I attest that Mitch Joel's new book, Six Pixels of Separation, is the first (and best) post-web 2.0 marketing book.
Strong statement? Damn right.
Here's why I believe it and why you can't miss his book.
In A Nutshell...
For my money, Joel's is the first new media marketing book that assumes knowledge of the basic moving parts and launches right into how to use them for business. This book really is about how to market in a new age.
Most web 2.0 marketing books explain the basics (what is a blog/delicious/Twitter, etc), give examples (i.e. Zappos, ComcastCares, Amazon, etc.), and suggest you connect the theory and those examples in your own business.
These books help a lot of people and that's great. But there hasn't been a serious web 2.0 marketing book that went far beyond it.
Why Is This Book So Great?
So why should you spend your hard-earned money on this book? Here are a few reasons.
First, Joel gives you the tough medicine you need to hear. It's not always easy or expected, but you're in the advanced class now, buddy.
I love the against-the-grain statements you get with Joel that throw the new conventional wisdom on its head. Gems include:
- "The general drum-beating is that the consumer is in control, not the company. But it's not true." (page 94)
- "The assumption here is that whatever it takes to get your message through all of the clutter is fine, as long as you disclose and are transparent about your intent. But that simply is not the case." (page 172)
- "Until now, you may be thinking that everything we've talked about is about getting you and your business online. It's not. Getting online is easy." (page 187)
- "[B]eing wrong suddenly becomes a powerful entrepreneurial force." (page 209)
- "Let people steal your ideas." (page 213)
If those quotes don't pique your interest, you can stop reading now. Close this window and come back when I've got something better for you.
But I think it's more likely that thinking like this is interesting to most of you. It's not the normal stuff about community and the blogosphere and kumbaya crap. It's tough minded and it's about your business.
Another thing that is great about Six Pixels of Separation is that it lives up to the values espoused within it. Trust is a seminal aspect of web 2.0 and the future of business. But trust is rarely spoken about overtly (see pages 34, 123, and 125 for explicit mentions of trust).
Trust is less a topic point or chapter subject, but rather more of a moral to the story. And the book itself builds trust by building a case, point by point.
The Trouble With Link Bait
Is this a perfect book? Of course not.
I was particularly confused by his section on link bait (page 170-2). It was confusing and clunky. The section lacked a clear definition and I couldn't even tell exactly what he thought about link bait, much less his definition of it.
Having been on the receiving end of this topic before, I expected a refinement that was missing here.
But honestly, missteps like this are small potatoes in a book that is otherwise fantastic.
One Final Note As A Writer
I read a lot of marketing books. No really, like A LOT. (This is a small sample from just the last couple years.)
And no matter how good the author, new releases always contain at least a few typos. It's to be expected.
But this book has none! ZERO. This might not be a big deal to you, but to the writers out there, you know how cool that is.
The Final Word
If you know the basics, but want to be challenged, I wholeheartedly recommend Six Pixels of Separation. If not, this isn't the book for you.
If you agree or disagree, I'd love to hear your comments below.
P.P.S.: If you enjoyed this review, you might also like my recent reviews of other marketing books.
(Image courtesy of MitchJoel via Flickr)