marketing

How should authors market a book on soft-sell marketing?

heartofmarketingbookcover2 Judith Sherven and Jim Sniechowski of Las Vegas, Nev., write:

“Already best-selling authors of five relationship books, we have turned our attention and expertise to soft-sell marketing. Our new book, The Heart of Marketing: Love Your Customers and They Will Love You Back, Morgan James Publishing, May 2009), already a best-seller at Amazon, promotes selling as spiritual service and marketing from the heart.

“This book is the voice for consciousness and conscience, caring and community in commerce—and has been released at this time when the aftershocks of hard-sell greed are being felt all around the world.

“Please don’t bother suggesting ‘get on Oprah.’ That is already a definite goal. Please DO suggest the biggest ideas you can think of to get the book standing on long legs so that word of mouth takes over and drives the book onto the New York Times Best Seller list.”

One of the best PR tactics is dirt cheap, and I’m surprised more businesses don’t take advantage of it: offering free meeting space.

Banks do this all the time, and it’s particularly powerful for restaurants, which have been hit hard by the recession.

In the latest issue of RunningRestaurants.com, PR pro Jenny Brooks offers this tip and two more—promote your signature dish and feed local media outlets with a steady stream of press releases letting them know about things like which bands or musicians are playing at your restaurant, or local book signings that you’re hosting for a local author.

I particularly love the idea of cooking your signature dish for local media people. Deejays LOVE this. So do TV people. But don’t offer free food to local newspaper journalists, who might consider it payola.

Last week, I wrote about social media tips for restaurants, bars and nightclubs. Restaurants need to incorporate online PR into their publicity campaign, even if they only do business locally.

If you’re offering free meeting space, contact your local Toastmasters and your local chapter of the National Speakers Association and let members know. They might take you up on your offer.