- Inflated Viral Marketing

Joost Beta InviteLooking to build buzz about your business? Take a hint from - a new online TV service from the founders of Skype that's sure to knock the socks off traditional cable. Through a deal with Viacom, offers name-brand channels like MTV, VH1, BET, and Comedy Central. And negotiations with other networks (like CBS) are happening as we speak. In order to participate in beta, users must receive an "invite" - which is a brilliant way to boost buzz. People will always want what they can't have. Bloggers sense scarcity and post their desired demand.

It's no surprise some holders are looking to capitalize on their invitation's value by posting them on auction sites like eBay or (where bidders offer everything from web hosting services to Belgian chocolate and beer)

This is a similar concept to the crazes of toys such as Cabbage Patch Dolls, Tickle Me Elmo or XBox 360. Low supply + High Demand = Lots of Buzz & Inflated Value

So what does this mean for Blog posts are tangible evidence of demand - which is a big chip to play when negotiating with networks and advertisers.

Only question is - will the product live up to the hype? Bloggers are posting about their desire for the concept - not the product itself. This can be a risky move. It opens up the gates for competitors if doesn't meet the high expectations they have set for themselves. We'll just watch (if I get an invite) and see.


Andrea Morris is a marketing coach who specializes in helping visionaries, entrepreneurs, consultants and small businesses use high-ROI strategies to get the right message to the right people. For more information, please visit