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This where you create the want to buy. Has it been really well reviewed in a paper? Are you offering your first book free with this, your second, book? Is it going out of print soon and there are only 50 copies left? The way Apple markets it's iphone and ipad is a classic example of creating desire through lots of PR about lack of stock, launch days, fanboy stories and so on. They create a breathless, not-every-one-will-get-one thing so effectively that people queue in the rain and cold to buy. I bow at the feet of the Apple marketing people! We mere mortals will have to settle for more prosaic things like audio snippets, great reviews and book trailers your geeky mate has put together for the promise of dinner and a bottle of red.

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