Here are a few tips on how to communicate effectively while promoting a book and speaking before a group:
1. Respond to assumptions –You should assume that the person you are communicating with is making certain assumptions about you, what you offer, how you operate, etc. Indirectly, acknowledge those assumptions by making affirmative statements that reassure them. For instance, they may be concerned that your book isn’t so comprehensive or that your presentation as a speaker may fall short of expectations. To counter this, lay their fears down by saying: “My book is based not only on my 20 years of experience as a dietician but it also reflects the latest research and studies from the scientific and medical community.” You can add: “I’ve given dozens of presentations, some in front of groups as large as 600 people, and I always tend to get feedback that includes words like “educational,” “inspiring,” and “entertaining.”
2. Answer questions - Do not ignore, dodge, dumb-down, or make light of any questions posed to you. They obviously have concerns and you should realize people initially only ask half of what they want to know, for fear of looking dumb, misinformed, or out of touch. If they ask a question, answer it accurately and thoroughly and then seek confirmation that they understand your answer and have no further questions.
3. Always prepare – Research whom you’ll be talking to prior to your discussion or e-mail exchange. If you want to show them you took the time to get to know them, mention what you saw on their site or in a Google search. If you want to sound like you care about them, talk about things they reference on their site but don’t specifically say “I saw your site said…”
4. Follow-up on any exchange – In order to get to a sale you’ll need to be vigilant in following up. It can be as soon as you met or speak by phone that you send an email thanking them for their time and then highlight next steps and summarize what was discussed.
5. Show them you’re thinking of them. Maybe a week after your discussion, reach out to them with a helpful piece of information. For instance, if the person mentioned he is diabetic, and you read an article about the latest treatment, email it to him and politely say: “I saw this and thought of you. Hope it helps.”
“Nothing will change until everything changes.”
“If thou thinkest twice before thou speakest once thou wilt speak twice the better for it.”
“A skeptic is not one who doubts but one who examines.”
--Charles Augustin Sainte-Beuve
“People say that life is the thing, but I prefer reading.”--Logan Pearsall-Smith
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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 firstname.lastname@example.org. 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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