| In the movie City Slickers, Curly (played by Jack | | | | Generating Word of Mouth actually begins before we |
| Palance) tells Mitch Robbins (played by Billy Crystal) | | | | even write the book. If your book isn't interesting, it |
| that he has to find the "One" thing. The dialogue | | | | simply won't create Word of Mouth and selling it will |
| goes as follows: | | | | be difficult. But once your book is written and you |
| Curly: One thing. Just one thing. You stick to that and | | | | begin to employ the tactics listed above to promote |
| the rest don't mean [nothin']. | | | | the book, if you keep in mind that your primary |
| Mitch: But, what is the "one thing?" | | | | objective is to generate Word of Mouth, it helps you |
| Curly: [smiles] That's what *you* have to find out. | | | | choose how to deliver your message. |
| The "One" thing for a book to sell well is that it must | | | | For example, I was coaching an author who had |
| generate Word of Mouth. The goal of every tactic | | | | written his first novel and was conducting book |
| you employ to sell books is to create Word of | | | | readings nearly every month with little success. I |
| Mouth. Why does every author want to get on | | | | asked him what sections he was reading from and |
| Oprah? Because she's the biggest Word of Mouth in | | | | then I told him that the sections he was reading |
| the market. Look at the brief list below of tactics | | | | were not the most interesting sections and gave him |
| you can use to promote your book:o Podcastingo | | | | suggestions on which parts of the book I would read. |
| Book Trailerso Book signingso Razorpages.como | | | | The same rule applies when conducting interviews. |
| Websiteso Landing Pageso Bloggingo Book Reviewso | | | | You should control the message of any PR message |
| Book Giveawayso Press Releaseso TV interviewso | | | | and any interview. What's the hot spot of your |
| Radio interviewso Newspaper interviews | | | | message? That is the message that needs to be |
| The purpose of every one of these tactics is to | | | | conveyed. You have very little time to get the word |
| create Word of Mouth. The Da Vinci code is, of | | | | out on your book. Think like you are standing in an |
| course, a huge success, but I didn't read the Da Vinci | | | | elevator and someone wants to know why she |
| code until a good friend of mine said he had read it | | | | should buy your book. You've got maybe 30 seconds |
| and that he thought it was very provocative. Just | | | | to convince the potential buyer to buy your book. |
| about every book I've ever read has been the direct | | | | What would you say? |
| result of Word of Mouth. | | | | |