118 You Have a Book in You Use Bypass Marketing Bypass marketing is a way of reaching the consumer out- side the traditional channels of advertising and sales. 吀栀e good news: bypass marketing is low- cost or no cost. 吀栀e challenge: it’s do- it- yourself. Bypass marketing means coming up with novel ways of getting your prod- uct into the hands of people who can buy that product. You do that by thinking of win- win solutions that bene昀椀t everybody. Go into restaurants and talk to the owners. Pitch the idea of making the book available to customers who are waiting to be seated, or even to read while eating if they happen to be alone. If the customer decides to purchase the book, the restaurant gets a percentage. It’s win- win. 吀栀ere’s no reason the restaurant shouldn’t go for it. We partnered with Dave Anderson, founder and owner of Famous Dave’s BBQ. He gave our book out to everyone who came into his restaurants alone. 吀栀ey read it and usually cried. People at neighboring tables would come over to console the reader; they would take the book, read it, and also cry. Great new friendships were created. Each customer bought a book before leaving. Dave loved it. It takes fourteen items to make a table ready (such as knives, forks, and napkins). 吀栀e average bill at his chain is $13 with a $2 tip. Our book sold for $13. He earned $6, had no cleanup, the customer was emotionally