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PR Squared

Imagine you’re back on the school bus, on the way to your high school.  Towards the back of the bus, the “cool kids” are eagerly poring over a hidden object.  You overhear one of them saying, “It’s really expensive, but I figured out how to get a free one.”

You’re curious, right?  And you want to be part of that crowd, eh?

This is the genius of Dave Balter, founder and CEO of BzzAgent.  For the launch of his new book, “The Word of Mouth Manual, volume II,” he asked twenty really cool people if they’d post something about the book today.  I am honored to be part of that group.

The ingenious twist was that Dave wouldn’t tell each “thought leader” who else was on the list until after they’d committed to help out, and even then revealed the full list only a couple of days ago.  Dave knew that “people in the know” want to be – well, “in the know.” 

Crazy like a fox, that Balter. 

The Word of Mouth Manual, volume II, is going to be available for a whopping $45 bucks, and will be printed in very limited quantities.  But you can have a copy for FREE!

Clearly, Balter’s throwing a kitchen-sink’s worth of WOM techniques at this book promotion. 

It’s crazy-expensive = perception of value

It’s barely available = perception of scarcity

It’s purple cowish = waterproof book cover (?!)

It’s being released for free, ONLY through industry thought leaders = buzz marketing

And there’s a competitive element, too: each of the thought-leaders have a unique code for the free download, so Balter can inform us after the fact who did the best job of flogging his book to their readers.  By the way, “VOTE FOR ME” by downloading the $45 book for free using THIS FRIGGIN’ LINK.

You’ll note that I did NOT use this post to discuss the book itself, or my thoughts on it.

That’s cuz I want you to click the friggin’ link, and then would love it if you’d tell me YOUR thoughts on it?  I’ll share my own review later.