Hi! I've been reading an excellent book recommended by the experts at Mount Hermon, and I thought I'd recommend it to you, as well. It's PyroMarketing by Greg Stielstra, the senior marketing director for the Book Group at Zondervan.
In PyroMarketing, Stielstra uses the extended metaphor of a fire to describe the marketing process. His four-step strategy to "lighting the fire" is as follows:
1. Gather the driest tinder. Promote your product or service to the people most likely to buy it.
2. Touch it with the match. Give people a personal experience with your product or service.
3. Fan the flames. Help these people tell others about your product or service.
4. Save the coals. Keep a record of who your customers are.
PyroMarketing emphasizes the relational dynamics of the publishing business. Stielstra reminds us that the market is fluid and cannot be fully predicted or controlled, yet it still operates according to the laws of nature that God created. People exist in relationship with the world and with others. Naturally, then, they will feel compelled to share their experiences (both good and bad) with their family members, friends, and acquaintances. When a book or product radically influences a person's life, he or she will spread the news - like wildfire!
This book has revolutionized the way I think about publishing, the way I view "little old me" and my writing ministry, and the way I approach book marketing as a whole. If you've read this book or have had experience putting this process into action, please post a comment here. Thank you!
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