What Smart Companies Do While the Dow Stays Below 10,000

Despite Obama’s stunning victory last night and a hopeful mood, the Dow remains in a slump and many businesses are scrambling for alternatives to the expensive world of traditional advertising.

Enter Dirty Little Secrets of Buzz, an extraordinary new book by no-holds-barred “PR guru” David Seaman about the art of attracting free international media attention — and about using paid services such as Google AdWords with laser-like precision, without wasting a single dime or click.

Featured in The New York Times, Arizona Republic, iMedia and now available on shelves nationwide at Barnes & Noble and Borders, this is a book that will fascinate your viewers and listeners.

David says traditional methods of advertising and marketing are not as successful today as more consumers turn to blogs, YouTube and MySpace for direction on what product or service is the next viral “must-have” item.

David can share the secrets to generating publicity without spending a dime, including:

Rivalries are publicity gold
Rivalries aren’t just for Donald Trump and Barry Diller anymore. If you want national media coverage for your small business or new product, you need to identify an enemy — and fast.

Stage an event or piggyback on an existing news story
Give the media an actual event to cover like Harley-Davidson’s garage parties or add to a hot topic already in the news.

Find your niche
Do one thing better than anyone else. Publicize this fact and build a lifestyle around it. Olympic athletes become famous for pursuing one ability to the point of perfection. Well-rounded products get zero media attention.

When it makes sense to pay for attention online
There are certain relatively cheap self-serve advertising networks that are worth the small investment, such as Google AdWords. It’s crucial to use these powerful services as buzz-builders, targeting your audience with laser-like precision and making use of every dime and click spent.

David has been a dynamic guest on CNN Headline News, CN8, FOX’s The Morning Show, SIRIUS Satellite Radio, E! Radio, XM, Maxim Radio, and elsewhere.