Friday, June 10, 2011

Trust30 | Power is in the Numbers

There's a fellow, long dead, who has a Facebook page, 740 people (make that 1,002 on 6/30/2011) who like him and a book that sells like hot cakes. His fans are posting on his wall on a daily basis, engage in discussions and recommend his book to each other, their friends, and probably to everybody else and their grandmothers. The author's initials are: RWE and if you didn't guess his name, all his info is just a click on the link away.

RWE's Facebook Page is part of a marketing campaign that's so clever it give me the chills.

Pleased to introduce myself...
RWE wrote an essay titled: Self-Reliance which has been re-published by Seth Godin, the marketing expert and entrepreneur.  His publishing venture —powered by Amazon—is called The Domino Project. Curious how it works? Radio host Nora Young interviewed Godin about the Domino Project for Spark a weekly audio blog.

How do you get people to talk about a book (or any product for that matter) day-in day-out for 30 days in a row?

You engage them, by inviting them to participate in a project that helps them to trust in their own abilities. You give them something to look forward to, and make them part of a tribe. That's exactly what Amber Rae the "chief evangelist" of The Domino Project has done by inviting her readers to the Trust Yourself (#Trust30) Writing Challenge. 
"#Trust30 is an online initiative and 30-day writing challenge that encourages you to look within and trust yourself. Use this as an opportunity to reflect on your now, and to create direction for your future. 30 prompts from inspiring thought-leaders will guide you on your writing journey."
The participants who  have taken a pledge to respond to the daily prompt, link with the "authors" of the prompts, by means of Twitter and the authors' websites.

It's a win-win situation.

The 30 "authors" who sit close to the fire get a huge exposure, and new followers on Twitter. In principle the same is true for the participants. The blogs where they post their response to the prompts may be read by other participants and along the way they become part of the #Trust30 tribe.

And meanwhile Seth Godin is selling more copies of Self-Reliance, the essay by the long dead Facebook member, the poet, philosopher, preacher Ralph Waldo Emerson.

Is this a creative marketing campaign or what?

This work by Judith van Praag is licensed under a Creative Commons Attribution-NonCommercial-NoDerivs 3.0 Unported License
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