Launch Party: Behind the success of Geoff Smart's bestselling "Leadocracy"
Book Business: What sort of marketing mix did you employ and how did you time it?
Tanya Hall: It was a mix of advertising, blogger outreach and the efforts of Cave Hendricks Communications on the PR/media outreach side. Timing-wise, there were a number of hits before pub date and more continue to come in.
Book Business: You mentioned to me political books are hard to sell leading up to an election because there are so many titles jockeying for position in that space. Were there any tactics you used to emerge from that pack?
Geoff Smart: Yes, making the theme oddly nonpartisan and positive in a sea of negativity.
Book Business: So this book was on the New York Times and Wall Street Journal (business and nonfiction) bestseller lists in July. How has it continued to do for you?
Geoff Smart: Awesome. Selling in top 100 political leadership books. Over 30 great media hits. The launch exceeded expectations.
Book Business: How did you capitalize on Mr. Smart's previous, co-authored bestseller? I notice that the “A” is very subtly underlined on the book jacket. Is that a nod to "Who: The A Method for Hiring"?
Geoff Smart: Yes, the underlined A is a nod to “Who,” and existing fan purchases from “Who” is how we got to bestseller status. Credibility too—“Who” has been one of the best-selling and most-acclaimed books on hiring leaders in the private sector. “Leadocracy” simply extends the focus to hiring leaders in the public sector.
Book Business: You've got quite the list of endorsements for the book from business leaders. I presume that was part of the marketing push? How did you leverage those?
Geoff Smart: Yes—enthusiastic endorsements from three governors, 30 CEOs and leading scholars gave credibility for early media and motivation to buyers, reinforcing that there is a valuable message in the book.