We are all tempted to say things like, "My book is just as good/better than (Name your best-seller here)" We all get inspired by top books and movies and sometimes our work ends up being something that fans of that book or movie would love and we want to tell them that. Unfortunately, telling people that your book is as good as Twilight (or whatever) is not the right way to go about it.
Wrong: Posting an image of your book photo shopped with images associated with other popular books and movies.
Right: Posting images of your book. Then later, posting images supporting those books and movies that are similar to yours. This tells people that you are a fan too and that your book might be up their ally.
Wrong: Saying that your book is as good/better than (insert popular title here)
Right: Letting reviewers say these things. (Don't tell them to say these things. Let it happen naturally.)
Wrong: Posting an image of your book side-by side with the other, more popular book.
Right: Trying to get on lists on which that popular book is on. Lists on Goodreads and Listmania would be perfect. This also improves your chances of being discovered.
So there you have it. Not only does doing things the "wrong way" make you look unprofessional, it can also be illegal. Using copyrighted images, for example, is illegal. Piggy-backing on someone else's fame or popularity isn't illegal, but should be.
Tomorrow we will talk about one of my biggest pet peeves in the marketing world.