Sometimes a book is so good you feel it was written specially for you. It's as if the author knew exactly how dim I was - and designed it to enlighten me. Know that feeling?
It doesn't happen often. Because I'm attracted by a lot of books - and distracted by even more. There are so many books...
But every now & again, a book feels perfect. So perfect for me I feel like shouting about it. Feel like telling all my best fiends. Feeling like buying 100 copies - giving them away. Feel like getting a special envelop, handwriting a personal note & awarding them to special people.
I found that book.
For people who want marketing advice, written in plain English - it says on the back cover: "54 diagrams, 33 quick tips, and 16 warnings."
I haven't even read it all.
I don't want to read it all.
I want it to sink in, drop by drop.
I want it to change my business life.
You see, I need to know a lot more about the Internet - especially about what makes the difference between success & failure on the web.
Because every client we have needs to be successful on the internet. Because every person I collaborate with needs to be successful on the internet.
Some people want to sell stuff via their website. Others want to make people aware of their business. Others want to grow a strong community around their website. Everybody I meet in business wants to know the difference between success and failure on the web.
And, unless you have a great guide,
it is confusing. There's all sorts of advice calling for your attention. And it's not just one piece of advice - you can easily find yourself swamped by advice. The 25 things you have to do to your website...
I really only want one good guide, one trustworthy guide, one guide who speaks a language I love listening to.
That why Andy Crestodina is my gem.
"Content Chemistry - an illustrated handbook for Content Marketing" was written for me because I'm no expert. Because I know quite a bit but I still feel all over the place. I don't find it easy to know what makes the difference between success & failure on the web.
I'm the kind of person who does want a book.
Who can't always ring someone up. Who isn't happy to outsource everything to an expert. I need to learn how to be more successful myself. I need to be better able to help others.
We are all in the same boat. The Internet is new - in comparison with the word-of-mouth. And it's not static. It will change. I'll always need a guide.
Andy Crestodina says:
Yes, it's going to be work. There is no secret formula. Content marketing isn't about just one thing. It's about 100 little things. And it's about doing these things well and doing them consistently. It may take time to find the style that works for you and gets a reaction from your audience. You'll need to keep at it if you're expecting big results. Persistence is the biggest factor in success, not just in web marketing but in every field...
I highlighted "Persistence is the biggest factor in success."
Andy Crestodina says
... Don't be afraid to try something new. Don't be afraid to write something provocative. If an article rubs a few people the wrong way, there are probably hundreds of other people who appreciate the candor. If you feel strongly about something, let it show through your words.
I wrote in the margin "I love you Andy."
Andy Crestodina says
To me, web marketing is a game. I play it like a sport and Analytics is my scorecard... So I watch the charts. I measure. I wonder. I tweak. I try something new and I measure again. And somewhere along the way, I forget that I'm working. I'm having fun.
If you're not having fun, you're doing it wrong.
And I put three bit ticks in the margin beside "If you're not having fun, you're doing it wrong."
These three quotes are from the Conclusion. I haven't read all the book - but I'm obviously smitten.
Here's another encouraging sentence from Andy:
One of the wonderful things about content marketing is that the experts are all happy to teach what they know.
Andy recommends Copyblogger & Brian Clark, Hubspot & Dan Zarella, Ann Handley & "Content Rules", Liz Strauss, Nick Kellet, John Jantsch, Mana Ionescu & people at Orbit Media Studios in Chicago. Plus many others I don't know.
While I was flying back to Ireland from GeniusShared in Chicago, I wrote this after reading the Introduction
"Due to the clarity, tone & pace of the writing:
I am now saying this is the one book I'll use
- the one authority I'll trust
- the one book I'll treat as my best friend."
Andy Crestodina, I thank you.
ISBN 9780988336407 $19.95