Today’s marketing tip? Think outside the box, or in this case, the shoe box, as a smart marketing strategy. Here’s an example of good book publicity. The very first book I wrote was a humorous dating book entitled I Love Men in Tasseled Loafers, or, how to judge men by their shoes. To market my book, I contacted numerous shoe companies to see who would partner with me. The Allen-Edmonds company in Wisconsin, maker of upscale men’s shoes, promoted my book tirelessly, and also sent me 100 empty shoe boxes. When I sent my book out to the media, I placed them in those shoe boxes, along with press releases that I rolled up and tied with actual leather laces and tassels. (I am a former Advertising copywriter.) I added shoe horns and shoe bags from the hotel that hosted my book-signing party. The result? Huge, enthusiastic attention for my book. The lesson here? Always partner with companies that can help you sell yourself and your business. I also hosted a book-signing party in the men’s shoe department of Nordstrom, so that every man who bought a pair of Allen-Edmonds tasseled loafers also received a free copy of my book, all autographed by me. These are smart, low-cost marketing tips that can put your business on the map, especially if you are a small business. For more information, visit my website at

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