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.
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Tuesday, October 17, 2017
Market Your Book With Trumpist Flare
Donald Trump hasn’t signed any major legislation yet and may eventually get
impeached, but he managed to win the presidency and despite his missteps and
flaws, still retains the majority of his support base. Authors and book promoters can learn from him
when it comes to marketing a book. Take
a look at his speech patterns.
statements consist of:
of superlatives – "greatest, amazing, tremendous".
repetition – restates what he just said, for emphasis.
things as extremely good or bad – no middle ground.
one as a hero or villain – ordinary is insignificant.
theme that America is great again – who wants to argue against that? Pushes emotional buttons of others.
language to explore not-so-deep thoughts.
note that I don’t point this out to fault him, though I do believe he falls
short on so many levels as a president and a human being. I want you to borrow from his style, where it
suits you. For an ineffective president,
he is actually a very influential and persuasive speaker.
instance, he will sound convincing, confident, and strong. He doesn’t merely deliver an obligatory
speech. He’s animated and uses a lot of body language to convey his
views. He calls people out, he dares
opponents, and creates fights or controversies that don’t need to exist except
that he likes to demonize someone in order to elevate himself. It’s easier to criticize
someone than to fix a problem or initiate a new idea with an actual plan to execute it.
projects a bigger than life persona and uses personality rather than substance
to win people over. He borders on
sounding like a bully and is quick to dismiss even those who work closely with
him. He gives you a feeling of
unpredictability. For some, it feels
jittery; for others, they come to expect surprises.
tried his style recently when talking to a potential client for book
publicity. I reassured him that he was
terrific, the book’s the best, and that this was his time to shine. It worked.
I use facts, ideas, and specifics to convince people that I can help them – and it
comes from good intentions. But
sometimes people need to be sold on the very thing that’s good for them in a
way that they need to be persuaded.
People buy into a strong leader and if I can get them to view me as
taking them to the promised land, so be it.
same is true with how authors and book publicists need to sell to the news
media. It takes a combination of bluster
and substance to win them over. A
bullshit personality is not enough and a great story is not always appreciated
or understood. But if you combine some
Trump-like spin on top of a quality, fact-based, real-deal story, you’ll stand
a better chance.
okay to borrow from others what you admire to be a skill or trait that can help
you. Even Trump can be modeled to help
exclusive author media training video from T J Walker