Timothy Ferriss

This week Jonathan Fields of the Huffington Post posted an e-mail exchange he had with a publicist from a major house who was pitching a new self-help book. The publicist not only sent the same cookie-cutter release twice, but then engaged in an argument with Fields—the person he wants to be on his side—about why his outdated methods work for everyone else. Fields uses this almost unbelievable exchange as the starting point for an insightful commentary on book publicity as it should be today. You may have heard the basics of how publicity has changed already (broadcasting to old media doesn't work anymore, social media requires joining the conversation, etc), but the post is a graphic demonstration of what we hear all the time.

Fields, who wrote and promoted his own book, Career Renegade, also points out a truth that held for both himself and 4-Hour Workweek author Timothy Ferriss: mentions on top-notch blogs and other social media can do a lot more for book sales than advertising in national newspapers and magazines or even appearing on national television.

As further evidence of the power of conversation, some great points are made in the comments section of Fields's post, so check that out as well. HuffPost blogger Lisa Earle McLeod chimes in with a piece of wisdom we've given you already: it's critical for authors to understand how media and publicity work today. Depending on your publisher and/or publicist to do it all for you is a sure formula for weak sales.