Eterna Cadencia, an Argentinian independent bookstore and publisher, seems to have hit on a winning marketing strategy for its first-time authors – create urgency with disappearing ink.
The publisher created the special ink and used it on an anthology of the best new Latin American authors titled “El libro que no puede esperar,” which translates as “The Book That Can’t Wait.”
They reasoned that the disappearing act would give fledgling writers the attention they need to survive.
It appears that the promotional tool worked very well. Check out the video below. And while I’m cheering for them, I have to wonder how long the now-you-see-it-now-you-don’t ink will bring in buyers before the novelty disappears as well.