Buzz-Based Book Marketing

Once upon a time, people went to bookstores when they wanted to buy a book. Or at least, that was the theory. Actually, non-bookstore channels have been a big part of book sales for decades-at least since people like Joe Karbo ("The Lazy Man's Way to Riches") back in the 1960s. For my own books, whether they were s elf-published, done with a small commercial house, or by a New York conglomerate, I've found that se lling direct is more secure, more financially rewar ding, and far less hassle than sweating out the returns game with the b ookstore channel. All along, I've sold through speeches (I love getting pai d to do my own marketing), over the Web (the f irst of my four websites went live in 1996), to clients at my office, wh o stare at a rack of my work throughout their entire appointment, and thr ough

an extensive effort to create "buzz." The great thi n g is that *anyone* can generate buzz. Three of my techniques: 1. Be a sourc e or guest for conventional m edia. I've been quoted in Reader's Digest, the New York Times, Woman's Day, Bo ttom Line, the Wall Street Journal, Christian Science Monitor, Los Ange les Times, Inc, and dozens of other well-known and obscure publications (s ee a detailed list at http://www.principledprofits.com/pressroom.ht ml) . I'm also a call-in guest on at least a dozen radio shows per year. Whether

or not I sell a lot of books directly through t hese interviews, I definitely create a lot of buzz (search for my nam e at Google and see for yourself)--and the best interviews sell a number o f books through my websites or toll-free numbers. Here's my "secret weapon" f or getting coverage: a service that sends source queries from journalist s working on

stories. (Find out more at http://www.frugalmarketing.com/prleads.shtml ) 2. Find your niche on line, and participate actively. There ar e literally hundreds of thousands of "communities" online: virtual watercoo lers where people gather to tal k shop: mystery, historical novel reading groups, professionals in every l ine of work. Find a group whose audience is the same as your book,

and participate often. I currently participate in three groups for small

press publishers (a primary market not only for my books but for my co pywriting services, a group for Internet marketing profess i onals, three fo r professional PR and copywriters, and several others. Yes,

I spend an hour or two per day keeping up with--and participating on--th ese lists, but the impact on my business is huge. 3. Distribu te content. A r ticles, book excerpts, blogs...if you write often enough about a subject,

you become an expert. And you can find dozens of websites, discus sion groups, print newsletters, 'zines, even radio shows--all hungr y for well-written, informative material. You get "paid" with a

few lines of blurb and contact info. For my new book, "Principled Pr ofit: Marketing That Puts People First," I am addi ng two things to

the mix: a network of independent representatives who will sell my book on commission--thus reaching new networks I've not been a ble to reach on my own--and aggressive pursuit of corporate sales. I've h ad my first success with the latter: 1000 copies to a prom i nent airline. And that means the book was already profitable before it ro lled off the press!

Shel Horowitz, author of *Principled Profit: Marketing That Puts People First,* *Grassroots Marketing: Getting Noticed in a Noisy World,* and four other books, offers affordable, effective copywriting and strategic marketing planning to clients on three continents. He is the originator of the Ethical Business Pledge Campaign to change the World at http://www.principledprofits.com/25000 influencers.html. His sites at http://www.frugalmarketing.com and http://www.principledprofits.com offer hundreds of useful articles for entrepreneurs and marketers, including the complete back issues of his FREE Monthly Frugal Marketing Tips. Shel will be glad to help you create your next press release, sell sheet, web site, or other marketing material. He can be reached at shel@principledprofits.com, 800-683-WORD.

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Google News Updated : Wed, 09 Jul 2008 07:08:13 GMT VMware Ousts CEO Diane Greene - BusinessWeek Boston Globe VMware Ousts CEO Diane Greene BusinessWeek - 1 hour ago by Aaron Ricadela VMware ended a long-running battle over its strategic direction on July 8, ousting co-founder and CEO Diane Greene and installing Microsoft veteran Paul Maritz in her place. EMC Replaces the Chief and Co-Founder of VMware, Silencing Talk of ... New York Times VMware CEO abruptly replaced SiliconValley.com Wall Street Journal - Forbes - MarketWatch - San Francisco Chronicle all 361 news articles Publ.Date : Wed, 09 Jul 2008 05:13:27 GMT McCain, Obama court Latino group - Los Angeles Times Voice of America McCain, Obama court Latino group Los Angeles Times - 2 hours ago Sen. John McCain addresses the League of United Latino American Citizens in Washington, DC. today. McCain plans to tell the Latino advocacy group that the nation must secure its borders "while respecting the dignity and rights of citizens and legal ... Candidates talk up Latino connections Boston Globe Candidates woo Hispanic group USA Today New York Daily News - Houston Chronicle - San Francisco Chronicle - Milwaukee Journal Sentinel all 500 news articles Publ.Date : Wed, 09 Jul 2008 04:56:13 GMT Hunger for victory defines Obama - Financial Times BBC News Hunger for victory defines Obama Financial Times - 2 hours ago By Edward Luce in Washington When Democrats criticise John McCain, they first praise his honourable military record. When Republicans do the same to Barack Obama, many begin by conceding that he is an “attractive and talented candidate”. Video: AP Campaign Minute AssociatedPress McCain, Obama Trade Early Fire in TV Ads FOXNews ABC News - KVBC - The Associated Press - Newsweek all 2,342 news articles Publ.Date : Wed, 09 Jul 2008 04:54:07 GMT Cheney's staff censored EPA, ex-official alleges - Boston Globe Washington Post Cheney's staff censored EPA, ex-official alleges Boston Globe - 1 hour ago WASHINGTON - Members of Vice President Dick Cheney's staff censored congressional testimony by a top federal official on the health threats posed by global warming, a former official of the Environmental Protection Agency said yesterday. Cheney’s Office Said to Edit Draft Testimony on Warming New York Times White House in climate change "cover up" Reuters San Francisco Chronicle - USA Today - ABC News - Wall Street Journal all 564 news articles Publ.Date : Wed, 09 Jul 2008 05:36:02 GMT Cheesesteaks, troops withdrawals and cigarettes that kill Iranians… - FOXNews Cheesesteaks, troops withdrawals and cigarettes that kill Iranians… FOXNews - 4 hours ago by Mosheh Oinounou PITTSBURGH, PA - Sen. McCain, joined by his wife Cindy, made a previously unannounced visit to the Primanti Brothers Restaurant and Bar, a famous Pittsburgh-area sandwich shop, Tuesday evening for a retail stop-turned media ... Caution: Can Iran cigarette jokes be dangerous to McCain's ... Los Angeles Times McCain jokes about killing Iranians with cigarettes Reuters The Associated Press - Washington Post - ABC News - Tribune Review all 156 news articles Publ.Date : Wed, 09 Jul 2008 02:11:13 GMT Iran test fires long and medium range missiles - Reuters Malaysia Star Iran test fires long and medium range missiles Reuters - 1 hour ago By Fredrik Dahl TEHRAN, July 9 (Reuters) - Iran has test fired nine long- and medium-range missiles, including one which it has previously said could reach Israel and US bases in the region, state media reported on Wednesday. Iran Test-Fires Missile Capable of Reaching Israel (Update1) Bloomberg Iran test-fires Shahab-3 long-range missile RIA Novosti BBC News - Monsters and Critics.com - International Herald Tribune - Jerusalem Post all 347 news articles Publ.Date : Wed, 09 Jul 2008 06:02:53 GMT Reiser deal ultimately hinges on judge's OK - San Francisco Chronicle Washington Post Reiser deal ultimately hinges on judge's OK San Francisco Chronicle - 44 minutes ago (07-08) 17:14 PDT OAKLAND -- The defense can ask for a deal in a murder case like Hans Reiser's, and the prosecution can sign off on it, but it's the judge who has the final say. Reiser takes plea deal for lesser sentence San Jose Mercury News My interview with murderer Hans Reiser Salon San Diego Union Tribune - SiliconValley.com - The Associated Press - CNET News all 654 news articles Publ.Date : Wed, 09 Jul 2008 06:23:31 GMT Data Feed Content for Web Pages Amazon Associate Feed

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