 Straightforward, Short, Wonderfully Specific Instructions |
| Review Date: May 23, 2010 |
| Reviewer: Nick M. Bentley, Winston Salem, NC USA |
I read online marketing books to keep up with the state of the art, and I read this one because I know the author and know that he has long experience with internet marketing and a deep well of knowledge.
I also have an issue with most internet marketing books, which is that their advice doesn't acknowledge that the best way to advertise depends on who you are and what you're selling. One-size-fits-all solutions don't often work, but you wouldn't know it by reading your average internet marketing book.
Take for example the popular book "Crush It", by Gary Vaynerchuk, or Gary V as he is known in the online world. Smart guy, great book, but his advice is wrong for many people - people in the professions, like orthodontists for example- because his strategy requires like many hours of extra work daily. If you have to see clients all day, you can't do it.
So, it was a breath of fresh air to read a book that was specifically targeted to one profession. The book has clearly been tailored for a busy professional (it's short), and it doesn't dwell on theory. Instead, it tells you what you need to do, in, as it says, a "click by click" way. Which means that there are lots of screenshots and lots of "click this button, then that" kind of instructions.
The upshot is that you don't have to know very much about internet marketing, and if you make it all the way through, you'll have set up an extensive online presence, without having put in more time than you can probably afford.
The book leaves out many time-intensive social media strategies, and actively discourages the use of some services, like Twitter. This is a good example of how the book differs from others. Many books recommend incorporating Twitter into your online marketing strategy. But Twitter doesn't have a good way to to target potential clients locally, so it's pretty useless for those (like orthodontists) whose business is entirely local.
So I give the book a thumbs-up overall. If you want to understand the "why" of online marketing, this probably isn't your book. This book is focused entirely on "how". But it does that job well.
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