Comments on: Seth Godin and book PR – should he have staggered his Linchpin PR splash? http://jeffrutherford.com/seth-godin-and-book-pr-should-he-have-staggered-his-linchpin-pr-splash/ Public relations, media relations, and social media for growing your business Thu, 03 May 2012 10:53:00 +0000 hourly 1 http://wordpress.org/?v=3.3.1 By: jeffrutherford http://jeffrutherford.com/seth-godin-and-book-pr-should-he-have-staggered-his-linchpin-pr-splash/comment-page-1/#comment-907 jeffrutherford Wed, 17 Feb 2010 07:22:47 +0000 http://jeffrutherford.com/?p=268#comment-907 John, you make a very good point about moving as many books as possible the first week to hit the lists. The 4-Hour Work Week would be a perfect example of this.<br><br>From a marketing perspective though, I wonder if Seth had staggered some of the publicity over 2-3 weeks, if he would reached someone multiple times over the course of those 3 weeks, and they bought his book after that 2nd or 3rd marketing "touch."<br><br>I was struck by the volume of PR in that first week. As I said, I was going through Google Reader and saw blog after blog writing about Linchpin in the span of 3-4 days.<br><br>Regardless, I'm just thinking out loud. You certainly can't argue with Seth's numbers and success. I enjoyed the Marketing Over Coffee interview with him. John, you make a very good point about moving as many books as possible the first week to hit the lists. The 4-Hour Work Week would be a perfect example of this.

From a marketing perspective though, I wonder if Seth had staggered some of the publicity over 2-3 weeks, if he would reached someone multiple times over the course of those 3 weeks, and they bought his book after that 2nd or 3rd marketing “touch.”

I was struck by the volume of PR in that first week. As I said, I was going through Google Reader and saw blog after blog writing about Linchpin in the span of 3-4 days.

Regardless, I'm just thinking out loud. You certainly can't argue with Seth's numbers and success. I enjoyed the Marketing Over Coffee interview with him.

]]> By: John Wall http://jeffrutherford.com/seth-godin-and-book-pr-should-he-have-staggered-his-linchpin-pr-splash/comment-page-1/#comment-906 John Wall Wed, 17 Feb 2010 07:13:04 +0000 http://jeffrutherford.com/?p=268#comment-906 I can't say that I know all the reasons for the massive push up front, but I am sure that at least part of it was that it's not about the PR side of it, it's about moving as many books as possible the first week. The stronger the first week the better your odds of making the major charts (NYT, Business Week, etc). If you make the big charts and your book is good, then you are done - it will sell itself at that point. Better to hit that right away rather than 1 year after it drops. I can't say that I know all the reasons for the massive push up front, but I am sure that at least part of it was that it's not about the PR side of it, it's about moving as many books as possible the first week. The stronger the first week the better your odds of making the major charts (NYT, Business Week, etc). If you make the big charts and your book is good, then you are done – it will sell itself at that point. Better to hit that right away rather than 1 year after it drops.

]]> By: Rebeca http://jeffrutherford.com/seth-godin-and-book-pr-should-he-have-staggered-his-linchpin-pr-splash/comment-page-1/#comment-905 Rebeca Wed, 17 Feb 2010 01:44:59 +0000 http://jeffrutherford.com/?p=268#comment-905 I'm a HUGE believer of staggering out publicity. It's nice to get these hits all at once, but I think to keep it top of mind it should be spread out in all formats: print, internet, and broadcast for at least three months. A successful PR campaign is one that has some strategy that will keep the name and/or brand alive beyond the short attention span of most consumers. I'm a HUGE believer of staggering out publicity. It's nice to get these hits all at once, but I think to keep it top of mind it should be spread out in all formats: print, internet, and broadcast for at least three months. A successful PR campaign is one that has some strategy that will keep the name and/or brand alive beyond the short attention span of most consumers.

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