Surprise Me!
Dealing with the unexpected is just what guerrilla marketers do. Linnea gave an example of a debut author she worked with as an editorial assistant. Her publisher put out a book of short stories by the new author expecting a tough sell, but then “the book started getting rave reviews in newspapers all over the country--the author was called the new Steve Martin, the new Woody Allen, the most important book of the year--it was incredible.”
The reviews couldn’t have been any better if the author had written them. And it turns out that he had. “He wrote all the reviews himself and sold them to newspapers under his grandmothers' names. Not only did he get stellar reviews, he made several thousand dollars selling the reviews to the local papers!” Talk about surprises.

But then the editor couldn’t buy it because it was similar to an upcoming book from one of her house’s bestselling thriller writers. Disaster.
News of how much the editor had loved the book caused five other editors to request it too. An auction took place. “The crazy thing was, it was so up and down—‘she wants it!’ ‘She doesn't want it!’ that a whole emotional roller coaster ride was happening during the call as my agent was talking.”
That night Linnea wondered about the outcome, “The thing I remember most was walking the dog by myself in the dark, trying to let myself be excited even though in the past I'd gotten so close and it had never worked out.” She wasn’t going to believe it until it happened. The technical term for it, she says, “is Dying of Encouragement.” Twists and turns.
But the book sold, the contract was signed, lunch with the editor was eaten. Suddenly she and her co-author, B.K. Sherer, looked at each other and said, “Holy [cow]! We just inked a three book deal with St. Martin’s—and we now have to write two more books!” Happy ending, but a hint of trials to come.
When asked when what she would do differently in her debut, she said “speaking up about changes to cover art.” They loved the cover art, asked for changes, and got them. One thing she’d do the same: “hire an outside publicist to augment the publisher’s efforts.”

