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Sunday, January 25, 2015

Book Marketing Lesson's From Sal's Pizzeria

You wouldn't expect the busiest pizza place in town to be the one that doesn't deliver, doesn't accept credit cards, and fails to have  a customer-friendly demeanor, but Sal's in Mamaroneck, NY is hands-down the best pizza joint for miles. The competition is fierce, as just within two blocks of this establishment are no fewer than three pizza-dishing restaurants.

So how does a place become the unequivocal leader, the ultimate brand pace-setter? How can authors separate themselves from the pack in a similar fashion?

I don't even think Sal's advertises anywhere. It simply makes great pizza and its word-of-mouth has spread -- pun intended. They let their product be their spokesperson.

If you write a great book, that is the basis for getting raving fans. Without that, what word-of-mouth is being spread?

Now food and books are very different. You need food to live. Books may seem like your lifeblood but theoretically you can survive without books-- or can you?

Consuming food becomes a public experience, whereas reading books is more of a private thing.

Pricing varies wildly on food, from a slice costing two-and-a-half bucks to fifty-dollar dishes at high-end restaurants. Books are not expensive and digital books are dirt-cheap.

Whenever I talk to people about restaurants and pizza, almost everyone agrees Sal's is the best. This popularity is validated every time I wait on a line that often is out the door at Sal's. But many will also comment about the attitude its staff seems to take. They have a chip on their shoulders. You would think it is a negative, and one friend tells me he refuses to eat there because of their blatant disregard for the paying customer, but I think Sal's thrives in part because they remind you in their own way that their food is so good  that they can practically tell you to get lost.

Remember Seinfeld's Soup Nazi? Welcome to the Pizza Nazi.

I think all aspiring authors should take a trip through the door at Sal's and see firsthand how to build a brand -- and enjoy a slice or two or three of the greatest pizza in Westchester.


2015 Book PR & Marketing Toolkit: All New

Brian Feinblum’s views, opinions, and ideas expressed in this blog are his alone and not that of his employer, Media Connect, the nation’s largest book promoter. You can follow him on Twitter @theprexpert and email him at He feels more important when discussed in the third-person. This is copyrighted by BookMarketingBuzzBlog © 2015


    The CBS Evening News with Gregg Preston: Twenty-five years ago, the communist leaders sent in tanks to put an end to weeks of peaceful protests in Tiananmen Square. Today, people from all over the world queued to buy flowers honoring the dead on the square...
    This evening there were also many blind or partially sighted teenagers. Perhaps they deliberately gathered to support the today's protest of the students, on the occasion of the anniversary. In previous weeks, the authorities had been able to prevent a few similar peaceful gatherings in the square, but today they decided not to interfere.
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    In the new millennium, the UN Security Council decided that some of the Middle East countries have to halt all activities related to ballistic missiles capable of delivering nuclear weapons. The threat of a THIRD WORLD WAR conquered the minds of the world community. The focus fell on the Arab world and the terrorist Islamic radicals.
    Nobody could imagine that the real threat would come from elsewhere.
    At that time, one day, someone close to the Feliciano clan, the most notorious and feared group within the Camorra mafia, deliberately left a brand new box with four razor blades in the middle of a lively square somewhere in Central Asia.
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