Long story short, I received a direct message via Twitter last November from @GlockTheBook asking me if I might be interested in receiving a copy of a forthcoming book about Glock, the gun. Out of nowhere. Obviously, someone had done their homework, and I was identified as a gun owner and sports shooter. I jumped at the opportunity to receive an early copy of the book. The folks at Crown hooked me up with a copy for my Kindle, and I read it through and was wowed. I wrote an earned media review and quickly became part of the author’s street team.
Paul had an ambitious plan: divide and conquer the entire online Glockosphere. His marketing strategy was unique and bold, at least in comparison to other high-caste and high-pedigree writers I have met and consulted for. His marketing plan included not only the influential grass-tops but went for a deep-dive into the passionate world of the firearms, pistols, Glocks, and the Second Amendment grassroots – into the deepest reaches of the gold mine and into the lowly and often-ignored message boards and forums.
As it turned out, his lovely wife Julie Cohen was the reason why Paul reached out to me and to dozens of other gun buffs and communities all over the Internet throughout the course of his book promotion campaign. In fact, I recently discovered that it was Julie who discovered that I was a brand new gun owner who loved taking my Glocks to the range to make holes in paper and sent me the DM asking if I wanted to received an advance copy to review.
Whether Julie is Paul’s puppetmaster, guiding him into the nooks and crannies of Glock-related conversation online no matter where they happen, it was Paul who was willing to get in there, all fisticuffs, and open himself up to trolls and haters in the rarefied air of anonymous communities with the ultimate goal of making friends and selling books. And yet I hope Paul Barrett’s experience marketing online by virtually shaking hands and kissing babies was well worth his valuable time. Actually I know it was. A few weeks ago I got to meet Paul and Julie for coffee in person before he did a reading at Politics & Prose.
Message boards allow others to join the conversation — whenever
I will paraphrase Julie here when I say that no matter how prestigious a live book tour is and how personally fulfilling doing readings in bookstores always is for a writer, tours are insanely expensive, time-intensive, exhausting, and all too often completely ephemeral.
However, when you’re willing to add to this real-world dog and pony show the same kind and quality of community engagement online that you do during the book tour (all from the comfort of your home), then spending the time meeting people online, where they congregate anyway, is worthwhile.
Some of the benefits are simple: Message boards are a permanent record, so all the sharing that Paul did, all the questions he answered, and all the good will he fostered is there for the life of the board. Not only that, but because of the asynchronous nature of message boards, Paul needs to linger around each board for weeks to make sure he’s a responsive participant. It’s not as quick as just popping into a bookstore, spending a few hours reading and chatting, and then leaving.
Message boards aren’t real time. They required Paul to monitor responses and come back over the course of couple of days or a week. This allows more people to engage over time, allowing Paul the ability to really consider his responses or draft and revise his response before committing. It also allows members and participants to get over being star struck and get real.
It also needs to be said that, for every message board member who actively asks questions, makes accusations, or debates an issue, there are at least a hundred, maybe a thousand, non-participants who are every bit as committed to their message board community.
These “lurkers” were completely engaged when they saw Paul and “NYC Shoots” go at it in a heated debate on The High Road forum. By showing commitment to the community and a bit of bravery when challenged, Paul earned respect in the community, earning new fans and protectors as well as showing what he was made of in front of potentially 143,051 High Road registered members.
If bravery, boldness, and heroism under duress and challenge can’t sell books, I don’t know what can. If Paul M. Barrett, an assistant managing editor of Bloomberg Businessweek and author of American Islam: The Struggle for the Soul of a Religion and The Good Black: A True Story of Race in America, still thinks it is essential to engage the lowly, antiquated message board and forum as part of his book publicity tour, what’s your excuse?
Originally posted on February 22, 2012
Building Authentic Relationships in Niche Communities
Paul Barrett’s approach to engaging niche communities demonstrates the importance of genuine connections in digital PR and marketing. Rather than pushing his book through traditional marketing, Barrett entered online forums with respect and authenticity. This approach fostered trust, allowing him to become part of the community rather than an outsider promoting a product. Building these relationships requires patience and active listening, showing that one values the culture and interests of the community.
Leveraging Community Expertise for Engagement
Successful niche marketing often involves engaging with experts and enthusiasts. By joining communities where enthusiasts discuss Glocks and gun culture, Barrett positioned himself as someone willing to learn from and contribute to discussions. His strategy went beyond simply sharing information; he added to conversations, acknowledged community insights, and created value by respectfully participating in topics people cared deeply about. This strategy not only created goodwill but also positioned him as a trusted voice, leading to more organic discussions about his book.
The Role of Social Proof in Niche Marketing
Barrett’s presence on message boards not only sparked interest but also influenced other members to take notice, creating a ripple effect. When an author actively engages with enthusiasts in a specific area, it builds social proof—the psychological phenomenon where people tend to follow the actions of others. By having Barrett contribute meaningfully, forum members could see him as credible, prompting others to check out his book and discuss it. Social proof became an essential component of Barrett's strategy, as community members validated his work through their own interactions.
The Long Tail of Forum Engagement: Enduring Influence
One of the benefits of using forums and message boards is their longevity. Unlike fleeting social media posts, discussions on forums can last for years, offering a persistent presence. Barrett’s comments and interactions remain accessible to new users who join these forums, allowing his engagement to continue generating interest long after the initial interaction. This "long tail" effect of message boards makes them an ideal platform for niche marketing, especially for authors looking to reach audiences over an extended period.
Navigating Controversy and Building Resilience in Digital PR
Engaging in online forums focused on firearms and Second Amendment issues meant Barrett had to navigate sensitive and sometimes controversial topics. By addressing opposing views calmly and respectfully, Barrett built resilience and credibility. Engaging with critics rather than ignoring them allowed him to show the strength of his arguments and win over skeptics. For marketers in sensitive industries, this approach illustrates the importance of resilience and adaptability in navigating controversy without alienating audiences.
Understanding the Value of Lurkers in Forum Marketing
While only a fraction of forum members actively participate, the vast majority are "lurkers" who read without posting. These silent members still influence the community, and seeing Barrett’s respectful engagement with vocal participants had a broader impact. By fostering a welcoming atmosphere for questions, discussions, and debates, Barrett reached this larger, often invisible audience. In niche marketing, recognizing the influence of lurkers is crucial; they are often just as engaged as active members and may quietly become loyal followers or customers.
Utilizing Digital PR as a Long-Term Strategy
Barrett’s engagement on message boards wasn’t a quick campaign but rather a long-term commitment. Digital PR on forums and niche communities builds slow, steady momentum rather than instant results. By dedicating time to ongoing conversations, Barrett created a sustainable platform for his book promotion, showing that a long-term commitment to digital PR in niche spaces can be more impactful than short-term campaigns. This strategy highlights the importance of investing in sustained engagement rather than expecting immediate returns.
Bridging Online and Offline Marketing for Greater Reach
While Barrett’s primary focus was digital, he successfully integrated online engagement with traditional offline marketing strategies, such as book signings and in-person events. By meeting online forum members at real-life events, he strengthened his community ties and further legitimized his presence. Bridging digital PR efforts with offline events allowed Barrett to reach audiences through multiple channels, showing the power of an integrated approach in expanding reach and creating a more memorable connection with potential readers.
Adapting to Community-Specific Etiquette and Language
Each forum and message board has its own culture, language, and etiquette. Barrett adapted his communication style to fit each platform, respecting specific norms and avoiding language that might seem overly commercial or out of touch. For marketers and PR professionals, this adaptability is crucial; it shows respect for the community and helps avoid backlash. Barrett’s attention to detail in adopting the community’s language allowed him to communicate more effectively and blend into the conversations naturally.
Fostering a Grassroots Movement Through Community Trust
By engaging directly with gun enthusiasts and Glock communities, Barrett’s campaign fostered grassroots support for his book. Rather than relying solely on traditional advertising or mainstream media, Barrett’s direct approach built trust with those closest to the subject matter. This grassroots approach allows for an organic buildup of support, where community members themselves advocate for the product or book. Such grassroots movements are valuable in niche marketing as they often create a loyal fan base that extends beyond initial sales, becoming long-term advocates for the work.
Lessons for Future Niche Marketing Campaigns
Barrett’s experience offers valuable insights for future niche campaigns. Engaging directly with online communities allows brands and individuals to create authentic relationships that go beyond traditional marketing. Successful campaigns require a commitment to understanding and respecting the community, investing time, and building trust. Barrett’s approach to promoting his book on Glock message boards serves as a guide for how patience, authenticity, and respectful engagement can turn a challenging marketing landscape into a loyal customer base.
