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Overview of The Anatomy of Buzz by Emanuel Rosen
 
Rosen was the first marketing guru to try to systematize word-of-mouth marketing, and propose it as a serious alternative to traditional advertising. He interviewed more than 150 executives, marketing people, and researchers who used buzz to build brands successfully, and he presents his findings in a way that applies to all industries.
How can Emanuel Rosen's The Anatomy of Buzz help software developers?
I find it difficult to translate Rosen's examples into the day-to-day marketing challenges of the independent software developer. I believe that his principles are sound, and that they apply to the software industry. But there's quite a bit of work required to apply his general principles to our industry.
For example, the final chapter contains about 100 questions that every business owner should be asking, to see if they're using buzz to promote their product or service. While his general questions are useful, there are buzz-related questions that I think would be much more useful for software developers:
- Have you optimized your chances of getting five-star ratings at the important download sites?
- Are you active in the technical and vertical Usenet groups, discussing your software at appropriate times?
- Have you joined the on-target trade associations, and are you active in giving copies of your application to influential people there?
- Are you sending press releases to editors who can tell their readers about your software?
- Have you given complimentary copies of your program to key decision-makers in your market niche?
Should software authors read The Anatomy of Buzz?
Visit your book store or library, and spend a few minutes with the book. The dust cover gives you a great overview of the concept of buzz. And the final chapter has a great checklist of concepts that you should be considering. Flip through the other chapters, and see if they give you insights on turning word-of-mouth into word-of-mouse. If so, buy the book, and begin creating buzz for your application. If not, create your own buzz-oriented marketing plan, because buzz really duzz work!
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Press releases put your software in front of thousands of eyeballs.
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Press releases are the most cost-effective way to get the word out about your software.
You should be sending press releases regularly, and ensuring that you get your share of the free publicity that blogs, software reviewers, magazines, and newspapers provide to software developers.
Start now.
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Learn about software marketing techniques, tips, and tricks.
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Buy the book from amazon.com
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