Self-Derogatory Advertising (SDA)

In determining the best way to market the Dooven Books, it occurred to the team responsible for doing so, that their style does not fit with the sort of positive, optimistic messages conventional advertising utilises. This is the problem when marketing the sort of ghastly books Thomas has written. When considering the following slogans to promote them, bathrooms were sought for less than conventional reasons.

Phrases such as, “Romantic, absurd, light-hearted,” or “Any hope for predictable adventure is turned on its head. A funny, feisty, and irreverent exploration of the bizarre,” or “A gripping tale of intrigue, deception, blackmail and greed,” or “More exciting and deeply imaginative novels in the increasingly endearing Velvet Paw of Asquith novels,” are not only utterly untrue, but somewhat blasé and tired after constant bombardment in the media over the years. Moreover, they are entirely inappropriate to the style of the Dooven books novels.

In as much, promotion of the Dooven books is far better conveyed by a type of self-deprecatory style (SDA) which Panda Books Australia, a subsidiary of Coljeta Pty Ltd, is here advising creation of.

 SDA has two intentions.

1. Being intentionally negative (which gains attention by a sort of double take)

2. Humour to suggest the opposite is actually true (which is not the case, by the way)

This 'compliment via reverse psychology' is an intentional form of promotion, and is stated here in the hope that if anyone else produces the same sort of rubbish as the Dooven books and promotes them similarly, it is demonstrated on the public record that it was first created here and now by Coljeta Pty Ltd.

Thanks to all the respondents for their suggestions.

And thanks for liking the books.

Simon Schaefer for Panda Books Australia, 8/8/13In determining the best way to market the Dooven Books, it occurred to the team at Panda Books that the books’ style does not fit with the sort of positive, optimistic messages conventional advertising utilises. This is a very real problem when trying to marketing the sort of ghastly books Thomas has written. When considering the following slogans to promote them, bathrooms were sought for less than conventional reasons:

Phrases such as, “Romantic, absurd, light-hearted,” or “Any hope for predictable adventure is turned on its head. A funny, feisty, and irreverent exploration of the bizarre,” or “A gripping tale of intrigue, deception, blackmail and greed,” or “More exciting and deeply imaginative novels in the increasingly endearing Velvet Paw of Asquith novels,” are not only utterly untrue, but somewhat blasé and tired after constant bombardment in the media over the years. Moreover, they are entirely inappropriate to the style of the Dooven books novels.

In as much, promotion of the Dooven books is far better conveyed by a type of self-deprecatory style (SDA) which Panda Books Australia, a subsidiary of Coljeta Pty Ltd, is here advising creation of.

 SDA has two intentions.

1. Being intentionally negative (which gains attention by a sort of double take)

2. Humour to suggest the opposite is actually true (which is not the case, by the way)

This 'compliment via reverse psychology' is an intentional form of promotion, and is stated here in the hope that if anyone else produces the same sort of rubbish as the Dooven books and promotes them similarly, it is demonstrated on the public record that it was first created here and now by Coljeta Pty Ltd.

Thanks to all the respondents for their suggestions.

And thanks for liking the books.

Simon Schaefer for Panda Books Australia, 8/01/13