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Beyond Viral: How to Attract Customers, Promote Your Brand, and Make Money with Online Video by Kevin H. Nalty

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Introduction

A great author, especially a marketer, would spare no words before telling you why this book is so vital to you. Alas, I'm not a great author. Unlike those behind the other books adorning your shelves, I am perhaps more like you. What I lack in raw talent I make up for in voracious curiosity and persistence. I don't exercise or floss daily, but I thrive on disruptive change and have a passion for lifelong learning.

I have written this book because I feel that most books about online video have missed the mark. I'll offer four theories: (1) The medium is changing so rapidly that none of us understand it entirely; (2) the majority of YouTube books are simply dull how-to instructions; (3) many books focus on video production and not business implications; and (4) some are written by writers. We have already established that I am not a writer, and if you decide otherwise, the editors deserve credit. I am a career marketer, a dad, a video enthusiast, and someone who happens to have fooled millions of online-video viewers into thinking I am a celebrity.

Online video offers profound opportunities for people and businesses, and I hope this book can be your shortcut to seizing them. As both a career marketer and online-video creator, I have participated actively in this new medium since 2005 (the year YouTube launched). I have watched, studied, and analyzed this ecosystem somewhat compulsively, as my family might observe. I regularly speak at industry conferences, educate marketers, ...

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