by Ken Winston Caine

Position 1: It’s highly misleading* to refer to your e-book as a “bestseller” if, through a massive launch effort you managed to get it to hit Amazon’s top 10 for a few minutes in one 24-hour period.

Position 2: Powerful, focused launch techniques (of which the Amazon bestseller trick is one) overall are good things — for several reasons:

Good thing reason one: They require you to connect with and partner with powerful marketers who have a strong, and hopefully complementary, presence on the web.

(Your campaign won’t succeed unless you are seeking complementary partners.

For instance, if you’re selling an e-book on a secret new way to tie fly fishing lures, a great partner would be someone who sends a newsletter to a huge email list of people who have bought fly fishing rods and reels online from him, or based on his recommendations.

On the other hand, you wouldn’t want to approach as a partner someone whose niche is built around selling natural cosmetics, even if her list has millions of names.

Extreme example to make the point.

Good thing reason number two: You kick your product (e-book) off in a big, big way, giving it lots of exposure in a short period to lots of people who are likely to be interested. This lays groundwork for continuing to build YOUR presence and grow your business.

Are you capturing emails of everyone who expresses interest or who buys?

Set things up so that you DO.

That way you can continue your dialog and build a relationship with them. That way the effort you put into building this massive launch will pay you back for years.

Some clever marketers launch products at a break-even cost, or even at a loss, just to build their list.

They know that your long-term success depends upon your having a strong, loyal following of people who look forward to hearing from you regularly and who are likely going to be eager to buy your future offerings and who will give great credence to your recommendations.

Caveat: For that to happen, you must overwhelm them with quality and value and rapport — demonstrating again and again that you understand and relate to THEIR needs and situations.

Good reason number three: You can sell lots of product right out of the starting gate, provided you have a compelling and enticing offer.

A sudden infusion of cash is a nice boost.

Even more important than making an initial splash, though, is having a strategy to sustain sales (and to sustain contact with your customer base) over the long-term. That’s how you build a strong business.

Otherwise you’re like a “one-hit-wonder.”

As a business, would you rather model The Swinging Medallions (Who? “Double Shot of My Baby’s Love.”) or The Rolling Stones?

To maximize and leverage your efforts, everything you do should be a building block that strengthens and secures your foundation and your platform as you grow your presence and business for the long haul.

Will you be able to look back in 20 years and say, “This product launch really contributed significantly to establishing the success I am enjoying today?”

Allow yourself the wisdom of the long view.

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Didn’t mention in the earlier Amazon scam article that Andrea Lee wrote a list of the top 10 reasons to do an “Amazon bestseller” campaign. Haven’t read it yet, but Andrea rarely disappoints. If this is something that intrigues you, check it out. And you might want to sign up for her newsletter.

What are some ORIGINAL and non-hype ways to launch a product on the internet? What were the factors in the coolest launches you’ve seen? Share your thinking, please.

* Unless you refer to it as a “10-minute bestseller.”

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– ken winston caine