A unique blog dedicated to covering the worlds of book publishing and the news media, revealing creative ideas, practical strategies, interesting stories, and provocative opinions. Along the way, discover savvy but entertaining insights on book marketing, public relations, branding, and advertising from a veteran of two decades in the industry of book publishing publicity and marketing.
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Saturday, February 15, 2020
Bad Marketing Plan: When A Charity Has To Pay You!
you, I receive a blizzard of solicitations daily in the mail, online, while
consuming media like T.V., radio, or newspapers, and of course via e-mail. One
approach to marketing annoyed me so much I had to cash in on it – and hopefully teach a lesson.
was some stated message of urgency about a check inside an envelope. Of course I
opened it. The check for $2 was made out to me, sent along with a letter
begging me not to cash it but instead to send this charity a check. I won’t name the charity, but instead of
donating to them, I cashed the check.
you may say that was not nice, that it’s a charity desperate for funding, and
that if I didn’t want to give, I don’t have to, but to cash it is just mean.
say this instead: Bad marketing practices should be exposed and those who
practice them should know better.
want to highlight what a charity does, why it needs money, and identify how you
can help, great. But if you falsely advertise yourself by extending a check to
me that you don’t really want to give me, that’s not cool. Further, to use such tactics doesn’t sell who
you are or why I should give. It only hopes that its check trick will guilt me
learn from this. When you market anything, including your books, don’t trick
people. No lies. No bait and switch. No false promises. No insincere
offers. No bullshit. Any idiot can
cheat, steal, con or mislead. Use your skills, passions, and desires to craft a
better marketing approach.
marketing generally uses harmless factors to persuade people to buy a book. If
one makes a mistake, they ‘re out 20 bucks. They didn’t lose hundreds or
thousands to a scam, lie, or overhyped product. But still, even, if you are
marketing a 99-cent e-book, always:
yourself up without putting others down.
a pay-off that is obtainable.
fun by doing the right thing.
don’t know of anyone put in jail for trying to market their book, but take
responsibility for what you say and do – or purposely don’t say or do when it
comes to promoting your brand and book.
Take the high road and earn that book sale. Resorting to trickery, fake
news, or unnecessary threats may end up backfiring on you. Someone’s always
waiting to cash in on a marketing mistake.