Last month I ordered another book: Citizen Marketers by Ben McConnell and Jackie Huba. It was more pre-ordering, the book was just launched and it can take a while before it crosses the ocean.
This weekend I received a letter and the 1% patch from the authors. Part of the letter reads:
"Thanks for being part of our Citizens Marketers book launch! In return for purchasing a copy of the book during its launch, we are sending you this 1% patch.
Why a 1% patch? The people who write blogs, record podcasts or otherwise create content as a hobby are the early adopters -- the outlaws of culture. Their numbers are small, yet their influence is growing. We found during our research for Citizens marketers that about 1 percent of a democratized community will create content for that community. That led us to create the 1% rule, which we cover in the book.
We hope you enjoy the book"
Ben McConnell Jackie Huba
Always wanted to be an outlaw ;-)
Yesterday the book also arrived and my first impression:
It shows The Long Tail and Permission Marketing from the other end of the spectrum:
fans/users of all kinds of brands, music, tv-programs etc who use the Internet for "demand marketing": demanding reruns or continuation of programs, series; better service and even re-calls,
but who are also able to create one-hit blockbusters.
Think I'm going to really like the rest of the book also.
(Side-note, because I'm always very curious: am I the only UK-based 1%-er?)