have a deadline that would bump it up on my ‘To Do’ List. (Not to mention get me to post something in a timely manner.)

Boy am I glad I said yes.

microMARKETING cover

So the really-kind-of-cool plan that Greg & my friend Aaron Strout came up with was to go “micro” in the spirit of the book.  Instead of having a bunch of people try to review the book on a general level (you can see the Amazon reviews for that) – they hit up some people who were particularly passionate about topics that the chapters in the book covered and asked them to do a “Micro Review” by focusing on a specific chapter.  Aaron & Greg probably explain the whole idea better in their posts about it. But I’ll have a list of the other folks at the bottom of this post that I’ll update with links as they roll out.

Me? Today I’m tackling Chapter: 2 – Thinking and Acting Small: Understanding the microMARKETING mindset along with Mitch Joel.  Personally, I can’t wait to see what Mitch (and everyone else) thought.

Off to the races then, shall we?

The title of Chapter 2 is rather like a Twittered preview of exactly what you’re going to get by reading it.  It’s all about introducing the reader to the microMARKETING mindset.  But as the most convincing advocates always do, Greg chooses to follow the classic adage of “show, don’t tell” when it comes to illustrating his point.  Through case studies including Paramount Pictures, Universal Pictures, and Coca-Cola, he demonstrates why ‘thinking and acting small’ can bring about the big results that marketers are always striving for.

I’m not going to give you spoilers about how exactly he does that – after all, this is an entire chapter dedicated to getting you into the right mindset to understand the rest of the book.  It would be a disservice for me to try and summarize it here.

I will sheepishly admit that I rather believed that I didn’t need this chapter myself before I read it.  After all, micromarketing is something I’m totally passionate about.

As I said, that was before I read it.

You see, I witnessed these case studies as they happened. I suspect most of you reading this did.  They weren’t secrets.  In fact, if anything, they were headline news & much discussed as they occurred. I think I’m the only person on the planet who hasn’t seen Paranormal Activity yet.  Despite the fact that I voted for it to come to Denver.  What I didn’t see was the broader impact of what I was reading & hearing at the time as it related to mainstream marketing. Through most of this chapter, I was definitely talking out loud.  If Greg (or you) could’ve heard me? It was mostly punctuated with a series of “Ohhhhhh…”s and “Yes!! Exactly!“s.

Although there were a few “Hm. Wait. Are we going to address that later?” moments, too.  Specifically, I’d love to sit down with Greg over a Coke sometime and discuss whether ‘social serendipity’ is a viable marketing strategy or not.

But that? That’s the sign of a book I want to keep reading.

If I’m not wanting to talk back to the author, or the brand, or the creator of some form of media? I’m not engaged. But I’m seriously looking forward to reading the rest of this book. This chapter sets the stage for a deeper understanding of micromarketing as a mission critical objective for not just “the little guys” but for the global brands as well. It introduces the rest of the book in a way that just reading the chapter titles won’t. If the rest of microMARKETING: Get Big Results by Thinking and Acting Small lives up to this? I expect it to find it in my playbook long after the Facebook term for “fans” has morphed into something completely unexpected. (Yes, that’s a nod to the book.  See the footnote on page 29.)

Intrigued yet?  Me too.

So, as I said above, over the next 2 weeks, a slew of other folks will be weighing in, chapter-by-chapter.  I’ll update the links to the specific posts as I get them – but if you’re interested in following along? Here’s the schedule and links to the other sites that are weighing in.

Mon 9/20 - Chap 1 Tue 9/21 – Chap 2 Wed 9/22 – Chap 3
- Aaron Strout - Lucretia Pruitt - Jason Falls
- Mitch Joel - Toby Bloomberg
Thu 9/23 – Chap 4 Fri 9/24 – Chap 5 Mon 9/27 – Chap 6
- Katya Anderson - Amber Naslund - Ari Herzog
- Murray Newlands - Marc Meyer TBA
- Chris Abraham
Tue 9/28 – Chap 7 Wed 9/29 – Chap 8 Thu 9/30 – Chap 9
- Danny Brown - C.C. Chapman - John Moore
- Jay Baer - Elmer Boutin - David Armano
- Adam Cohen - Justin Levy
- Becky Caroll - Beth Harte

.

If you’ve read Greg Verdino’s microMARKETING already, what did you think? Did this chapter help you get into the mindset of the rest of the book? Did you talk back to him too? (Or is that just me…) I’d love to hear your thoughts.  If you haven’t read it yet – I’d love to know if you plan to. If not, why not?

*With many thanks to the inimitable Steve Martin whose “Let’s Get Small” remains one of my favorite comedy albums of all time for the title of this post.

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  • Anonymous

    Lucretia – great review (but of course I’m biased). Thank you for taking the time to do this. Greg and I REALLY appreciate it. Also, thank you for the kind shout outs. It’s good to know that good people like you have our backs — the same is true with us of course. ;)

    • http://thesocialjoint.com/ Lucretia M Pruitt

      Thanks Aaron! I have really enjoyed being a part of this process and watching it unfold. You guys reached out to a diverse set of folks and I love seeing the varying approaches to the material.

      Greg’s book is awesome – but that’s kind of what I’d expect from anyone at Powered. My experiences with everyone there have always rocked! :)

    • Lucretia Pruitt

      Thanks again Aaron! I’m still trying to figure out what I did with the comments here by adding disqus – sorry if you had to post twice!

  • http://www.calandroclan.com Eileen Calandro

    Lucretia, as I read your micro-review, I could hear your voice as if we were talking together. Well done. Even though I’m personally interested in this book since John’s letter is in it, I look forward to following along as the other reviews are posted. Thanks for the list of dates and folks reviewing. That is really helpful information.
    And I talk back to books, too. And my television. (Actually, I even yell at that sometimes.)You’re not alone.

    • Lucretia Pruitt

      I love that! Knowing that you can hear my voice means I’m writing my heart. I love the fact that John’s letter is in there too. Greg really has a hit with this book! :)

  • http://micromarketingbook.com Greg Verdino

    Hey Lucretia – Thanks so much for your kind words. You “get it” and I hope you enjoy the rest of the book. Glad to have you on-board as part of the review crew. Love the idea of talking back to books – brilliant and well-said.

    G

    • Lucretia Pruitt

      Greg: I’ve been reading all of the chapter reviews as they rolled out. You have an awesome book and this was a fun approach to reviewing it. Best part? I really wanted to read all of the other reviews because they weren’t just going to be “awesome book, you should read it”. :) Fantastic approach. I love it!

  • John Calandro

    Great review! If you get the opportunity to read more of it, will you post your thoughts on those chapters, too?

    • http://thesocialjoint.com/ Lucretia M Pruitt

      I absolutely will John – I have been reading everyone else’s chapter reviews and it’s definitely one of “those” books! :) Looking forward to seeing the bit where you are in it!

    • Lucretia Pruitt

      John: I replied on the “other” duplicate comment – but I’m still trying to figure out what I’ve done wrong with installing the disqus plugin here – so I’m not sure if you got it. But essentially? Yes!! :)

  • Toby Bloomberg

    Lucretia- Coming out of the closet..I talk to books too & scribble notes on the page. One of the strengths of micro is the extent of detail that Greg provides on the cases. Very helpful to marketers to understand the why’s and how’s.

    • Lucretia Pruitt

      Toby I just *knew* you were my kinda gal like that!! :) I loved your review. It added to my strong desire to finish the rest of the book!

  • http://www.getinthehotspot.com/ Annabel Candy, Get In the Hot Spot

    Hi Lucretia, I haven’t read this book yet but the fact that you have makes me want to and the chapter by chapter review sounds useful.

    I’m coming to BlogWorld and noticed your name popping up. I know you’re speaking and hope to hear you talk. I’ll pop over to say hi if you’re not being mobbed by fans and just thought I’d give you some advance warning so you know who the tall woman with the funny accent it:)

    I’m really looking forward to the whole event.

    Best wishes, Annabel

    • Lucretia Pruitt

      Annabel I can’t *wait* to meet you at BlogWorld. It is a swirling mass of people and always being on the run – but I have met some of my favorite people over the years at that show. It is a great place to find people who are very passionate about what they write about and how they do it.
      Do me a favor? Even if it looks like I’m talking to someone? Just say “Hey! It’s Annabel! When can we chat?” because 9 times out of 10 I’ll say “hey!! This is so-and-so! Join us!” and you’ll get to meet someone else interesting too. If it’s that tenth time, I might be doing the “quick hallway meeting” with someone and I will make plans with your right then and there to meet shortly just so I can give you a hug (yeah, I’m weird and huggy… I’m one of *those* people!)

      Really looking forward to seeing you there. If you can’t make it to my panel b/c there’s someplace you really ought to be? DM me @lucretiapruitt on twitter and we’ll arrange someplace to hookup! :)

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  • http://www.theemotionmachine.com Steven Handel

    Sounds like a book that is right up my alley. Unfortunately, I have zero time to read a book from cover-to-cover at this point in my life. A chapter however is quite do-able.

    Looking forward to hearing other people’s thoughts!

    • http://thesocialjoint.com/ Lucretia M Pruitt

      Steven, I’m so with you on this. I don’t have time to post, reply to comments, and engage with smart people like I should. (Case in point… how did this comment get by my radar last month?)

  • http://www.promomanagersblog.com Robin

    I just took a look at iBooks not yet available for the iPeople out there. I’ll follow the link and order from Amazon based on not only the review but the participation of the authors here. I haven’t been able to find a good guide yet, hoping this is it.

    • http://thesocialjoint.com Lucretia Pruitt

      You know, it’s pretty awesome. Having read *most* of the rest of it now, I’m really happy to have it.

      It’s kind of surprising how big of a whole in my own library a book that focuses on MicroMarketing is. Seems contradictory. But honestly? I love it. Greg put together some very insightful stuff here.

  • http://mrs.flinger.us Mrs. Flinger

    I admit to being so wrapped up in my own work to have previous knowledge of this but I’m convinced I NEED to be involved now. Moving from a developer type to a marketing type is hard work. I need all the help I can get. :D

    • http://thesocialjoint.com Lucretia Pruitt

      We are *so* going to talk!!
      It is a very rough shift – but also really fun. All of the development stuff will really help you in the life cycle of marketing campaigns vs. long term engagement (consider that the implementation/maintenance stage.)
      I find that having a handle on the tech stuff actually gives me an edge on the biz stuff… even though I can’t rattle off the right ‘big names’ from B-school, I can see how the technological shifts are going to impact the social changes & where that takes marketing. It’s SO fun L!! :)