‘The Secret’ is Out (of Stock)
Brand hijacking, word-of-mouth and a co-publishing deal have this controversial, self-help title flying off the shelves.
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The only advertising dollars Curr spent on the campaign went toward marketing the book within the DVD itself. “It was really all a big word-of-mouth campaign—using the DVD, sending people to the Web site and talking about it all the time,” she says.
In addition to being featured in nearly every major newspaper in the U.S. over the last few months, “The Secret” has been the subject of stories in People magazine and Newsweek, and has been showcased on “Larry King Live” and, of course, by Oprah Winfrey. Byrne and her book were even the subject of a recent “Saturday Night Live” skit.
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Matt Steinmetz
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Matt Steinmetz is the publisher and brand director of Publishing Executive.
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