Perhaps the most game-changing impact of the Internet on marketing is the potential for low-cost ideas to drive big results. It used to be that you need to spend significant advertising dollars to generate awareness. Now what you need is a really interesting idea.
This morning I received a bulk email from Guy Kawasaki with the headline: “Free copy of Guy’s first book.” Free is still the magic word, so I opened it to read a letter from Guy that he was giving away free PDF copies of his 1987 book The Macintosh Way, which is still surprisingly relevant. What’s required? Not much, really. Just follow a link to the Facebook fan page from Guy’s new book Enchantment: The Art of Changing Hearts, Minds, and Actions. Like it and get the free book. So I did. And now I’m a declared fan of a book that’s not even out yet.
Why we LOVE this innovation:
It’s targeted. I follow Guy on Twitter. I’m absolutely the target market.
The offer is tightly aligned with the product. If I’m a candidate for his new book, there’s a good chance I would be interested in a free copy of his old one.
No cost. Oh maybe he paid a little for the rights to Macintosh, but not very much, I’m guessing.
It gets me engaged with the product. I’ve now spent time on the Enchantment Facebook fan page (which is very nicely done) and even read a few Blurbs. There’s also some subtle psychology happening here: I had to overtly LIKE the book. OK, maybe that’s a little troubling, but Facebook created the terminology.
It’s viral. My Facebook wall just declared to all my friends that “Bill likes Enchantment” (with a link to the site). The book comes out in March and the fan page already has over 11,000 followers.
It couldn’t possibly be more strategic. The book is about “the art of changing hearts, minds and actions.” And the promotion does just that.
I’m definitely buying that book. Marketing works. Innovative marketing works better.