They remain an excellent company because they only publish one or two book authors out of those 153,516,000 new people that sent their book ideas in for publication.

Now let’s get to the GIVE part of David’s advice.. he picked John Wiley and Sons because it agreed to pay him ROYALTY on all the books sold.

Well, that’s business, you say. Sure it is; and that is exactly my point. If he had trusted the New Rules of Marketing and PR, David could easily have GIVEN his book away for free — like the first success story in the book — and let 6,784,586,127 people learn how to create a world wide rave.

However, David did not trust the system he is advocating so strenuously. Therefore David falls back on the OLD marketing system where money is spent to present his book here, there and yonder, where lonely book agents trudge from one book store to the next and say something along the lines: “Lookee, Lookee. New book presents the New Rules of Marketing and PR. Look, cover designed by talented graphic artist. Nice, huh? Professional publisher do smooth job, huh? You buy and David be happy with you, maybe come sign few books for your customers. Here, you sign on my dotted line; me be happy too.”

I admit that David does try use the principle of giving inside his book though. I’m half way through the thing and 14 times now David has suggested to me — the reader — that his book be GIVEN to someone in order to open their eyes to the New Rules of Marketing and PR. He says.. Give my book to your boss. Give my book to ——- 13 other people in seats of power and authority. Sure, sure.

His readers are begged to become evangelists for the book and together they’ll get this new system of merchandising rolling. Give my book to 10,007 other people too — but make sure you pay John Wiley and Sons for each and every one of them that you hand out because that’s where I get my royalty money from.

If David had relied on GIVING his book away with the new and improved marketing system he advocates then David would be broke. If you are one of the 153,516,000 people that will be giving books away to get a job after reading David’s new and improved marketing system, then — according to statistics — in 90 days you will be broke right there beside him, and incidentally, still out of a job.

Now, if your daddy’s social security number is just one integer higher, then you might win. But don’t forget to read your horoscope before taking action.

One of the services on my web site gives away the addresses and phone numbers of insurance companies that have died, moved, sold out or changed names. The people looking for those names, and phone numbers typically want to redeem policies that pay off anywhere up from $1,000 Just a few days ago one man called me for help in finding a company that he thought was going to remunerate him half a million dollars. He spent 10 minutes complaining to me on the phone about how much lawyers on the case were charging to find this very same insurance company. 30 seconds after he finally quit talking he had the new name, address and toll free phone number.  Suddenly he realized that he might owe me a dollar of two for helping him collect that half a million dollars.  He mumbled GOODBYE and slammed the phone down.

Thousands and thousands of other people have used my service.  In that first moment of giddy success EVERYBODY RAVES about how wonderful and nice it is of me to give those names and phone numbers away. Then they kind of pause for a moment, then disappear and I never hear from them again. Not one person comes back to buy anything from the other side of my business.  They don't even tell their friends how to find me.

Oh My, I Give --
UP!

That’s fine. Human gratitude is always fickle, insufficient, and undependable; I get my payback from other sources; I spent hundreds of hours to track down and accumulate those names for the sole purpose of helping people in their hour of wretched distress, when a loved one has passed away and nobody can find that insurance company that holds the policy. When it counts most my little finger is there to give a helpful push. Tears are dried, and those lives can move forward again. I have made a difference.

The only reason for disclosing this is to point out that: the simple act of GIVING something away, even half a million dollars – does not automatically generate any kind of remuneration. Here’s another sample.. Every month I give away between 7,000 and 10,000 books.  Gratitude will never appear out of thin air.  Not one cent of remuneration comes back from all my giving. People EXPECT my books to be free.

If you are going to try generating a world wide rave of your own, be aware there are other parts of the equation that are so important they are absolutely essential if success is to be achieved — and in his hurried, enthusiastic gloss of this subject, David does not offer them here to his readers.  As that great consultant, Dr. Jeffery L. Lant once said about his published articles:  — (their) purpose is not to instruct, but to convince (the readers) they can’t achieve this without me. –

David probably has a consultancy somewhere too.

Enthusiastic gloss sells books — but it does not provide reproducible solutions.

Because this world is changing so much that saints and angels are singing on every street corner, David also advocates that companies TRUST PEOPLE IN THE OFFICE. Yes, says he, let them send all the emails back and forth, in and out that they want to (instead of working?) Let them say anything they want to. Show them you trust them and they will not let you down, they will trust you and love you. They will reward you and respect you.

I’m sorry about dropping this little fly in the ointment David, but human nature does not come out of a blender, or even from a cookie cutter. It has been proven that even if you are paying people much more than they are worth, even if you are perfect — somebody is going to have a bad hair day and go off the deep end on you.

Not so long ago there was an International company that opened the main office gates of email like David suggested. One person on the staff found access to a list of all that corporation’s customers and sent them a 10,000 word list of her complaints, gripes and grievances against her employer. Every piece of bad gossip that she knew was put on that email and sent to those customers. And do you know the worst part of that episode? They couldn’t even fire her.

That’s the trouble with these personal observation, universal application books..  you shouldn’t even give them away, except for entertainment.