Blogging Buzz: How to Launch a Book

This past month we've been asked to participate in a couple of big Amazon book launch campaigns: Mike Jay's Upping the Downside and What Can a Dentist Teach You about Business, Life and Success?.

Awhile ago, Patsi and I decided we were not going to do these campaigns anymore. We don't want to burn out our lists and we get solicited to participate in these launches ALL THE TIME. However in the case of our two colleagues we agreed to do blog posts.

Now, here's another option.  Rohit Bhargava, Senior Vice President, Digital Strategy & Marketing at Ogilvy Public Relations, and an acknowledged thought leader and expert in social media, launched his new book Personality Not Included: Why Companies Lose Their Authenticity And How Great Brands Get it Back on Friday, March 28.

Rather than do a big Amazon campaign, he engaged the blogosphere and his fans to help him build buzz for the book.  Check out his post on how bloggers can participate. Rohit also created a fan page on Facebook and is keeping fans apprised of launch parties, as well as showing various incarnations of the cover, and a sneak peek at the contents.

Essentially, what Rohit is doing is a blook tour with interviews posted around the web. Frankly, I like this approach better. It's a win-win-win.

1. The author gets wide exposure for his new book.
2. The blogger gets great content and access to a big player in their niche (and link luv from an influential blog).
3. The blogger's readers get to learn about an important new resource and get insights about the author and their expertise.

By the way, even if I didn't know Rohit and he hadn't asked me if I wanted to submit interview questions for my blog (watch Biz Tips Blog for his interview), I would buy the book. Why? Rohit Bhargava is a pro and expert and I want access to what he knows. I also read his blog, Influential Marketing, religiously so I can stay on top of the social media trends.

What do you think? A good idea? How would you engage the blogosphere to promote your book?