Saturday, April 23, 2022

Opposites Attract When Marketing A Book



An old adage that “opposites attract” seems to hold true in dating. We are drawn to people seemingly like us and yet who are so different and complimentary to us. Well, in promoting a book to the news media and on social media, try a similar approach.

For instance, instead of just preaching to the choir and stating the most obvious and agreeable thing in a press release, state something that is opposite expectation. Be contrarian.

Now, I didn’t say you have to actually oppose what you believe in or like, just merely state things in a way that challenges people.

Let’s say you write a traditional book about investing. Maybe 98 percent of it is fundamentally the same as any other book in the field. Try using a headline that zeroes in on where you differ from everyone else.

Perhaps take something that you agree with others on and turn it into a question that implies, by its very asking, you offer something different from others — even if you don’t.

Playing up opposites gets people’s attention. Question anything and everything. Even a novel can be positioned as being atypical for its genre, perhaps based on how it is told, the traits of characters, or some unique plot angle.

If you find you have nothing that is oddly different, opposite of common standards, or particularly unusual to say, re-write your book. You don’t win awards and get media attention for being like everyone else. That is boring.

Ooh, I just woke up from my nap. Did you just say something? Look for the yawn factor in your book and excise that cancer like a skilled surgeon. Opposites play well in romance and in book marketing.


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Brian Feinblum, the founder of this award-winning blog, can be reached at He is available to help authors promote their story, sell their book, and grow their brand. He has 30 years of experience in successfully helping thousands of authors in all genres.


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About Brian Feinblum

Brian Feinblum should be followed on Twitter @theprexpert. This is copyrighted by BookMarketingBuzzBlog ©2022. Born and raised in Brooklyn, he now resides in Westchester with his wife, two kids, and Ferris, a black lab rescue dog. His writings are often featured in The Writer and IBPA’s The Independent.  This blog, with over 4,000 posts over the past decade, was named one of the best book marketing blogs by BookBaby and recognized by Feedspot in 2021 and 2018 as one of the top book marketing blogs. It was also named by as a "best resource.” For the past three decades, including 21 as the head of marketing for the nation’s largest book publicity firm, and two jobs at two independent presses, Brian has worked with many first-time, self-published, authors of all genres, right along with best-selling authors and celebrities such as: Dr. Ruth, Mark Victor Hansen, Joseph Finder, Katherine Spurway, Neil Rackham, Harvey Mackay, Ken Blanchard, Stephen Covey, Warren Adler, Cindy Adams, Susan RoAne, Jeff Foxworthy, Seth Godin, and Henry Winkler. He recently hosted a panel on book publicity for Book Expo America, and has spoken at ASJA, IBPA, Sarah Lawrence College, Nonfiction Writers Association, Cape Cod Writers Association, Willamette (Portland) Writers Association, and Connecticut Authors and Publishers Association. His letters-to-the-editor have been published in The Wall Street Journal, USA Today, New York Post, NY Daily News, Newsday, The Journal News (Westchester) and The Washington Post. He has been featured in The Sun Sentinel and Miami Herald. For more information, please consult: 

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