How cool would it be to get an non-refundable order for 10 to 50,000 copies of your book?

Enter the relatively secretive world of what’s known as “special sales.” Massive, non-returnable bulk order for either retail or internal distribution.

I”ve been fascinated by how these orders happen, so I tracked down Brian Jud, the president of The Premium Book Company, an organization focused on selling books on a non-returnable, commission-only basis to non-bookstore buyers. Brian is also the author of How to Make Real Money Selling Books (aff link) and the Publishers Weekly title, Beyond the Bookstore. He’s the editor of the free, bi-weekly ezine, Book Marketing Matters, and he’s even written five books on career transition that are distributed internationally.

Here’s what happened when we got talking…

JF: You operate in an alternative universe to the mainstream bookselling world that many authors don’t even know exist, what is premium or special book sales?

BJ: The term “special sales” typically applies to books sold in non-bookstore markets. But most people think only in terms of libraries or the big discount stores. I break the special-sales segment into two parts. The first is retail (airport stores, specialty stores, gift shops, supermarkets, pharmacies, museums, zoos) where sales are made in the same fashion as to bookstores.

In each case you work through a distributor or wholesaler. The other is non-retail, which includes corporations, associations, schools, government agencies and the military. Publishers can sell directly to buyers in these organizations.

JF: When you sell in bulk in this way, are those sales returnable the way they are from bookstores?

BJ: In most cases, sales in the retail sector are in small quantities and are returnable. The discount stores may also seek an escrow account in the amount of potential returns. In the non-retail sector the sales are in large quantities and are non-returnable, especially where any customization is required.

JF: What type of book tends to do well in this area?

BJ: In retail selling it depends on the outlet. You have to think about who their customer is before selling to them. For example, the typical customer in an airport store is a business traveler or families traveling on vacation. They seek books with content important to them. Museums want books with content related to the museum theme – the same with zoos and aquariums.

They also prefer hardcover, and price is less of an issue than in a supermarket. Specialty stores seek books with information related to their customers, such as Home Depot, Michael’s Crafts or Bed, Bath & Beyond.

In the non-retail segment, it depends on how the book will be used. Corporate buyers may use the book as a premium, ad specialty, gift or motivational device for employees. Associations may want to use a book to support its cause, to resell in their bookstore or to use as a fundraiser. Schools want information related to their students’ grade level and curriculum.

In general, know your customer’s customers and show the buyers how your content can help them be more successful.

JF: How do you find the buyers for bigger volume sales like this?

BJ: In retail sales, you go through the standard wholesalers and distributors for each segment. In most cases you will use Ingram, B&T, Levy or Anderson Merchandisers. Anderson News and Hudson sell to this segment, too. But in the non-retail sector you are selling directly to the buyers.

You can find them at trade shows, networking, or by searching SIC/NAICS listings. You can find lists of associations at www.weddles.com. There are rep groups to take you to gift shops and corporate buyers. You can reach the military through www.aafes.com. The Marketing and Sales Group is one national rep organization that can sell for you to most non-retail buyers. You can reach them at Guy@msgpromo.com.

JF: I know some mega-stores like Costco carry a very limited selection of books and sell a huge volume, any tips on getting into stores like that?

BJ: My advice is to start locally. Go to your nearby store and speak with the book buyer. Offer to do an in-store event. If your subject is of local interest, this will help you. Tell the buyers how your promotional efforts will help build their store traffic and profit per square foot.

JF: When trying to get into the big mainstream booksellers, being self-published tends to be a big barrier, is this true with premium/bulk sales too?

BJ: In the retail segment, the reputation of the author is important. Here, cover design and pricing are vital decision criteria, too. But in general, special-sales buyers are looking for content – not necessarily books. If your content is relevant to their customers and can help them increase their sales, motivate their employees or increase store traffic then they should be open to hearing your proposal.

JF: What’s the most important thing to think about when actually writing your book to give it the best shot at being well positioned for special sales?

BJ: Think about how you will sell your book. If you are writing a cookbook, think about how you can approach the producers of the ingredients (Heinz ketchup, Kraft cheese) to use your book as a premium. If you are writing fiction, keep in mind the concept of product placement.

Use brand names for certain items (cars, soft drinks) and propose that the manufacturers of those products sell your book, too. It is relatively easy to change the names when using digital printing. Also think about cross-merchandising opportunities. If your cookbook has barbecue recipes, then it could be used at Home Depot as a premium for selling barbecue grills. Marketing is a process that may be implemented at almost any stage of the writing and publishing process for books sold in special markets.

———–

You can learn more about Brian at brianjud@bookmarketing.com or www.premiumbookcompany.com

Toward the end of my last Tribal Author Book Marketing Camp in NYC, I talked about “ninja” book marketing strategies.

These were tactics that were on the cutting-edge. They generally fell into one of 3 categories:

• Strategies that’d either been tried, but not yet refined enough to make sense
• Under-the-radar approaches that nobody had yet tried, and
• Thing’s I’d done or been working on, but never shared publicly

Well, last week, one of these strategies was tested in a very public way.

Tony Hsieh, who many of you know as the founder of Zappos, teamed with group buying service, Groupon, to sell 1,642 copies of his new book, Delivering Happiness (aff link), in about 3 days at $10 a book or 58% off retail price (which is substantially below what even amazon is pre-selling the book for).

For those not in the know, Groupon is the leading group buying website. The way they work is:

• A vendor proposes to have Groupon offer it’s members a particular product or service at a steep discount
• Groupon schedules the offer to go live on their website for a short period of time.
• Groupon then emails their list of up to 3 million (maybe more now) people to tell them about the offer
• People commit to buying whatever is being offered, but…
• The offer does not go live or “tip” until a specified minimum number of people have committed to buying
• People tap social media to spread the word to push the offer to tip, so they get the deal
• Once the minimum is hit, the offer goes live and more people pile on until the offer period ends.

That’s what happens publicly, but what most people don’t know is that, behind the scenes, Groupon takes about 50% of the revenue that comes in and passes the rest along to the vendor. So, for example, in this case, the book was selling for $10. Groupon would take half of that as their fee, leaving you with $5 on a $24 hard cover book.

Because of this, it’s not unusual for businesses to only break even, lose or gain a very small amount. But, if it’s the right product and the right business, Groupon and serivces similar to it, like Living Social, can send thousands of new buyers your way…people who may end up repeat customers at full price.

I’ve been trying to figure out how to make Groupon work for bookselling for a while now. And, apparently, so was Tony Hsieh. Because last week, Groupon featured his new book, Delivering Happiness (aff link), as what they’d call a secondary offer (it was positioned as a smaller offer next to the featured offer for a number of days.

Here’s what the offer page looked like:

The minimum was hit and the offer “tipped” or went live at the 1,000 book mark a little more than a day into it and ended up selling 1,642 books.

Question is…can you do what Tony did?

First, my sources have confirmed what I believed to be true. This deal was made directly with Tony, not through his publisher. Because the publishers can’t sell at a price low enough to make the numbers work. Could they sell to Groupon at 58% off? Yes, but remember, Groupon takes another 50% of the sale price, so publishers would actually have to sell the book at 79% discount to make this deal happen…and that will never fly (at least not for a new/non-remaindered book).

So, the deal would have to be done privately between the author and Groupon.

The likely scenario goes something like this: the author commits to buying the minimum (here it’s 1,000 books) from the publisher at a 60% discount, then eats the Groupon fee and shipping costs. In this case, that’d end up costing the author around $7 for each book sold for a loss of about $11,500.

Now, could Tony have struck a better deal with Groupon to be the first bookseller to try this? Sure, I’m guessing he did. But, I still can’t see how he could’ve walked with anything but a loss.

The question is why would he do this at a loss…and why might you?

Three potential reasons:

• If you feel there’s enough PR and advertising value in that (3 million people will be exposed to your book every day of the offer), you may be willing to chalk up the loss as promotional expense.
• If the book is more of a lead generation piece in a bigger business funnel, it may still make sense to take the loss in the name of sending thousands of new leads into your funnel in a matter of hours. And…
• If you’re self-published, there may be enough extra margin to allow you to make it through a group buying promotion without taking a loss.

So, where does this leave us?

First, you’ll have to do the deal yourself, traditional publishers won’t/can’t sell at a low enough discount to make it work. So, you’ll have to buy at your best discount, then take the loss incurred in paying Groupon or some other group buying service their fee, then figuring out how to cover the costs and logistics of shipping.

I’m still looking at this at a potential channel for my next book. But, truth is, the vast majority of authors aren’t willing to take the loss in the name of buzz. Nor do they have a bigger business funnel set up, making group buying sites, at least for now, not a hugely viable means of marketing and selling books.

Keep your eye on future book offers through these sites, though. There’s may be some interesting strategies that evolve over time.

A recent article in Publisher’s Weekly revealed:

A staggering 764,448 titles were produced in 2009 by self-publishers and micro-niche publishers, according to statistics released this morning by R.R. Bowker. The number of “nontraditional” titles dwarfed that of traditional books whose output slipped to 288,355 last year from 289,729 in 2008. Taken together, total book output rose 87% last year, to over 1 million books.

That’s great news for some authors and aspiring authors…and terrible news for others.

It’s now easier than ever to get a book to market, and spend very little money doing so. And, the time it takes, once written, edited and designed, is coming closer and closer to rounding to zero.

BUT, it’s also terrible news for authors who are not willing to build communities and aggressively market their books. Because, in the space of a single year, your competition for hearts, souls, eyeballs and dollars has just gotten nearly 500,000 books larger.

There’s now 87% more noise in the span of a single year.

Your quest is to become the signal.

Question is…are you willing?

And…are you able?

Alice in Wonderland was just released as a hugely interactive version that leverages a number of the unique properties of the iPad. Check out the video:

Question is, is this the future? And, if so, how can we leverage this new platform and technology to launch and sell more books? More thoughts on this coming soon…but I’m curious what YOU think?

In early March 2010, copywriter, Ed Gandia, launched The Wealthy Freelancer, published by Penguin’s Alpha division.

And, along with his two co-authors, they put a substantial amount of time, energy and money in driving sales…without gaming any systems. In fact, their efforts kept the book pegged below 100 on amazon for the first few days and, a month later, it’s still hovering in the low thousands.

In this in-depth interview, Ed takes us behind the scenes and breaks down the major pillars and tactical book marketing moves, shows how they modified the traditional amazon email campaign to still sell a lot of books, but feel better about themselves, and leveraged a variety of other book marketing strategies.

He also shows how they positioned this book not only as the best possible standalone resource they could create, but as a lead generation vehicle for a potentially much bigger marketing funnel that includes potential trainings, events and info-products.

Enjoy!

Right Click to Download as mp3

——–Tribal Shout Outs———-

• Looking for hands on book launch guidance and strategy? Immerse yourself in 3-days of book marketing, platform-building and launch campaign strategic masterminding at Tribal Author Camp NY – April 23-25.
• The Tribal Author Biz Plan call recording will be released to members of the eTribe next week. There’s no charge, just be sure you’ve signed up for email updates and you’ll get it automatically.

With advances shrinking even for proven mid-list authors and the market becoming extraordinarily competitive, it’s become increasingly important for authors to ask…

How does my book fit into my bigger income picture or business plan?

Why? Because the answer will help determine not only how much time and energy you put into the marketing of the book, but how much money you can justify spending.

For example, if your plan to generate revenue from your book is to rely solely on your advance and any additional royalties if and when you earn out (or sales, if you self-publish), it’ll be difficult to justify certain more aggressive marketing expenses, like pay-per-click ads, direct-response (on or offline), display, TV or radio ads and a variety of other more substantial promotional channel costs. Because the increase you get in sales rarely ever justifies the expenditure.

But, if you are inclined to build a bigger business plan around the book, like merchandise, newsletters, keynoting, private events, info-products, interactive learning environments or consulting, where your book  is no longer the sole source of revenue, everything changes. Or, at least you have the opportunity to do a lot more from a marketing standpoint.

Because, rather than the book being a standalone driver of revenue, it becomes a component of your “content marketing” plan for a much more significant venture (caution – your book should still always still be the best book you can write.

And that makes it far easier to justify spending more to market the book.

You’re no longer just marketing just the book, but rather leveraging the book as a tool to drive people into a bigger marketing funnel that will lead to “back end” revenue.

For example, you would never run a pay-per-click campaign that ended up costing you $2 for every book sold when your sole source of revenue was $1.50 royalty per book. But, if that ad campaign drove people not only to buy the book, but inspired them to join a list that let you market other revenue-drivers, then ended up netting you an average of $5 to $10 per person from secondary sources of revenue, it becomes much easier to justify the spend.

So, as you explore how you will market your next book, take a step back and identify all the potential revenue sources that may “flow from” the book. See if your book can play a role in a bigger venture.

It’s not always possible, nor is it always desirable for some authors. But, if you can build something more substantial around the book, it may open up the potential to tap marketing channels that would be off-the-table when marketing a book alone.

It’s already got more than 730,000 views, 2,530 five-star rating and comments saying things like, “AWESOOOOOOOOOOME!!!” So, why do I think this book trailer sucks?

Here, watch it, first, then I’ll tell you why…

Mesmerizing, right? Gorgeous! Stunning. But, does it sell?

Did it lead people in the major markets that viewed and loved the video to buy the book? Or, any book, for that matter? YouTube stats show much of the views coming from the U.S., Canada, U.K., New Zealand, Australia and Russia.

And, here’s the amazon rank for the featured book as of last night:

• In the U.S. – 1,830,805
• In the U.K. – 101.435
• In Canada – 758,362
  

No amazon for New Zealand or Australia, so I couldn’t check. But, the far greater percentage of traffic to the trailer on YouTube is coming from outside New Zealand with a heavy emphasis on the U.S.

So, did exposure to the video drive awareness? Yup. But, sales? Nope!

The video is snazzy as hell, but it don’t sell!

This is a classic example of art getting in the way of the message. Of a call to action. Of reading…OF SALES.

Everyone’s so wrapped up in the glory that is the video, they never get to the fundamental purpose…to get people to buy and read more books, starting with the epic novel featured in the trailer.

Because, hell, if they won’t buy THAT one, what WILL they buy?!

You know who really wins here? BBDO. They made a stunning work of art that went viral and left everyone talking about how cool THE VIDEO is. Not the book…THE VIDEO. Yay BBDO, you guys rock. I can almost taste the CLIO.

But, what about making people want to buy and read more books. Starting with the one featured in the video?

Breath in, breath out. Okay, I’m done.

Rail away in the comments…

———Tribal Shout Outs————–

• $300 Insider Discount For Tribal Author Camp - expires Thursday, March 25th. Use code “tribal-insider” when registering.
• Rework hits NY Times & WSJ lists – Congrats to Jason Fried And David Heinemeier Hansson on making their great new book, Rework, a NY Times Bestseller
  

When I released my The Truth About Book Marketing whitepaper (opt-in on the top right to get it), I didn’t have kind things to say about what’s commonly become known as “amazon bombing” email campaigns. I still don’t. But, some people misconstrued that to mean I don’t favor tapping coordinated email or blog posts to launch a book.

In fact, email can be a hugely powerful component of a book launch.

One I’ve used and will use again with my next book. It’s not email that I was railing against, but rather how it’s being used and what’s being promised to authors and list-holders by those running campaigns that bothers me.

Here’s how a typical amazon campaign works…

A book marketing company specializing in amazon campaigns solicits a lot of people with lists, blogs and followings to mail their tribes and ask them to all buy from amazon on the same day, often the same hour. Those tribe-members are supposedly incentivized to buy at the designated time and day by the opportunity to return to a “bonus” page after their purchase and download dozens (sometimes even hundreds) of supposedly high-value bonuses.

List-holders are incentivized to mail, because when they do, they get to place a downloadable product on the bonus page and visitors to that page are required to opt-in before downloading. So, the promise by campaign organizers to list-holders is that, if they mail, they’ll grow their lists in a huge way when the people from all the other people’s lists hit the bonus page, get exposed to their bonus and opt-in to download it.

What about the authors? What’s the promise to them? Often it’s that they’ll sell a mountain of books, and hit #1 in their category on amazon for an hour or even a few. They’ll then be able to call themselves a bestselling author and that will open the door to national media, giant speaking fees and riches and fame beyond compare. All in exchange for a fee that I’ve seen range from a few thousand dollars to $15,000.

Those are the promises, but the reality is often radically different…

Let’s start with the authors.

First awakening, hitting #1 in your category on amazon for a few hours does not a bestseller make. At least not on the level that will open the doors promised to you. These days, national and even local media, conference organizers and others know how easy it is to game amazon. The first question most will ask if you present yourself as a bestselling author is “what list?” And, when you tell them you were #1 in your category on amazon for 10 minutes, you’re far more likely to get rolled eyeballs than offers of cash and fame. It just doesn’t mean anything to anyone with enough savvy to pay you serious money or expose you to serious audiences.

But, what about the promise of selling tons of books?

Here, there may be some truth. But then again, maybe not.

If you get list-holders to mail millions of people, chances are you’ll end up selling books. Truth is, though, many email lists have very low open rates, so 1 million names mailed may get 50,000 – 200,000 emails opened. From there, if you’ve got home-run copy, maybe 10% click to the book sales page. So, now we’re down to 5,000 – 20,000 people. From there, a good conversion to the amazon buy page would be 10%. So, 500 – 2,000 people make it through to amazon. Then, assuming a giant conversion on the amazon page of 25%, that leaves us with 125 – 500 books sold.

Now, that’s not chump change. And, if you get 10 million people to mail, you may actually sell enough to hit #1 on amazon overall for a few hours or even a few days and make a run at the real lists.

But, truth is, it’s unlikely you’ll get anywhere near that volume of people mailing.

You’ll likely get a small fraction of that. Unless you’ve already got personal relationships who’d have mailed for you anyway, without having to pay someone else for privilege of organizing your existing friends. And, at that point, the organizers don’t provide a whole lot of value.

So, knowing that calling yourself an “amazon” bestseller has very little value and chances are the costs of your campaign were substantially more than the money you made selling those books…was it really worth it?

On to the list-holders.

These campaigns are actually adaptations of classic internet marketing affiliate campaigns. Difference being, with affiliate marketing, the merchant controls the shopping cart, they can track sales and incentivize affiliates with a substantial percentage of each sale. If you self publish your book and price it as a course ($50-100), and you care about money, not trumped up bestseller claims, you can still do a traditional affiliate campaign and make real money.

But, that becomes near impossible when you run the campaign to an amazon or even bn.com shopping cart. Because you can’t track which sales came from who. And, if you’re traditionally published, there isn’t anywhere near enough money to give list-holders to incentivize them to mail.

So, in the early days of the amazon bombing campaigns, big list-holders would join in for one of three reasons:

1. The promise to rapidly grow their lists from opt-ins on the bonus page,
2. Reciprocity – they did it for other big list holder authors, knowing their time would come,
3. Friendship – they did it as a favor for a friend or colleague.

Problem was, every serious list-holder knows that every time you mail your list, you burn a little piece of the list. People opt-out. And, the more commercial the email, as a general rule, the more people opt-out. To make it worthwhile, then, you need to derive some benefit that’s greater than the loss of subscribers. Translation, either you need to gain a lot more subscribers or make a lot of money.

But, what the savvy list-holders learned was, people weren’t returning to the bonus page or opting into their lists to get the promised bonuses on anywhere near a level that would justify the number of subscribers burned off the list by emailing. Nor were they getting paid to mail.

So, pretty much every smart big list-holder I know refuses to mail for amazon campaigns anymore.

Unless it’s as a personal favor or it’s a clear quid-pro-quo reciprocity play. But, even then, they’ll only do it for an author they know also has a giant list and who will “pay them back” when the time comes.

And, that leaves a sea of less sophisticated list-holders mailing for you.

Folks who still buy into the organizers’ promise of massive list growth and don’t quite get the concept of burning their lists. In the end, all too often, they’re the ones who get burned. They end up with a net loss of subscribers or a modest gain and a net loss of credibility and value.

Now, I don’t know about anyone else, but I just don’t think that’s too cool.

On to the book buyers.

So, what about the people who buy the book on the designated day? Truth is, most either never return to the bonus page with proof of purchase. Or, when they finally get access to it, they realize the vast majority of bonuses are some form of audio, video or ebook that’s been slapped with an arbitrary value and may well have been given away for free on a number of different sites or campaigns. So, they don’t opt-in to anyone’s list. And, they lose a bit of respect for the person who mailed them to buy in the first place. Is this an across-the-board phenomenon? Of course not. But, it’s the bigger part of what happens.

And, trying like crazy to resuscitate these campaigns, some organizers have been adding high value tangible product giveaways, like iPads or cash, for people who buy the book on the campaign date. Problem is, they’re almost always run as sweepstakes or giveaways. And if you’re running this campaign in the U.S., you can’t actually require people to purchase a book in order to be eligible for the prize. If you do and you get caught, the author, publisher and campaign organizer could be on the hook for massive fines. Not something I’d want to risk…even though I’ve seen it done a number of times.

In the end…

For all but a few people who were likely already connected before the campaign, list-holders don’t get what they were looking for, authors make less money than they spent and eventually realize how little weight being a fleeting amazon #1 in your category seller carries in the worlds of media and speaking.

Then, why did I say I’m still a big fan or coordinated email campaigns as part of a launch?

Because, done right and without sketchy promises, they CAN:

• Sell a lot of books, both in bursts and over time,
• Deliver “genuine” benefit beyond reading the book to both readers and list-holders,
• Lead people into a bigger business funnel that generates far more money than you’ll ever make on the book, and
• Help drive sales in a way that truly opens doors to media and speaking.

I had coordinated emails and posts go live when I launched Career Renegade that exposed the book to millions and expect to have many times that number for my next book. But, they’ll be mailed and published not on the basis of gaming amazon or making promises that are near impossible to meet. Because, there are just too many ways to do it right, sell a lot more books and incentive both buyers and list-holders with things far more beneficial and tangible.

Something to think about when putting together your next launch campaign.

———–Tribal Shout Outs———————-

• Art of Noncoformity – If you don’t already follow Chris Guillebeau’s Art of Noncoformity blog, check it out. He’s doing great things AND launching a book this fall with a great, super-innovative campaign. Watch and learn.
• Happier at Work - Srikumar Rao, former Columbia B-School professor and genius behind the Creativity & Personal Mastery Institute is launching his new book, Happier at Work in a few weeks. It’s a great read, check it out.
• Tribal author Camp NYC | April 23-25 - Join me in this 3-day intensive workshop on author platform-building, book marketing and launch strategy (and, yes, I’ll even detail how to run ethical, highly-effective email campaigns, lol)

So, last year, after releasing a 29 page report called The Truth About Book Marketing (that simultaneously angered certain people, while inspiring others), there were so many questions about what really works, I decided to offer a 2-day book marketing camp in NYC called Tribal Author Camp. That event sold out very quickly. Honestly, way faster than I thought, which I’m guessing is less about me and more about the desperate need for real, actionable, B.S.-free book marketing information in a sea of scams, pitch-fests and worthless dreck.

We talked about some really cool things, like:

• The 80/20 Tribal Love Triangle
• How to drive pre-orders and light a fire for your book’s release
• How to design and build out your bigger author’s business plan
• How to run “ethical” sustained amazon campaigns to drive more consistent, lasting sales
• Why social media is not enough to launch your book (I know, didn’t expect that, huh?)
• What never to do if you want people to take you seriously and help you promote
• How to get cover quotes from rock stars, even when you’re a newbie
• How to get “real” amazon reviewers lined up
• And a ton of other stuff.

The feedback was amazing… But, there was something bugging me. I wanted to take it one giant step further. I wanted to be able to spend one extra day devoted purely to developing each person’s individual platform strategy and 3-stage integrated book launch plan. So, I decided, if I ran another Tribal Author Camp, I’d add a third day to the camp that was all about hands-on plan development, feedback and individual strategy. Which is exactly what I’ve done. I’m so psyched to share with you guys my new, expanded:

3-day Tribal Author Camp NYC | New York City
April 23 to 25 (Friday to Sunday)

Like the 2009 camp, it’s not one of those mega-conferences, it’s intimate and hands on (translation, not a lot of seats). And there’s something else I’d like to do for you… There’s already a giant $250 early bird discount when you enroll by the end of March. But I want to do something really special for my tribe (and if you’re reading this, that’s you). So, here it is…

Be one of the first 20 people to register by March 25th
and you’ll get an ADDITIONAL $50 off the tuition
by using the code “tribal-insider”

Yes, that’s on top of the existing $250 Early Bird Discount (so you’ll get $300 off)! But, you’ve gotta be one of the first 20 to sign up, and those spots could all go in an hour, a day or a week. BTW, yes, it’s okay to let your friends use this code to join you, even if they don’t read the blog (just make sure you sign up first to lock in your seat, lol).

Click here to learn more and read what last year’s campers thought about the experience.

Look forwarding to playing with you in NYC in April!

I’ll be revisiting the launch around the new book, Rework, by 37Signals’ Jason Fried (still sitting cozily at #12 on amazon on day 3), but today I want to share this series of 3 video book trailers that were launched as part of the book’s release.

Because, they actually work and that’s rare…

They’re quirky, funny, engaging and more importantly, they set an irreverent, “are you with us?” tone and speak to the emotional pain the book will helps solve, They don’t speak to everyone, because they’re not supposed to. But, they DO speak to the right people:

Enjoy:

Feel free to share what you think worked, what didn’t work and why in the comments below…