We’ve
been hearing a lot about fake news. So
many things seem to be lumped together – news stories lacking correct facts,
made-up stories intentionally being pawned as if real, spoof stories that are
obvious comedy and stories that may not contain downright lies but skew so far
left or right that they drip with bias and read more like an editorial than a
journalistic news story. Terrible
stuff. But what about fake book
marketing tactics?
When
promoting or marketing a book, authors or their book publicists are known to:
·
Pull a bait and switch, where they fail to deliver as promised
·
Present
the old or known as if new or unique
·
Lie
·
Twist
facts, falsely deny facts, purposely omit facts.
·
Stretch
the truth beyond recognition or relevance
·
Hype
one’s qualifications beyond a legitimate assessment of credentials
·
Make
outrageous claims, raise questions they know to lack merit, and raise issues
that they lack a solution for
·
Play
to stereotypes, division, and emotional unrest
·
Align
themselves to what’s in the news even though they lack any inside knowledge or
relevant insights on the subject matter.
·
Create
false controversies or create a tension between two entities
·
Pass
along rumors without restraint or justification
The
standard for some book marketers seems to be:
·
If
the media doesn’t know the truth, it’s not for me to tell it to them.
·
I’m
under no obligation to say everything that I know, especially if it contradicts
my message.
·
I’m
not an unbiased journalist – I’m here to persuade others to buy more books and
like my message, regardless of the merits
·
I’m
no worse than other book promoters so I’m not doing anything wrong
·
Spin
is not a sin – it’s okay to shade things a certain way
·
I
make assertions and claims – the burden is on others to prove them wrong and
not for me to prove them right.
·
I
choose my words very carefully and never break the law, but my ethical standard
is flexible.
There’s
no real punishment enforced against fake book marketing. Do you know of any book publicists jailed or
sued for misrepresenting an author or lying to the media? I never heard of such a case. That’s because book marketers practice their
trade with little scrutiny, criticism, or consequence. Yet, fake book marketing
occurs daily.
I
would welcome a crackdown or backlash against book marketers who break the law,
act unethically, and poorly serve society.
Book marketers start their bullshit before they promote an author. It
begins with their sales pitch to win the author over to become a client.
The
book marketing industry is lightly regulated and loosely watched. Even issues of SPAM are low on the list for
the government. I can think of other
industries needing to be cleaned up before you go after book promoters, such as
home contractors, but that doesn’t mean we shouldn’t look to corral the book
marketing scoundrels that subsist on the egos and pocketbooks, of new authors
who are eager, desperate, and ignorant.
One
problem with the industry is the authors or clients don’t realize they are
being represented in a poor manner by disreputable people. Worse, for authors
aware of the exact tactics practiced by their hired gun, they will turn a blind
eye provided it yields success, media hits, and book sales. If authors could clamp down on unprofessional
book publicists, you’d see vast changes in how books are promoted.
What
should authors do to ensure book marketing integrity?
Check
out the background of your publicist before you hire him. If the reputation of the person promoting
yours is negative, don’t hire them.
Demand
approval of all press kit materials and pitches being sent out on your behalf.
Don’t
let others act as your mouthpiece or be your social media surrogate without making sure
you set specific parameters and identify the type of statements to be made on your
behalf that are acceptable vs. unacceptable.
Set
a standard that’s high in how you comport yourself.
Discuss
with your publicist what type of behavior you expect or won’t tolerate.
Speak
the truth, be clear in your intentions and never act out of fear, anger,
insecurity or social pressure.
Fake
book marketing, like fake news stories, will remain with us for some time to
come, but we can limit its frequency and consequence. It’s up to us to do the right thing – both in
life and when it comes to promoting your book act appropriately and raise the
bar.
Set a good standard and model the proper behavior – then mentor others.
Set a good standard and model the proper behavior – then mentor others.
All-New 2017 Book Marketing & PR Toolkit
No comments:
Post a Comment
Note: Only a member of this blog may post a comment.