6 {{ upvoteCount | shortNum }}
6 {{ upvoteCount | shortNum }}

A market of one?

by Pusateri
4 replies
Or targeting one to reach many?

Kathy Hepinstall is a critically acclaimed literary novelist, as well as a copywriter who has worked on campaigns for dozens of household names (Starbuck's, NIKE, Weight Watcher, etc).

And she is using her copy/creative skills to get her latest book into the hands of Oprah.

This ad is about to appear in Oprah's local newspaper.

Here is Kathy's blog post about it.

The ad will probably sell a few books locally and if national media picks it up...who knows?

Either way, it's probably a lot more effective than a display ad pushing the novel novel.

What do you think?
#market
  • Profile picture of the author KingOfContentMarketing
    It's creative but it's missing something. It needs more visual interest to get picked up by TV which is where it will get real juice. Or even viral video.

    Here are some ideas:
    How To Do Wild and Crazy Publicity Stunts (That Generate Huge Free Publicity)

    Obviously those are expensive projects but I think if she incorporated some of the thinking behind stuff like that she'd get more bang for the buck.

    Either way, at least she's not at home like some authors crying that they can't sell books.
    Signature
    Marketing is not a battle of products. It is a battle of perceptions.
    - Jack Trout
    {{ DiscussionBoard.errors[6082268].message }}
  • Profile picture of the author videolover7
    Originally Posted by Pusateri View Post


    And she is using her copy/creative skills to get her latest book into the hands of Oprah.
    Oprah's no different than anyone else. What's in it for her or her enterprise?

    VL
    {{ DiscussionBoard.errors[6082699].message }}
    • Profile picture of the author Pusateri
      Originally Posted by videolover7 View Post

      Oprah's no different than anyone else. What's in it for her or her enterprise?

      VL
      Nothing.

      I think it's actually a way of getting Oprah's name associated with the book without her ever reading or endorsing it.

      But if she does...huge bonus.
      {{ DiscussionBoard.errors[6083213].message }}
  • Profile picture of the author KingOfContentMarketing
    Here's a good publicity tip from my TV days. Stage your publicity event on the weekend. It's much easier to get on the weekend news.
    Signature
    Marketing is not a battle of products. It is a battle of perceptions.
    - Jack Trout
    {{ DiscussionBoard.errors[6082799].message }}

Trending Topics