The basic premise behind current Viral Marketing strategies is that a document, PDF file or email with the author’s URL (the address of the authors sales website) embedded in it is designed to be freely circulated on the Internet. Two possible requirements are necessary to make the piece find its way around the web on its own merits. One prerequisite is that the content must be of sufficient quality so that someone other than the original author will forward it to other recipients for free, or a pre-arranged Joint Venture payment. It must contain helpful or useful information, usually a small excerpt from a larger course or document that is for sale. A second option is that the writing must be compelling enough to generate enthusiasm or the apparent conspiracy of previously unreleased information that will lead to untold wealth. As more and more people forward the item, the URL of the sales website falls into the hands of greater and greater numbers of potential customers. The whole point of the exercise is cheaper and more effective advertising to elicit greater sales from customers that may have otherwise not been aware of the available product line.
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