Craig Mod, a writer, designer, and publisher, is known for his unconventional approach to marketing books. In fact, he has been able to build a significant audience and generate buzz for his book, "Kissa by Kissa," even before it was published. In this article, we will explore Craig Mod's way of marketing his book before it is even published.

Background on "Kissa by Kissa"

"Kissa by Kissa" is a memoir that chronicles Craig Mod's 1,000-mile walk across Japan. The book is a personal and philosophical exploration of walking, Japan, and life. Craig Mod worked on the book for several years and it was published in August 2022 by Farrar, Straus and Giroux.

Marketing Strategy

Craig Mod's marketing strategy for "Kissa by Kissa" is focused on building a community of readers who are interested in his work. He has been able to do this by leveraging the power of the internet and social media.

Email Newsletter
Craig Mod has a weekly email newsletter called "Roden Explorers," which he uses to share updates on his work and connect with his readers. He has been using the newsletter to share excerpts from "Kissa by Kissa" and to invite his readers to join him on virtual walks through Japan. By using the newsletter, Craig Mod has been able to build a loyal audience of readers who are interested in his work and are excited about the upcoming release of his book.

Virtual Walks
Craig Mod has been hosting virtual walks through Japan as a way to connect with his readers and share his love for walking and Japan. He has been using the walks to promote "Kissa by Kissa" and to give his readers a taste of what to expect from the book. By hosting virtual walks, Craig Mod has been able to create a sense of community around his work and build excitement for the upcoming release of his book.

Social Media
Craig Mod has been active on social media, especially on Twitter and Instagram, where he shares updates on his work and engages with his readers. He has been using social media to share photos and videos from his walks, as well as behind-the-scenes glimpses of the book-making process. By using social media, Craig Mod has been able to reach a wider audience and generate buzz for his book.

Collaborations
Craig Mod has collaborated with other writers, artists, and publishers as a way to promote "Kissa by Kissa" and to build a network of like-minded individuals. He has been using collaborations as a way to cross-promote his work and tap into other audiences. By collaborating with others, Craig Mod has been able to expand his reach and create new opportunities for his work.

Conclusion

Craig Mod's way of marketing his book before it is even published is a testament to the power of community building and engagement. By leveraging the internet and social media, he has been able to build a loyal audience of readers who are excited about his work and are eagerly anticipating the release of his book. His approach is a reminder that marketing does not have to be solely about sales and promotion. Instead, it can be a way to build relationships with readers and create a sense of community around one's work.