Know-How Exchange : Strategy

JT:

On a tactical level, I would suggest that you focus on public relations and media coverage. Specifically, query editors of online and print publications that cater to groups such as small business and associations. These audiences are quite viral (meaning word spreads fast) and a good offering can get snatched up quickly.

For example, you may send a press release and a complimentary copy of the e-book to select real estate media publications. Many of these publications cover IT security on behalf of their readers. You may also wish to target newsletters that cater to sole proprietors and other small business. Countless newsletters offer weekly tips on how to protect your PC. And many of these writers would welcome a new product or service to highlight. Check out the newsletters of chambers of commerce and industry associations, and see if they have room for your e-book.

You may also want to query writers at magazines like eWeek and PC Magazine. Getting a mention in a feature article would be great exposure. Just make sure you know how to approach media contacts in the right manner.

Lastly, why don't you offer up the author of the e-book to select media outlets? You'll be surprised at how many editors and readers out there would love to interview their resident security expert.

Good Luck!