We have to believe that all the postcards, flyers, ads, blogs and all the rest works, that woven together, it forms a bond with readers, turning them into fans. Sometimes, though, it gets a little abstract.
Today however, I witnessed true evidence. My niece, Lisa came rushing in to my sister's house in an total frenzy, rushed to the computer, printed out an email and headed back for the door. "What's up," we said. "What's the rush?"
Waving the printout at us, Lisa explained that she had received her email newsletter from Janet Evanovich which announced her latest book, but when she went to the library to reserve a copy, the librarian insisted that Evanovich didn't have a new release. Apparently a squabble ensued, which Lisa intended to win by showing the librarian Evanovich's newsletter.
Wow, I thought! That is customer loyalty! Definite proof that marketing works.