It's a competitive, noisy market for books, so it's important that authors form a marketing strategy early on that will make their work stand out. Author Dana Ayers used some standard marketing tools such as building buzz and reviews ahead of her book release, along with some strategic hash-tagging in social platforms. Her more unique marketing tool happened by accident when she began sharing her encounters with floss picks in blog postings. Her followers and audience quickly grabbed on to this game of finding random floss picks and now relate the item to her book, Confessions of an Unlikely Runner.