It’s been said that to be successful, one must do what others can’t. They must also do what others don’t or won’t. So what the heck does that really mean?
It
means that when most people reach a point of giving up, you continue and
persevere.
It
means when people act a certain way, you go the opposite way. If we all do the same thing, we won’t all
achieve something.
It
means when people are too lazy to do something, you should do it.
It
means when others find something to be not worth their time, you seek value in
doing it.
It
means thinking, acting, and saying what others don’t – and seeking to find a road to
success by being different, unique, or contrarian.
Otherwise
the burden is to be better than most at something. The more people compete with you, the better
you’ll need to be. Or you can choose
your own path and play by different rules. Play a different game
completely.
The
truth is that you should do both. Do
what’s conventional and achievable - go for the low-hanging fruit – but also
take risks and approach something in a wildly different manner than others.
Marketing
a book should be done in a way that you both do what’s needed, even expected,
but find your own unique approach to things.
Sure you should contact the media, but maybe you have an interesting way
of doing this. Sure you should speak
before groups to sell your book, but maybe you have an unconventional style or
approach. Be unique and stand out. You can shine, but sometimes you need to
bring your own spotlight.
Every
step of the way of your book marketing you should do what makes sense and is
attainable, but also question how you can try new things, do old things in a
new way, and to dismiss conventional wisdom in favor of doing things your
way. Given the odds are against your
success, with 3,500 new books released daily, you have to find alternative means
to brand yourself, sell your book, and get your message out there.
Will
you produce video number one million and one of a talking head or a dancing dog
– or will you create a video of a snoring camel – or maybe skip videos and use
some other, underutilized medium?
You
want to stick out in everything you do, from how you dress and speak to what
your website looks like, your business card feels like, and how you use social
media. The minute you do more-of-the
same stuff as your fellow authors, you will seal your fate in anonymity. Stand out or sit down.
The New York Post, an entertaining
rag masquerading as a newspaper, recently had a piece about an author doing a
book tour on horseback across America.
Now
that’s a bit unusual – and what a cool idea.
Author
Bernice Ende, set out last month in Montana to promote Lady Long Rider: Alone Across
America on Horseback, and won’t stop riding until she makes it to New York
in April. Talk about a road warrior!
She
estimates she’s ridden horseback over some 28,000 miles in her lifetime. The retired ballet teacher is making the most
of her passions, riding to promote a book about riding.
This
is what it takes to promote a book these days.
You need a gimmick. It’s not
enough to write a great book, advertise it heavily, or promote it wildly. You must come up with a head-turning
approach in what you do or say while pitching your book.
I’ve
seen authors do RV tours, motorcycle tours, walking tours… but not a book tour
by horseback. What’s next – camel
riding? It would work!
Okay,
so you may not have the time, resources, or skill, or desire to promote your book
via horse, but what can you do that’s a bit unconventional or atypical to get
attention for yourself?
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