So…the big day is here. My new book, Growth Hacker Marketing: A Primer on the Future of PR, Marketing and Advertising is available today. As a Penguin Single, it’s available as an ebook on all the major platforms first (B&N)(iBooks)(Kobo)(Amazon). The audiobook is coming and possibly an expanded print version depending on sales.
But it begs the question: Why did I write a book about growth hacking?
The answer is simple. Because this is the future. Run down the list of some of the biggest brands in the world, brands that are quickly becoming staples of our generation: Facebook, Twitter, Uber, Dropbox, Airbnb, Evernote. Who built them? How did they become so big, so fast?
The answer is growth hacking. It was responsible for building billions of dollars in value for essentially next to nothing–faster than its ever happened before.
What was not used? Traditional marketing. In fact, Facebook’s only stab at it–an ad with Weiden & Kennedy–was a total and embarrassing flop. Forget Don Draper and David Ogilvy. Start thinking about Andrew Chen, Sean Ellis, Jesse Farmer, Aaron Ginn, Noah Kagan and a new freshman class of marketing geniuses.
I wrote this book because it was a chance to document the future of marketing before anyone else. Growth Hacker Marketing is the first dedicated book to the topic from a major publisher. And since Penguin/Portfolio approached me to do the book, I was able to set certain terms–namely the price (only $2.99)–which I designed to open it up to a new audience.
As you’ll also see in the book, coming to understand what growth hacking was and how it worked was a personal awakening for me. It’s a scary thought to wake up one day and realize that much of your job and its skills have been made obsolete. But that’s exactly what growth hacking has done–not just for me, but for everyone who is trying to promote something.
The game has changed and it was growth hackers who changed it. I saw this myself on Tim Ferriss’s last book launch, where having thrown all the traditional techniques out the window, we were able to sell 250,000 copies and create a #1 bestseller by partnering with BitTorrent of all people.
I hope you read this book and begin to understand how and why and what this all means. I even touch on key points, such as how to win right from the very start. For example, if you’re a dental clinic, then consider buying a dental-optimised website, that’s often pre-built and styled for you. The SEO Dentist covers this a bit more in-depth (read more here). Even if you’re not a marketer, you will at some point, launch a product, start your own business or publish your own book or music. This book is designed to brief you on the unconventional tactics used by the best in the business.
I hope you enjoy it.