Taking Action: Rich Schefren Talks With David Meerman Scott About The New Rules Of Marketing And PR

Quick–what’s the best selling marketing book on Amazon for the past 18 months or so?

Well, if you guessed “The New Rules Of Marketing And PR” by David Meerman Scott, you’d be right.

This book is truly one of my favorites, because it breaks down some complicated theories to a simple-to-understand level that anyone can immediately implement into their marketing and business building strategy.

No kidding–once you finish this book, you’ll be all fired up to take action and start putting these principles into play.

I had a recent chat with David about his book, and he answered some big questions for me, such as…

How does PR fit into today’s latest marketing techniques?

How do you distinguish between what to give away for free and what to hold “close to the vest”?

Are requiring opt-ins a master stroke…or a major mistake?

Should I think of myself as a marketer–or publisher?

What are the steps needed to take action and get started right away?

Plus TONS more. And you can get it all right here.

Download Rich Schefren’s Conversation with David Meerman Scott MP3

No charge. No registration required. Just a cool little freebie to help you along in your “taking action” journey.

So do me a favor–listen closely to the interview. Pay attention to what David is saying. The man knows his stuff.

And afterwards, tell me what you thought of the interview in the comments below, okay?

To Higher Profits,
Rich

P.S. During this interview, David gave me a brilliant idea…

We’re talking angels singing, heavens opening, light shining through the clouds, the whole shebang.

This mind-boggling approach is something I’ll be using for a MONSTER project in the upcoming months. And I can say this with all certainty:

It’s going to turn internet marketing on its ear.

So look for that soon. But in the meantime, download the audio, print out the transcript, take copious notes, and most of all–TAKE ACTION ON WHAT YOU LEARN.

It will change your life.

Download Rich Schefren’s Conversation with David Meerman Scott MP3

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Comments:

http://www.list-building-videos.com Melvin @ List Building Videos

I am currently listening to this audio right now and I have to agree with you Rich…this is some outstanding information!

The whole topic on giving away free and valuable content without even asking for the opt in was great. Let them make the decision to get on your list and buy your products after you give them something for utterly free.

Can’t wait to hear the rest of this info.

Melvin Perry
http://www.List-Building-Videos.com
http://www.balance-your-health.com Hiram

Another great resource. Rich, you’re always challenging and changing how people think about things.

Keep up the great work!

Hiram
http://www.balance-your-health.com
http://www.webinknow.com/ David Meerman Scott

Hey Rich,

It was great chatting with you. Many thanks. I’m eager to hear about your “monster” idea. Gonna send a tweet about this right now.

David
http://www.copywithresults.com Sandi Krakowski

WOW Rich, you know you made a right decision for your reading when the book you are PRESENTLY reading Rich Schefren recommends on his blog! This book has caused SERIOUS INSOMNIA and has made me market in my dreams for the last week! AMAZING! I am reading and RE-reading it… and oh… Love reading it on my Kindle thru Amazon. :)
http://foliovision.com Alec

Thanks for digging up the interesting guests.

Rich, these free interviews are great but for those of us who are more visually oriented they would be even more wonderful with transcripts.
Angelina

I listened to this as soon as I got the email. Am I ever glad. This came along precisely at the right (write) time. I’m about to launch a new product and thinking a lot about marketing and PR. The information about Buyer personas is brilliant and is going to help a lot. I see that already. Also, the Press Release information was illuminating. I was looking at it in the “old” way, and therefore never sent one because what I had to say never seemed newsworthy. Now I see it reaches a much wider audience than I ever imagined. Thanks Rich for doing this interview.
http://yougottaseethis.wordpress.com David

I love the ending…
It seems like the call went longer than it was supposed to…
What I want to know rich is where can I get that software you mentioned that speeds every audio up by 2…

I would love to know where I can get that.

awesome post and content.

My business is exploding!!!!!!!!!

thanks!
http://yougottaseethis.wordpress.com David

awesome post!

loved it.
I think the call was over but it wasn’t really over…

what i want to know rich is where do i get that software that plays audio 2x as fast.

I would love to hear about that.

have an awesome day!
http://trafficsilos.com den

Great stuff man.
http://www.companiesnow.com.au Rich Muir

That is a great gift thank you so much
http://www.marketingpotential.com Damian Petrini

Just started reading David’s book “The New Rules Of Marketing And PR,” so the timing of this in amazing!!!

Thanks Rich!
http://www.ApothecaryJeri.com Jeri

thanks for this great info….wonderful way of making it so approachable…. thank you both Rich and David
http://www.marketingpotential.com Damian Petrini

Just started reading David’s book “The New Rules Of Marketing And PR.” The timing of this is amazing!

Thanks Rich!
http://www.ApothecaryJeri.com Jeri

Thank you for this wonderful gift …and interview.
Killer nuggets were sprinkled thru out.
A webinar would be awesome.
Thank you for making the info so approachable and understandable

Blessings and thank you again Rich and David.
http://caribbeannewpr.com Jerry George

I bought the book in June and ever since I have not put it down.
The new Social Press Release format is an eye opener.
Many books tell you WHAT, David is absolutely clear on HOW. He is very right about the resistance by the old guard but they are totally out of touch with the reality. I have tested some of it myself and it really works. Thanks Rich. Thanks David
P.S. For the free stuff David mucho gracias!
http://www.yemostic.com Oritseyemi E. Madamedon

Rich,
I am slowly falling in love with your blog man!

Your Manifesto- report(Rich) is fantastic.

I have David’s two books”The News Rules Of Marketing and Pr” and the lattest one is “tuned in”. You guys should get the lattest one also.

Hey, if you guys want to find out more about buyer personna, check out this blog. She is the authority on that subject.(http://www.buyerpersona.com/2006/11/whats_a_buyer_p.html)

Guys, you guys can use these tool also.http://www.websitegrader.com/ and http://www.pressreleasegrader.com/

Sorry, I just thought your audience will find these tools valuable.
This guy is just fantastic.

Classic Interview, man.

Classic!

PS: I am not an affiliate.
http://www.increaseyourcreditscores.com stephen snyder

fantastic information. just what i needed. I drove 45 minutes just to find a bookstore that had the bookstore in stock tonight while listening to the audio on audio in my car. finding a bookstore open was difficult in the middle of this tropical storm that was suppose to be a CAT 1 hurricane.
:)
stephen
http://www.earlmisfeldt.com Earl Misfeldt

I am imagining that we are all in the same “city” and I can show my appreciation by inviting you for a beer in my favorite “pub”. Thanks so much for a highly enlightening interview. Great stuff.
http://cargo-catchers.com Katharine

Rich,

Thanks I am uploading it to my mp3 player now!

K.

(Andrew use the appropriate channels)
Richard Wilson

Gold. I’ve had this book on my shelf for 3 months now – after listening to this interview I’m going to get my butt into gear and read it. I guess Mr. Scott takes freenium to the extreme with not even asking for an email address while offering his e-books…great stuff.

Thanks again.

- Richard
Richard Wilson
Hedge Fund Group (HFG)
http://businesscoaching.typepad.com Paul Simister, Your Profit Coach

Thanks for this Rich.

I have been aware of David Meerman Scott for some time but he has never reached the top of the pile until now.
http://www.kidsagainstdrugs.com Marvin E Jordan Jr MBA CSA

Rich,

I thought enough of this interview to pass it along to a friend and client with the following Subject line:
“Do you subscribe to Rich Schefren’s emarketing tips?”
And this is the comment I made to Mike about it, which I pass along to you:
“A really dramatic statement came out in this interview and is apparently the subject of an ebook and/or special report the title of which is “Thinking and Acting Like A Publisher”. That notion resonated with me and especially made me think about you and one or more conversations we have had in the past. If you haven’t heard this interview I wanted you to have a chance to listen to it.
“Publishers don’t have to be writers. But they have to know what their audience wants.
“I especially liked Meerman Scott’s new language for describing the viral approach to market segmentation. He never uses the word. He talks of “Buyer Personas”. Imagining the persona gets you to the buyer’s behavior from his point of view.
“Do you remember my charts on Benefit Selling?
Scott talks about “what’s important” to a buyer and how different buyers have different perceptions and different definitions of “what’s important”. He shows a different way of talking about the benefit-feature dialogue, but that’s what it is. When the insurance guy stands at the door and says something like, “A lot of men I talk to feel a strong desire to make sure their wife and family have a house to live in, even if something happened to their ability to bring home a pay check to make the monthly payments on the mortgage. Is that important to you?” he is looking for the Benefits that are important to that prospect, in that person’s language. The smart benefit-feature dialogue user NEVER talks about features until he has reached agreement with the prospect that the benefit is important in the prospect’s mind.
“Is this useful to you?”
http://www.kidsagainstdrugs.com Marvin E Jordan Jr MBA CSA

Rich, (Is this an echo? What I said the first time was…)
I thought enough of this interview to send it along to a friend and client (see website above) with the following subject line: Do you subscribe to Rich Schefren’s emarketing tips?
This is the comment I made to Mike:
A really dramatic statement came out in this interview and is apparently the subject of an ebook and/or special report the title of which is “Thinking and Acting Like A Publisher”. That notion resonated with me and especially made me think about you and one or more conversations we have had in the past. If you haven’t heard this interview I wanted you to have a chance to listen to it.
Publishers don’t have to be writers. But they have to know what their audience wants.
I especially liked Meerman Scott’s new language for describing the viral approach to market segmentation. He never uses the word. He talks of “Buyer Personas”. Imagining the persona gets you to the buyer’s behavior from his point of view.
Do you remember my charts on Benefit Selling?
Scott talks about “what’s important” to a buyer and how different buyers have different perceptions and different definitions of “what’s important”. He shows a different way of talking about the benefit-feature dialogue, but that’s what it is. When the insurance guy stands at the door and says something like, “A lot of men I talk to feel a strong desire to make sure their wife and family have a house to live in even if something happened to their ability to bring home a pay check to make the monthly payments on the mortgage. Is that important to you?” he is looking for the Benefits that are important to that prospect, in that person’s language. The smart benefit-feature dialogue user NEVER talks about features until he has reached agreement with the prospect that the benefit is important in the prospect’s mind.
Is this useful to you?
http://www.tribute-entertainmnt.co.uk Tribute Band Reviews

I bought ‘The New Rules Of Marketing And PR’ about 3 weeks ago. It was recommended to me. I do read a lot of internet marketing books in an attempt to keep myself ahead of the game. I’ve read this book twice already, I’ve highlighted loads of things in it and I’ve folded the corners of other particularly important pages. You must read this book if you want to know how to market your business effectively in today’s wired world. I particularly liked the ‘news release’ chapters and I love some of the case studies. This book really does make you think about your approach to marketing, old school is definitely going the way of the dodo.

John O’Hara
United Kingdom
http://www.shawnpowell.com Shawn Powell

Rich,

You’re always on the cutting edge. Using the concepts I learned at new beginings a few months back, I have been able to drive over 110,000 actual views to one of my client’s sites and have created 1000′s of sign ups. I have done all of this for free using video search engine traffic. This stuff really works. I can’t wait to see you speak again in ATL. Both Darryl and I will be there. We are both expecting you to shine. You are awesome. Cheers!

Shawn Powell
http://www.shawnpowell.com
Orlando, FL
http://www.silentavatar.com MG Page

Thanks Rich, you delivered agaain. You always have interesting speakers who offer little gems of information we can all use to further our efforts online. Taking action is all that is required, and interviewing people who freely give information which is of benefit to others is the key to building longstanding relationships without the need to pull out the credit card at every turn is in itself priceless.
http://IncreaseYourOnlineTraffic.com Doug Barger

Enjoyed the interview Rich and David.

That thought about the radio for recording and the internet for entrepreneurs is intriguing as well as the new rules with the examples
of the hotels and weddings, online pubs, Gary’s vlog, etc.

Lots of good nuggets.

Doug Barger
Alex

Thanks so much for this Rich!
Enjoyed really every moment and look forward to more good stuff.

A.
http://www.worthpoint.com antiques

very insightful post. this made for a nice read on this otherwise quiet day in the office. thanks for posting.