Marketing Your Best Seller 119 wowed, his sta昀昀 exuberantly happy, and the diners came back to eat there again. It was a superb win- win. 吀栀ink of situations in which you have a captive— places where it’s easy to get people’s attention because there’s not a lot of distraction and their defenses are down. Beauty salons worked for us, as did chiropractor’s o昀케ces. Plane 昀氀ights are also a great opportunity. Every airline provides passengers with access to audio pro- gramming of one kind or another. Generally, it’s just dif- ferent genres of music, but there’s also an opportunity to do a presentation from your book on airline audio. You can start with small feeder airlines and then bounce up to the larger carriers. My friend Scott Gross, who wrote Positively Outrageous Customer Service, came up with an outrageous and outstanding idea for Southwest Airlines. For one month, 昀氀ight attendants announced they would send a roll of toilet paper down the center aisle of the air- plane. 吀栀e passenger who came closest to guessing the number of squares on the roll won a free copy of Scott’s book. 吀栀e book became a best seller in a month because of one very creative and well- executed idea. On the topic of airlines, in- 昀氀ight magazines are also important. It’s not just a matter of getting an immedi- ate sale. It’s creating awareness of who you are and what you’ve written. If a passenger sees your name in an airline magazine and then sees your book in the airport book- store, you’re much more likely to get a sale at step 2 than