The 384-page book, written in part by Yodle executives, isn’t shy about promoting the company. A note on the cover says, “Inside – find out how to get a $100 advertising credit from Yodle!” With that type of blatant self-promotion, a reader can’t help but wonder how much bias is in the book.
While Cunningham is a very smart guy and I think Yodle is doing good work, I question this approach by publisher Wiley (if what the WSJ says is correct). Nonetheless, this could be the biggest branding gift and vehicle that Yodle has yet undertaken.
The paradox could be that the DIYers who buy the book might not be the best prospects for a service like Yodle, although I could be completely wrong.
What do you think about Yodle writing the book in the first place? And how do you think it could affect the market or their position in the market?