This link has been bookmarked by 7 people . It was first bookmarked on 28 Mar 2007, by eyal matsliah.
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28 Mar 07
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First, build an audience that wants to hear from you. Second, create something they want to talk about and make it easy for them to do so.
Posted by Seth Godin on March 23, 2007
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if you wanted more, you had to buy a dozen for $60. Why a dozen? So you'd give them away. More conversation.
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So the carton arrived, and already the mailman is talking about it. The folks in the next cube notice it. Many people opened the carton from the bottom and left the carton on their desk. It led to conversations. Which was the point.
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Then, Fast Company was kind enough to run an excerpt from the book in the magazine. This is an important part of the story, because this is where the permission marketing part kicks in. Fast Company's 100,000 loyal readers had already given me permission to talk to them. They were listening. If I were doing this today, I'd use my blog, just like you could use yours...
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I self-published the book in paperback. I did this because few publishers were interested in a short book on the topic, and were dubious about the future of the web as a promotional tool.
I printed 10,000 copies of the book. I also contacted International Paper to have them print me 10,000 milk cartons.
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because there are some useful lessons for all products.
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Purple Cow Redux
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25 Mar 07
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Pelle Sten"There are two steps that are difficult but not impossible. First, build an audience that wants to hear from you. Second, create something they want to talk about and make it easy for them to do so."
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23 Mar 07
Douglas KarrSeth writes a great post about how he published Purple Cow. The great part of this is that he utilized the premise of the book to promote it. Of course it worked fantastically. There's some great inside scoop on the promotion, too. Check it out.
Bookmarks Array marketing book sethgodin publishing innovation story purple
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