A unique blog dedicated to covering the worlds of book publishing and the news media, revealing creative ideas, practical strategies, interesting stories, and provocative opinions. Along the way, discover savvy but entertaining insights on book marketing, public relations, branding, and advertising from a veteran of two decades in the industry of book publishing publicity and marketing.
You are trying to
promote and sell your current or upcoming book so the last thing you need is to
publish another book that needs publicity, right? Well, what if you published
one book in order for it to be used as a marketing tool for one’s business,
consulting firm or brand?
Let’s say you
publish a book on selling real estate and you want that book to sell well, help
you get new clients, and help you get publicity. Consider doing an ebook
(something you can get out quickly, with little or no cost and something that
can be shorter than a traditional book) in addition to your main book. The
e-book can even be given away for free in hopes it will get people to your
site, where they can buy your original book. The ebook can be on a
complementary subject or it can be some additional material that serves as a
teaser for the book you want to sell.
Or let’s say you
published a specialized book that sells more than a typical book in a
bookstore. Maybe it is selling for $100 or $1000 a copy. To promote such a
high-priced volume, consider having a traditional publisher issue a different
version of the book, one that doesn’t give the same quantity of information of
the premium valued one but nevertheless still is perceived as giving useful,
and interesting information. The mass distribution of the second book could get
more visitors to your site and lead some readers to buy your more expensive,
You can experiment
and release different books at varying price points and each one can serve to
help sell the other one and space lend to generating more traffic to your site.
Some people prefer different options., based on budget preference or needs. If
you don’t want to do a second book, consider writing a number of white papers
(well-researched 4-6 page reports on a specific topic) and use them to promote
your book and site.
“Do not wait for
extraordinary circumstances to do good action; try to use ordinary situations.”
“Things are not as we
see and sense them but as we wish they were seen and sensed.”
“To understand a new
idea break an old habit.”
Toomer DON”T MISS THESE!!!
How authors get their book marketing mojo – and avoid failure
you want to contact an organization to see if they will purchase your book.
Perhaps you want a company to buy 50 copies for their employees. When you call
them, what will you say that will convince them to buy, buy, buiy?
·What is your opening line?
·Who are you asking to speak to?
·What do you do if you get voicemail?
·What do you know about the
company/person you are calling?
·What do you hope the call will
Consider these steps:
Beginning…Your call begins with you dialing the number of someone or some
organization that you hope to gain a positive, achievable outcome with. Make
sure you built or secured a targeted contact list. If possible, know the name
of the person or their title/department, so you don’t ask the person answering
the phone to guess what you want. If the operator/receptionist asks what this
is in reference to, don’t pitch them. Just explain you have a unique
opportunity that you’d like to share. If you get voicemail, try back another
time. Ask the operator when it’s best to call again.
you get the person you want, deliver a version of the 100-word introduction. In
this case, you can say it in four sentences: “Hi, I am the author of a new book
that I believe will be of interest to you and your employees (or members). It
helps them to (do something). It’s based on original research, my 15 years as a
veterinarian, and as the happy owner of three dogs. I would love to explore how
we can work together.”
call must have a purpose. Determine what you seek and prioritize these goals.
For instance, your goal may be a hard sell to get them to buy a lot of copies
of your book or to have them use you as a paid speaker. Or maybe you want to
merely introduce yourself and invite a next step – to come visit them, to offer
to send them a copy of the book to see if they would be open to you
guest-blogging, or some other action step. The call may be of use to you in that
you’ll learn about the organization and its needs. Maybe you’ll be educated on
industry trends or things you had not yet factored in. You should gain
something from every communication – a sale, information, or goodwill.
Some organizations, corporations, charities or government
agencies have a bureaucratic approval process when it comes to buying your book
in bulk or to hire you as a speaker or consultant.You may need to win your sales many times
over by dealing with:
·The owner or president.
·The head of marketing and publicity.
·An investor or sponsor.
·Influencers – consultants, lawyers, and board
·Someone with policy or political clout who bends
the ear of decision-makers.
Hang in there but be prepared to go through the sales
process with multiple people at various stages.
Marketing changes at the speed of technology and the rate of
consumer adoption and acceptance of the technology.However you communicate your effort to sell
your book or service, just remember that people want the facts, a fair price,
to believe you’ll deliver as promised, and to receive something of value.Make the transaction as easy as possible.
People want to buy from you. All that you have to do is
convince them of a few things, namely that you offer something of value and
enough supportive evidence that you will deliver on your promise or offer.
Here Is How Most People
Want To Buy From You:
there when I need you (sell me an umbrella on a rainy day).
it easy for me to talk to you (don’t play phone tag or deal only through
sound like a salesperson; come off as an advisor.
me something or give me something for free – we need goodwill.
sincere when you speak and not be slick, shifty, or full of crap.
me and make me feel good.
me that you listen to my concerns.
be critical of me – just tell me how to get from here to the next step.
talk down to me or make me feel small.
10.Don’t argue with me or plant doubts
about how I operate.
11.Make me feel that I have choices
12.Show me what your offer is in a
clear way – don’t hide charges or dress up additional costs.
13.Never lie to me.
14.Call me when you say you will.
15.Tell me why I should go with you
over someone else.
16.Just give me the facts and cut to
What Does The Book
Everyone needs different things,but we all need certain things that are the
same. It just might be that you don’t need the same thing at the same time that
others do. But along the way, many of us have the following concerns. See which
ones your book taps into and seek to address them in your marketing efforts.
According to Maslow’s Triangle, which shows a hierarchy of
needs by humans, people have physiological needs, safety needs, social needs,
esteem needs, and self-actualization needs. We need to make sure we have
healthy air to breathe, clean water to drink, access to nutritious food, sleep,
health, shelter and clothing. We may needsex/love/relationships, security, and to feel good about ourselves. So
many things are involved, from pets and children to careers, entertainment,
weather, sports, games…you name it. Figure out where your book fits in to all
“Wealth doesn’t make
you happy but it helps you to endure unhappiness.”
“When myth meets
myth, the collision is very real.”
“Whenever a husband
and wife begin to discuss their marriage they are giving evidence at a
“The success of most
things depends upon knowing how long it will take to succeed.”
Your book may be
perfect for the college market. To get your book sold into the classroom
you’ll need to convince professors to use it for the course, or you might be
able to sell it to the college bookstore as an optional, supplementary book.
What will the professors and college
bookstore review for consideration?
book should be relevant and targeted to the class subject matter.
should be filled with facts and double-sourced information, not an opinion-filled
needs to have an index, bibliography, and a glossary, and if possible,
recommended resources for further reading and research.
title, the cover, the layout design, and length of the book will be examined as
book must be current and up to date.
book cannot have advertisements.
credentials should be clearly presented, highlighting your professional and
testimonials, endorsements, and positive critical reviews or media exposure.
book should come off as neutral and unbiased.
educational conferences held throughout the year that you can attend, in hopes
of getting your book sold into colleges. To locate school book buyers,
try Quality Education Data (QED), www.qeddata.com. You can also
contact college libraries, either individually or through wholesalers and
distributors that address this market segment.
NASCORP is a
national wholesaler to college stores and campus resellers. They are part
of National Association of College Stores, a professional trade
association. NACS publishes The College Store magazine.
Another part of the
college market is student associations. Every campus has clubs, a student
government, and activities groups. They may purchase your book directly
If you want to
contact students directly, you can advertise in school newspapers or
purchase mailing lists from places like American Student List Company (www.studentlist.com).
Another way to sell
books is to various alumni associations or campus chapters of the American
Marketing Association. The book can be used as a fundraiser, though most
alumni associations will focus on selling books from their own alumni.
“Mankind must put an
end to war or war will put an end to mankind.”
is a threat to justice everywhere.”
You need to know
that consumers have options. You help your cause by knowing what the
competition is. People looking for specific information may buy a book – or
they may hire a consultant, or access a video or join a group that helps them.
They may not buy anything and instead, rely on whatever they can get for free,
online or though non-profit groups. If they agree to buy a book, what will make
them buy yours? Aside from the perceived benefits that you seek to sell to
them, you must also know of the competing titles that the consumer may be aware
You should get to
know of the competition. Determine what makes you better – is it the price ,
writing style, book length, credentials of the author, or age of the book? Be
prepared to lay claim as to why your book is the better buy. You don’t need to
name a competing title, but by knowing it exists, you can indirectly reference
it while hyping the reasons one should buy your book.
So how do you know
of your competition? Every published book requires an ISBN. The database that
lists all books that are available in the marketplace, as well as
identifyingbooks that will soon be
published, is called www.booksinprint.com You can look
up books on the topics and genres your write on. See what has been the big
seller, which titles are established, and if any “own” the market.
lists to see which titles are doing well in your genre. Also, see what has been
reviewed by industry-leading publications, such as Publishers Weekly, Kirkus Reviews,The Foreword, or major
newspapers, such as The New York Times,
Washington Post, USA Today, or Wall
Street Journal. Go into a bookstore or browse Amazon to see what other
books are available on your subject matter.
What Is Available Elsewhere?
How do you think the
person who would like your book is looking for information, free or otherwise?
Are they Googling the topic, reading certain blogs, contacting government
agencies, going on You Tube for instructional guidance, or doing something
else?Even if they are doing any and all
these things, they still might buy your book. You just need to know why they
would buy your book as a complement to other options or instead of them.Once you know what makes you special or unique,
in the eyes of others, you must highlight it as a selling point to potential
Are book trailers the best marketing tool for authors? Or are they a complete waste of time and money? The truth
lies somewhere in between.
First, let me caution, a book trailer video is
only useful if it’s well done and most are not.
Second, you can’t just
create one and then think it’ll take care of itself. You’ll need to push
it and post it all over the place.
Third, don’t spend much money on this,
if any at all.
There are good, reputable companies that create these
trailers and if you feel technologically baffled or simply want a pro to film
and edit the piece, use them. But video trailers are just a small piece
of the marketing puzzle.
A movie lives and dies on its trailer – a book does
not. The trailer can get people excited or curious about a book and it
can give off a feeling or vibe that helps influence people to want to learn
more. But how many people do you know bought a book based on a trailer?
The key is not the making of the trailer, but its
distribution. The trailer needs to go viral for people to view it and
share it with others. So ask yourself, what will allow that to happen?
Do the following:
other trailers, especially those that have gotten many downloads.
about what images or visuals you can use for your video.
adding music to it.
will you say in the trailer that will invite curiosity, touch a nerve, make
them laugh, cause them to think, or provoke an emotional response?
You cannot simply talk for two minutes and drone on about
your book. People need to be pushed and swayed – you need to get them
happy, or angry – and nothing in between. You’re not selling
“maybe.” You need to take a chance and use the video to really wake
up. It’s not an easy feat. Even a great book may not always have a
great trailer. Your job is to make the trailer better than the book.