“Empower your fans” (downline and customers). Serve them and deliver more than they expect at every chance you get. They will tell someone. You won’t need the hype.
We’re all jealous that we’re not the focus of hype week. If I could just get on Letterman, the Today Show (not Oprah, she’s too mean), the front page of the Times, the radio, the local news… all on the same day… if I could just do that, then our marketing problems would disappear.
But in order for there to be a long tail, there needs to be a short head. And last time I checked, the line for tickets to the short head was closed.
Better, I think, to empower your fans and do an end around than to sit around waiting for Degeneres to call…