Why Marketers Need to Get Scrappy: A Sneak Peek at My New Book

March 2, 2016

“It was the best of times, it was the worse of times.” Of course, when he wrote that Charles Dickens wasn’t talking about marketing today but he could have been. Marketing is changing rapidly. New channels and platforms provide us with endless opportunities to connect with customers and build direct personal relationships. That’s the “best of times part.” However, it’s also the “worst of times” as many struggle to keep up — lacking the resources (people, budget, etc) to get the it all done.

In talking with marketers from organizations of all sizes throughout the world I kept hearing these same challenges. That’s why I wrote my new book, Get Scrappy: Smarter Digital Marketing for Businesses Big and Small. The book comes out May 2nd, but if you pre-order one or more copies at GetScrappyBook.com you’ll get access to tons of bonuses including digital extras, FREE VIP passes to the Social Brand Forum, and more — even a free keynote from me!

It would mean a lot to me if you would take a moment and purchase Get Scrappy book during this crucial pre-order phase.

Why Scrappy?

There are lots of different definitions out there for the word scrappy. My personal favorite comes from the Urban Dictionary, which notes that scrappy is, “Someone or something that appears dwarfed by a challenge, but more than compensates for seeming inadequacies through will, persistence, and heart.”

Scrappy is putting your brains before your budget, doing more with less, and having the creativity and courage to see ideas everywhere. It’s this mindset that helps small businesses like Scratch Cupcakery and Fortune 500 companies like Salesforce accomplish amazing things and stand out with their marketing. I profile both — along with several other diverse organizations of all shapes and sizes — to prove that all marketers can benefit when they get scrappy.

Learning to understand and embrace the scrappy mindset is at the heart of this book.

Smarter Digital Marketing for Businesses Big and Small

Here’s a bit more on what you can expect from Get Scrappy. The book kicks off with a foreword by Ann Handley, Best-Selling Author of Everybody Writes and Content Rules. After an introduction the book dives into it’s first of three parts.

First, in Part One, I start with the smart steps you can’t skip – branding, mapping your marketing strategy, and following your digital compass. The scrappy marketer knows that despite all of the shiny new things online today, strong brands with great stories still matter. As far as strategy goes, the scrappy marketer knows to look before they leap.

Part Two focuses on how you can do more with less by creating a question engine, embracing your people power, and connecting your digital dots. These three factors — employing questions to create useful content and engaging conversations, reframing your “people problems” as an opportunity, and better marketing integration — help the scrappy marketer punch above their weight class.

Part Three gives you advice for how you can simplify your marketing for the long haul by optimizing your social media and content marketing, measuring what matters, and putting it all together.

Finally, the book closes with several scrappy resources including a reference guide, further reading suggestions, and discussion group questions (great for marketing teams as well as students and educators). As the ultimate expression of the the scrappy mindset, I even provide illustrations throughout the book including the slingshot on the cover.

In the end, Get Scrappy provides a framework for reinventing marketing as marketing reinvents itself.

As Daniel Pink, author of Drive and To Sell Is Human, said in his blurb on the book’s cover, “Are you feeling like David in a field of marketing Goliaths? Get scrappy!”

Ready to Get Scrappy? I Need Your Help

Again, I need your help. The next couple of months from now through the launch on May 2nd are critical to the success of Get Scrappy. I want to get this into the hands of as many marketers as I possibly can because I believe that everyone can benefit from getting scrappy.

That’s why we’ve created several pre-order incentives over at GetScrappyBook.com. Here are a few highlights …

When you pre-order one book you get access to several digital extras including a Scrappy Sketchbook written and illustrated by me.

When you pre-order 10 copies of the book you get the digital extras plus two FREE VIP passes to Social Brand Forum 2016 featuring Jay Baer, Gini Dietrich, Joe Pulizzi, and more. I’ll do the math for you. Two VIP passes during early bird registration costs $950. Ten copies of Get Scrappy is only $220. Make the scrappy choice. Pre-order 10 copies (for you, your team, your friends) and you and a colleague or co-worker can attend for free! There’s no excuse to not buy this scrappy marketing resource ahead of time.

When you pre-order 150 copies I’ll keynote your next conference or corporate event for free (I do need travel and hotel covered). We have many great bonuses over at GetScrappyBook.com.

I am really proud of this book. It’s the culmination of my years helping marketers overcome their digital marketing challenges. I hope you’ll take a moment and pre-order now.

If you have any questions, please don’t hesitate to contact me.


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is a strategist, speaker, educator, and author of Brand Now: How to Stand Out in a Crowded, Distracted World and Get Scrappy: Smarter Digital Marketing for Businesses Big and Small. He is the Chief Brand Strategist at Brand Driven Digital, an educator at the University of Iowa, and host of the On Brand podcast. More about Nick.