The $6 Haircut - Creative Thinking in an Ever-Changing Marketplace

Most TV commercials make my eyes glaze over. But there's a commercial running right now for Office Depot that's not only funny, it's pretty darn perceptive.

"This is Dan," the announcer says. Dan owns a neighborhood barber shop. When a new chain-salon opens across the street offering $6 haircuts, Dan is distressed. He can't compete with that price. But Dan is not a man who gives up. Dan is smart. Dan is innovative. Dan shops at Office Depot, which is where he goes to buy everything he needs to make a banner proclaiming "WE FIX $6 HAIRCUTS." Six months later, the chain is out of business, and Dan is sitting pretty.

While the ad didn't make we want to run out and buy office supplies, it did get me thinking about how business owners react to changing trends. Which in turn got me thinking about how I react. As a writer, I'm really a small business owner. My books are my products, and all around me the publishing industry is changing.

Audio books, e-books, Kindle, iPad, Nook, web sites, book trailers, blog tours, social networking... Mark Twain didn't have to deal with any of this stuff! It can be overwhelming to be sure, but it's also invigorating. Today's Authors have more ways to connect with readers than ever before. The challenge is to grow, adapt, find what works for you and your peeps (or Tweets, if you're into that, as I am).

Here are some of the things I've done in my quest to publicize my new book, The Pastor's Wife (did I mention I have a new book coming out?)

• I put together a blog tour
• I created a book trailer
• I blog (obviously)
• I've got a web site (which isn't really new, but it's updated)
• I did an audio interview on FictionAddict.com (a completely new experience for me)
• I've made myself available for speaking engagements and book club visits

At this point, I feel like I've done everything I can do to promote the book, short of visiting Oprah (and if she call, I'm there!) Now, it's time for the readers to decide. Ultimately, they're the ones in charge of the most powerful marketing tool of all: word of mouth buzz.

Writers, what are you doing to market yourself that you never thought you'd do?
Readers, what was the last book you just had to tell your friends about? What made it so special?

Lightbulb photo - Morguefile.com

Susan Boyle - The Power of a Pitch-Perfect Product

If you're like me, you've heard of Susan Boyle by now. I got links to this video through email, Twitter, Facebook... in fact, I was starting to get a little sick of it. That is, until I actually clicked on the link and watched it. I'm a sucker for people who realize their dreams. And this woman does it in a big way. I dare you not to tear up. Go ahead, take a look...



If the video doesn't play, click on this link to view the clip on Tangle:
http://www.tangle.com/view_video.php?viewkey=98096bfbc280d77852ec&utm_source=newsletter416&utm_medium=email&utm_campaign=weeklyvideos

From a personal perspective, Susan's story is completely amazing. Is says a lot about how we tend to judge people on outside appearances and our preconceived notions.

From a business perspective... YOWZA! Talk about a word-of-mouth storm. This clip has spread like wildfire, and it's all from people being inspired and sending it on to their friends. Now, thanks to social networking sites, we can reach several hundred friends with a few pecks on the keyboard and a click of the mouse. But the most important thing to note here is value of the product. Susan delivered a finely crafted, uplifting, entertaining performance. In other words, she has a product people want. A video on Tangle or You Tube doesn't mean squat unless the people are moved by it.

Another cool thing is to look at the judges. Those three were shocked by Susan's performance. But beyond that, they were thrilled for her. They wanted her to succeed, and they were moved by her performance. For those of us who make our living dealing with "judges" - editors, agents, etc. - it's an important thing to remember. These folks WANT us to succeed, and when we do, they are moved. When we don't provide an amazing product, their hands are tied.

Way to go, Susan! May we all dream a dream, and never let it die!