If you want to market a new book, or anything for that matter, traditional advertising is dead. Paying big money to interrupt people when they are not paying attention is just stupid.
Seth Godin, the same marketing genius that gave away a book for free, packaged a book in a cereal box and consistently reinvents marketing forever is at it again. You just can’t keep a great mind down. There is no doubt that his new book, Linchpin: Are you Indispensable is going to be a runaway best seller.
Now, I don’t have a book to publish yet, but if I did I would definitely follow Sir Seth Godin’s tactics.
Step 1 Write a brilliant book and choose a brilliant cover.
The book has to be about one main idea that people can immediately understand and know that it will change their lives forever. The cover of a book is everything, and Sir Godin went through 150 versions to decide on the right one. Great design is simple if you work your ass off.
Step 2 Build a lot of early attention.
Sir Godin coordinated a free online ebook, What Matters Now, of some of the best minds in business. What better way to get people thinking about your upcoming book launch?
Step 3 Connect with every major blogger you can think of
Everyone is writing about Sir Seth Godin this week. Why? Because Seth Godin is smart enough organize it this way. I can’t keep up with all of the guest posts and interviews he has done this week.
Step 4 Ride on the Momentum of Others
If you don’t think Seth Godin is smart enough, he also managed to be the first major author to announce his release on the expected Apple tablet. The tablet has been speculated on for months, what better horse to hook your wagon to?
Step 5 Offer bonuses and free content.
If the book was not enough in itself, Sir Seth Godin has managed to sweeten the deal.
Of course, we never expected anything less of Sir Seth. It just goes to show that even those at the top of their field are not afraid of hard work. In fact, it is that relentless work ethic and talent that made him the marketing guru of our age.