Book promoters, marketers, publishers, and authors need something to get attention for their books. They need what I call the “Razzle Factor.”
If you like chewing gum, as I do, you may recall a brand called Razzles. It comes in an oversized package. Very colorful. Instead of being gumballs, Chiclets, or sticks of gum, Razzles looks like large pills. You bite into them and they feel like they are falling apart, bits of crunch and powder dissolving in your mouth. They mix with your saliva and suddenly they solidify into one cohesive piece of gum, bursting with flavor and sizzle. What a confectionary delight! It is a delectable explosion of oral nirvana.
That’s what your book marketing and publicity needs—Razzles! Before you go out to buy this gum, think about the message here. This gum only became gum once the powder mixed with your tongue and moisture. To successfully promote your book you need to mix something or someone together so that two separate parts become one rewarding, stronger piece.
So what will give you the Razzle Factor?
1. Mix your words around
Take your press releases and pitch letters and rework them. Change the words, change the order the ideas are presented, or add new words in.
2. Mix in other elements
Dress your words up with color, images, and design elements that make them visually attractive.
3. Mix in multi-media
Supplement your words with links to video, audio, photos and other mediums.
4. Mix in supporters
You don’t have to be alone in championing your book. Get others to do it for you by acquiring testimonials and endorsements.
5. Mix in affiliates
Get others to sell your book. Incentivize them to tell their network of friends and to make it available for sale on their websites.
6. Mix in others
Think of partnering with others. For instance, if your book is about beauty, reach out to spas, designer clothing stores and lingerie manufactures. If your book is about diabetic recipes, contact food companies, restaurants, and doctors. Merge with those who want to reach the same customer.
The Razzle Factor is a way of thinking—and doing. To live in the Razzle state of book marketing, think about how to combine two things to get one result. You don’t promote alone—there’s always someone or something you can tap into and form a team. Now there’s something to chew on.
Brian Feinblum’s views, opinions, and ideas expressed in this blog are his alone and not that of his employer, Media Connect, the nation’s largest book promoter. You can follow him on Twitter @theprexpert and email him at firstname.lastname@example.org. He feels more important when discussed in the third-person. This is copyrighted by BookMarketingBuzzBlog © 2014
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