First, it could be that in general, indirect marketing requires a certain degree of authority beforehand to be really effective, which would explain why it works for people like Guy Kawasaki and John Hodgman.
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From someone with more than a degree of authority (my wife, Ellen Shaffer), an insightful article on indirect marketing. It’s interesting that web marketing requires authority and that, in the cases cited, that authority was built in traditional media–in the case of Kawasaki, magazines; in the case of Hodgman, The Daily Show and books.
