On this day in 2012, Eckhartz Press author David Stern began his guerilla marketing campaign to promote his book The Balding Handbook: 5 Stages of Grieving for Your Hair Loss.
He placed ads in newspapers around the country announcing the death of Hedda Hair. Here is an example that actually ran in the Seattle Times on November 27, 2012…
Hedda Haire (age 49) originally from Tacoma, died in Kentucky after a long battle with MPB on November 19, 2012. Hedda was born to Really Missami and Lois My (nee Dignity). Haire is preceded in death by his loving grandmother, Jean (nee Defectiv) and estranged brother Nevalostmi. Remnants will be spread at Chaim Bald Memorial Park (chaimbald.com).
Praise for Stern’s book was universal. Here are a few examples…
- “David Stern is a very talented writer. ‘The Balding Handbook’ is done with humor, but without discrediting what many guys are agonizing about.” –Bill Thompson, The Book Cast
- “A perfect last minute gift for the man who has everything…but hair.” —Pat Colander, Shore Magazine
- “Hey a**hole your book sucks. It’s not funny. F**k you.” –Anonymous e-mailer
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