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Building the Buzz

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Two years ago, I created a Flash-animated Christmas e-card that used a song that I wrote called "The Gift of Love." I sent an email to all my friends wishing them a happy holiday. Within the email was a link that took them to my music Web site to view the e-card. After they viewed the animated card, the card gave them the opportunity to buy my CD, which included the song, "The Gift of Love."

It was a hit. I sold my CDs through the Christmas season, and my email was passed along via my friends to their friends. My email became viral, and my site got lots of hits.

The next year, I went one step further and approached my friends at and asked if they wanted to use my holiday card on their site. They agreed. Now thousands of people around the world were sending my animated greeting card to family and friends, who could press a button in the card to go to a link where they could buy my CD.

Again, I increased sales of my CD while also generating more interest for my Web site. The best thing about it is that this can be used over and over again every year. Now I'm able to recycle my creative ideas and bring them up when needed. It's a beautiful thing to be able to reach a new and established audience each year with the same message. Now they expect to get my card. It's a staple in my email list—I just upgrade it, and out it goes. Now that's what I call a buzz that keeps on giving.

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