I’ve
been marketing and promoting authors for the past quarter-century. From the time I began in 1989, much has
changed. The media is fragmented. Social
media didn’t exist then. More books are now published in
just a few weeks than were released in an entire year. It’s a global, multi-cultural marketplace
that is driven by tweet-length news cycles.
But a lot has not changed. Good marketing and publicity still demand the
following 36 things from anyone practicing the art of book publicity, book
marketing, and sales:
1.
To
convince anyone of something, you need to know which buttons to push. Know what’s important to the person you are
pitching or selling to. Do your
research.
2.
Ask
questions and use the answers from your prospects as launching pads to feedback
information to them.
3.
Listen
a lot more than you speak.
4.
Praise
others in a way that doesn’t smell of false flattery but be sure to comment in
a positive manner on something the recipient of the compliment will appreciate.
5.
Find
something you have in common and build on that connection.
6.
Be
knowledgeable, even in small ways, of a lot of things. Have an awareness of what’s in the news and
what’s going on in the world. You need
to be ready to dive into a conversation with a stranger who may talk about
something other than what you want to zero in on.
7.
Express
good morals, but not in a judging or overly opinionated way. But you can sprinkle in the expression of
values that make people feel you have good intentions.
8.
Be
well-mannered. It’s the little things
that people judge others on.
9.
Always
be prompt, follow-up, and show respect a schedule and the time of others.
10.
Be
available to share creative ideas in a way that indicates you know your stuff.
11.
Laugh,
smile, and share your wit. Don’t tell
off-color jokes, but show that you can be balanced and personable.
12.
Show
them you were thinking of them, that you care about what they are concerned
with.
13.
Always
offer your book or expertise in a way that sounds useful, needs-fulfilling, and
timely.
14.
Pepper
your communications with words that reveal intelligence, but noting that sounds
too technical, jargon-filled, or confusing.
15.
Offer
to do a favor, such as put them in touch with someone or share some information.
16.
Don’t
say everything that comes to mind. Use a
filter. When in doubt, do not speak.
17.
Dress
for success, but be appropriate of the situation. Wearing a suit when others are in jeans is no
better than donning jeans when others are in suits.
18.
Put
yourself in their shoes and understand how they see the world. You must speak to them based on the mindset,
prejudices, facts and circumstances that they operate out of.
19.
Speak
in terms of benefits, not mere features.
The book may have 26 gut-busting tips, but what it really offers is a
proven method for losing 30 pounds and allowing you to look better, feel great,
and live longer.
20.
Put
people at ease by humanizing yourself.
Talk about your kids, spouse, parents or close friends in a way that
describes you in a good light. Hopefully
you call upon a story that the other person, based on their status, can relate
to.
21.
Adapt
to the environment you are in. Talk to
people in a way that shows them you relate to their circumstances.
22.
Know
what the competition says, does, or promises and be prepared to dismiss or
debunk them by highlighting what you do better, differently, or less
expensively than others. Don’t name your
competitors – just lump them together.
23.
Play
up to people’s egos and dreams.
24.
Find
out the goals and objectives of your prospect – and then show how your
offerings match up to fulfill them.
25.
Speak
to their ideology, even if you disagree with it. Find out what means something to them and let
them speak about it. They’ll feel that
you understand or appreciate them as a result.
26.
Do
thoughtful follow ups – send a card or small gift or call them months later
just to see how they’re doing.
27.
Keep
notes on prospects and clients/consumers.
You may need to call upon this information later on.
28.
Give
unsolicited advice or tips that you know will help them. Build up trust.
29.
Zero
in on the right prospect. Don’t contact
an anorexic association about a weight-loss book.
30.
Make
sure you are talking to the right person or decision-maker at a group or
company. Don’t waste your time.
31.
Know
when to walk away when the terms of a potential deal are turning away from
being favorable to you.
32.
Consider
some things as a try out -- audition to win them over a bigger payoff.
33.
Be
willing to give books, time, information, or services away as a loss
leader. You may be able to get more
sales as a result.
34.
Most
people, if they’ve done their research and know what they want, will buy from
you when you can demonstrate ROI. Have
examples of success in similar situations to sway them.
35.
Ask
for referrals. A lot of sales or
business deals come from referrals. It’s
not what you know, but who you know.
36.
Keep
in touch with those who say no. If a circumstance changes, yesterday’s No can
turn into tomorrow’s Yes.
Most
importantly, provide a great product or service with your book or speech or
consulting – or whatever you are selling and promoting. Everyone will remember and value something –
and someone – of quality.
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Brian
Feinblum’s views, opinions, and ideas expressed in this blog are his alone and
not that of his employer. You can follow him on Twitter @theprexpert and email
him at brianfeinblum@gmail.com. He feels more important when discussed in
the third-person. This is copyrighted by BookMarketingBuzzBlog © 2015
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