The Anatomy of A Viral Book Launch

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On the eve of an online campaign that “pushes book marketing to the next level” Mike Koenigs, founder of Traffic Geyser of co-owner of Everything You Should Know, is brimming with anticipation. Koenigs has good reason to be excited—he is the mastermind behind the online strategy for the book launch of Harvey Mackay, #1 New York Times best-selling author of
Swim With The Sharks Without Being Eaten Alive.

Mackay, whose books have sold over 10 million copies in 37 languages in 80 countries worldwide and whose speaking clients include several Fortune 500 companies, came to Koenigs with a clear goal—to catapult his book, Use Your Head To Get Your Foot In The Door, to a top-selling spot with a blend of major media network coverage and a cutting edge online campaign.

Describing Mackay’s integrated strategy as “very powerful,” Koenigs adds that “this book campaign is using every aspect of technology… video marketing, podcast marketing, blog and article marketing, all the social media and social networking sites, iPhone and mobile marketing, and a full-on campaign with the goal to sell books and push a book to top-seller status.”

It’s a timeless strategy for getting maximum exposure for your book, and building an online marketing campaign that will continue selling your book long after its initial launch.

“The end goal is to build a relationship of trust” with potential online customers, Koenigs asserts, since that trust dramatically boosts online sales. To create that connection, he designed an online campaign that essentially lets online visitors test drive Mackay’s book before buying it through a series of free videos and reports. By providing valuable free content, Koenigs says, “you’re going to get traffic and visitors like nobody’s business. What’s great is, not only do you have the benefit of selling your book… it’s all about generating leads.” Those leads, of course, can be converted into sales over time, thanks to a series of four follow-up emails that are automatically sent to each and every lead.

By optimizing video, which, Koenigs asserts, accounts for “60% of the sheer volume of content moving over the Internet,” he can ensure that Mackay’s “database is going to grow on a daily basis. It’s not uncommon for videos to stay up and show up in search engines for years” he says, which means that videos can “produce leads for years to come,” and continue selling Mackay’s book long past its publication date.

Harvey Mackay

Using Traffic Geyser to distribute Mackay’s content on YouTube, Facebook and literally dozens of other critical sites, Koenigs built sales and lead generation processes that are seamlessly automated. This saves Mackay “thousands of dollars and months of time” it would have taken to submit the same content manually on a regular basis.

Harvey Mackay

Video, which can also be transcribed into text with a click of a button using Traffic Geyser, gives you the ability to tap into a huge percentage of the world’s 1.74 billion connected users. “It isn’t just kids watching online video. It’s people from all over the world, from every age bracket and range and demographic profile,” he says.

For any author, Koenigs adds, even a small “strategic investment in time is going to make all the difference in the world” in getting online book sales and leads. Given the continued growth of the Internet, using a comprehensive book launch strategy like the one Koenigs created for Mackay may help level the playing field for new and established authors alike.

To experience the online campaign Mike and his team created for Mackay, visit