I
always knew I would be a writer. It’s
all I’ve ever done. I don’t know from
blank pages or writer’s block. My
problem has always been that there is not enough time to pursue all of the
writing that is inside of me. How does
one steal time?
What
I didn’t know is what form my writing would take. I used to think it would be as a newspaper
reporter. I instead wrote a book and now
blog virtually every day. I write press
kits, letters-to-the-editor to magazines and newspapers, and work, alternately,
on three books. Whatever the form, the
core skill is the same: write something of interest.
In
theory, anyone can write. But most don’t
and of those that do, many don’t do it very well. Some can write for a situation – a eulogy or
toast, a term paper, or a love letter – but otherwise, lack the discipline,
skill, ideation, research capabilities or analytical qualities to write with
any depth, consistency or durability.
Writing
book marketing content such as press kits, website copy, social media posts, or
advertisements is a skill. Even for
those it comes naturally, it must be practiced and perfected. Where possible, you should have an appreciation for language, a
sensitivity towards the psychology of humans, and a broad awareness of the
world on multiple levels. That said, you
can do it.
Some
say you are born an artist or a writer. For others, their lives shape their
creative expressions. Maybe it’s a
combination of the two. But in any case, authors who need to promote their book
and market their brand must rise to the occasion and find the calling of their
book marketing gene that they didn’t even know resided within them.
Exactly
what does a book marketer need to do? He
or she has to:
- Be confident to ask for something every day, but humble enough to accept "no" more than 90% of the time.
- Have good writing skills, such as being able to summarize a book in a press release, a 30-second elevator speech, or a tagline for a website or business card, or a social media post.
- Be convincing and persuasive in all forms of communication – written or oral; in person or via computer; to all types of people: media, bookstores, libraries, consumers, social media, fans.
- Always make an effort to promote and sell, regardless of the circumstances, venue, time, day, or your mood.
- Process connections, actions, and thoughts through a single prism: “How can it/they help me and my book?”
- Have a sense of urgency, opportunity, and optimism.
- Be able to overcome objections, anticipate resistance, and assume what people want or need to hear.
- Go beyond the book to sell a brand, a voice, or a big-picture view of things.
- Express a vision, a way of seeing himself or herself, as some type of expert, hero, or leader, who with the power of conviction, words, and an empowering voice can truly make a difference.
But
the reality is that most authors are not book marketers. They are quiet individuals who shun the
spotlight, who are more comfortable in writing than in publicly speaking. They just want to make a positive impact,
where their words do their talking and not their lips. So how do we bridge the
gap between the reluctant or unskilled author-turned-marketer, and with what’s
needed to become the outspoken, even brash marketing persona?
Well,
some just can’t hack it. They won’t even
try. Their only choice is: Go without marketing and doom their chances
of success or outsource to others to do what’s needed.
For
those who can participate and contribute to their marketing efforts they need
to decide: To what degree will they play
an active role vs. outsource vs. ignore certain aspects of marketing.
Make
no mistake. Book marketing is not rocket
science but it is a skill and a mindset and you need to be willing to explore it if you have that book marketing gene before giving up or deferring to others
for help. You may just surprise
yourself.
DON”T MISS THESE!!!
Authors, Avoid These 21 Worst
Practices For Seeking Media Coverage
How Do Authors Get The Media’s
Attention?
Authors, How Do You Brand
Yourself?
The Book Marketing Strategies Of Best-Sellers
Book Marketing Buzz Blog Celebrates Post #3,000
How Authors Can Sell More Books
No. 1 Book Publicity Resource: 2019 Toolkit For Authors -- FREE
How Authors Get Bulk Sales Now
No comments:
Post a Comment
Note: Only a member of this blog may post a comment.