‘The Secret’ is Out (of Stock)
Brand hijacking, word-of-mouth and a co-publishing deal have this controversial, self-help title flying off the shelves.
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In fact, Curr says the biggest challenge posed by the scope of the book’s success has been the ongoing struggle to keep it in book stores. And she couldn’t be more pleased. “They’re getting cake for 5 million copies,” she says of her staff. “You have to mark these occasions.”
Unconventional Marketing
So how does a self-help book turn an entire overcrowded market of self-help books upside-down? For one, “The Secret’s” genesis is a bit unconventional.
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Matt Steinmetz
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Matt Steinmetz is the publisher and brand director of Publishing Executive.
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