All
writers, at some point in their lofty goals and dreamy visions, think they can
write a great book, one that will bring them fame and fortune, help others, and
change the world. So how does one write a great book?
Even if a great book is penned – by some arbitrary standard, of course – will it get read and in turn be in a position to make a difference and influence the minds, hearts, and actions of the human race on a meaningful scale? Can this book influence other writers, helping to inspire their great works that in turn further enhance society and also influence other writers?
Even if a great book is penned – by some arbitrary standard, of course – will it get read and in turn be in a position to make a difference and influence the minds, hearts, and actions of the human race on a meaningful scale? Can this book influence other writers, helping to inspire their great works that in turn further enhance society and also influence other writers?
Which
is more likely to happen:
A
decent book, with great marketing, becomes consumed like a great book?
A
great book, with little marketing, becomes a book society embraces?
Great
book marketing can help sell a book, but will that book be truly loved and
handed down to others or the next generation if the marketing quality exceeded
the book’s value?
Great
books can really change lives, help others, influence society, and lead to
generations of followers, but without enough people discovering it, there’s no
marketing muscle to give it a foundation of fans by which to exponentially
expand its reach.
It
would seem one needs a great book – and to market it really well. You can’t just rely on a book to sell itself
– nor can you think a popularly promoted book can stand the test of time if it
lacks deep substance. So how do we get to
merge great books with proportionately great marketing?
First,
publishers and authors mistakenly, cheaply, and inexcusably will fail to
properly market and promote a book, believing somehow great books will
mysteriously find their readers without a boost. Or, they claim poverty, and refuse to lend
support to their books, looking for the book to sink or swim before investing
anything into it. That’s a recipe for
failure.
Second,
too many mediocre books that become commercial successes eventually die, not due to the power of
their words but rather the power of their marketer’s words. Good ad copy, sharp press releases, and savvy
digital campaigns can give a book a much bigger readership than it
deserves. However, the book will not
influence society beyond its first generation of readers. The marketing will die down and word-of-mouth
will not come for a weak book.
There
are not too many great books, but there are plenty of great book marketing
campaigns. Unfortunately, too few great
books are marketed in a great way.
So
what’s the lesson here?
If
you really think your book is great, don’t rely on its merits. Do all that you can to prime the pump and get
the word out. Do it yourself. Push a publisher, if you have one. Hire
help. Do all of the above.
If
you know your book isn’t great, no reason not to market it as if it is. I can’t fault you for trying. Let the public be the arbiter of where your book should rest in its rankings. But know that society can’t support mediocrity
for long. Some will buy into smoke and
mirrors but if a book doesn’t live up to the hype, it will die.
Books
are products for some – and money will guide which ones get a boost. But books, first and foremost, are the
building blocks and fabric of the nation.
The really good ones deeply inspire us to do more, educate us to act
better, enlighten us to embrace truth, and entertain us to make us feel good
about our lives. We need great authors
to become great book marketers, otherwise our nation drowns in popular
mediocrity and merely perpetuates a cycle of publishing what sells but not
what’s truly amazing or what’s needed.
Great
book? You need great marketing.
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