(photo credit: Lessonly)
In today's edition, we're talking about marketing. What I found has been the most effective way to build momentum with the book is through the continued sharing of new ideas, concepts and tactics surrounding the book's central theme through continued writing. It's helped me to build a following, provide sharing opportunities to those who have not yet found your book, and it's just fun to keep writing once you've found your mojo in it. So here goes...
56: I should have built a bigger database: As you’re building up for the launch, a large part of your marketing strategy needs to be direct. You don’t want to wait too long to develop your audience. I created a website (using Strikingly), then set up a simple blog on it, but really hadn’t developed any sort of following. LinkedIn became my primary marketing channel. So, my advice would be to set up a simple CRM (customer relationship management) solution. Start building a following. Write blog posts and make it easy for individuals who enjoy your content to sign up. Your publisher won’t be pushing the book much at all. It’s up to you. So get building.
57. Keep writing: I’ve written a book-worth a blog posts since launching the book. First, once you get the writing fever, it does become a fun, almost meditation worthy ritual. You might think you’ve unloaded everything in our brain into the book, but because everything you see is an idea during the book writing process, it doesn’t stop after the book is launched. As a matter of fact, everyone who reads your book will tell you about their experiences, their stories, and you’ll quickly find that there's a blog post waiting for you. And second, it’s how you continue to cultivate and build your audience. Those posts, for those who love your book, will feed their interest, and have them sharing. Post a lot. You’ve got the credibility since you have a book. Capitalize on it. It’s hard. It sucks sometimes. But do it.
58. But keep in mind, everyone is an expert online: While you’ve established yourself as the expert in your subject through your book, and all of the research, interviews and contemplation that went into putting it together, you’ll quickly find that there are lots of self anointed experts online, too. Embrace that. You post something insightful - you’ll have people who appreciate it, but you’ll get hung up on the people who disagree. Don’t. My Dad always taught me that for every 95 people who love your stuff, 5 won’t. Sometimes those 5 will come all at once, but there are 95 people who love it right behind them. Don’t dwell on the 5. Address their concerns, but move on quickly - and serve the 95.
59. Weird followers & LinkedIn requests: My following has grown a ton since the book launched, but I’m always amazed by the odd people that have started following me. Right now I have connection requests on LinkedIn from a chiropractor, a physical therapist, a paralegal, a dental hygienist, a guy that works at Sears, an accountant, a film producer, a lab technician at a pharmaceutical company in Ireland, and a whole pile of people from India, Romania and the Ukraine. Why? I don’t know. For me, I determined that if people who are associated with sales in some direct capacity want to connect, I typically accept. However, if their intention is to immediately flip a connection acceptance into a sales pitch, I often immediately disconnect the connection.
60. World famous authors have lots of issues, too: My publisher is involved in a private group of non-fiction authors who share ideas, ask each other questions, and essentially cross-educate on the space. He was nice enough to sneak me in. What I quickly found is that, even the top selling authors in the industry have all sorts of issues they run into. A long-running best-selling book doesn’t mean the author is just sitting back counting their money. I’ve learned that they have a different set of issues - like people in remote countries simply copying a book at like a Kinko’s and selling it on Amazon. People flat out stealing ideas and making them their own. Etc. Every stage of a book has a different set of issues.
Ok, only ten left to go. In this next set (lessons 61-65), we discuss launch parties (should you do one?), setting up events at bookstores or libraries, and we'll get started with some thoughts around building your business through speaking. Cool?
And as always, once we get through these last ten, I'll be getting back to spreading the good word of transparency. So, if you're so inclined sign up below.
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