Getting It in Writing

This week the Hartford Courant featured a wild story of inky ambition.  In an unlikely act of permanent consequence, Kevin Baum, a CT broker turned marketer and author, got a tattoo across his chest -- backwards, no less, so that he can see it in the mirror -- that reads "New York Times Bestseller."  He believes that making the infamous list with his latest book, Roar! Get Heard in The Sales and Marketing Jungle: A Business Fable, to be published by John Wiley & Sons, will give him the marketing credibility he needs. In an era when publishers often leave the promoting to their authors, is promoting via pectoral art really so outlandish?