(COPIED FROM MUSEletter # 19, May 27, 2010)

Guerrilla Marketing: a way to showcase your business or product in unconventional methods that often times cost little-to-no money. 

The first time I heard this term was back in the early 1990′s when guerrilla marketing was linked to self publishing and Dan Poynter, the ‘maverick’ author who put ‘self’ on book publishing’s map. As much as traditional publishing wanted him to go away, (mostly by pretending not to notice him) he persisted. His take on the business leaned toward book publishers absconding with most of the profits earned by their indentured servants: authors. Traditional publishing’s take on self publishing tipped toward ‘from our reject piles, self published authors are born’.

By the mid-1990’s, ‘email’ began to obscure the lines between ’traditional’ and ’self published’ when traditionally published authors embraced it as their ‘guerrilla marketing’ tool. Best selling author Chris Moore was one. His road to ’best selling’ began once he insisted his traditional publisher put his email address, a jumble of numbers and letters, on the book flap of his 3rd novel. Voila! Sales increased because Moore was able to find and cultivate his fan base via email. In our 2005 interview for The Writer Magazine, Moore credited email for launching his career.
 
Social networks became the next wave in guerrilla marketing. Even long time best selling authors are figuring out ways to increase exposure. Jackie Collins and Armistead Maupin are quite active on Facebook.com. Boutique online communities like Goodreads.com attract well known authors that include Catherine Ryan Hyde who consistently contributes to this author/reader hangout site. 

But what about the less known/unknown among us? We’re using cyber tools, too; some better than others. Among the best at ‘thinking outside the conventional publishing box’ is Vicki Abelson, an author on the road introduced to me by Kimmie Dee, another author on the road. We could all learn a lot from Ms. Abelson’s creation of Women Who Write, the cyber & real time platform she built to launch her debut factional novel, Don’t Jump! 

One WWW meeting hooked me. Abelson seems to intrinsically understand that to get what she wants, publication, she needs to give something back. Women Who Write does just that. So inspired by Abelson’s platform building adventure, I chronicled her journey at More.com. A Salon For Women Writers (And Some Men)  is a ‘must read’ for authors interested in ‘outside the box’ strategies.  

 Guerrilla marketing is not just for mavericks anymore. 

PS. Any comments added to A Salon for Women Writers, (and Some Men) @ More.com strengthens my platform and is most appreciated. 

Next week:
Quick Query Critique video # 5. While you’re here, check out the Comments section  below QQC #2. This author made some of my suggested changes, resubmitted her query and was invited by an agent to submit her novel!
 
Writing is rewriting don’t you know…