on viral marketing

"Download our free white paper and enter to win a free iPod."

Some companies just don't get it. By now almost everyone has learned that "download our free white paper" means "give us your email address so we can spam you for the rest of your life." Marketing departments (and their agencies) need to learn that impressions do not have to become sales leads.

You cannot trick someone into buying your product.

What is the formula for success?

Step 1: build a remarkable product. Learn more in Practical Product Management.

Step 2: get your customers to tell their friends. Learn more in The New Rules of Viral Marketing--a new e-book by David Meerman Scott. Download it now; it's free and there's no annoying registration requirement. Forward it with your marketing department.

Steve Johnson

Steve Johnson

Steve Johnson was a founding instructor at Pragmatic Institute, a role he held for more than 15 years before he left to start Under10 Playbook. In his return to Pragmatic Institute, Steve supports the complete learning path for product teams, ensuring they are fully armed for success. 

Over the course of his career, Steve has helped thousands of companies and tens of thousands of product professionals implement product management processes. He has worked in the high-tech arena since 1981, rising through the ranks from product manager to chief marketing officer. Steve has experience in technical, sales and marketing management positions at companies that specialize in both hardware and software. In addition, he is an author, speaker and advisor on product strategy and product management.

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