flipping the funnel

Flipping the funnel is the title of an e-book Seth Godin wrote a few years ago. You can download it here.

In essence, it’s very simple. Rather than advertising using a traditionnal model, pissing all over the place to find people that might be interested in your products, you start with the people who already love you, your fans, and give them the tools for them to spread the word and convert their friends and peers.

Simple. Yet, I had never came accross a great example of this theory.

But this promotion for the latest Nine inch nails album really blew me away. A mix of intrigue, story-telling and ARG. Really immersive and very impressive.


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