Spin May Suck but This Book Doesn’t: A review of Spin Sucks by Gini Dietrich
Like a step-by-step...without being a step-by-step
Sex sells...but also, “Customer experience, real-time marketing, more tangible results, and evolving content represent the future of communications” (Dietrich, 2013).
You may think that the market for “how-to” books for marketing and PR is already pretty saturated and you would probably be right. However, in most markets, there is room for something just different enough to stand out. Gini Dietrich’s guide to communication and reputation management, Spin Sucks, is part how-to and part narrative on the ills plaguing today’s businesses. While this may sound familiar, Dietrich has managed to create content that is applicable to established, multi-million dollar business as well as ventures mounted by the gal next door sitting at her kitchen counter drinking too much coffee and dreaming of starting her own business. Content that is valuable at all levels of an industry definitely holds the potential to become the next big hit.
In her book, Dietrich addresses many of the challenges that businesses may face from ignition to boom to crash and back again. While I personally am not a business book aficionado, I am able to appreciate solid advice and a good communication style. This book provides both. Dietrich is able to clarify without over-simplifying. She approaches her subject with the professionalism and seriousness it needs without getting lost in the sea of jargon and complication that will appeal to only the highest of business brows. Though your eyes may be tempted to glaze over when she talks about SEOs, Dietrich never goes so far as to lose her audience, even when discussing those topics that often make the layperson grimace.
Of course I won’t give you a play by play of the entire book, because that would obviously be pointless...and cheating, but I will highlight some of the main themes that Dietrich hit just to dangle the carrot if you will.
Business is personal
“It’s not personal, it’s business.” We’ve heard it many times before. You’ve Got Mail, The Godfather, whatever, whatever. But times, they are a’changin and apparently so is the way we view business. Dietrich turns this old adage on it’s head and actually insists the opposite. Business is personal. Think about it. We buy from people we like and trust. If a brand, company, influencer, etc. does something that rubs us the wrong way or straight up goes against what we believe in, the likelihood of us continuing to give them our business decreases exponentially. So how do you make business personal? Tell your story. According to Dietrich, it’s the stories that capture emotions that will convert casual viewers into loyal consumers.
As promised, we’re hitting the highlights here so enjoy the infographic version of the first few chapters of Spin Sucks >
Bonus:
This concept is still blowing my mind. Think about your story, the story of your business, as if you were writing the next great American novel. Like, actually. For example: Consumers. Who are they and why do they care? Think about them like characters in your story. What drives the plot forward? What motivates them? Who is their villain and how are you going to help them be victorious? Try it, I dare you. Mind. Blown.
Just do it...the work, that is
“Work smarter, not harder,” another nugget we’ve heard many, and I do mean many, times. And again, Dietrich decides to shake up this old chestnut and expand our view on the meaning. I’m sensing a theme here…
So, if we’re to work smarter, not harder, what does that mean for business? What work actually needs to be done and what can be streamlined? How do we tell the difference? Well, calm your face, because Dietrich probably has some ideas here. In essence, it boils down to quality. If you spend your time creating quality, focused content, you will spend less time spinning your wheels or duplicating your processes therefore creating more work for yourself.
One idea Dietrich explores in this vein relates to content creation and sharing. Many businesses, especially those just starting out, often make the mistake of trying to create unique content for each channel they’re utilizing. This involves both the wheel spinning and the duplication without really making a significant difference in traffic or consumer engagement. Dietrich suggests a more streamlined approach. Create quality, valuable content for owned channels, like your company website, then adapt the content for social media platforms. This puts the time and effort where it really needs to be while tightening up the sharing process.
Comments
Post a Comment