Consider This:
·
Are
you looking to do enough things and experiment, in hopes something will help
you break through the clutter?
·
Are
you seeking to do a number of things so, cumulatively, you will see a bump in
sales, but don’t expect any one area to lead the way?
·
Are
you doing it solo all the way, or also hiring others, or only hiring others to
take the marketing over?
·
What
percentage of your time and money is budgeted for PR, advertising, marketing
and sales?
Are You Filling A True Need? Put It In
Perspective.
If so, what is that
need? What exactly is it that people need that you are offering to satisfy? Is
it more than one need? How does that need rank against all of their other
needs?
Once You Have Identified The Need, Think
About:
·
How
to appeal to them emotionally
·
How
to appeal to them financially
·
How
to appeal to them egotistically
What will resonate
with them? Are they looking for answers that you can supply? Is what you offer
a quick and easy solution? Is it a costly solution? Is it a timely and
comprehensive solution?
When You Pitch Others, Do You:
- Offer something of value
- Surprise them
- Offer a hypothetical situation
- Tease them a little and make them curious
- Joke around
- Create a visual image
- Offer a contrarian viewpoint
- Defy convention and expectation
- Inject controversy
- Make a bold prediction
- Offer an exclusive deal
- Provide a touch of the human element
- Offer a solution
- ID a problem or challenge
- Create a survey/poll
- Say something poetically and insightfully
Your Marketing Mix
You can market in a
hundred different ways, and each way, depending on the cost and quality of the
effort, can yield worthwhile results. In order to market effectively you need
to make some decisions early on and commit to a game plan. You can always
review and alter it – and you should do so!
Think About These Things:
·
What
can I pay for vs. get for free?
·
Who
can I pay to do something vs. me doing it?
·
What
is my marketing budget?
·
How
much of my time/budget will be dedicated to advertising, getting news media
coverage, social networking, hosting events, attending events, etc.?
You won’t know all
of the answers until you experiment and get into it. Test things. Ask others
what has worked for them and why. In the end, follow your gut instinct, educate
yourself, take a chance, have fun, and keep a positive attitude. Even
professional marketers make mistakes, have bad days, get rejected, miss an
opportunity, misjudge risks, or fail to get a desired result by far.
You need to be
grounded in who you are and in what you are looking to accomplish. You will
give it your best – and throw some time, money, and resources at it. But do set
limits or guidelines. Don’t wander aimlessly, trying one thing after another
without gaining traction in at least one or two areas. Marketing is filled with
trial and error stories. All you need is to find something that works for you
and then to further explore that area.
“If you
tell a big enough lie and tell it frequently enough, it will be believed.”
--Adolf
Hitler
“It
is enough that the people know there was an election. The people who cast the votes decide
nothing. The people who count the votes
decide everything.”
--Joseph
Stalin
“Alternative
facts aren’t facts they are falsehoods.”
--Chuck
Todd, NBC’s Meet the Press
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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 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.
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