What’s a catchy tagline for a direct mail ad to pitch the sale of a medical book? We are publishing a book and we want to introduce it to the market. It is a trade book on Cardiology and the audience would be medical and healthcare professionals, including doctors and professors.
It would be a postcard, so it would be a headline followed by copy that would promote the book and inform the target audience of its arrival and possibly a blurb to let them know what to expect from the book.
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Jay’s Answer: First, create a brochure website for the book. The site would have some sample sections, testimonials, peer reviews, etc. Additionally, an opt-in page to get people who are interested in the book early to sign up (perhaps also an early order discount?). People searching for cardiology books might stumble up on your site (once you get backlinks from trusted medical/book sites).
Given your audience, you don’t want it to be “cute”. But you do need to focus on what this book has that the myriad of others doesn’t. What makes this book so good that they should buy it immediately? Also, why should they trust this new book instead of their well-used books already on their shelf?
The cardiology book may be marketed further by:
1. Sending courtesy promotional letters to web-searched medical schools and libraries. You may think that this option is professionally not advisable or unethical, but from a purely marketing aspect, the target market are potentially direct buyers which may include the new book purchases to their respective reference shelves.
2. Sending copies of your book for expert review to highly regarded cardiologists.
3. Sending copies of your book to relevant organizations, such as the American Heart Association and the American College of cardiology.
4. Promoting your book locally by contacting peers who are clinicians and heart specialists.
5. You can even get “out of the box” by marketing your book as a worthwhile social charity, like for example heart research and heart transplant advocacy, by donating part of the proceeds of your book. Now that’s marketing with a heart!