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.
Wednesday, July 27, 2016
Speak If You Want To Sell What Your Wrote
of the best ways to sell books is to speak before a crowd. Yes, good old fashioned contact with
humans. Sure you can do radio
interviews, guest-blog, Tweet, and get a review in a newspaper, and all of that
publicity is not only helpful to generate sales but it’s productive in boosting
our brand, building your media resume, and in getting a positive message out to
a targeted group of people. But nothing
helps more directly with sales than an author speaking – at a bookstore,
community, or anywhere that features a gathering of people.
many authors have told me that they always sell books when they speak. Why?
Because the author-turned-orator lets not only his or her words say
something, but their body language, passion, and sincerity become apparent to
those who are potentially interested in the author’s topic. The crowd self-filters—it showed up because
it was already predisposed to wanting to hear the message it received.
Speaking, like social media, is not suitable for every author. Some authors are shy or fearful of public
speaking. Some don’t feel confident nor
comfortable about presenting in person.
They may even feel insecure about their voice, appearance, or
style. They may be physically unfit to
fill the task of standing and talking for 30-60 minutes. But if you can do it, public speaking is
guaranteed to sell books. If you set up
events and appearances – and don’t sell many books – something is wrong.
how does one get started?
think about what you’d talk about and determine who your targeted audience is.
identify where that target audience gathers and begin to contact those groups
work in advance anywhere from two to ten months. Some busy organizations book up way in
advance and are hard to reach or persuade.
organize a schedule. Which days do you
plan to be available and at what times?
How far will you travel? How many
appearances can you do in a day or week?”
figure out how you’ll monetize the speaking event. Will you charge admission, sell books, get
paid by a group for speaking, or hope the opportunity allows you to network
with people who may order bulk quantities of books?
expect to speak for free with an opportunity to sell books. Find out when the optimal times of the year and
day are that you should speak. See how
they can promote you through a newsletter, blog, website or social media. If they have sister organizations or
affiliates, see if they can introduce you to them.
Once you speak, if it goes well, ask to return. Also request a letter of praise that you can
use as a testimonial to win additional speaking gigs from other groups. Think
of who is similar to them, even a competitor, and go solicit them to speak.
are some do’s and don’ts to speaking:
genuine, concerned, and confident.
humor when appropriate.
the audience with ideas, questions or stories.
people wanting to know more – they need to not feel they heard it all – they need
to take an action step/buy book, signup to your blog, connect on social media, etc.
them feel special, smart and appreciated.
just tell them something – share a piece of yourself.
time for a Q&A – that’s when you really get to interact with your audience.
across as a helpful source as a friend, as an expert.
something out, even if it’s just a flier with tips and contact information.
slowly, clearly, and talk with authority.
things people can relate to, especially things in the news.
that you understand their circumstances and can appreciate their situation.
can be fun. It’s one of the few times you
get to directly engage potential consumers to hand-sell them based on who you
are, what you know and what you say. You
can even videotape your presentation and post it online and gain greater
distribution of your message. By meeting
people in person you get to let others hear and see all that you have to offer
– and often they’ll buy what you’re selling.
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 firstname.lastname@example.org. He feels more important when discussed in the
third-person. This is copyrighted by BookMarketingBuzzBlog 2016.