Companies spend millions of dollars to create a buzz for
their brand, product, or service. You are not a Fortune 500 company, so don’t
think you can compete in that area. But you can learn from what top tier
professional marketers do to create a buzz.
At your own level, get people buzzing or talking about you.
There are many weapons at your disposal. Aim them at the same core of people
whom you believe will buy your book and also be in front of influencers and
other opinion-sharers. With crafty blog entries, creative videos, and sustained
media coverage – as well as participation in local or industry events – you can
get people to chat about you.
Start by contacting people you know. Ask them to contact
people they know. And so on. Introduce yourself to other bloggers or people who
have had successful video placement. Ask to join in with them. Nothing and no
one is off limits. If you give them something in return, they will help you.
You are looking to be known, to be seen as a legitimate expert, to be viewed as
likeable, knowledgeable, interesting, and as someone to follow.
When it comes to contacting people that you know, start with
those you have the best relationship with – friends, family, co-workers,
colleagues, neighbors, etc. Then think of all the people you interact with in
some capacity. Maybe you know a woman whose child attends your kid’s school.
Think of the person who makes your drink every day at Starbucks. Don’t forget
people whom you have hired to do things around your house. Everyone counts
because you never know who these people know. The key is to get them to
introduce you in an effective way to the people they know and to the people
those people know. You can’t just ask them to keep you in mind. You need to
propose an action step: guest-blogging on their blog; asking them to tweet
about you; having them post something on Facebook about your book; asking them
to call in a favor for you; having them embrace your mission and book as if it
were their own. You won’t get anywhere in book marketing by being subtle or
shy.
You can advertise your way into the minds of those people
you are looking to connect with but that can get expensive. Plus, advertising
doesn’t come across the same as a media interview, interesting guest blog,
empowering speech or funny video. You want to enter people’s inner mind circle,
to be seen subconsciously as the expert on a given topic. Ads lack substance and
need constant repetition to stay on people’s radars.
One way to build a buzz is through some kind of event or the
issuance of a statement that turns people onto you. It sounds simple in one
respect – you just need to take a stand on something, to make something your
pet project, and people will begin to think of you in another light. But the
catch is – what will you stand by and how will people hear your issuance of it?
To get people to evangelize you, think of what moves them.
Is there a hot button waiting to be pushed? Every industry has something going
on that people love or hate. Think like a politician – what outrageous demand
or claim or battle cry can you issue, where there is black and white, good and
evil associated with it? If it is an issue that splits people too evenly, you
lose so many potential people who disagree with you, though you do rally half
to your side, which is more than you had before.
The win-win is to find something few can argue with. If you
write a book about losing weight, making an issue out of demanding health
insurance companies pay for more prevention and wellness visits will win you
fans. But making a statement that health insurance firms should raise rates to
treat obesity probably will not. But if your book was written as a defense
for obese people, then such a statement
would win you fans amongst potential book buyers. Certainly, only issue
statements you believe in, and when you make them, back them up with facts and
support from others. Think of who else would support your message – get it out
to them and ask them to get the word out. Have others sell your message!
DON”T MISS
THESE!!!
The Book Marketing Strategies Of Best-Sellers
How Authors Can Sell More Books
No. 1 Book Publicity Resource: 2019 Toolkit For Authors
-- FREE
How
Authors Get Bulk Sales Now
Brian Feinblum’s insightful views, provocative opinions, and
interesting ideas expressed in this terrific blog are his alone and not that of
his employer or anyone else. You can – and should -- follow him on Twitter
@theprexpert and email him at brianfeinblum@gmail.com. He feels much more
important when discussed in the third-person. This is copyrighted by
BookMarketingBuzzBlog ©2019. Born and raised in Brooklyn, he now resides in
Westchester. His writings are often featured in The Writer and
IBPA’s Independent. This was named one of the best book
marketing blogs by Book Baby http://blog.bookbaby.com/2013/09/the-best-book-marketing-blogs and recognized by Feedspot in 2018 as one of the
top book marketing blogs. Also named by WinningWriters.com as a "best
resource.” He recently hosted a panel on book publicity for Book Expo America.
No comments:
Post a Comment
Note: Only a member of this blog may post a comment.