Wednesday, May 27, 2009

It?s the Age of the Author-Preneur: Writers Pull Zany Marketing Stunts to Intrigue Publishers and Readers in a Tough Economy

?Author Connie Bennett Playfully Wears Sandwich Board Asking, "Are You 'The One?'" At Book Expo America

NEW YORK ? With authors competing for publishers' and readers' attention in this uncertain economy, some creative, proactive authors have come up with over-the-top, outrageous, humorous marketing gimmicks to drum up interest in their books.

?It?s time to become an out-of-the-box-thinking author-preneur, who spreads clever messages that nab intrigue readers and publishers and even tickle their funny bones,? claims author Connie Bennett. She will be walking around Book Expo America at the Javits Center in New York City on Friday and Saturday, May 29 - 30, sporting a provocative, 24?-by-30? sandwich board that says, ?Are You ?The One???

The amiable author?s ?Are You ?The One?'? message ? which is intended to look like a single?s personal ad ? pokes fun at the fact that Bennett is both single and available, both as a date and as an author with a Big Platform. Her ?ad? even shares that she's seeking ?a committed relationship? with a ?compatible publisher? to release her second book.

?I wanted to show playfully that I have the guts, initiative and ingenuity to be a successful author no matter what the economic climate,? adds Bennett, an experienced journalist, self-described ?Ex-Sugar Shrew!,? certified health counselor and author of SUGAR SHOCK! from Berkley Books. (www.SugarShock.com).

SUGAR SHOCK! ? a bestseller at Amazon.com ? has a foreword by Dr. Nicholas Perricone and has been endorsed by such acclaimed people as Dr. Mehmet Oz, Dr. Christiane Northrup and film mogul Harvey Weinstein. The book?s contributing author is cardiologist Dr. Stephen Sinatra.

Bennett?s second book ? for which she?s now publisher hunting ? is a fun, friendly, compassionate, diet book, ?The Better Habits Diet: Slim Down, Boost Energy, Rev Up Your Libido & Be Happier in Only 21 Days? (working title). Fans are already signing up in advance to buy it at a special website, www.BetterHabitsDiet.com.

The single author facetiously promises on her sandwich board: ?Will put out on first date!!? ?meaning that she?ll share information about her new book with interested publishers. Admittedly, Bennett is ?embarrassed? by her bold sign, and she?s even offering passers-by nuts to underscore the nuttiness of her marketing campaign.

The author also promises to meet publishing suitors? not at the Empire State Building like ?Sleepless in Seattle? ? but at ?Booth 3534 at the Top of Every Hour? during Book  Expo at the Javits Center.

Another author using out-of-the-box marketing techniques is psychologist and relationship expert Diana Kirschner, Ph.D., who, in March began starring with her 4-pound Pomerian, Madison, in a series of zany, dating-advice videos posted on YouTube to drum up sales for her new book, ?Love in 90 Days: The Essential Guide to Finding Your Own True Love? (Center Street).

In Dr. Diana?s humorous, ?Simply Irresistible Flirting Moves? webisode series (www.YouTube.com/lovein90days), she illustrates flirting techniques with her adorable pooch, who ?plays? a hot guy. In one month, the series has had 40,000 views.

Dr. Diana?s videos ? which she launched without publisher support ? also have attracted more than 56,000 friends and nearly 5,000 new subscribers to her YouTube channel. The author?s zany marketing gimmick has been so successful that YouTube ? which links directly to the Amazon sales page for her book ? has granted Dr. Diana partner status, driving even more traffic to her website. (www.YouTube.com/lovein90days).

With the publishing industry at a crossroads, Bennett and Dr. Diana are part of an emerging trend of proactive author-preneurs, who are building their author platforms and driving book sales through creative PR stunts that also bring laughter into the equation.