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Thursday, January 16, 2020

These Book Marketing Lessons Are All Around You

                                  Image result for lessons learned images


Book marketing lessons can be found in everyone and anything.  Here are a few of them:


  • You can get 50% of the people to buy into anything. Just say it with confidence and repeat it over and over.  All you need to do is see Donald Trump.
  • One gets attention from being loud.  Just ask anyone who uses mass transit. I look up every time some loud moron talks excessively, an idiot’s obnoxious ring tone goes off, or someone feels the need to publicly play volume-challenging music.
  • Act crazy -- that definitely gets you attention.  Just sound nuts or act in a menacing manner.  Not enough to do actual harm or get arrested, but enough for people to stare at you.
  • Attach a pretty face or hot body image to your message.    Even in the enlightened #metoo women’s movement of 2020, sex and beauty still sell products, services, and ideas.  Take a hard look at Hollywood, Madison Avenue, and social media.  How many uglies get Instagram followers in the millions?  How many commercials, newscasts, or films feature attractive people?  Exactly.
  • Always offer a prize, swag, book give away, or something free.  People can’t get enough of this – even if they don’t really need it.
  • Pay attention to language.  Oh, you thought I meant use smart words and keep it clean?  No, no, no.  Dumb it down, curse, and go "street" on people.  I don’t know if that’s even a term, but to go street is what it sounds like.  Get into the gutter, keep it real, and throw in a few F-bombs to catch up to the trend of the day.
  • Make a desire sound like a need. You don’t need to go on a cruise to Alaska but you desire it.  So, advertise it as a need.  You need a break, you need to see this place, you need to experience luxury and comfort. Sell your book the same way.
  • Build on familiar references.  Makes sure people understand your marketing metaphors and PR analogies.  If I say this book makes Honest Abe look like Nixon, most should know the reference to two presidents. But if I reference a rapper or some reality TV show B-lister, only a dedicated few will recognize him.
  • Be controversial.  Those who make accusations or demands get attention.  Find an enemy or a bad guy. Demonize something or someone and speak up on behalf of others. If your book is about weight loss, criticize other diets or villainize food companies. If your book’s on policy, criticize elected officials or government agencies.  If it’s a novel about cheating spouses, rail against cheaters.  Find a target and shoot at it.
  • Take ownership of an idea, value, or issue, regardless of your personal views.  If your book can be linked, topic wise, to something in the news, hijack it and make it your story.  From bullying, the environment, to healthcare, someone’s talking about whatever your book covers so you should be front and center on it.
  • Be a personality and less about substance. This one hurts to say, because most writers want to stand for something, using their words to tell a story with passion and purpose. But regardless of truth or values, focus on selling the sizzle. The shiny toy gets attention.  Be a persona, one that’s funny, smart, strong or whatever gets people’s attention and wins them over.

Lastly, promote your book by getting others to do your work. Get testimonials, consumer reviews, and praise from those with credentials, name recognition, or big social media followings. Ask them to post about you and your book. Third-party validation still legitimizes you and makes people feel good about trusting in your book.


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Brian Feinblum’s insightful views, provocative opinions, and interesting ideas expressed in this terrific blog are his alone and not that of his employer or anyone else. You can – and should -- follow him on Twitter @theprexpert and email him at brianfeinblum@gmail.com. He feels much more important when discussed in the third-person. This is copyrighted by BookMarketingBuzzBlog ©2020. Born and raised in Brooklyn, he now resides in Westchester. His writings are often featured in The Writer and IBPA’s Independent.  This was named one of the best book marketing blogs by Book Baby http://blog.bookbaby.com/2013/09/the-best-book-marketing-blogs and recognized by Feedspot in 2018 as one of the top book marketing blogs. Also named by WinningWriters.com as a "best resource.” He recently hosted a panel on book publicity for Book Expo America.

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