Marketing Your Best Seller 105 thing in return? 吀栀at’s why you should o昀昀er something for free: a sample chapter of your book, a special article, tickets to your seminar or event, a group conversation, a private and exclusive event, or a small but meaningful and desirable gift. In the industry, this is called an air gift. 吀栀e cost to you is zero or negligible when compared to the dollars earned. It is an ethical bribe, according to Jay Abraham, the world’s greatest marketer. Viewers can download their gift in exchange for their email address. Or give them a discount on the full pur- chase price if they create a membership on your site. Better yet, give them both a sample chapter and a dis- count. Remember: the 昀椀rst and foremost goal is to build your database. 吀栀e more free stu昀昀 you can provide, the faster that database will build. Don’t think of it as a give- away. 吀栀ink of it as an investment, because that’s exactly what it is. I see Chicken Soup for the Soul readers as life- long customers and friends. 吀栀e emotional impact and connection of our stories keeps them coming back for more. Our stories cause memorable, instant, and power- ful inner change. Bob Allen and I melted down Je昀昀 Bezos, when we watched him challenge us on TV by saying: “No one can sell more books than Amazon can deliver.” Bob had just been enormously successful with his challenge for his book Nothing Down. Bob had said, “Send me to any city, and I will buy $1 million worth of real