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A few moments ago, I received an e-mail from the Heath Brothers, Chip Heath and Dan Heath, inviting me to download a free copy of their latest ebook, The Myth of the Garage, and Other Minor Surprises.
You can read their short, persuasive e-mail online, as a web page.
The Myth of the Garage is a compilation of some of their best ideas, that appeared as columns in Fast Company magazine.
Their previous books are Made to Stick: Why Some Ideas Survive and Others Die and Switch: How to Change Things when Change is Hard.
Viral book marketing best practices at work
The Heath Brothers’ Myth of the Garage promotion demonstrates many of the best practices of viral marketing at work, including:
- Concise. The e-mail announcing the offer was refreshingly short and to the point.
- Convenient. Choose the format that’s best for you; the Kindle, the Nook, the iPad, or PDF.
- Easy. There were no convoluted registration hoops to jump through. I was reading my copy within seconds of receiving the email.
- Perceived value. The contents and design of The Myth of the Garage are first-rate; I’ve always looked forward to their Fast Company columns–they were consistently good, with big ideas and meaningful examples. The page layout of the PDF is eminently readable.
- Efficient writing habits. The Myth of the Garage, once again, demonstrates the power of consistent writing. Writing a significant article each month paves the way to future success. It would take a lot of work to write The Myth of the Garage from scratch. Writing an article a month is far more doable.
- Trackable. Offering The Myth of the Garage in multiple formats will generate significant information about their readers and reader preferences.
Download, share, and comment
If you’re looking for examples of viral book marketing done right, you’ll find The Myth of the Garage well worthwhile in terms of what you learn about marketing and what you learn about ebook writing and viral brand building. After you’ve read a couple of the short, tightly-written articles, share The Myth of the Garage links with your friends and co-workers, then share your impressions and lessons learned as comments, below.