I agree with Sam Decker that a lukewarm or negative review posted online is not a terrible thing. Since there will be many glowing reviews of your product (one hopes), the contrasting viewpoints will lend authenticity to the whole.
But how does one respond to a negative review — especially one from a respected and well-known source?
In other words, talk of social media firefighting is common, but where are good examples of a well-deployed firefight in action?
It’s not surprising that a veteran blogger would step forward to assert his side of the discussion with measured tact plus a sprinkling of clarifications. Jaffe’s comments are a textbook example of how to properly defend your brand in a public forum.
My one edit, if I had advised Mr. Jaffe, was to cut the line, “Not much more to say except thanks for taking the time to read 27 pages [of the 300-page book].” Ouch. That sounded defensive and unfair.
Finally, to David’s point in his Caveat #6, I too find marketing today a great amount of fun and I think most in the business do.
Marketing is especially fun when the rules of engagement are being written in real time. To paraphrase jazz poet and musician Gil Scott-Heron, the marketing revolution will be televised.