Market Your Book Like El Chapo


There are some smells you never forget:

* New car smell
* First day in your just-purchased house
* Baby’s scent (not when a diaper change is needed)
* … and when you meet the dog you just adopted.

I got to experience the latter a little over a month ago.

My family and I welcomed a year-old pug into our home — almost three years to
the day that we rescued Ferris, a lovable black lab who was four back then.
Yes, I have a hundred-pound middle-aged dog and a 20-pound puppy.

This one’s back story is he was rescued out of a drug den in Aruba. Fostered in
Phoenix for a few months, he was flown to us across the country this past
Saturday. We named him El Chapo.

We found out the billionaire drug cartel king is a short guy and his nickname
means shorty. Our pug is a little guy with a big personality. Perfect fit!

When my wife suggested we adopt a pug I was not fully into it. I love dogs but
was there really a need to double the dog count when we had a perfect dog

She pushed it. When she wasn’t sending me adorable pics, she was asking me to
warm up to the idea. Whatever Ferris was doing, she asked me to imagine him
with a little playmate.

She wore me down. I caved, reluctantly.

When he arrived we agreed to foster him. If he was good, we would keep him. If
he shit all over the place, bit anyone, or ruffled our resident dog he was
outta here.

He immediately immerses himself into our lives. Who can deny a snug pug who
looks at you with guppy eyes and wiggles around?

He at first seemed to annoy Ferris with all of his playfulness. He bravely got
in the face of Ferris, yapping at him to play. Whatever toy Ferris had, El
Chapo wanted. Whenever Ferris moved, the microdog followed. When Ferris was
lying around, the other one jumped on him like he was an amusement park ride.
After a few days of put-in-your-place growls by the big guy, there was harmony.

They found a way to engage each other that I didn’t think Ferris would go for.
He is a people’s dog, not a dog’s dog. El Chapo has literally wiggled his way
into everyone’s heart. So how did he do it?

Authors should pay attention to what this little dog does to ensure he got what
he wanted — to get adopted:

1. Persistence — He makes his presence known and is persistent
in his efforts to get me to like him.

2. Consistency — Every day he is on good behavior so that I
don’t grab an excuse to punt him. He acts consistent with how a hood dog

3. Energetic — He has an exuberance about him. One is drawn to
his spunkiness.

4. Passionate — Everything that he does is done with a real
desire to engage. It shows in his body language and the animated sounds that he

5. Playful — He is always up for play time.

6. Adorable — He looks so scrumptious and lovable.

7. Engages Everyone At Their Level — He is around to sit and
be a lap dog or he can join you on a long walk.

8. Voices His Needs — Though he can’t speak, he does make
sqeaky sounds and looks at me with his guiding eyes in a way that I think I
know what he wants.

You too can follow his playbook to win others

Book Marketing Help?

Brian Feinblum, the founder of this
award-winning blog, can be reached at  He
is available to help authors promote their story, sell their book, and grow
their brand. He has over 30 years of experience in successfully helping
thousands of authors in all genres. Let him be your advocate, teacher, and



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About Brian Feinblum

Brian Feinblum should be followed on Twitter
@theprexpert. This is copyrighted by BookMarketingBuzzBlog ©2023. Born and
raised in Brooklyn, he now resides in Westchester with his wife, two kids, and
Ferris, a black lab rescue dog. His writings are often featured in The Writer
and IBPA’s The Independent.  This
award-winning blog has generated over 3.3 million pageviews. With 4,400+ posts
over the past dozen years, it was named one of the best book marketing blogs by
BookBaby  and recognized by Feedspot in 2021 and 2018
as one of the top book marketing blogs. It was also named by
as a “best resource.” For the past three decades, including 21 years as
the head of marketing for the nation’s largest book publicity firm, and two
jobs at two independent presses, Brian has worked with many first-time,
self-published, authors of all genres, right along with best-selling authors
and celebrities such as: Dr. Ruth, Mark Victor Hansen, Joseph Finder, Katherine
Spurway, Neil Rackham, Harvey Mackay, Ken Blanchard, Stephen Covey, Warren
Adler, Cindy Adams, Todd Duncan, Susan RoAne, John C. Maxwell, Jeff Foxworthy,
Seth Godin, and Henry Winkler. He recently hosted a panel on book publicity for
Book Expo America, and has spoken at ASJA, Independent Book Publishers
Association Sarah Lawrence College, Nonfiction Writers Association, Cape Cod
Writers Association, Willamette (Portland) Writers Association, APEX, and
Connecticut Authors and Publishers Association. His letters-to-the-editor have
been published in The Wall Street Journal, USA Today, New York Post, NY
Daily News, Newsday, The Journal News
(Westchester) and The Washington
. He has been featured in The Sun Sentinel and Miami Herald.
For more information, please consult:  





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