It took some doing, but book review day is here.

I must admit after seeing reviews of Mike Stelzner’s new book everywhere –

It took some of the shine off my selection as one of 50 bloggers to review it.

• Isn’t that the way with a Top 50?
• Mike would disagree

In case you took a launch into outer space and haven’t heard about Mike’s new book, allow me to bring you on board.

Pre-Launch

I first met Mike when I was living in San Diego. I signed up for one his training classes on white papers.

• One of the best things I ever did
• Creating white papers is an anchor service of my business

A year after that class, Mike decided to take a leap into uncharted territory – uncharted for him. In 2009, Mike launched an online magazine, Social Media Examiner, marketed as Your Guide to the Social Media Jungle.

• Within 2 weeks, the site ranked in Technorati’s Top 100 Small Business Blogs
• Today it receives more than 700,000 page views/month
• It has over 80,000 email subscribers
• To date its revenue driver, online conferences, exceeds $3 million in sales

And Mike started it all with $4,000 in start-up costs and very little knowledge of social media.

His book, Launch, is the story of Social Media Examiner’s success and the marketing principle behind it.

Book Review Take-off

If you follow this blog, you know the theme is –

Keep it simple, clear & uniquely yours

My review of Launch explores how well the book keeps it simple, clear and unique.

I hope you enjoy the ride.

Keep it Simple

The core message of Mike’s book is what he calls the Elevation Principle.

• He even adds a formula
• Oh-oh – math?
• I hate that

Don’t panic – there’s visuals.

Great Content, Plus Other People, Minus Marketing Messages

Equals Growth

GC + OP -MM = G

My mantra for keeping it simple is don’t lose your message in the delivery.

Here are effective ways to keep it simple.

• Tell a story
• Use analogies and examples
• Include visuals

Launch does all of the above. Mike’s engaging style makes for easy reading. The book contains a treasure trove of examples, case studies and real-world successes and failures.

In case you have not already noticed, the book has a rocket ship theme.

• The rocket ship is your business
• The fuel is your content
• The base is your audience of readers

The book’s premise for the Elevation Principle is –

“People want valuable insight, access to great people, and recognition before they want products and services.”

The idea is to build your reader base by giving them what they want.

In the case of Social Media Examiner, that was delivering detailed, informative content about social media in a way marketers at every level could understand and use.

And it was all free.

To bring accuracy and credibility, the online magazine engaged industry experts who became regular contributors and offered their expertise to both the magazine and the online conferences, producing instant star power.

As anyone with a business blog knows, it takes great content to keep readers coming back for more. The book breaks content (the fuel) into two kinds – Primary Fuel and Nuclear Fuel.

Primary fuel is your regular, free content like blog posts, newsletters, videos and podcasts.

• It meets the needs of your readers
• It answers their questions

Nuclear fuel is also free content, but it’s content that has a lasting impression.

• Free reports, white papers, webinars and contests
• Nuclear fuel content typically has a longer shelf life

I’ll admit there were times where the rocket ship theme had me veering off course – like the discussion on gravity drag and escape velocity. I think I hurt my baby boomer brain.

But, overall, the message is kept simple.

Keep it Clear

Staying focused on your message helps keep it clear.

Mike repeats the Elevation Principle throughout the book, reinforcing the message.

The book contains a ton of “how-to” information.

• Vision plans, goals and action plans
• Idea generation, identifying role models
• Profiling “ideal” readers, identifying their issues
• Finding and working with experts
• Marketing techniques, content development

And on and on.

Some of the information is pretty basic –like the SMART technique that I learned in the 1980s. That I remember it is a testament to its effectiveness.

I found myself skimming through these sections. That’s okay – it’s always new to someone, which is the premise for this blog.

Keep it Uniquely Yours

The press releases for the book label it a new marketing concept.

That would certainly make it unique.

But, I would have to disagree that it is a new concept. I would agree that few have done it as well as Social Media Examiner.

Let’s examine the new concept.

• One thing  has remained constant – people
• People want free stuff
• People won’t buy until they trust you
• Deliver great content
• Build credibility with experts
• Attract people without actively selling
• Hold off on your marketing until you gain that trust

Not such a new concept – but, again, many do not know how to apply it. That’s what the book is all about.

What is unique is the drive, the vision and the execution of Social Media Examiner. Talk about “getting it.”

However, in my own industry (business writing), I have found several people who understand the concept of focusing on people, delivering what they want and building on trust.

They understand the concept of not packaging help in monetary wrappings.

Making it uniquely yours means – believe in your business – it shows. Mike definitely shows he believes in his business.

Bringing it Home

Launch is the kind of book where you pull out the highlighter and tabs.

• It has loads of resources
• It provides structure where you need it
• It even has a glossary of terms

The generosity and wealth of information is something I appreciate.

At times, my eyes glazed over, especially in sections that were not new to me, but that happens to me with almost any book with that much information.

I do have one beef.

For an online magazine all about the power of social media and a book promoting collaboration with experts, couldn’t there have been a better suggestion for finding a freelance writer than online bidding sites and those with membership fees?

The success of Social Media Examiner relied a lot on its partnering with experts.

In that regard, I do feel Mike Stelzner, as the King of White Papers, had a leg up.

• His “street cred” gave him access to some pretty big names
• As the book shares, you need to offer something to experts
• A blog with no subscribers is challenged in what they bring to the table

But, there are all kinds of experts – some in your own backyard.

The concept of centering your marketing on content that delivers what people want, without expecting something in return, is fundamental to success – on many levels.

Now, let’s see how well we all take off.

My Rating: 4 out 5 Pen Strokes

 

P.S. If you read Launch, we would love to hear your thoughts.

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Leave a comment explaining why you would like a copy of the book, Launch, for a chance to win 1 of 2 free copies. Names will be selected at random. Contest closes next Friday, July 1, 2011.

Note: Since the comments have seemed to run their course, the close date has moved from July 8 to July 1 – winners will be notified by email and posted here.

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Helping you Keep it simple, clear & uniquely yours – contact me for help with your business writing needs.

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