Book Review: 3 Reasons to Grab Spin Sucks by Gini Dietrich

Gini Dietrich's latest book, Spin Sucks - Communication and Reputation Management in the Digital Age just hit the shelves. And I've bundled up my review into "Z's Threes" which are the three reasons I think you should pick this book up or download it. 

Z's Threes

#1 - Spin Sucks shares the What, Why, and How of Strategic Communications

You'll find this book indispensable because it explains exactly what you need to do to build strategic communications programs that withstand constant industry changes and then steps you through real case studies and maps out step-by-step how-to tactics. Gini Dietrich, with her storytelling expertise, leads you through the marathon mentality needed to combat the industry trend toward short-term, sprint-focused, and game-the-system one-off tactics that cause more harm than good for your brand. And fear not, Gini provides plenty of examples of said failed communication snafus. 

#2 Case Studies which illustrate Gini's themes and highlight that Spin really does Suck.

Spin Sucks is the right blend of strategic insight, B2B and B2C case studies (some old with a deeper dive, some fresh off the presses), and roll-up-your-sleeves-let's-do-this tactics starting in Chapter One with the ingredients of a great brand story. Throughout the book, Gini explains that the secret sauce of your communication plan is that there is no secret sauce. It takes time to develop your reputation and establish trust. My favorite quote in the book is, "Great companies don't lie. They don't steal. They don't cheat their employees. They don't become greedy. They don't allow people to behave badly just because that generates a lot of revenue. Great companies stop and listen to criticism. They commit to getting better, they set goals and a vision larger than themselves, and they truly behave better. When all of that happens, the storytelling is easy." Now, that doesn't suck.


#3 - This is a Quick Read...(distilled like the gin that both Gini and I love) and a Quick Buy Bonus 

And speaking of storytelling, it's a quick PR playbook read in a storytelling format that truly keeps you engaged with the 140 vibe that my digital colleagues will appreciate. You'll keep Spin Sucks handy as a go-to communications resource. If you buy the book before Saturday, April 5 email Gini a copy of your receipt, you will receive $200 worth of free content.

Ok, so what did I not like? There wasn't much. Chapter One was a slow start for me. I think it probably has to do with the bit of PR background I have and that I used to live social media 24/7/365 so it didn't strike me as fresh. That said, from Chapter Two on, I found piping hot fresh nuggets throughout.

Disclosure: I am part of the Spin Sucks book ambassador program and was offered an advance digital copy for review.

*Photo credit: Arment Dietrich, Inc.'s facebook page.

Book Review: Marketing to Millennials

They got me with the introduction. 

 “They” being authors Jeff Fromm and Christie Garton. The hook for me - stats. The Marketing to Millennials intro is not the standard “why we wrote this book and there’s how it’s laid out” bit, instead it highlights the research that was the catalyst for the book. The numbers are compelling and made me want to gobble the rest of Fromm‘s and Garton’s sensibility up.

The book is part resource (research from Forrester, Pew, BCG, Gartner, Barkley, etc.), part storytelling (many millennial interviews) and part case studies (several brands that are maneuvering their way into millennial relevance, daily consumption and loyalty.) Yes, you did read right, millennials can be fiercely loyal - if a brand lets them be - and this book explains the how behind the what.

The book flow is one that I akin to marketing research books I read for my MBA classes. It is straight forward and business-driven with a focus on explaining the millennial market backed with multiple research findings, discussing the unique opportunities, pointing out the gray (ie – Is this a life-stage driven or a true generational difference?) muddledness and providing in-depth analysis on how brands succeed with millennials.

Each chapter is easily digestible starting with a millennial quote that is a summary statement for the chapter’s theme.  There are at least two charts from industry research powerhouses in each chapter backing up the authors’ key points. The case studies are landscaped in a helpful “Who? What? How? Impact?” framework. And at the end of every chapter, there’s a handy one-to-two page key takeaways summary.

The content is solid for any company that is creating and marketing brands targeting millennials or those they influence. I think it’s relevant for companies that are trying to attract and keep millennial employees as well. Here’s an excellent review by Bob Morris that goes into detail about the content.

I really didn’t know what to think going into this book as I really didn’t know if the subject matter was core to my current role. Given how many brands my company, Expion, works with that target millennials and also given the average age of our office is 28 – this book is a necessary resource for me. I’ll definitely be keeping this book handy. I don’t say that about most books I read. I typically read and give away. Marketing to Millennials needs to stay within arm’s reach for me. 

·   Disclosure: I received a free copy of Marketing to Millennials from Jeff Fromm to review however I’ve given that book away and have ordered a few on my own dime – one to keep on my shelf and a couple to give to industry colleagues.