Marketing can have one of two goals: make sales or create awareness. Although marketing can do both of these, it will only do one well.
This post will discuss ways to create awareness – and when done right, top-of-mind awareness. That is, having our author brand be what a reader first thinks of when he or she considers what book to read next. Awareness, which some would call branding, is built… read more>>
Strategic marketing can improve books sales. However, it can quickly waste a lot of money with little return when done haphazardly. Review each advertising option carefully before committing money to it. Here are five ideas to consider:
Print Ads: Unless you find the ideal publication, print media is expensive and seldom generates enough book sales to make it worthwhile. However the right publication… read more>>
As authors, our websites are our home base, the destination all of our online activity points to. We need to make sure our sites are up at all times and working correctly. When there is a problem, we limit our ability to connect with others about our writing.
Here are six things to check… read more>>
As part of my publishing business I send email messages to magazine subscribers on behalf of our advertisers. This is one of the services we provide. It’s commonly called e-blasts, but it’s just a different twist on email marketing.
I’ve done this for several years and have tracked vastly different response rates depending on the type and tone of the message. Consider these ideas… read more>>
There are several blogs I follow; I read them whenever I can. Sometimes I just read, and other times I read and comment. Only a small percent of blog readers take time to comment.
The reasons are many: too busy, a lack of confidence, not knowing what to say, fear, and so forth. There are, however, some reasons why we should comment. Here are three… read more>>
The goal in advertising is to get our name and book in front of readers. But advertising is expensive; it is a quick way to lose money if we advertise in the wrong place. However, when we find the right place to advertise – one where our audience hangs out and that provides a good return on our investment – we can do even more to maximize our paid coverage by following these eight tips.
In addition to running ads in carefully targeted publications and websites, we can take these additional steps to enhance the value of our advertising dollar… read more>>
As we consider ways to market our books, we need to be aware of the “marketing measurement myth.” This is an alarming trend with marketers, especially those with affection for the Internet. Their perspective is that if it can’t be measured, it doesn’t matter and isn’t worth pursuing.
Consider, for a moment, applying this bias to pursuing a personal relationship… read more>>
Book publishing is more than just writing and producing books; it is also about selling them. Selling books requires a host of skills, including marketing, promotion, and public relations. Yes, public relations – PR for short.
At its most basic level, public relations is managing the flow of information from an entity (a company, organization, or an individual) to the public. As in the case of authors, the goal of this flow of information is to… read more>>
If you are a consultant, service provider, or business professional, having a book can become your best form of promotion. A book provides instant credibility, elevating you above the competition who has no book. It becomes a calling card, opening doors and providing opportunities you would otherwise miss. Your book is the ultimate business card… read more>>
I hate asking new authors, “What’s your book about?” They panic; they stammer; they ramble. Five minutes later, I’m still not sure. Telltale signs that communication is not occurring are phrases like, “Then in chapter two…” or “Oh, I forgot to mention…” or “I haven’t worked this part out yet.” When my eyes glaze over, they become flustered and utter the killer phrase: “It starts out kind of slow but really picks up around page 65.”
In recent posts, we talked about writing back cover copy and promotional copy for our books. A related topic is creating an elevator pitch… read more>>