In This Chapter
Using viral marketing to generate buzz
Thinking like a journalist to score positive publicity from traditional media and bloggers
Knowing how to choose quality premiums with high impact
If you can work your way into the environment of prospective customers in positive ways that don’t have the costs and stridency of advertising, you can make a positive impact in an effective, low-cost manner. In this chapter, I present three complementary ways of winning the right to be visible and liked. If managed well, each tactic can make a positive impression for surprisingly low cost.