CLOUT

(klout)
n

1. Influence or pull

2. A book I’m writing

Yep, I’m writing a book! My goal? To blend persuasion research and theory into a practical guide to influential content.

WHY INFLUENTIAL CONTENT?
You hear a lot about persuasive design and technology. What about the content? Content is the substance of our websites, social media, and interactive experiences. If we really want to influence people, then let’s focus on our content.

ISN’T THIS MARKETING’S JOB?
I used to think so. But, my experiences over the past 3 years convinced me otherwise. Many interactive marketers have persuasion wrong. They often use a series of manipulative tactics—with modest results.

I believe our industry is at a persuasion crossroads. We can keep going down this manipulative but unrewarding road. Or, we can take a higher one. I aspire for new heights and better results. The only way to reach them is to shift our industry’s approach from pushy tactics to lasting influence.

Lasting influence starts with quality. The more we show the effect quality content has on people, the better all of us can make the business case for it.

WILL IT REALLY BE PRACTICAL?
YES! This book will be a handy guide to the art and science of influential content.

I like wading through academic theory and industry research. But I love translating all that into useful concepts, tools, and techniques that will save you time. As always, I’ll feature real examples and case studies. If you liked Words that Zing, then you’ll like this book.

WHEN CAN I GET IT?
December 2010 is the big date. If you want a sneak peak of an early version, New Riders will make a rough cut available through Safari Online in the fall.

P.S. This won’t be yet another social media book. I promise limited use of “engagement” and other said buzz words.