A little bit of vindy is always a treat, especially when the sources are as mega as Amazon and Seth Godin, who both unleashed a little Surprise in their recent marketing tactics.
Godin, like most authors are wont to do, urged fans and followers to lay down some advance orders his his new book Tribes. His difference is that not only did the fan boys and girls (of which I am unabashedly one) receive the book from Amazon.com, 800 CEO Read or wherever, on Day One, but they also were sent a Surprise second copy IN ADVANCE of the first, which Le Godin urged recipients to pass along to friends, co-workers, etc. Great, textbook, unexpected, value-added Pow!
And then there's Amazon, which proved that Surprise tactics are for everyone, no matter how behemothian you may be. I recently ordered a CD for my son from them, which was followed up with the usual service messages...and then this:
Thanks
to the recent purchase(s) you made in the Music store at Amazon.com,
you are eligible to receive a 12-issue subscription to Rolling Stone, a $6.48 value.
To
receive your 12-issue subscription, please click on the link below,
which will direct you to a secure form at Amazon.com where you can sign
in to your account, and sign up for your subscription.
What's
the catch? None. We're happy to provide our customers with the benefits
of partnering with a top magazine publisher. This is a bonus offer, and
there is no automatic renewal.
Yeah, yeah...you can say that Amazon is huge and can strong-arm people into giving stuff away like this, or that Godin is the dean of new marketing and will be supported by his publisher in such an expensive undertaking. But the fact is this:
Neither one HAS TO do this
And even better still:
They both understand THE VALUE in doing this.
So...what's your excuse again?
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