Something to rave about

World Wide Rave : creating triggers that get millions of people to spread your ideas and share your stories
David Meerman Scott
Nonfiction 194 pages
John Wiley & Sons, Inc.  2009

The main theme of this book is that older advertising methods have gone stale and that the best way to get people talking about your product is to provide them with information that’s useful to them. Simply telling people how good your product is won’t work — they don’t care about your product  —  they only care about their needs. If you satisfy their needs, with information that is useful, novel, or humorous, then they will respond to, and spread, your message. When enough people spread your message, you’ve started a “world wide rave.”

The author calls his style of marketing a “world wide rave” in part because he wants to avoid the “sleazy connotations” of the ubiquitous term “viral marketing.” He believes that communication should be genuine and not generated by anonymous paid promoters disguised as objective reviewers.

“Viral marketing” refers to making your message infectious so that it spreads far and rapidly. Your information stands a better chance of being raved about when it is useful, novel, or humorous. The message should have a short, catchy title to engage viewer attention.

Sharing is a major key to starting a rave. Scott contrasts old-school marketers who lose sales by over-defending their copyrights with those who generate buzz by passing out goodies. More than one band has built its audience by giving music away while asking nothing in return. Many companies who offer eBooks and other information packages ask viewers to provide their email addresses. Scott claims that the practice of asking viewers to fill out forms discourages them from continuing to the downloading stage. He believes that better results are gained from offers with no strings attached.

Scott claims that anyone can start a rave and cites several examples of non-professionals who have done so. However, most of his example rave starters are large corporations. Scott provides no instructions for starting raves. There is no sure-fire method for getting a rave going — it’s a matter of trial and error — perhaps not the sort of basket to put all your eggs in.  

The Arabian Nights – Gathered, Privately Printed, and Out of Print

While not all of us are familiar with the titles, “The Arabian Nights’ Entertainment” or “One Thousand and One Nights”, most of us have heard the story, “Aladdin's Wonderful Lamp”, and several others associated with the story collection informally known as the Arabian Nights.

Some of the collected stories are quite ancient and of Indian origin. Others relate the fictitious doings of actual historical figures from 9th century Baghdad. Still other stories contain historical fragments from 13th and 14th century Cairo.

Some of the most well-known Arabian Nights stories were not actually part of those stories collected in Arabic versions of the text. These additional Middle-Eastern stories included “Aladdin's Wonderful Lamp”, “Ali Baba and the Forty Thieves”, “Prince Ahmed and his Two Sisters”, and “The Seven Voyages of Sinbad the Sailor”. They were added by French translator, Antoine Galland, and his successors.

After Galland released his 12 volume edition of the Arabian Nights, scholars began to seek the most authentic version of the text. The lengthy Egyptian version came to be considered the standard one. One of the earliest English translations by Edward Lane was heavily censored.

Although Richard Francis Burton’s translation is the most well-known uncensored version, it was preceded by John Payne’s version. Both Payne’s and Burton’s uncensored editions were printed for private subscribers, rather than the general public. Although Burton’s edition is the best known, it has been criticized for dwelling excessively on sexual matters and for its archaic language.

Most available printed editions of the Arabian Nights are abridged, intended for children, or both. A printed set of Burton’s volumes would cost you dearly, if you could find one. Luckily it is available for Kindle and other eReaders. One reviewer of the Halcyon Classics edition sold by Amazon faults it for not having working hyperlinks between the table of contents and the stories. For a broad selection of translators, this omnibus looks like a good choice. 

Demons Hide Their Faces

Demons Hide Their Faces

A. A. Attanasio

Fiction 183 pages (Kindle)

2011

This collection of short fiction for Kindle contains seven stories which appeared in print in “Twice Dead Things”. As a shorter collection, “Demon’s Hide their Faces” provides a good introduction to A. A. Attanasio for those not yet familiar with his writing.

In general, Attanasio writes science fiction and fantasy — but not always — and both can be found in this volume. Two of the stories, however, don’t strictly meet my criteria for either genre. I consider “Death’s Head Moon”, like Attanasio’s novel, “Kingdom of the Grail”, to be historical fiction, albeit tinged with the fantastic and mythical. Attanasio’s character, Richard Malone, is plunged into ancient Irish myth while fighting alongside Seamus Doyle during the First World War. When the war ends, he carries his ghosts and a volume of Nietzsche, through a rough and tumble life until a hobo translates a few words of the book he carries.

Malone’s life takes several more turns and he ends up in Hawaii. Here too, he encounters the mythical, only now it wears new masks. What begins as a war story ends as a detective story and in a surprise. There is no escaping the Death’s Head Moon.

My favorite story, “Ink from the New Moon,” takes place in an alternate history in which Chinese, rather than Europeans, were the first to settle the U.S.A. In this alternate history, Attanasio is able to bring a westerner’s interpretation to Buddhist concepts while preserving the story’s Chinese sensibility. This melancholy story of love and loss opens the collection and primes the reader for the stories that follow — stories that engage both emotionally and philosophically.