…a few years ago, one company did something slightly different. It sent me two copies of the same book.

Now, unless I’m mistaken, there’s no reason for me to read the second copy, once I’ve read the first. But these publishers had a different goal in mind. […] but they also mentioned that they sent a second copy so that I could pass it along to a colleague who might be interested.

That’s how word of mouth helps with targeting. Rather than sending books to everyone, the publishers got me, and others, to do the targeting for them. Just like a searchlight, each recipient of the double mailing would look through his or her personal social network, find the person that the book would be most relevant for, and pass it along.

Chris’s take: I think sending two copies is better for another reason. You know how an experience is always more fun when shared with someone. You love to have that someone that went through the same thing as you did. Basically you’re sending two copies and instructing the recipient to give it to the person they believe would find it more useful.

That way, they can talk about your product together. Even better, imagine when they are with a group of friends. They might come onto that subject and discuss it.

-Contagious, p.9