How do you get someone to anxiously wait for your book's release?

Sure, J.K. Rowling, John Grisham and Seth Godin have it in the bag.  They release a book…and voila, the audience is there.

But for most authors, especially non-fiction authors, the road is a bit more rocky.  They usually don’t have a ton of support from their publishers (if they aren’t self-published), they’re most likely still working a day job and odds are, they aren’t loaded.

So how do they get our attention?  How do they convince us to jot their book’s release date on our calendar?  Well, the irrepressible and irreverent Andy Nulman did it like this.

And yes, I put it on my calendar.  You?