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Michael Fortin - The 10 Commandments of Power Positioning
Posted on 2010-04-15
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Michael Fortin: "My free ebook became a viral marketing tool because I allowed readers to freely distribute it (see strategy 2). I gave people permission to pass it around and offer it to their lists. I still offer it today. It?s a digitized version of my booklet, ?The 10 Commandments of Power Positioning,? which ostensibly promoted my copywriting services. I initially wrote it to promote my services offline. I offered it to prospects via direct mail. But when I started marketing online, I digitized it and offered it as a gift for subscribing to my email newsletter (strategy 3). As you can see, my newsletter, ebook, and articles all worked in tandem. Each one worked with, was based on, or followed with the other in some way."
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