Buzz advertising gets people to work for free

06/20/2008 | Harvard Business Review online

Word-of-mouth -- or "buzz" -- advertising is a way to get people to work for you for free, but starting the momentum can be tough. The founder and CEO of BzzAgent, Dave Balter, makes it easy. He's written a book on the ins and outs of buzz advertising and -- in exchange for getting others to start buzzing about it -- is giving it away for free.

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