Recently, I received a request to review a new book on marketing. The request was short, polite and to the point. The author would like to share a copy of his latest book and then have me consider writing a review about it on this blog.
The request came with no strings attached ... no commitment to write a blog on it ... no leading to write only if I like the book or have a positive opinion ... just consider it. Now I knew once I said "sure send me the book" it had a built in commitment. The effect of human nature always seems to kick in, give us something free then our guilt says we need to comply with what is expected. The minute I said yes, was the minute the guilt of commitment association became true. My human nature says, "I took the book, now write the blog." This has been an effective marketing tactic for as long as the art of human persuasion has existed. And who can go against the power of human nature.
I guess the previous paragraph is a long introduction into the fact that in the next few weeks I will be posting a book review. And the ironic thing is that I don't do book reviews very often. I prefer to stay within my comfort zone of passing on relevant marketing/advertising information or commenting on the latest advertising or just having a little fun in this evolving world of communication.
I'm in the process of reading the book right now and hope to finish in the next couple of weeks. And to be true to myself, if I think the book is mere words without any real substance or if it is truly an evolutionary book in thought leadership for the future of advertising, I'll write it appropriately. However, in the end I wonder if my opinion really matters, but if you ask, I'll give you a truthful perspective.
By the way, the title of the book is "The Next Evolution of Marketing: Connect with your Customers by Marketing with Meaning." And kudos to the publicity team for using the old trick of give them something free and they'll do what you want. But perhaps that old trick is now called "connecting." That's my thought, what's yours?
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