It seems that everything that Cass has failed to do for his book is what an author should do for a book. Using my powers of inference, I've compiled a list:
1. Get reviews
2. Do a reading tour
3. Get book clubs to use your book
4. Do an email blast
5. Have a website
6. Have a blog
7. Keep 5 & 6 updated (Note: Cass last posted at his website on May 21 and he's deserted his blog.)
8. Join social networks such as Facebook, MySpace, and Twitter
9. Make a YouTube video
10. Accept, as Cass has, that "this is the world we live in."
The trailer prompted me to put Head Case on reserve at my library. Cass's soft sell page at his website firmed up my interest in his book. Now I wonder if we all need to add a soft sell page to our websites.