Political Conventions Provide Marketing Lessons For Authors

 

Whether you are affiliated with the Democrats or Republicans – or declare yourself an independent – you may have caught some or all of the political conventions put on by the two major parties at the end of August. Authors can learn some marketing lessons from watching how each party staged a show and sought to convince voters (customers) to vote (buy) for their brand.

This year’s conventions were not like any other. They were not the huge spectacles they had become. No huge crowds packing arenas to cheerlead the party line. No surprises or suspense. It was just a zoomfest of taped, prepared, or staged speeches strung together. It was the ultimate infomercial.

Of course, authors don’t have conventions or troves of speakers to come on and support them, but authors, like politicians, are selling something. They both sell ideas and personalities as their product. They each sell the promise of something. They each seek an emotional purchase, that the voter will support a belief and that the consumer will support a concept or vision.

Authors, like politicians, use the resources at hand to market their brand, sell their book, or impact people with a powerful message.

Authors, like politicians, need to: 

·         Look the part and package themselves

·         Refer to stories to make the message personal

·         Plea to one’s needs, desires, beliefs, ethics, and dreams

·         Sound energized and full of vision

·         Appeal to one’s emotions

·         Empower the spirits of the listener-viewer-reader

·         Promise a pay-off or something of value

Politicians lie, cheat, steal, and bully. Authors, don’t model such behaviors, but do replicate how they market their messages and build their platforms. They will use the news media, ads, social media, speaking venues, and mail (email or snail) to get their message out. So will you.

Authors need to act as if they are selling something bigger than themselves or a single book. They are marketing a brand, an ideology, and a spirit. They stand for something. They should sell their voice and soul. Politicians try to grow their popularity by aligning with what is popular. They move from placing a spotlight on themselves by instead supporting a political platform that they know at least half the country agrees with.

You can do the same. You just need to show how your writings align with the causes, passions, desires, and needs of others.

 

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Brian Feinblum, the founder of BookMarketingBuzzBlog, can be reached at brianfeinblum@gmail.com.  His insightful views, provocative opinions, and interesting ideas expressed in this terrific blog are the product of his genius. You can – and should -- follow him on Twitter @theprexpert. He feels much more important when discussed in the third-person. This is copyrighted by BookMarketingBuzzBlog ©2020. 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.

Market Your Book Like Tony The Barber

 

“You see, I bought the place a long time ago. No mortgage. I live upstairs and rent out to a tenant.”

This is Tony’s response to my question regarding how he has been holding up during corona. His place was shut for three months during the peek of New York’s epidemic.

Tony has been cutting hair for 64 years, the last 62 as the owner of a barbershop in Larchmont, a quiet Westchester town just 30 minutes from Manhattan. He is 87.

Tony has three partners in crime. The quartet of older gentlemen have been cutting hair together for decades. It is a loyal, respectful friendship at work that is far less common in today’s gig economy and disposable worker era.

Tony’s brand is his marketing. He gives a decent cut at a fair price with some friendly conversation. No advertising. No discounts. No coupons. Word-of-mouth is his game.

So what can authors peddling books learn from this humble but successful entrepreneur?

*Treat people fairly.
*Take an interest in others.
*Work hard and get others to help you.
*Deliver on your promise.

Sure, running a barbershop is not exactly the same as an author hawking a book, but there is something to be learned from Tony’s approach. He seems proud, but not egotistical. He has passion for what he does but he doesn’t try to sell you something. He performs a service anyone else can offer, but he keeps you coming back because he comes off as a regular guy, a family man who supports his community, a person of character who seems to hold a genuine interest and curiosity for his customers.

Authors may think they are in the industry of words, and that their product is information, ideas, and stories, but they are simply in the business of people. Just as Tony’s barbershop has plenty of competition, authors have lots of competitors. What sets you apart is your brand, not your book. It is you and your background story, the way you talk to others, and your ability to find a two-way connection with readers.

Think about it. Try to market yourself more than your book. If you need some inspiration, stop by Tony’s and have him take a little off the top. He will trim away what you no longer need, positioning your hair, and maybe you, to grow a bit.
 

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Brian Feinblum, the founder of BookMarketingBuzzBlog, can be reached at brianfeinblum@gmail.com.  His insightful views, provocative opinions, and interesting ideas expressed in this terrific blog are the product of his genius. You can – and should -- follow him on Twitter @theprexpert. He feels much more important when discussed in the third-person. This is copyrighted by BookMarketingBuzzBlog ©2020. 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.

Celebrate Indie Bookstore Day -- But Demand More From Your Local Store

 

Today, August 29th, is Independent Bookstore Day. As someone who has worked with authors and publishers to promote thousands of books over three decades, I certainly am happy to support and promote any day that supports books, writing, or free speech. Helping indie bookstores to survive corona and then to thrive under normal circumstances is important not only for the nation’s several thousand indie bookstore owners, but for the communities that cherish them, the authors who rely on them, and the publishers who need them. But before I identify ways you can support indie bookstores across the country, I must remind indie bookstores that they need to take responsibility and ownership for their place in the world.

Yes, that is right, I love indie bookstores, and there are many more pros than cons to celebrating and supporting them, but they do need to empower themselves and do more than just play up the “local store” card -- and then proceed to charge high prices, stock fewer books, have shorter store hours, and not service the community the way it needs to be catered to.

Indie bookstores have lots of challenges. Some battle high rents, high taxes, and a decrease in retail life around them, thus, less traffic to their stores. In the year of corona, indie bookstores, after being shackled for several months, returned to limited circumstances: fewer people are allowed in the store at any one time, stores hours may not be as robust as they used to be, and in-store events are no longer possible.  Times are tough and these stores need us now more than ever. But the free ride can't last forever, either.

Indie bookstores have done a good job to guilt the community into supporting their “buy local” mantra and to support their neighbors-turned-business owners. But in exchange for this, consumers have not received the same value as they get with amazon, who sends you books to your home and charges less. They also don’t offer the instant availability of choice that comes from Barnes and Noble. Additionally, the chain bookstore offers coupons, discounts, and membership deals. Your indie bookstore? They give you a smile and maybe put a sticker on your bag that says you supported a local business.

I think the winning formula for today’s indie bookstore is to start adding in discounts, longer store hours, and more shelf space – all while still doing the buy local thing, still holding events, still highlighting local authors, and continuing to hire caring and passionate workers that can discuss books intelligently.

So how can you support Independent Bookstore Day?

First, make it an everyday experience. Celebrate books and the indie stores daily. Check this site out to learn more: http://www.indiebookstoreday.com/.

Second, buy books from your indie bookstore.

Third, tell others to shop there.

Fourth, write positive reviews online for your local bookstore.

Fifth, give the owners of such stores feedback, ideas, and suggestions on how they can improve their stores. encourage these stores to read this blog post.

Sixth, attend the store’s events, whether in-person or online.

Seventh, comment on social media about your local bookstore.

Indie bookstores, we love you and support you, but please don’t take this fandom for granted. Earn our money and friendship by being creative, offering discounts, and enhancing your offerings. You can do it. You need to.

 

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Brian Feinblum, the founder of BookMarketingBuzzBlog, can be reached at brianfeinblum@gmail.com.  His insightful views, provocative opinions, and interesting ideas expressed in this terrific blog are the product of his genius. You can – and should -- follow him on Twitter @theprexpert. He feels much more important when discussed in the third-person. This is copyrighted by BookMarketingBuzzBlog ©2020. 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.

Interview With Career Expert & Author Skyler W. King

 

 

 1.      Skyler, what inspired you to write your debut book, Two Pieces of Paper? There were a couple of reasons I landed on Two Pieces of Paper for my first book, but the largest was a desire to pay it forward. I was blessed with a great deal of success throughout my college career, and did my best to pass on my key learnings and advice to my peers whenever I could. Two Pieces of Paper is the aggregation of that advice, and the hope of publishing it is to extend the reach of students it could impact.

 

2.      What is it about and who should be reading it?  A lot of young people, including myself, have an unchallenged preconceived notion that “in order to be successful and get a good job, then you have to go to get a college degree.” However, I realized pretty early on that this logic is a bit flawed, and can possibly inhibit early in career success. Instead, focusing your college experience around the “two pieces of paper”- a college degree AND a job offer- early in career success is significantly easier to attain (rather than focusing on the degree THEN the job offer).  Anyone pursuing college for early in career success can get value out of Two Pieces of Paper, from high school students starting to explore colleges and corresponding degree programs to recent college grads needing help navigating the hiring process. However, I think Two Pieces of Paper is best served for recent high school graduates and college freshmen. It’s always better to be proactive than reactive, and employing the advice and approach I share early on will set these students up for success through their four year journey (or perhaps shorter!).

 

3.      What are three key take-aways that ever reader should learn? You academic success is first and foremost (that’s why it is the first piece of paper). Someone is paying a large sum of money for you to attend your school whether it is yourself, your family, scholarship donors, or taxpayers. You owe it to both them and yourself to work hard in that arena. Along with your academics, it’s important to get involved in extracurricular organizations that can help give you skills to meet experience requirements.  Only you can control your success. You can get help in writing a resume or have a connection for a job, but there is still work that needs to be done on your part. Millions of people graduate from college every year, most of whom are looking for work just like you. For that reason you have to put your best foot forward every time in order to get the job you want. While you control your own success, nobody can truly operate in a vacuum (at least forever). So whenever you get help, be appreciative and make sure those who help you know it. Also, give back whenever you can. We all have different backgrounds, experiences, and perspectives. Disseminating them in a positive way can help us all grow.

 

4.      What challenges or rewards did you encounter in the process of researching, writing and editing of your book? Overall, I really enjoyed the process. The only real challenge I had was hammering out the first draft of the manuscript, but I overcame that by setting a personal deadline and sticking to it. From there it was a matter of finalizing the editing and working in the commentary of my experts. It’s been rewarding to experience this arena of publishing and all that it entails. I’d say now my favorite thing is hearing the feedback from others who have read the book and gotten something out of it (as well as discussing the book with book with folks like you of course .

 

5.      As a cyber security manager, what type of advice do you share to others who seek to get their first job in today’s career marketplace?  Unfortunately, my advice in Two Pieces of Paper was based around a more traditional collegiate experience, but I think a lot of it still applies in the environment we are in today. This world amidst COVID-19 is new for everyone, and with that comes the advantage of a truly level playing field. I believe those students who are able to demonstrate leadership and creative thinking through this pandemic will be the most successful in the end. In fact, I’d venture to guess that a popular interview question will be “what did you do during the pandemic?” when this is all said and done. Having a constructive answer relating to positive experiences and not “binged Netflix” will serve all career-driven students well.

 

6.      How should today’s college student strategically leverage extracurricular activities to achieve needed experience? This is one of the biggest challenges for college students to overcome. How do you apply for a job when you don’t have experience, but can’t get experience because the job? The answer is extracurriculars. Extracurriculars provide an avenue for indirectly related experience that can help achieve requirements. Projects you do in your academic coursework, positions you hold in professional societies, and connections you make through social organizations all feed into marketable experience that can be valuable in getting that first internship. With regard to COVID-19 and the more traditional means of being involved in extracurriculars have changed, there are still ways to stay involved in a different capacity. Moving meeting to virtual and holding online events are a few ways that I’ve seen student groups get creative in the midst of this pandemic.

 

7.      When it comes to crafting a resume, what do college grads need to know? My advice for resumes is simply put in two vocational viewpoints: as an artist, and as a chef. From the artist perspective, you want your resume to appear crisp and professional. Recruiters may screen hundreds of resumes for a position, and if a resume looks sloppy then there’s a good chance it gets trashed in favor of a more put together resume. You wouldn’t (or shouldn’t) show up to an interview for the job of your dreams in pajama bottoms and a tank top. Don’t let your resume make you out to carry that kind of lazy appearance. From the chef perspective, I discuss a resume as a three course meal. The appetizer sets the tone for the meal, and consists of your contact information and purpose statement in the sense of your resume. The entrée is the primary sustenance a recruiter will take some time on, such as your experience and education. Finally the dessert is all the extra things that sweeten yourself as a candidate like industry certifications, side projects, or relevant skills.

 

8.      Any advice for aspiring writers? “If not you then who, and if not now then when?” No time will ever be perfect, so just dive in head first to the deep end. You’ll end up having to force yourself to swim.  

 

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To contact Brian Feinblum, the founder of BookMarketingBuzzBlog, please reach him at brianfeinblum@gmail.com.  Brian Feinblum’s insightful views, provocative opinions, and interesting ideas expressed in this terrific blog are the product of his desire to help writers succeed. You can – and should -- follow him on Twitter @theprexpert.  He feels much more important when discussed in the third-person. This is copyrighted by Brian Feinblum ©2020. 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 hosted several panels on book publicity for Book Expo and often speaks before writers conferences and author seminars.