Tuesday, October 17, 2017

Market Your Book With Trumpist Flare

President 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.

Trump’s statements consist of:

·         Overuse of superlatives – "greatest, amazing, tremendous".
·         Repeated repetition – restates what he just said, for emphasis.
·         Positioning things as extremely good or bad – no middle ground.
·         Painting one as a hero or villain – ordinary is insignificant.
·         A theme that America is great again – who wants to argue against that?
       Pushes emotional buttons of others.
·         Simplified language to explore not-so-deep thoughts.

Please 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.

For 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.

He 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.

I 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.

Normally 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.

The 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.

It’s 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 you.

Study this exclusive author media training video from T J Walker

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Here’s the 2017 Author Book PR & Marketing Toolkit

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 2017©. Born and raised in Brooklyn, now resides in Westchester. Named one of the best book marketing blogs by Book Baby http://blog.bookbaby.com/2013/09/the-best-book-marketing-blogs  

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