This being a blog about communications and copywriting, which is a type of writing, it would be a dereliction of duty to ignore the pandemonium over “Deathly Hallows.” This book has been hyped for longer than the iPhone was, and its marketing juggernaut leaves the iPhone’s in the shade.
The publishers have been adroitly using “secrecy” to build publicity. Why emblazon the book’s title and cover art on the sides of tractor-trailers shipping the volumes to a “secret warehouse”? Obviously, they don’t want the location to be too private.
It’s like saying, “Look at us, see how secretive we’re being. Don’t try to get the better of us; you’ll never succeed.”
Naturally, “Deathly Hallows” was leaked. The New York Times has a review. The reviewer didn’t get an advance copy; he bought one at a New York City bookstore. The Baltimore Sun beat the NYT by a day. They got the book because an online retailer shipped it early. At least some people are tired of the tumult.
Ms. Rowling, reacting to the leaks – er, torrent – said, “stop the insanity.” Well, not exactly, but sort of. (Click “Enter Site” and read the July 18 diary entry.)
As a marketer, I admire good marketing. The Harry Potter campaign is good, clean, ethical – and super-successful. The product ain’t bad, either. Hats off to all those responsible for creating a new marketing legend.
