Want to know the secret to being discovered on LinkedIn? Interested in learning how to publish a book yourself straight from your computer? Or maybe you’re intrigued about how advertising on porn sites can grow your business cost-effectively. Yes, you read that right: PORN sites as advertising platforms.
Naresh Vissa addresses topics like these in the new book, Fifty Shades of Marketing: Whip Your Business Into Shape & Dominate Your Competition. The book’s foreword is written by “the Father of modern marketing” Philip Kotler, a leading professor at Northwestern University’s Kellogg School of Management. Kotler, who’s in his mid-80’s, has written so many books – at least 50 of them marketing textbooks – yet he endorses Fifty Shades Of Marketing as a groundbreaking primer on personal and business marketing.
There is a lot of material on digital business and online marketing available online, but very few are as thorough and complete as Fifty Shades Of Marketing. Included in less than 300 pages are numerous resources, anecdotes, charts, and statistics to support claims and get marketers of all types – fledgling and advanced – started on their marketing efforts. Nearly every marketing topic imaginable for a business or individual is covered.
Vissa surprisingly recommends readers to check out books that directly compete with his own, such as Gabriel Weinberg and Justin Mares’ Traction: How Any Startup Can Achieve Explosive Customer Growth and David Meerman Scott’s The New Rules Of Marketing And PR: How to Use Social Media, Online Video, Mobile Applications, Blogs, News Releases, and Viral Marketing to Reach Buyers Directly.
And the best part is: Vissa walks readers through the marketing process from scratch. Beginners can understand, learn, and implement the ideas and strategies laid out.
The book centers on the principle of direct marketing… meaning, directly reaching targets to get an adequate return on time or financial investment. Vissa applies this principle to various digital areas, including social media, e-mail, search engine optimization, mobile, video, copywriting, e-books, podcasts, public speaking, Craigslist, message boards like Reddit, review sites like Yelp, and yes, even pornography.
The chapter titled, “The New PR,” is one of the best in the book because Vissa doesn’t hold back on lashing out against the current state of the public relations industry. He writes that too many PR firms, “publicize their clients the same way they did before the Internet economy,” and that they, “charge insane amounts of money and know very little about the term ‘return on investment.’”
Vissa tells the story of ex-Wall Street executive Greg Smith, who was given an advance of $1.5 million to write the book WHY I LEFT GOLDMAN SACHS: A Wall Street Story, yet his publicists and publishers couldn’t sell 25,000 copies of his book despite his widespread mainstream media attention.
Vissa goes on to demonstrate the “New PR” by sharing James Altucher’s self-publishing success Choose Yourself! Be Happy, Make Millions, Live The Dream. Altucher sold nearly 25,000 copies of his book within a few days simply by renting a couple of e-mail lists to advertise to and targeting niche podcasts and blogs. He also made his book available for purchase through bitcoin (the largest digital currency) and offered to refund readers in total if they read his book. This created a PR frenzy that led to Altucher selling more than 400,000 copies of Choose Yourself! to date. Vissa finishes the long chapter by explaining in detail how to build online authority, pitch the media (including writing and submitting press releases properly and where to find reporters), conduct good interviews, and get on Wikipedia.
Kotler is a legend in the marketing world, but Vissa is a relatively unknown author and entrepreneur. His bio says that he previously wrote a #1 bestselling book on podcasting, and he writes in the introduction of Fifty Shades Of Marketing that a majority of his business ventures has failed. In his bio, he touts graduating from Syracuse University’s prestigious journalism program and Duke University’s top-ranked business school. He also mentions gaining valuable experience on Wall Street and for a top financial marketing and publishing company before turning to small business, entrepreneurship, and now, book writing.
But Vissa’s failures didn’t stop him from introducing readers to new digital ecosystems and sharing unique worldviews on starting, running and conducting business in the 21st century. Billions of people around the world are more connected than ever before, and the digital trend is spreading rapidly even to Third World countries. Fifty Shades Of Marketing is well researched, logical and clearly written by someone who has extensive experience in digital entrepreneurship… whether he’s a success or not.
When reached for comment, Vissa said he was, “stretched out on a Wi-Fi beach in Tampa Bay,” scheduling “niche media interviews” for his book launch, running his digital marketing agency Krish Media & Marketing, and managing one of his start-up’s new products – what he described as “the most accurate stock trading advisory using heavy Big Data analysis.” He mentioned making a trip to Evanston, Illinois earlier this year to meet with Kotler and that they, “instantly clicked because we think a lot in common despite him being more than three times my age.”
The Financial Times named Kotler one of the best business thinkers alive, but Fifty Shades Of Marketing could very well become one of the most innovative digital marketing books written for businesses to date. Rating for Fifty Shades Of Marketing: Whip Your Business Into Shape & Dominate Your Competition: 5/5 stars.