Bob Garfield and Doug Levy’s new book, You Can't Buy Me Like: How Authentic Customer Connections Drive Superior Results, will be to this generation of marketers what the Cluetrain Manifesto was to the marketers of 1999. When Cluetrain came out, Mark Zuckerberg was still in high school just down the street from me, but the book foretold the impact that social connectivity would have on marketing. I was lucky enough to hear one of its authors, David Weinberger, give an unforgettable speech. He told the crowd, “There is no market for your message.” I’ll never forget that deer-in-the-headlights look with which most of the marketers in the room responded.
For many of us, Cluetrain became our bible; we incorporated its thinking into the companies we built and the services and products we offered. Others ignored it and have been lost to history. Now, Garfield and Levy take the Cluetrain philosophy to a whole new level. With a wonderful combination of acerbic wit and plain if occasionally profane language, they take aim at all the clueless marketers who still think that social media is just another way to broadcast messages.
But this is not your normal harangue...
The authors have amassed a staggering amount of data and examples to prove their point. More importantly, they offer some great practical advice on how to succeed in this new social marketing environment. And no one can say that it doesn’t apply to them. Garfield and Levy offer a cornucopia of case studies to illustrate their points.
I suppose one reason I’m so in love with this book is that their advice can be summed up in a single maxim on which I’ve based most of my personal and professional career: “You can’t please everyone, so be who you are and see who is pleased.” Garfield and Levy’s message is: “Be authentic, be real, and be honest -- because death comes to those who aren’t.”
- Click here for an NPR interview with Bob Garfield about the book.
- Click here to read an excerpt from the book.
- Buy it on Amazon.
Katie Delahaye Paine is Chairman, KDPaine & Partners, (a Salience Insight company), and Chief Marketing Officer of News Group International. KDP&P delivers custom research to measure brand image, public relationships, and engagement. Katie Paine is a dynamic and experienced speaker on public relations and social media measurement. Click here for the schedule of Katie’s upcoming speaking engagements. Katie and Beth Kanter are authors of the book “Measuring the Networked Nonprofit,” to be published this year by Wiley.
The Measurement Standard is a publication of KDPaine & Partners, a company that delivers custom research to measure brand image, public relationships, and engagement. Katie Paine, Chairman of KDPaine & Partners, will be glad to talk with you about measurement for your organization.