“In the t-shirt business, companies live or die by one thing: Whether or not their marketing plan works.
Launching I’m a Hot Tee entirely out of pocket, I had a limited budget for marketing, and really want to make sure that every dollar was well-spent. I had just read Malcolm Gladwell’s brilliant book The Tipping Point, and it gave me a number of ideas.
One of them was to use YouTube as a marketing platform.
It has gone better than I ever could have dreamed.
What I did was by no means perfect, but it is a really terrific case study, I think, and might be of use to you guys. So here’s the story of how I used YouTube to sell sixty shirts the night I launched.”
Read the whole thing here.
Also, The Tipping Point, and a few other of Gladwell’s books, sit on my bookshelves. It’s definitely some good reading for anyone who’s in the midst of starting their own clothing line.