In a few minutes, I’m heading into downtown L.A. for my 12th Book Expo America.

I’m remembering the first time I did the show in L.A. It was only my second BEA, and I struck up a conversation in a booth that led ultimately to the contract for my fifth book, Grassroots Marketing: Getting Noticed in a Noisy World. Other years, I exhibited Principled Profit: Marketing That Puts People First at a co-lp booth, nd that led to rights sales for Indian and Mexican editions, both of which have been published. I’ve made connections with editors, agents, vendors, and clients, and I find the show can energize me for weeks (even while overwhelming me with the followup) on top of my usual workload.

This week, already, just from the pre-show conferences, I have a possible subrights deal for the newer, more specialized Grassroots Marketing for Authors and Publishers. Not to mention a few new client leads, some good PR contacts, and some great tips that will make me a more effective author and publisher. In other words, the show dovetails nicely with my attitude that the world is a place of abundance, and good things are there for you if you want to tap into them. Every single BEA has brought good things to me, from friendships and hugs to powerful deals.

And then there’s the social part. Every year, I see friends and have a lot of fun. Last night, at the Ben Franklin Award dinners, I was able to introduce several sets of people who should know each other. Some of those connections will lead to business for the people I introduced. I get a lot of satisfaction if I bring that kind of relationship into being.

It was also a privilege to be at the Franklins for the photo-tribute to the amazing Jan Nathan, the group’s long-time executive director who passed away last summer. Jan was among the warmest and most helpful people in the very warm and helpful world of independnet publishing, andshe had a great sense of huor and a smile that could light up a room.

You can read numerous articles I’ve written about most of these BEAs; the majority of articles on that page come out of these events.

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Fascinating and far-ranging interview with European philosopher Slavoj Zizek on Democracy Now this morning.

He covered war, energy, US presidential politics, and much more. But the statement that really got to me was:

A true act creates the conditions of its own possibility. That is to say, it appears impossible, you do it, and the whole field changes: it’s possible.

He went on to cite President Nixon’s opening US relations with Maoist China, and postulated that if Obama becomes president, he will seize a similar window with Cuba.

But this concept has reach far beyond international relations. In sports, the 4-minute mile was an unassailable barrier for decades; once Roger Bannister broke it, many people followed quickly. In science, it was unthinkable in 1955 that a human being would walk on the moon before 1970. In energy and the environment, the work of Amory Lovins and others show new ways of reinventing society as a more earth-friendly place (see my article here). And in business ethics, I like to hope that my Business Ethics Pledge campaign will make a similar difference in the consciousness that ethical business is actually more profitable.

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Last night was the twice-a-year Town Meeting in my town of Hadley, Massachusetts. We still have an old-style New England Town Meeting, where any registered voter can speak (about issues already on the agenda, anyway) and vote. And these votes really do shape the town; every zoning change, for instance, has to get a 2/3 supermajority at Town Meeting.

During the Save the Mountain campaign several years ago, for instance, one of my neighbors submitted a citizen petition to restrict the altitude of a building lot. She gathered the requisite number of signatures,w e organized turnout at the meeting, and her new bylaw was overwhelmingly adopted, along with some others we’d put in.

But some financial outlays are a two-step process. First, Town Meeting approves them, and then, a paper-ballot election is held at a later date, to appropriate the funding.

Last night, a longtime citizen environmental activist raised the point that we
d passed some of these improvements several times, but they kept getting voted down in the later election because most people didn’t know when that election would take place. She asked if the election date could be announced at Town Meeting, but the Selectmen (kind of like a Town council) hadn’t set the date yet.

So I stepped to the microphone and offered to create an e-mail notification list. Then I went home and set up an announce-only newsletter on yahoogroups with this mission statement:

An announce-only media channel to notify residents of Hadley, Massachusetts of upcoming votes and meetings of town boards, committees, and commissions. This non-partisan list will not take positions on any issues. It is solely to notify the public of upcoming votes and meetings. It will distribute information as received; the listowners make no promises or claims regarding the completeness or accuracy of information received. We just want to help get the word out.

By phrasing it as a “media channel,” and by not stating opinions on the matters before us, I will be able to receive and forward the press releases from the town administrator, and hopefully over time several hundred people will be able to learn the dates of the elections in time to vote.

Seems like this is a pretty good model for lots of communities. It costs nothing to set up, and I’m anticipating a whole year of administering the list will add under an hour to my workload. We’ll see how it works.

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Miscellaneous items in the news of late:
1] The Weekly Spin, an always-provocative newsletter from PR Watch/Center for Media

and Democracy, reports that corporados and their hired PR guns have stepped up campaigns against citizen activists. Not only are they infiltrating these groups, but also going through activists’ trash, using their spies to release deliberate disinformation campaigns, undermine citizen actions, and generally abuse the public trust. Yeech!

This is not new–here’s an example from six years ago:

“Inside information gives companies a strategic advantage,” wrote Amsterdam-based investigative reporter Eveline Lubbers in the 2002 book “Battling Big Business.” Lubbers helped uncover an eight year-long scam by a Dutch security firm, where one of its employees posed as an activist. He collected discarded paperwork from at least 30 different activist groups, saying he would sell it to recycling plants and give the proceeds to charity. Instead, the documents were carefully reviewed and often used against the groups.

But apparently it’s still very much going on, in both the US and UK, probably elsewhere too.

CIW began being “vilified online and in e-mails that can be traced to the Miami headquarters of Burger King,” reports the Fort Myers News-Press. The emails and comments were posted under the names “activist2008” and “stopcorporategreed.”

2]MarketingProfs.com offers six don’ts for effective e-mail marketing. Item #1–don’t e-mail too frequently; you don’t want people unsubbing because you bother them too much.

But the first reader comment points out that MarketingProfs itself mailed three times within a week about a particular conference.

3] But PR isn’t just for influence; it can also be fun. My friend Ken McArthur is on a campaign to popularize the coined word “zingwacker,” which is in his new book “The Impact Factor.” As of early April, the word brought zero results in Google. As of before I hit the post button, it’s up to 393. Not bad, Ken–even if the Squidoo page misspells your new word in its URL.

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Great tribute to Martin Luther King, Jr. in an Op-Ed by Taylor Branch in today’s New York Times. The article goes waaaaay beyond the standard establishment tributes, and even the progressive pieces that recognize the unity of his call to end racial injustice and his call to end the Vietnam war.

I particularly love these two paragraphs–not in any way to trivialize the struggle of blacks, but to clearly show how many other social movements (including the environmental movement, which Branch doesn’t mention) drew strength, inspiration, and tactics from King and the Civil Rights movement generally:

Dr. King said the movement would liberate not only segregated black people but also the white South. Surely this is true. You never heard of the Sun Belt when the South was segregated. The movement spread prosperity in a region previously unfit even for professional sports teams. My mayor in Atlanta during the civil rights era, Ivan Allen Jr., said that as soon as the civil rights bill was signed in 1964, we built a baseball stadium on land we didn’t own, with money we didn’t have, for a team we hadn’t found, and quickly lured the Milwaukee Braves. Miami organized a football team called the Dolphins.

The movement also de-stigmatized white Southern politics, creating two-party competition. It opened doors for the disabled, and began to lift fear from homosexuals before the modern notion of “gay” was in use. Not for 2,000 years of rabbinic Judaism had there been much thought of female rabbis, but the first ordination took place soon after the movement shed its fresh light on the meaning of equal souls. Now we think nothing of female rabbis and cantors and, yes, female Episcopal priests and bishops, with their colleagues of every background. Parents now take for granted opportunities their children inherit from the Montgomery bus boycott.

King was still alive when I started, before I even reached my teens, exploring nonviolent social change. Over and over again, I found evidence that nonviolent mass movements are far more likely than armed struggle to create lasting, powerful social progress, and that the revolutions achieved nonviolently are much harder to corrupt (not impossible, as we saw under Indira Gandhi)–and yes, organized mass nonviolence can even work against brutal dictatorships. Some of the most effective resistance to the Nazis was through nonviolence, including (but far from limited to) the famous heroic defiance of the King of Denmark after he surrendered his country, riding his horse through the streets of Copenhagen with a yellow star pinned to his clothing in solidarity with the Jews–and inspiring his Danes to save thousands of Jewish lives with a clandestine boatlift to neutral Sweden. And of course there was the massive nonviolent revolt led my M.K. Gandhi against the brutal British colonial regime in India.

In our own time, we’ve seen nonviolence achieve miracles, not only in the US Civil Rights struggle, but also, to name a few examples,

  • Solidarity driving the Communists from power in Poland
  • Safe energy activists at Seabrook (I was there!) and around the country making it politically impossible to build more nuclear power plants for the next three decades (we might have to fight that one again, I’m afraid)
  • The end of apartheid in South Africa, in a struggle that was largely nonviolent (contrast that with Zimbabwe, where the “freedom fighter” Robert Mugabe turned out to be every bit as much a dictatorial thug as Ian Smith had been)
  • I totally agree with Branch that many of the social movements of the last four years would have been much harder to envision and carry out had it not been for the Civil Rights movement. That movement inspired us not to take injustice lying down, and showed us tools to fight for justice that maintained our dignity, that needed no weapons or weapons training, and that created long-lasting change. Labor, environmentalists, feminists, and poor people’s movements are just some of the many who have learned from Dr. King and his movement.

    For more on effective nonviolent organizing, I strongly recommend the works of Gene Sharp. I read the three-volume The Politics of Nonviolent Action more than 25 years ago, and it still left an impresion on me. Not an easy read, but incredibly wrthwhile.

    And meanwhile, I’ll have to put Taylor Branch’s 3-part history of the Civil Rights movement, Parting the Waters/Pillar of Fire/At Canaan’s Edge, on my reading list.

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    For years, I’ve been a proponent of viral marketing; as one among may examples, it’s the main tool I’ve used to gain support for the Business Ethics Pledge.

    One of the best viral marketers I know is Ken McArthur, known for his joint-venture Internet marketing conferences. I met Ken several years ago at one of Fred Gleeck’s book marketing conferences, and then again a few years later at Mark Victor Hansen’s book marketing conference. We’ve stayed in touch. And since meeting him, Ive noticed that he crops up absolutely everywhere.

    Yet even though he’s obviously been gong to book marketing conferences for years, he didn’t have a book. Now, he’s finally about to release IMPACT: How to Get Noticed, Motivate Millions and Make a Difference in a Noisy World (yes, its an affiliate link). I’ve been one of his many informal advisors, and even commented to him a few months ago that I also have a book title that ends with “in a Noisy World” (Grassroots Marketing: Getting Noticed in a Noisy World, published in 2000 by Chelsea Green

    Frugal marketing genius that he is, Ken wouldn’t be content with an ordinary book launch–so he created one of the most powerful viral marketing ideas I’ve ever seen. I wish I’d thought of it.

    You know the concept of internships: students donate labor in exchange for training. Ken has taken this to an extreme: he recruited over 100 people to be his unpaid Internet marketing corps, in exchange for learning all his tricks via a series of conference calls. What a perfect example of the Abundance Principle at work! The six-week program started tonight.

    I decided that one of my contributions to the effort would be to chronicle it here. So thus, my key takeaways from call #1:

  • 100 people can have a huge impact in a number of ways, for example all contacting the same key influencer, or divvying up John Kremer’s 1001 Ways to Market Your Book (fewer than 10 ideas per participant)
  • Not only are affiliate commissions an effective motivator, but you can motivate your affiliates further by making the deal open-ended. When people sign up for Ken’s affiliate program, they will not only earn a couple of bucks on the book, but also on all sorts of backend products from now to eternity–products that will pay many times better than the book sale.
  • Ken is providing tasks and thus not only training others but outsourcing the ground work. He asked participants to generate lists of key contacts, blogs, forums, and potential joint venture partners.
  • This is an easy one for me, as I know a lot of people in the independent publishing sector. Except that I can’t really separate influencers from JV partners. But because what he’s doing is newsworthy in the publishing world and in the Internet marketing world, I have a number of people I could approach to let them know about what’s going on, including John Kremer, Dan Poynter, Fern Reiss, Patricia Frey, and Joan Stewart–all very big names in the world he’s trying to reach.

    Ken being Ken, he makes it quite worthwhile to visit his site, offering a truckload of quality resources just for dropping by.

    Is this your chance to learn from a master launcher, without paying thousands of dollars for a product? I think it might just be.

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    Artists, authors, and other creatives, take note: Kevin Kelly, the guru of Wired Magazine, says you don’t have to be a starving artist anymore. Instead of grabbing for crumbs at the very end of the long tail, build a base of 1000 uber-fans. All you have to do is add one person a day for three years (not that long to pay your dues, really–historically, many artists spent decades to achieve this kind of fan base).

    Better yet, Kelly outlines how to make this self-funding without anyone worrying about not getting their money back if you don’t make your goal, through a very cool Web 2.0 website, Fundable.org

    Over the years, I’ve always liked Kelly’s work–although sometimes the layout of Wired makes it rather unapproachable. This article, however, is on a blog called The Technium, and it’s very easy to read.

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    Yeah, I know–viral marketing and all that. And I actually love referral marketing, but not like this.

    But am I the only one offended when someone gives me a tell-your-friends page before I even see the product? It’s happening more and more lately. These unfortunates happened to be the ones to push me into ranting about this trend, but it could have been any number of others.

    At least these guys were smart enough to do a “no, thank you” link where I could still get the download. But I value my reputation and I’m not in the habit of sharing e-mails of my friends with strangers who send bulk mail. Had the only way to get the report been to fill in e-mails, I’d have either given phony names or bailed out.

    Maybe this is one of the factors contributing to the growth of social media at the expense of e-mail. Successful marketers can still be clueless when it comes to human relationships.

    In fact, when I get to all those petition sites (and I confess, I sign a lot of political petitions), the thank-you page invariably asks for addresses of my friends. I never give them. Instead, if I find the petition worthy enough to send, I’ll forward the e-mail, bcc, to my politics list.

    And at least there, I’ve had a chance to see the text, decide if it’s something I want, and pass it on. Why marketers think I’m going to feed their mailing-list fish tank before even seeing the fish… Yuck!

    If you like this rant and want more about how to run and market an ethical, successful business, you may have a look at my award-winning sixth book, Principled Profit: Marketing That Puts People First. You can get the first few chapters as a no-charge download, and you don’t have to fill in a squeeze page OR a tell-a-friend page to get it. So there.

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    Throughout history, far more lasting, positive social change has been accomplished through

    nonviolent (though often massive) organizing than through coups, violence, military dictatorships of the left or the right.

    Need examples? Just in my own lifetime, there are many. A few to tickle your memory:

  • The US Civil Rights movement
  • Abolition of apartheid in South Africa
  • The Solidarity movement and the dismantling of the entire Soviet empire
  • Getting the US out of Vietnam

    The skills involved in this kind of organizing are not necessarily intuitive, and if you only look at traditional history sources, they aren’t well documented. However, plenty of people’s history exists, and numerous courageous individuals have spent their lives studying these skills, and building them in others.

    I didn’t know Gandhi, Martin Luther King, Jr., Nelson Mandela, or Dorothy Day–but I have been fortunate to know personally some of the leaders of this movement. The late Dave Dellinger was a personal friend for a few years. And I knew George Lakey and Stephen Zunes when I lived in a nonviolent study and action community in Philadelphia. Stephen and I even collaborated as the principal authors of a paper on future directions for the peace movement.

    I bring this up not to name-drop but to be able to speak from personal experience that these are people of very high integrity.

    So I was a bit shocked to get an e-mail from Stephen calling attention to criticism he and Gene Sharp (author of the definitive analysis of nonviolent social change, The Politics of Nonviolent Action), and others. Apparently, they are being targeted by certain elements of the left who sees them as tools of imperialism–including Hugo chavez of Venezuela.

    Stephen has posted a long rebuttal to this absurd claim on the Foreign Policy in Focus website.

    Stephen points out that the consulting he and other nonviolent activists do focuses on helping democratic opposition to totalitarian groups favored by US government interests, and not on destabilizing governments the US doesn’t like. In fact,

    …The only visit to Venezuela that has taken place on behalf of any of these non-profit groups engaged in educational efforts on strategic nonviolence was in early 2006 when I – along with David Hartsough, the radical pacifist director of Peaceworkers – led a series of workshops at the World Social Forum in Caracas. There we lectured and led discussions on the power of nonviolent resistance as well as offered a series of screenings of a film ICNC helped develop on the pro-democracy movement in Chile against the former U.S.-backed dictator Augusto Pinochet. The only reference to Venezuela during those workshops was how massive nonviolent action could be used to resist a possible coup against Chavez, not foment one. In fact, Hartsough and I met with some Venezuelan officials regarding proposals that the government train the population in various methods of nonviolent civil defense to resist any possible future attempts to overthrow Chavez.

  • I very much like Stephen’s analogy of nonviolence training and the appropriate technology/green development movement:

    Just as sustainable agricultural technologies and methods are more effective in meeting human needs and preserving the planet than the conventional development strategies promoted by Western governments, nonviolent action has been shown to be more effective in advancing democratic change than threats of foreign military intervention, backing coup plotters, imposing punitive sanctions, supporting armed rebel groups, and other methods traditionally instigated by the United States and its allies. And just as the application of appropriate technologies can also be a means of countering the damage caused by unsustainable neo-liberal economic models pushed by Western governments and international financial institutions, the use of massive nonviolent action can counter some of the damage resulting from the arms trade, military intervention, and other harmful manifestations of Western militarism.

    Apparently, there will be some kind of action campaign in support of Gene Sharp and others. I Not in the article but in the letter, Zunes writes,

    I’ve recently posted an article which critically examines these claims that popular indigenous pro-democracy struggles and Western nonviolent activists who support them are somehow collaborators with U.S. imperialism… Among the things I address is the irony that so many on the authoritarian left ˆ after years of romanticizing armed struggle as the only way to defeat dictatorships, disparaging the potential of nonviolent action to overthrow repressive governments, and dismissing the notion of a nonviolent revolution — are now expressing their alarm at how successful popular nonviolent insurrections can be, even to the point of naively thinking that they are so easy to pull off that it could somehow be organized from foreign capitals. (One would think that Marxists would recognize that revolutions grow out of objective social conditions…)

    Anyway, I will shortly be sending all of you an open letter in support of Gene Sharp and other folks who do this kind of work I hope you will consider signing on to.

    When I get the link, I’ll post it here.

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    This is cool: a new social networking venture that has journalists–both mainstream and New Media (e.g., bloggers) judging the relevance of stories and filtering them to the world at large. Sort of like Digg but covering a much broader sphere, since absolutely every field has its own journalists.

    The venture, called Publish 2, is fronted by Scott Karp of the very nicely done Publishing 2.0 blog.

    I was not familiar with Scott, with Publishing 2.0, or with Publish2 (which was announced back in
    August)–but in true “social proof” fashion–this is why search engines are less important than they used to be–I followed a link from Joan Stewart’s excellent Publicity Hound, which I’ve been reading since she interviewed me many years ago, to a long article by Howard Owens on bringing non-wired journalists up to speed, and he had a link to Publish2.

    Wow, no wonder I’m falling behind on my work! The Web is just too darned seductive for an info-junkie like me. 🙂 I’ve got a client project to get done today–but first, off to request an account at Publish2.

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