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by Robin Bartlett
For first-time publishers
(and some experienced ones too), it is all too easy to get wrapped up in
promotional tactics that look like sure sales generators, such as co-op
programs, four-color brochures, mailings, ads, and flights around the country
for PR appearances and talks to groups of potential buyers. While some of these
activities may pay off, they are usually very expensive. But there?s an
inexpensive way of generating significant and ongoing sales for your book.
Today, it?s called creating buzz; some of us old timers in the publishing
business knew it first as word-of-mouth marketing (WOMM).
Simply stated: Buzz marketing
captures the attention of consumers and the media to the point where they get
excited about your message and tell others about your book. Then the buzz
starts to spread virally as more and more people are brought in and the message
is passed on and on.
Creating buzz starts with crafting
a water-cooler message around your book that will capture the attention of the
media and people in your target market. The media relay this message, and your
target audience picks it up and talks about it. This message becomes something
that trend-setters want to know, talk about, and pass on to others at the …IBPA Members – Click here to view the full article (login required).
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