Jeetendr Sehdev debuted a book on the Wall Street Journal business best-seller list today at # 5 (April 1-2, p. C10). If we ever present it at the First Friday Book Synopsis, it will be a shameless selection, only to draw a curious audience. I do not find this, a priori, to be a strong selection for business aficionados. Of course, I will admit, I haven’t read the book yet!
The book, The Kim Kardashian Principle: Why Shameless Sells (and How to Do it Right) (New York: St. Martin’s Press, 2017).
On Amazon.com, we read the following description:
“How do social media stars attract such obsessive attention-even more than the Hollywood A-list? And what can they teach us about making our own ideas, products and services break through? The world’s leading authority on celebrity branding, Jeetendr Sehdev, whom Variety calls “the best in the business,” tackles these questions head on.
“Sehdev shows why successful images today-the most famous being Kim Kardashian-are not photoshopped to perfection, but flawed, vulnerable, and in-your-face. This total transparency generates a level of authenticity and intimacy with audiences that traditional marketing tactics just can’t touch.
“The KIM KARDASHIAN PRINCIPLE reveals the people, products and brands that do it best-from YouTube sensations like Jenna Marbles to billionaire tech mogul Elon Musk-and proves why the old strategies aren’t working. After all, in a world where a big booty can break the internet, and the President-Elect is a reality TV star, self-obsession is a must-have. No posturing, no apologies, and no shying away from the spotlight.”
“THE KIM KARDASHIAN PRINCIPLE is a fresh, provocative and eye-opening guide to understanding why only the boldest and baddest ideas will survive-and how to make sure yours is one of them.”
If you have never heard of this author, join the club. But, his credentials are impressive. This was taken from his website – http://jeetendr.com/bio/:
“Celebrity Branding Authority and Professor of Marketing at the University of
Southern California. Prized in Hollywood and Madison Avenue for pioneering a scientific, research-based approach to quantity celebrity influence, Jeetendr has been critical to the success of countless brand launches from world-class copmanies. Jeetendr’s groundbreaking research continues to disrupt the industry and make world news, as he exposes the power of YouTube celebrities to influence American teens, reveals Jay Z’s lack of authenticity among Millennials and unearths misconceptions of which celebrities best influence the multicultural audience.
“An in-demand speaker, Jeetendr is called on by broadcast networks such as The Today Show, CNN, Access Hollywood, Fox News and Bloomberg TV to provide expert insight on the world of high-gloss celebrity. He regularly pens opinion pieces for publications ranging from Adweek to Fast Company to The Guardian. A graduate of Oxford University and Harvard Business School, Jeetendr is a British national who resides in Los Angeles.”
I think it is interesting that the cover does not feature Kardashian. So that you do not get mad at me, and never read my blog again, here she is. I won’t pass judgment until I read the book. But, I predict that you won’t see it at the First Friday Book Synopsis.
It almost doesn’t matter. Seriously – it almost doesn’t matter. Market yourself any way you want to. Use social media, use the D-R-I-P method. Use the farming approach of a good real estate agent. Refine your elevator speech. Get serious about using Constant Contact.
Yes, of course there are ways to do it that are better than other ways. But it almost doesn’t matter which approach you take.
If you really want to market yourself – then, market yourself.
Do some marketing of yourself every week (nearly every day!). Carve out some actual time for marketing yourself. Write; meet; network; send out stuff. Put your body inside a bunch of elevators so that you can give that wonderful new elevator speech. Write blog posts, and put them up on a blog. And send out notes to everyone in your known universe to let them all know that you are writing good stuff on a blog. Fill your pockets (or purse) with good, attractive, memorable business cards – with the address of your blog on those cards – and hand them out at those networking events.
Go to those networking events.
If you don’t market yourself, who will?
If you can fill the unforgiving minute
With sixty seconds’ worth of distance run…
Rudyard Kipling, If
Lifetime corporate employment is dead; we’re all free agents now, managing our own careers across multiple careers across multiple jobs and companies. And because today’s primary currency is information, a wide-reaching network is one of the surest ways to become and remain thought leaders of our respective fields.
Sticking to the people we already know is a tempting behavior. But unlike some forms of dating, a networker isn’t looking to achieve only a single successful union. Creating an enriching circle of trusted relationships requires one to be out there, in the mix, all the time.
Set a goal for yourself of initiating a meeting with one new person a week. It doesn’t matter where or with whom.
Keith Ferrazzi, Never Eat Alone And Other Secrets to Success, One Relationship at a Time (The Ultimate Networker Reveals How to Build a Lifelong Community of Colleagues, Contacts, Friends, and Mentors)
Okay. Time to state the obvious. 2010 is gone. 2011 is nearly 8 days gone.
Every day, every week, every month, they all fly by. And you think about things you intend to do – will do – absolutely will do! – in 2011, and the first week is already gone. Did you do what you intended to do? This week?
This is not a blog post about time management. (although, of course, it is). It is about one thing you need to do (one thing I need to do), with time in 2011.
We’ve got to get intentional, disciplined, regimented, about networking and marketing.
It does not matter what your job is. You need to be marketing all the time. And to market effectively, it helps to know the people you try to market to. Call it what you will; customer cultivation, relational customer strategy. This much is sure – if you did not do any of that “stuff” to make that happen in the first week of 2011, then that week is already gone. And the second week starts… in the blink of an eye.
So, here’s your challenge for 2011. Schedule time, every week, for networking and marketing. (AND! Keep your schedule!). Decide now which day of the week you will set aside for a lunch meeting with a client/potential client/potential customer. Set aside some time every week (every day) to use whatever social media or other media you can find (Twitter; Facebook; your blog; old fashioned letter or notecard writing). See somebody. Write to many. Keep at it. Quickly. Every 60 seconds is racing by.
A very good, now retired Real Estate Agent in our neighborhood called all of this “farming.” She always planted seeds, and she always kept in touch with all of her “A List” clients” She never knew when one of them would be ready to buy, sell, move – or when they would have a friend in need of a good agent. But this she did know – when that moment came, they would think about her, and know how to get in touch with her. And she was ready to help.
What about your client base/customer base? Is it expanding? Are they thinking of you? Do they know how to reach you easily?
Quick, there is not a minute to lose. Market; network; this week, every week, of 2011.
The minutes, the days, the weeks, the months, they are all so unforgiving…
If you can fill the unforgiving minute
With sixty seconds’ worth of distance run…
Rob Walker is the author of Buying In, and writes for murketing.com, the New York Times, and has contributed to a few books. He introduced the concept of “murketing.” From the Amazon page about his book:
Walker takes a close look at past and present consumerism in the United States, positing that older forms of advertising are no longer successful. In their place, the trend has shifted to what the author calls “murketing,” a mix of “murky” and “marketing.” He argues that instead of being manipulated by marketing, consumers are using it to their advantage; and instead of being shaped by products, consumers are using them to express individual identity and social outlook.
But… this may be just the ultimate sign of the times…
Love your Kindle but miss the feel of holding a real book?
Do you get a kick out of seeing objects being used in a way other than their intended purpose?
Then I bet you’ll enjoy carrying your Kindle hidden inside a book.
This hardcover copy of “Buying In” by Rob Walker has been sealed and cut by hand to fit Amazon’s Kindle 6″ Wireless Reading Device.
(Please note that the Amazon Kindle seen in the picture is NOT included.)
This is an official “Don’t Judge Me” piece. You can see more at: http://bustedtypewriter.com.
We all have so many books to learn from, but I hope you had a chance to read Seth Godin’s book, All Marketers are Liars: The Power of Telling Authentic Stories in a Low-Trust World (Portfolio, 2005). Only four years old, this book is on its way to becoming an “instant classic.”
The book does an outstanding job of explaining how successful marketing is actually a product of consumer lies and stories that they perpetuate among themselves. The key successful step for a marketer is to find a worldview that affects the product or service that you want to sell, and then frame every story in ways that are consistent with that worldview. That is what gets the story told and heard. Consumers notice what is new and different, and frequently make snap judgments that they resist changing.
It is a highly entertaining book, filled with practical information, and framed in a new way!
We have a synopsis available at http://www.15MinuteBusinessBooks.com.
Have you read this one yet? Tell me what you think!