How To Get Free Advertising

Word-of-mouth advertising may be the most productive way to spread the word about your titles – and it’s free. You can get people to talk about your titles constructively through the copy on your book’s rear cover, your publicity and communicating on the Internet.

Your rear-cover copy
Testimonials on your rear cover can work in your favor, and there are people who can start people talking better than others. One is a commercial authority, a person who has demonstrated greater knowledge on a topic than the average consumer. In addition, celebrities have proven to stimulate positive feedback because their influence is attributed to prominence in another field. Connoisseurs have excellent credibility because of their authentic but nonprofessional opinion of the title or topic.

Similarly, the sharer of interest brings similar, credible significance to the topic. An expectant mother singing the praises of your book about pregnancy or the criminal investigator endorsing your murder mystery fit in this category. They are not experts, but are everyday people who have read the book and deem it interesting and informative.

Your press releases
One way to stimulate positive communication in your press releases is to give proof through your words and actions that you have your customers’ best interests in mind. For example, avoid the sense of urgency in your publicity. Avoid terms such as, "buy now or lose this offer forever." Make your message exciting, helpful and informative.

Use the shock-of-difference approach, describing your title from a different, more compelling angle or by offering a challenge (Can You Pass This Memory Test?). Involve the reader by using verbal play such as a sequence of words or sounds that provokes repetition through its rhythm or alliteration.

Advertising on the Internet
Perhaps the fastest way to stimulate word-of-mouth communication is over the Internet. First, actively participate on listserves, but remember that most moderated groups frown upon tactless commercialism. Instead, simply steer the discussions to your topic, reply to every question related to your topic and include a descriptive signature with your reply.

Secondly, motivate word-of-mouse advertising through the design of your web site. Create a site that is educational, simply designed, fast to load and easy to use. Provide better service, more timely information and advice so visitors can find answers to their questions. Give visitors inside information -- something new and unique -- and tell them to pass it on to others. Also, suggest that people bookmark your site so they form the habit of returning to it.

posted by Brian Jud http://blog.bookmarketing.com/