Books, the Ultimate Material Marketing: Wiley’s David Palmer on Marketing Smarts [Podcast]
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David Palmer is a marketing director at, where he oversees Dummies B2B and the For Dummies, Company, and Education product lines for Wiley’s Professional Development division.Here are simply a few highlights from our conversation:
To produce efficient content (like the Dummies books), help your audience get rid of frustrating difficulties(02:22):” [The Dummies series] happened as a demonstration. It was a demonstration against people showing up at work one Monday morning and, where there had been a typewriter, there was now a computer system. And the computer system included a giant, 800-page handbook that was entirely impenetrable. The series was set up as ‘we can assist you deal with this thing that’s just appeared on your desk that’s come with dreadful direction. We’re the ones you have to get you through this issue that you’ve got.’ It started in computing, so DOS for Dummies was the first book that was ever released. It went from there into organisation, health, self-help, sports, all locations of innovation, to the exceptionally broad material brand we are today.”
Make your material “a need” for your audience (even if some requirements are more needed than others)(03:11): “We want to believe that just about whatever that we publish is resolving an issue for someone, so some things may be a work necessity, some things might be an enjoyment necessity. Even something like golf … Nobody might argue that you have to play golf; it’s not a necessity. If you’re into golf, it’s probably a requirement to figure out the guidelines and correct that swing, so everything that we do is born out of need and attempting to repair somebody else’s issue.”
You can deliver complex, B2B content in an enjoyable, easy way(15:09):” [Dummies works] with organizations to help them to engage with their authors in such a way that their audiences or potential audiences comprehend. That is the Dummies way of interacting. I am going to make this message that may be difficult, complex, or hard … simple and straightforward by communicating with you under the Dummies brand. Material is provided in manner ins which are really chunked and easy to absorb. A little bit of enjoyable. Certainly some jokes therein. A bit lighthearted. Business have worked with us to use the Dummies brand to deliver their material in a range of methods. The main one is through books and e-books, and they tend to utilize the e-books as part of a larger content campaign. Print books they typically use at occasions or product launches to bring people in then deliver that initial piece of details about ‘exactly what is this product and why is it right for you?'”
David and I spoke about a lot more, so make certain to pay attention to the whole program, which you can do above, or download the mp3 and listen at your benefit. Of course, you can likewise sign up for the Marketing Smarts podcast in iTunes or
via RSS and never ever miss out on an episode!Igloo is an intranet you’ll in fact like. Team up easily with your group or even your whole company– share news, arrange files, coordinate calendars, and handle tasks, all in one place. And it works on your phone! Attempt it for totally free with 10 of your favorite coworkers.Special thanks to production company Candidio, an efficient, inexpensive video production platform permitting marketers and communicators to team up and curate video content, with aid from a group of professional, on-demand video editors for the completing touches. Check them out!This episode features: David Palmer, marketing director at, where he oversees Dummies B2B and the For Dummies, Business, and Education product lines for Wiley’s Expert Development division. Follow the Dummies series on Twitter. Kerry O’Shea Gorgone is director of item strategy, training, at MarketingProfs. She’s also a speaker, author, lawyer, and teacher. She hosts and produces the weekly< a rel=nofollow href =http://www.marketingprofs.com/topic/all/marketing-smarts target =_ blank title= "Marketing Smarts podcast "> Marketing Smarts podcast. To call Kerry about being a visitor on Marketing Smarts, send her an email. You can also discover her on Twitter(< a rel=nofollow href=http://twitter.com/#!/KerryGorgone target= _ blank > @KerryGorgone) and her individual blog.