Thursday, June 27, 2019

Creativity In Book Marketing

You want to be the best book marketer possible, right?  But you feel stressed over time, money, and other issues, and this squeezes the creativity out of you. We’re so used to mechanically serving a schedule and to-do lists, that we don’t always take the necessary time to explore new ways of thinking or doing things.

We need to learn how to avoid costly mistakes, avert indecision, and stay clear of flawed thinking.  But how do we handle uncertainty, ambiguity, or changes in the marketplace?  We need creativity to help us adapt, meet challenges, and proactively pursue opportunities.  Creativity is what helps us imagine better ways of saying and doing things.  It is what keeps us growing and expanding.

Creativity helps you solve a problem, build something from nothing, and turn a weakness into a strength.  You learn as a result, to adapt to a given situation, to connect unrelated things, and to see things that aren’t there.

To be creative, it helps to carve some time out to think and ponder.  You need to be in a mind-cleansing but inspiring environment.  Start to ask questions about your situation.  Why is something the way it is?  What if you changed just one thing?  Why not be different?

Leave time to brainstorm.  Instead of thinking about obligations, problems, deadlines, and the demands of life, free your mind up to focus on possibilities, embrace new things.  See something from a new perspective and question everything.  Think of the future and imagine what could be.

In his best-selling book, Disciplined Dreaming, Josh Linkner, identifies a number of ways to strike sparks of creativity, including:

1.      Gather a group of people from diverse backgrounds and disciplines to brainstorm.

2.      Try searching for the wrong answer or the polar opposite of what you’d normally seek out (ask yourself.  How can I ensure I sell few books?  Or, how can I make my services not user-friendly?).

3.      Think of something that can really piss off some group.

4.      Think of what it’d be like to have a time machine that could take you into the past and future.

5.      Role play with others.

6.      Declare a statement that provokes ideas and seeks to break established patterns.

7.      Let your mind wander without limitations.

He notes that innovators observe, question, experiment, network with non-like minded people, and associate things that are seemingly unrelated.  By tolerating ambiguity, avoiding judgment of ideas, seeking input from others, listening, and not being rigid in your ways are key.

The creativity puzzle has many pieces.  The key is that you allow for a creative process to take place and to let it lead your marketing.  Here are some new ways to look at things:

1.      What can you trade, exchange, or substitute?  Think of a recipe – what if you switch one ingredient for another?  What could you wind up with?
2.      How about combining elements or ingredients to deliver something totally new?
3.      Can you adapt to a new environment?
4.      Can you adopt new ways?
5.      What can you increase/decrease or magnify/minimize in size?
6.      Can you find an alternate use for something?
7.      What would you eliminate, remove, or stop doing?
8.      Can you rearrange, reorder, reverse, or redesign something?

See things from a hungry perspective.  Don’t ever be complacent.  To be creative,  you simply have to relax you mind and allow in fresh, unfiltered thoughts.  Buck conventional wisdom.  Think of ideal solutions to challenges and envision the end result of doing things in a new fashion.  To create something new means you just have to let go of the old ways and standards.

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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 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 and recognized by Feedspot in 2018 as one of the top book marketing blogs. Also named by as a "best resource.” He recently hosted a panel on book publicity for Book Expo America.

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