Joe Jaffe has coined the term, “UNM2PNM,” which stands for “Use New Marketing to Prove New Marketing.” Jaffe’s manifestation of that term consists of promising a free copy of his new book, Life After The 30-Second Spot, to anyone who promises to review it. Each week, Jaffe will summarize the progress of the project with short notations on who has requested the book and what they’ve said about it.
Some might call it self-promotion but it’s not. It’s simply placing the product, his book, in front of an audience who can influence others to buy it therefore making his writing efforts pay off. After all, when a writer spends a few months or a year writing something, some income might be nice. It’s no different than a large company spending years an millions in R&D. There’s an expectation there will be a payoff. In Joe’s case, that payoff may be money or it may be more exposure in the industry which might lead to more consulting work.
We’ve read half of Joe’s book so far, which we received well in advance of this current promotional effort and we can say we like it so far. Joe has done a nice job summarizing the current state of the industry and why the :30 spot, in its current form, is a losing proposition. The latter half of the book promises ten approaches marketers can use to survive in our rapidly changing world of advertising. We promise a full review when we’ve finished the book.
