Page 183 - Visual Marketing
P. 183
Why It Works people helped than 100 listings of Gourmet
me put this book Bachelor media postings.
Carns is the modern entrepre- together,” says • Carns cooked a three-course
neurial Renaissance man—part Carns. gourmet dinner live on the
publisher, writer, art director, Miami edition of the Today
marketer, and spokesperson. He Carns spent three show, and it was broadcast
spent the good part of a year years creating, throughout Florida, Central
travelling the country promot- publishing, and America, and South America.
ing his book. Carns believes launching his • Marie Claire published Carns’s
his book could not have been book. He initially sold it exclu- Thanksgiving dinner menu for
produced in any other era. sively on his own website and bachelorettes.
The convergence of low-cost then worked out distribution
digital publishing and social deals with Amazon and Barnes Takeaway Tip
media, combined with a tough & Noble. Will he devote himself
economy, allowed him to col- to being the “bachelor gour- When publishing a book, e-book, or any pub-
laborate with top-notch creatives met” chef for the rest of his lication, choose images for the cover and
to produce a high-concept, life? That’s his short-term goal. inside the book that evoke an experience of
professional book. “At least 30 For the long term, he strives to the senses, and by their nature convey to
become the preeminent food readers, in a variety of subtle ways, what the
and wine communications guru. book is about. Taking the time to find that
one great image will pay off.
Success Metrics
PO WER TO THE PR I N T I TE M ! 162
• National media exposure has
been phenomenal. A Google
search will generate more
