Bile damaged, meat stained, radioactive, rodent chewed books for sale
Would you buy a bile damaged, snot encrusted, baby-been-sick-upon radioactive novel that’s been dropped down the toilet, has the wrong cover, holes drilled through it, and blank pages? Many people would, and did.
My short story collection sawn off tales had been out a couple of months and I had a few copies lying about at home so I decided to sell them as signed copies on Amazon. There’s an area on the site called The Marketplace where anyone can sell books. I offered them as signed copies, and I did sell a few and as a treat I decided that each buyer would get a little free gift, to make it more personalised. Initially the free gifts were copies of literary magazines in which were a few extra stories by me. However, I soon began to run out of free magazines and looked about the house for other stuff I could offer free. There were plenty of books I didn’t need any more around so I decide to offer Phillip Roth’s Everyman free with my next sale. Then the next stage of my Amazon marketing plan occured to me. After all, which was the free gift? Roth’s Everyman or David Gaffney’s Sawn Off Tales? It actually didn’t matter. The deal was the same either way and as Phillips Roth’s page on Amazon got plenty more traffic than mine, I decided to sell Roth’s Everyman with a free copy of my book. This entry on the marketplace site would also act as an ad for the book and even if people didn’t buy my second hand copy of Everyman, it might send people to look at my book, read the reviews and maybe even buy one.
The problem was five minutes later I sold the copy of Everyman, which meant my little advert was gone. If this viral marketing strategy was to work I had to make sure my ambush ad was up as long as possible. Also, it needed to be connected to only bestselling books, to maximise the traffic. I identified the top twenty fiction sellers on Amazon, bought a copy of each book and offered copies for sale, trying to make sure that a) my book was the cheapest so it would appear at the top of the list and b) no one in their right mind would actually buy it, thus maximising my ad’s lifetime on the page. Here’s a few of the ads I used.
QI book of general ignorance. £4.50
Dropped down toilet so still damp and a bit smelly. Free sample of David Gaffneys hilarious Sawn Off Tales with every purchase
A short history of Tractors £3.00
Book stored on pig farm so strong odour of animal feed. Free sample of David Gaffneys hilarious Sawn Off Tales with every purchase.
The Kite Runner £2.50
Book printed in error without a spine so held together with bulldog clips. Free sample of David Gaffneys hilarious Sawn Off Tales with every purchase.
Notice also that I was now offering only a sample of my book (a few copied pages) as I couldn’t afford to send out a free book which cost me £6.50 each time. Surely no-one would buy books described in this way. But, no. They bought them. Copies of The Book of General Ignorance (loose pages and in the wrong order) and The Short History of Tractors (huge stains and a corner chewed off by the dog) sold like hotcakes and soon I was stuffing books into envelopes with sample pages of my book, at a financial loss each time of about £2.00. That I had to supply the books was problem enough. However, the other question in my mind was, did the buyer expect the books in the state I had described them, and would they be disappointed when pristine copies turned up? Should I be spilling milk on them, ripping out pages and getting dogs to chew them? And the other problem was, every time I sold one, the advert disappeared from Amazon so the whole purpose of my plan was defeated. I had to list them again. I upped the ante. I would make these books so undesirable that no-one in their right mind would want one in the house. I put several ads up on the site with the following descriptions
Cheap ink used in this edition causes headaches and coma in pets.
Printing error means every page printed with image of Bruce Forsyth.
Has wrong cover - Donkeys Get Aspergers Too - but text inside okay
Bile damaged from colostomy bag.
Has had eye-holes drilled through for comedy spy prop.
Blood stains on cover and inside from bedroom fight.
Baby sick on it but will clean up nice.
Most writing obscured by mucous damage.
From abbatoir staff room. Some gristle and meat may still be present.
Ex-nuclear plant library stock. Checked, safe caesium level, no polonium.
Rodent attack leaves just one page readable, but it’s a good one.
But still they sold! I even took to pleading - please, please don’t buy this book buy the one below, but it still didn’t work. So what was the next step? I had the addresses of all the people I’d sold to. Possibly I should visit each buyer and offer a free reading in their living room? Maybe ring them and read them stories down the phone? Maybe I should just write a better book.
David Gaffney














