Many
authors are told what to do, but not always shown exactly how to do something
when it comes to marketing a book. So,
let’s explore, a little deeper than usual, one aspect of book promotions. Sit back and listen – then be prepared to
execute, step-by-step, as prescribed here:
Today
we’re going to look at how you take a guerrilla approach to marketing and
promotions. The key is to think
strategically, optimistically, and opportunistically. Don’t just survey the landscape and comfort
yourself with the resolution that there’s not much that you can do. Don’t approach things as if you await a reason
or excuse for a “no.” Instead, shun out
the defeatist mindset and simply approach things with a confident
attitude.
A no is a delayed yes. Keep asking until you hear a yes.
A no is a delayed yes. Keep asking until you hear a yes.
Okay,
let’s put this into practical terms.
Let’s say that today you plan to take ownership of the library
circuit. You can speak at libraries,
sell books at events, sell books to libraries, and use them to promote your
book. At any library that you approach, you should have a list of objectives.
First,
goal one, is to see if they have public events that you can speak at or
participate in. They may allow you to
teach a class there.
Second, see if they have a physical bulletin board where you can post a flier for your book.
Second, see if they have a physical bulletin board where you can post a flier for your book.
Third,
ask if you can contribute an article to their blog or newsletter – if they have
either.
Fourth,
ask the librarian if he or she knows of other community groups or fellow
libraries that you can be introduced to.
Fifth,
inquire on whether you can set up a book-signing table and split the proceeds
of book sales with the library.
Sixth,
ask the librarian for a testimonial about your book or event.
Seventh,
see if the librarian can introduce you to other area writers that may have also
visited the library. Perhaps you can
collaborate on something, share notes, or offer support to one another.
Eighth,
see if the library will allow you to leave a stack of fliers or postcards about
your book by the checkout area.
Ninth,
offer to donate a copy or a few to the library, to buy their good favor and
give back to the community.
Tenth,
look at a calendar of upcoming events at the library for clubs/organizations that
are appearing at the library. Maybe you
should attend and network with them if you feel there’s a crossover between their
message and yours.
So,
as you can see, you first must wake up in the morning and get rid of a shitty,
insecure, pessimistic attitude and to assert yourself with conviction and a
can’t – be – denied attitude.
Next step, formulate a plan and know what to ask for and then follow-up on these opportunities.
Don’t worry about how many no’s you rack up. No one cares. Just concern yourself with getting to yes enough times.
Next step, formulate a plan and know what to ask for and then follow-up on these opportunities.
Don’t worry about how many no’s you rack up. No one cares. Just concern yourself with getting to yes enough times.
Another
key step is to identify how many places to reach out to. First, in the case of libraries, do a Google
search based on the location and type of library.
Will
you go to libraries within five miles of you?
How about 20? Will you seek out public libraries – or expand to
colleges, public and private schools, business libraries, and libraries at
houses of worship?
Who
will you look to reach at each library?
What
method will you employ for your outreach?
Call? Email? Regular
mail? Visit in person?
Have a good:
Attitude.
Timing.
Ask
for many things.
Expand
and target your search.
Got
it?
Ok,
maybe what I just said still lost half of you.
Some of you sense this takes time and work and you shy away from
it. That’s your prerogative. You can choose to be a loser if you want to
be one.
Ouch,
I know that stings, and truthfully one is not a loser if they skip libraries
and focus on something else. There are
so many ways to market a book. But you
lose if you do nothing at all.
Okay,
the rest of you who understand what’s needed here and believe it’s a worthwhile
pursuit, may still get side-tracked in the details. So let’s break this down
further so there are no misconceptions or lost opportunities.
I did
a search for libraries in Atlanta. So
what did I type into the search?
“Libraries in Atlanta.”
One
of the search results was for Atlanta-Fulton Public Library System and its
website listed dozens of branches – phone number, address, hours. From this list alone you can write a letter
to, or call, each one. If you click on
each library listed you get sent to its website where you can learn about
upcoming events and classes.
This
search produced information on public libraries in the country serving
Atlanta. If you want to expand outside
of that location, you can. If you want
to find nearby university libraries, do a search for them as well.
When
I searched for “Directory of Atlanta libraries,” one of the results came up as
Georgia Public Library, which consisted of all public libraries for the entire
state. On the site, there’s a link to
“public library directors” and it gives you all of the people in charge of each
library system and their full contact info including emails. So, as you can
see, you can do quick, thorough searches that yield useful and pertinent
results.
Okay,
so what’s next?
Draft
your email.
Create
your flier.
Write
a letter for snail mail.
So
you have your contact list and info to share with them. Now start reaching out and follow-up to
respondents. Those who ignore you need
to be contacted again by a different method than your initial outreach. If
email got ignored, call them. If neither
work, drive over and get in front of someone that you can persuade.
That’s
right, it takes time, effort, and a little gumption. But you can do it. You can hire a high school
or college kid for cash off the books to do some of this for you, but to close
the deal, no one can be as passionate, pushy, or knowledgeable about you than
you.
Still
need more nitty, gritty instruction?
Geeze, do I have to wipe your butt too?
Okay, so let’s dive deeper.
Let’s
say you finally locate a decision-maker at the library. What do you do? You speak to them and shoot for the biggest
thing first and then work your way down that 11-point checklist we spoke of
earlier. For each item, take notes and
be ready to ask logical follow-up questions.
But get your foot in the door and get some kind of commitment from the
library to get something out of them.
Don’t be shy -- ask for things and hope to come away with a victory or
several.
Even
when you get rejected, learn from it.
Ask them why. That’s right,
confront them. Not in a threatening way,
but inquire why they declined to do any of the things you asked for. Adjust your pitch for the next library based
on what you are told.
Now,
let’s say things go well with a library.
What’s next? Two things – move on
to others and see if you can milk more from the success story…Ask if they can
have you back in three months. Get them
to serve as your reference to help line up more library gigs.
Okay,
now you know what to do when it comes to libraries, should you conclude they
are worth pursuing. Good luck!
DON”T MISS THESE!!!
Some
key principles to rally your book marketing around
How
to write powerful, effective book advertising copy that sells tons of books
So what is needed to be a champion book marketer?
The Book Marketing Strategies Of Best-Sellers
How authors can sell more books
No. 1 Book Publicity Resource: 2019 Toolkit For Authors
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