Guerilla Marketing 102

Exactly a month ago, I excerpted “Lawrence and Alex’s Great Publishing Adventure” on GC, impressed by the authors’ DIY marketing strategies. (After hiring work-study students to “insert exuberant plugs” for their book into “otherwise-lackluster Amazon reviews of competitors’ works,” the duo moved on to the local Barnes & Noble, where their book — to the confusion of the sales clerk — continually replaced Ann Coulter’s latest on the “New and Noteworthy” table.)

But, if only Lawrence and Alex were putting out their book today, their strategy could have been simpler. Now that Amazon.com customers can “share customer images,” self-publishers and other self-helpers can (more or less) introduce their own books as Amazon recommendations.

For example:

Love Arundhati Roy’s The God of Small Things? Then you’ll just flip for God in the Kitchen and Everyday Miracles: A Daughter’s Gift and a Daddy’s Love!

“John Seita’s inspiring and optimistic views of life are remarkable when you discover that is [sic] own childhood seemed anything but miraculous,” writes John Seita. “His unique perspectives may cause you to examine your own view of God and your own life.”

Update: Uh oh. Did we just ruin John’s strategy? Now you can only find his book at Amazon’s page for Tuesdays with Morrie.

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