The Free Prize

The free prize is just a gimmick until it becomes the thing that people talk about.

Putting my book in a cereal box (Seth Godin :: Free Prize Inside) is nothing but a gimmick, of course, until people start putting the cereal box on their desk and then using it as a way of starting a conversation about the book. Then it becomes just as important as the book itself. Sort of like frequent flyer miles.