Thursday, June 2, 2011
The Magic of Momentum
A book rolling down hill does gather fans ... now you're thinking, "What the heck is she rambling about this time?" Well, the idea of marketing momentum. Momentum when you're selling products is when that product by word of mouth and enthusiasm from adoring fans pushes sales beyond a PR campaign. Once, for example, a book has gained momentum it takes on a life of its own outside of all of its rave reviews. Once that happens, your PR campaign has definitely paid off and the sale of the product continues on without a tremendous push to move sales forward. It's really what all marketing and PR people want to see happen. Momentum in a sense is the big payoff -- and we like our payola. Now momentum is not something that happens with every product. Some books, while reviewed in many media outlets, never achieve that magical moment where they take on a life of their own. With a hope, a prayer and a lot of PR -- and a really great book -- some do and we enjoy watching the passive revenue generated. A Feast at the Beach has fallen into that lucky momentum category and taken on a life of its own. The Fertile Kitchen Cookbook also achieved the same status. Now we're leaning on Daughter of the Caribbean and Silent Voices to begin their journeys into stardom. We love these books, and we believe in them. And soon so will you (wink).