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“Active Seeding” — Chapter 14 from Emanuel Rosen’s newly revised book, The Anatomy of Buzz Revisited: Real-life Lessons in Word-of-Mouth Marketing

In this chapter, Emanuel explains how to transform a good marketing campaign into an incredible one through controlled releases of content to your most outspoken and passionate fans.

When evangelist minister Rick Warren finished writing The Purpose Driven Life, he decided to involve hundreds of churches and religious groups in the book launch. Some churches gave the book to their members for free, others sold it at a discount.

For weeks, hundreds of thousands of church-goers around the country were talking about Warren’s book with their congregation and recommending it to friends and family. This helped propel The Purpose Driven Life toward sales of 20 million copies in two years.

Emanuel calls this process “seeding” and throughout the chapter gives practical tips on how smart companies accelerate word of mouth with strategic placement of these “seed units.”

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