Marketing Your Best Seller 73 When it does happen, make sure you’re fully pre- pared. Watch a DVD of someone like the late motiva- tional speaker Zig Ziglar in front of an audience. If Zig was marketing a book, it would always be in his hand. He’d keep lifting it up and showing it to the crowd as if it were a chalice full of holy water. He would talk about his book like a lifelong friend. He would tell stories, one after another, about his book. Zig would seem to baptize the audience with his book. He was continually marketing, but the emotion was so strong that it felt like something else entirely. If you ever saw Zig at a giant rally with 10,000 people or more, you would see thousands of books stacked 昀氀oor to ceiling as you entered the convention center. When you left, all the books would be sold, and the only things left were stack after stack of empty boxes. With practice, constant study, mentorship, and a white- hot burning desire, you can sell like Zig. Or do even better. It is enor- mously exciting and rewarding. As you’re becoming an expert marketer of your book, don’t feel you have to do all the work by yourself. Recruit others to sell your book. Sales training is a huge indus- try, but you can train people yourself once you get some marketing experience. (At our zenith, we had many orga- nizations busily selling our book through their respective sales teams to millions of people. Some of our many asso- ciates included: Reading Is Fun, Career Track, Skill Path,