“TOMA! TOMA!”

Wikipedia defines TOMA or Top of Mind Advertising as, “”When people think of you first to fulfill their product or service needs.” Wiki also goes on to report the following,

“Traditionally, TOMA has been achieved through traditional channels such as newspapers, television, and magazines. Increasingly companies of all sizes are moving towards social media like Twitter and Facebook over against traditional channels. Chicago Now reports, “Close to four-in-ten employers (37%) plan to put a greater emphasis on social media in 2010 to create a more positive brand for their organization.” [2] Therefore, TOMA refers to percent of respondents who name a brand or product first when asked to list companies in that industry sector—including, but not limited to traditional advertising channels.”

But how does TOMA relate to book marketing you ask? How do readers know to think of you when you’re the new kid on the block. How does a potential customer know to ask for your book first in a bookstore, before all others? 

The answer is they don’t. But we’ve got a secret weapon on our sides. The knowledgeable staff at the local bookstores.

By now, you’ve all heard me preach about scheduling as many book signings within a 100 mile radius as you can. So far, I’ve done 17 book signings, 3 of them out of state, with the farthest one awaiy in PA and two in NOLA. They all were to promote my latest thriller, The Brink, and it’s only been out since June 2010.

So, when you have these siginings, there are two simple words to make sure that the staff will recommend your book not only on the day of your signing, but whenver someone comes in, walks up to them, and says, “excuse me, could you recommend a really good thriller?” Hold on to your hat, ’cause here comes the two words. Ready? Are you sure? Here they come:

Be nice.

Shake the hand, or maybe even go in for a hug to the CRM (community relations manager) or sales manager that scheduled your signing. Before the signing begins, walk around and introduce yourself to all of the staff on the floor, behind the cash registers, and even the barista in the coffee bar. Tell them why you’re there. Ask them to tell folks about your book. Smile. Alot. Make friends and influence people. I know you have it in you.

Then, after the signing is over, once again make the rounds thanking every staff member and once again shake hands with/hug/ bow down to the CRM/sales manager. The number of books you sold during your signing will soon be forgotten, but if you make a good impression on the ten people that are working during the signing, I guarantee you will have 10 salespeople potentially working for you to move the copies you didn’t sell.

Then, after the signing is over, here’s three more words to tattoo on your brain: thank you card.

I know it seems old fashioned, and that nobody sends them anymore. But that’s exactly why should do it. You will stand out by sending one. Make sure it’s handwritten, in legible writting, okay Sloppy McInkstains? On a quality cardstock thank you note, not on leftover thanks yous from your son’s Toy Story 3 birthday party.

The journey of a thousand miles begins with one step,

Rest easy tonight my friends, but stay hungry tomorrow… 

****************************************************

Here’s what readers are saying about Mark’s latest thriller The Brink:

“I finally had a chance to sit down and read The Brink–all the way through in a day and a half. The story is gripping, even frightening, and you capture the suspense in the rhythm of your prose. In places I was reading so fast I felt like I was in the chase! I’ll put it on the shelf next to my signed copy of Lonesome Dove, in the gallery of great contemporary writers!” – Bob H., Amarillo, TX

“[Mark Fadden] is the next Dan Brown.” – Arlene D., Southlake, TX

“Truly a pager turner for me. I could not put the book down. Every time I thought I had figured something out, the next twist came up. If you like conspiracy theories, you’ll love this one.” – Sharon L, Houston, TX

Want to start reading The Brink right now? Download the eBook version from amazon.com for less that $10 at http://www.amazon.com/The-Brink-ebook/dp/B003OYIEPC/ref=sr_1_2?ie=UTF8&m=AG56TWVU5XWC2&s=digital-text&qid=1284567122&sr=8-2 or bn.com at http://search.barnesandnoble.com/The-Brink/Mark-Fadden/e/9781450210492/?itm=1&USRI=mark+fadden.

Get 20% off when you order a signed copy of The Brink as a keepsake for yourself or as the ultimate one-of-a-kind gift at http://shop.markfadden.com/

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