Table of Contents
Introduction: Why You Need This Book and How to Get the Most Out of It 1
Part I Guerrilla Marketing: The Right Idea At The Right Time
Chapter 1 Why You Have to Be a Guerrilla Marketer 9
Chapter 2 An Authors Guide to an Industry on the Edge of Tomorrow 25
Part II Weapons That Make You A Guerrilla
Chapter 3 The Most Powerful Weapons in Your Arsenal 39
1 The Most Powerful Guerrilla Marketing Weapon: You (Priceless) 39
2 Your Books (Expensive) 41
3 Your Networks (Free) 42
4 Word of Mouth (Free) 45
Chapter 4 The Most Powerful Weapons for Selling Your Books 49
5 Your Platform (Free) 52
6 Your Talks (Free or you get paid!) 54
7 Your Grand Tours (Free or you get paid!) 56
8 Publicity (Low cost) 58
Chapter 5 The Most Powerful Weapons Inside You 65
9 Your Objectives (Free) 66
10 Nichecraft (Free) 69
11 Your Ideas (Free) 70
12 Your Creativity (Free) 73
Chapter 6 Weapons That Make You a Guerrilla 75
13 Your Promotion Plan: The First Version (free) 75
14 Your Promotion Budget (Free) 79
15 Your Guerrilla Greenbacks (Free) 82
16 Your Promotion Plan The Final Version (Free) 86
Part III Weapons Galore To Help You Sell More
Chapter 7 More Powerful Publicity Weapons 93
17 Your Elevator Speech (Free) 93
18 Your Television Interviews (Free) 94
19 Your Radio Interviews (Free) 95
20 Your Print Interviews (Free) 96
21 Your satellite tours (Expensive) 98
Chapter 8 Weapons That Prove You're a Guerrilla 99
22 Your Media/Speaker's Kit (Expensive) 99
23 Your Press Release (Free or low cost) 102
24 Your Web Site (Low cost) 105
25 Your Knowledge of Publishing and Promotion (Low cost) 110
26 Follow-ups (Free) 111
27 YourEvaluation Form (Free) 113
28 Your Publisher's Publicity Questionnaire (Free) 114
Chapter 9 Fusion Marketing Weapons 117
29 Your Strategic Alliances (Free) 117
30 Window and In-store Displays (Free) 119
31 Fund-raisers (Free) 120
32 Your Annual Awards (Free) 122
Chapter 10 Weapons That Use Technology to Help You 125
33 Your Tip of the Day (Expensive but you get paid!) 126
34 Online Booksellers (You get paid!) 128
35 Your Links and Directory Listings (Free) 129
36 Your Self-Writing Sequels (You get paid!) 129
37 Your Webcasts (Low cost) 130
38 Your Giveaways (Low cost) 131
39 Your Surveys (Free) 132
40 Your Discussion Groups (Free) 133
41 Your E-mail Signature (Free) 134
42 Your Snail- and E-maillng Lists (Free) 134
Chapter 13 Weapons That Involve Your Books 137
43 Excerpts from Your Books (You get paid!) 138
44 New Editions of Your Books (You get paid!) 141
45 Reading Groups You Attend (You get paid!) 142
46 Promotional Copies (Free) 142
47 Your Titles (Free) 143
48 The Covers of Your Books (Expensive) 145
49 Illustrations (Low cost) 149
50 Your Acknowledgments (Free) 150
51 Your Bibliographies (Free and you get paid!) 151
52 Raffle Prizes (Free or low cost) 152
53 Merchandising (You get paid!) 152
54 Your Money-Back Guarantee (Low cost) 153
Chapter 12 Weapons Made Possible by Your Ability to Write 155
55 Your Brochure (Low cost) 155
56 Your Newsletter (Free or you get paid!) 157
57 Your Articles and Short Stories (You get paid!) 159
58 Your Column (You get paid!) 161
59 Your E-mail Chain Letter (Free) 162
60 Your Book Reviews (You get paid [very little]!) 163
61 Op-ed Pieces and Letters to the Editor (Free) 165
62 Thank-you Notes (Free) 166
63 Handouts (Free or low cost) 168
Chapter 13 Weapons Made Possible by Your Ability to Enlist Allies 169
64 Book Signings (Free) 169
65 Book Festivals (Free) 174
66 Your Special Events (Free) 175
67 Your Contests (Free) 177
68 Cooperation with Your Peers (Free) 178
69 Your Promotion Potlucks (Low cost) 178
70 Your Broken-in Walking Shoes (Low cost) 179
Chapter 14 Weapons That Deliver Free Advertising 181
71 The Last Pages of Your Books (Free) 181
72 Bartering Stories for Space (Free) 183
73 Per-order Ads (Free) 183
74 Catalogs (Free) 184
Part IV Weapons That Are All About You
Chapter 15 Weapons That Prove You're a Pro 189
75 Your Professionalism (Free) 189
76 Trade Shows (Expensive) 190
77 Professional Conferences (Expensive) 194
78 Your Memberships in Business Organizations (Low cost) 195
79 Your Memberships in Community-Service Groups (Free) 195
Chapter 16 Weapons to Make Part of Your Identity 199
80 Your Passion for Books (Free and you get paid!) 200
81 Your Enthusiasm (Free) 201
82 Your Sense of Humor (Free) 202
83 Your Sense of Balance (Free) 203
84 Your Courage (Free) 204
85 Your Competitiveness (Free) 204
86 Your Speed (Free) 207
87 Your Flexibility (Free) 208
88 Your Smiles (Free) 209
89 Your Optimism (Free) 210
Chapter 17 Weapons for Communicating Your Identity 213
90 Your Audios (Low cost) 213
91 Your Videos (Low cost) 215
92 Your Stationery (Free or low cost) 216
93 Your Business Cards (Low cost) 220
94 Your Bookmarks (Low cost) 221
Chapter 18 Weapons for Building Your Invincible Marketing Machine 223
95 Your Identity (Free) 223
96 Your Slogan (Free) 227
97 Your Logo (Free) 228
98 Your Package (Free) 229
99 Branding Your Books (Free) 230
100 Your Promotion Calendar (Free) 234
Chapter 19 The Great Adventure: Giving Yourself a Promotion 237
Resource Directory 245
Appendix I The Guerrilla Marketing Weapons for Fiction and Nonfiction Listed in Order of Importance 249
Appendix II How to Find the Publicist You Need 253
Appendix III How Your Networks Can Help You 257
Appendix IV Sample Media Kit 259
Appendix V The Timeline for a Publicity Campaign 269
Appendix VI Writer's Digest Publicity Questionnaire 271
Appendix VII The Top 100 Markets in the United States 279
Appendix VIII Mike's Evaluation Form 283
About The Authors 285
