How an out-of-the-box book marketing campaign helped debut thriller author Michael Jordan connect with readers
How an out-of-the-box book marketing campaign helped debut thriller author Michael Jordan connect with readers
4 PagesCASE STUDY How an out-of-the-box book marketing campaign helped debut thriller author Michael Jordan connect with readers Challenge Lawyer turned author, Michael Jordan, knew his debut thriller e Company of Demons had a strong hook—a troubled lawyer is stunned when a friend is brutally mur- dered and he is accused of the cr ime, the technique echo- ing through the city of Cleveland as matching that of the notorious T orso Murderer. Jordan also knew that the mystery and thriller genre boasts loyal and voracious readers and that he had to connect with those readers early and often in order to earn their approval, build buzz, and create demand for his book. To achieve this goal, Jordan worked with the team at Greenleaf on an out-of-the-box marketing campaign as well as a Clevel
