Ta dah! The moment you’ve all been waiting for. I’m now going to reveal some of the top book marketing strategies.
Most of these you can use online and off:
1. Advertising: online with Google Adwords, offline in industry magazines
2. Affiliates: have other people sell your books
3. Blogs: have valuable content on your blog and as a guest blogger
4. Joint ventures: have others promote to their list
5. Mailings: online with email to your list and other lists; offline with direct mail
6. Media: radio shows online and off
7. Social marketing: online with Facebook, LinkedIn and other social sites, offline by building relationships and strategic alliances
8. Speaking: online teleclasses and webinars (yours and others), offline giving talks and seminars
9. Writing: articles, blogs, columns, press releases, ezines, newsletters, websites—the sky’s the limit both online and off
Now I’m sure you can find something on this list that works best for your book, your market, and you. If you’re still stumped brainstorm some ideas with whomever you’ve selected as your support person (me included!) and start putting together your marketing plan.
I suggest you sign up for book marketing newsletters, such as John Kremer and Penny Sansevieri, since new and improved promotional ideas are always being “discovered” or “invented” or “re-invented” and you want to stay on top of these developments in this rapidly changing world of book and ebook marketing. And with the new ebook readers, a whole new world of book marketing is upon us, so keep your eyes, ears, and fingers open!
As you experience success, please share it with me and my readers by posting a comment on this blog. Let’s all learn from each other.
Happy writing, (& promoting!)
Andrea Susan Glass
P.S. My new 6-week course “Write an Ebook: Hands-on Class” will begin on Tuesday, October 4 from 6:30 to 9:00 pm at the Cal State San Marcos University campus, 333 S. Twin Oaks Valley Road. If you live in the San Diego area or know someone who does, please let them know about this ground-breaking class. My goal is to have students finish an ebook in 6 weeks. For more information visit www.csusm.edu/el and click on Extended Learning or call 760-750-4020.
Welcome back to the next installment of the “dreaded” book marketing primer. My goal is to make book marketing fun and easy, because I know how much you love the book you just poured your heart and soul into and how much you want to get it into the hands of your readers!
And that’s where the fun is: connecting with your ideal readers. Who did you write your book or ebook for? What aim did you have for your readers? What did you want them to gain from reading your book? What will compel them to say, “I have to have this book”?
These are the questions you asked when you started writing your book and these questions should be answered now that you’ve finished the book. So say your book is about life balance for working moms and your book shows this audience how to take care of themselves while also caring for their children, spouse, their home, and their work! Whew! Sounds like a great book that every working mom could use and would love to have.
So you know your ideal reader, now you just have to find them. Well, lucky you. This happens to be a clearly identifiable market. They’re everywhere. Working moms have websites, meetups, organizations, magazines, and conferences. And the subcategory of “work at home moms” is a growing segment of the marketplace, also easy to identify and locate. Use your handy search engine to do a search for this market and build a list of where you can find them. Also ask around to people in your personal and professional circles if they know anyone influential in this group or of organizations in this market.
Take the same steps for your market—whether they are sports nuts, animal lovers, college professors, retirees—whomever you’ve identified as your ideal reader.
As to how you will connect with these readers, we’ll base that on your book, your abilities, your preferences, your budget, and several other factors.
Happy writing (& marketing),
Andrea Susan Glass
PS. If you live in San Diego you might want to check out the 21st Century Book Marketing Seminar. (www.21stcenturybookmarketing.com). It’s October 14-16. You’ll learn just about all you need to know about marketing your book!
As a service professional, such as a coach, consultant, or health care provider, your goals are twofold: to help as many people as possible and to make a profit in your business. In order to achieve these goals, you need to let as many people as possible know about your services and convert as many as possible into paying clients!
However, this often presents a challenge. Why? Because you’re highly skilled at the service you provide, but probably not as skilled at marketing and selling those services. When you trained in your industry, it’s unlikely you took any classes in sales and marketing, and if you did, a lot of it probably went over your head.
That is, until you hung out your shingle and got out there in the world to open your doors to business. And found out getting the clients in the door to offer your services was a little tricky. You may have applied some of what you learned or had to learn on the fly. You may have discovered what didn’t work and maybe some of what did work. You can continue to throw tofu against the wall and see what sticks or you can get a plan!
One piece of advice I give to my marketing students at UCSD is that to be effective more times than not, it pays to have a marketing strategy or plan. And when they focus on their target market and the best methods to reach them, they find that most of the strategies require writing marketing copy—another skill usually not taught when you learned the skill you provide in your services.
Once you’ve clarified your ideal clients—by gender, age, income bracket, location, problem, and whatever else identifies them—you get a clearer picture of how to reach them. And in order to reach them effectively to generate leads and convert them to clients, you have to have a clear message about what you do. Your message must be written in compelling copy to capture readers’ attention and propel them to say YES!
Now you may be doing most of your marketing online; you may be doing some of it offline; or you may be doing a combination. This depends on how you serve the client and if online methods make sense. Even if you’re a hands-on healer who needs to treat clients locally, you can still use online methods to let people know about your services.
If you use online methods, you might have a website or blog, write articles and press releases, and use social media like Facebook and LinkedIn. If you use offline methods, you may use direct mail newsletters, and postcards, attend networking events, or give talks and workshops. Yet, what all these methods have in common is that you need to write compelling marketing copy.
There are 5 common factors you need to have in every piece of marketing copy:
1. speak to your target market
2. identify problems and solutions
3. clarify your differentiation/niche
4. use keywords
5. include a call to action and contact information
For example, if you have a website, you need to have your message about who you serve and what problem you solve immediately available to visitors to your site. You need to tell visitors what to do—sign up for your newsletter or call you for a complimentary consultation. Or if you’re sending out a flyer for a workshop, you need to have a great workshop title that taps into your market’s primary problem, have a bulleted list of benefits they will get by attending, and tell them to send you a check for the workshop fee by a certain date because you can only take a limited number of students.
All these components make for compelling marketing copy that will attract a lot of leads for you that you can convert into paying clients. When you learn some of these skills, you’ll be able to achieve your goals of helping as many people as possible and making a profit in your business—a win for everyone!
Happy Info-Product Profits,
Andrea Susan Glass
How are you promoting your online business these days? Blogs are great! Articles are effective too. And social networking is all the rage. But have you explored the power of writing a book or e-book or other information products?
As a small business owner, online marketer, or service professional you must promote yourself by standing out from your competitors. Writing a book or e-book is a prefect way to do that. A book positions you as the expert, you become the go-to person in your industry, you’re the specialist for your targeted niche, and you can now call yourself “author.”
A book or e-book can also provide passive profits for your Internet marketing business or real world service business. Your information products sell 24/7 while you sleep, travel, or write the next book! And it becomes a powerful promotional tool to attract more clients. Here are some of the many ways you can use your book or e-book to promote your business:
Give away an e-book on your website when someone opts in to your mailing list
Create a joint venture where you use your e-book as a bonus item
Offer a free book when you give a talk or an e-book when you give a teleclass
Give your e-book away as a viral marketing tool with links to your website inside
Donate your book as a raffle prize at networking events
Sell your books at charity events and donate a portion to the charity
Take a booth at a trade show or industry conference and give books away as a lead generator
Be certain the book or e-book you write is on a subject in line with your knowledge and expertise so you can build your brand identity. Start writing your book, e-book, or other info-product and watch the clients flock and the profits soar.
Andrea Susan Glass
I ask myself this question every day when I think about whether I should post today and if I do what I should write about and will anyone read it and if they do will they buy my services or products? That’s a lot of questions to ask and a lot of unanswered questions. If you wonder these same things too, let’s see if we can explore the answers together. If you happen to land on this blog and have some answers, please post a comment. And if you didn’t know this, when you leave a comment, you can have a link back to your website. My blog will have comments which means it looks like someone has read it, and you will get a free link to your site. So it’s a win for everyone.
Anyway, back to the questions. First, should I post today? Or how often should I post? I don’t know the answer to that, yet what I do know is every time I post I get a Google alert within a few hours. That means that Google is out there poking around the web picking up fresh content. This is a good thing. It raises your ranking in the search engines. I started out posting twice/week, then abandoned it altogether. Then started back daily, now it’s every other day. If I get a lot of visits, I’m encouraged to post more often; if I get fewer visits, I cut back. This is not a definitive answer by any means. You’ll have to feel it out and see what works best for you.
Next, what should I write about? Well, your area of expertise and your niche market primarily. I ghostwrite information products so I write mostly about that. However, Internet marketing is a broad topic area, so I have written about creating and marketing e-books, books, and other info-products, and peripherally about marketing through blogs, articles, and social networking. Lots to write about, and all of it is in my area of expertise. And some days, like today, I’m writing about what’s on my mind. Or I might write about something in the news that is connected to my topic.
Will anyone read my blog? At first I got little traffic, then it started to build, and one day I had peak traffic. I followed the comments and the links and found that Google blogs was responsible for a lot of that traffic and the subject and keywords were what drew the audience. I continue to investigate how people find blogs and what I can do to attract more traffic. It’s an ongoing learning process.
And lastly, will visitors buy my services and products? At this point, I don’t know the answer. I think if you get repeat visits you start to build a fan base. As people follow your blog, they get to know and respect you and if they have a need they may take the plunge and buy something from you. Because we can all get so much FREE information on the web, you have to make a good case for someone to take out their credit card and pay for information. This, too, is something I continue to investigate in the hopes of uncovering the mystery of selling online. It might help to have an email capture on your blog, and you will need HTML to do that.
If you have any answers to some of these questions, please leave your comments. I truly believe regular blogging should be part of any Internet marketing plan. Mix it up with your articles, press releases, advertising, and social networking and you have a recipe for success.
Andrea Susan Glass, www.WritersWay.com
It began innocently enough with MySpace, and multiplied like a virus out of control. What I’m referring to are social networking sites, also known as social media, or Web 2.0 (don’t know how it got that name!)
Today we have so many of these sites, I can hardly keep up. I’ve got profiles on LinkedIn, FastPitch, Merchant Circle, Ryze, Digg, Twitter, Del.icio.us, WomenIIWomen, a few more I can’t recall, and of course Facebook. I say of course Facebook, because that has become the darling of the business community.
It’s easy to use, and it’s actually a lot of fun! Almost too much fun, because I can spend hours inviting friends, answering friend requests, sending messages to my groups, accepting hugs, money, pets, flowers, and who knows what else! Oh, and letting people know what I’m doing right now!
Here are the facts about Facebook: It’s the 6th most popular website in the world, it has over 60 million active users, 250,000 new people join every day, it gets more than 65 billion (yes billion) page views per month, 56% of the members are over 25 years of age, 55% of the members are female, 35% of members earn more than $60,000/year, and 23% earn over $100,000/year.
I reveal these numbers to you, because they indicate the target market, and I think this is why Facebook members are targeting other members with all their products, events, groups, etc. It’s become a virtual hyper-active marketplace and meeting place. People are selling products, promoting events like teleclasses, and playing with more “applications” than I can keep up with.
Have I gotten any business from it yet? Well, I haven’t, but many people claim they have. I’m going to give it some time, and I suggest you at least put up a profile. You can become my friend at http://profile.to/AndreaSusanGlass, and join my groups at http://Groups.to/IdeasIntoInfo-Products and http://Groups.to/WIFI.
See you on Facebook,
Andrea Susan Glass, founder of www.WritersWay.com
Social networking was created as a simple tool for people to connect over the Internet. As a business, it can be easy to be dismissed as an average advertisement on these sites by the members. So here are a few things to keep in mind as you use social networking to expand your business:
1. Create an appealing profile. Sites like MySpace and Facebook allow you to make profiles that you can share with your “friends.” Your profile is like a mini-web page. Make it fun, colorful if you have the option, and attention-grabbing. This is where viewers have their first impression of you and your business. Take advantage of that and reel them in.
2. Be proactive. Very few people will come to you. Often, potential clients don’t know what they are looking for, so it is up to you to tell them. Take time out to devote to interacting with people online and accumulating “friends” which may become potential clients. It never hurts to have as many friends as possible; you never know who will employ your services.
3. Offer useful information. Social networking sites give users the ability to post bulletins and blogs that are automatically shared with your connected “friends.” Use this to post ads and updated information that your connections can see on their home page.
4. Stay in touch with your friends. When using the previous tips, be sure to post updates or ads at least once or twice a week. This will keep your name fresh in their minds and when they are ready to do business, they will be comfortable to do it with you.
Utilizing social networking sites for your business can be a valuable endeavor. Keep in mind these tips so your experience can be profitable and not wasteful.
If you have any other tips or advice, feel free to leave a comment to share with us!
Social networking has taken a whole new turn for business users. Traditionally, sites like Facebook and Myspace were simply social. They are a great place to meet new friends and reconnect with old ones. However, many have realized the possibilities of these sites for business expansion.
Have you ever attended a networking event? It may be difficult to get together a significant amount of people and then have to meet each one, pass out your card, and then they remember to call back or keep in contact. Well, with sites like these social networking ones, there are literally billions of people at your fingertips!
It definitely takes effort, but the payoff can be well worth it. The sites are free, so that is one obstacle covered. You need to take a proactive approach to these sites. Go out to any and every profile and introduce yourself. Yes, you can limit your searches to those who you feel would best suit your clientele, but this may only limit you. It never hurts to have too many friends and you never know who will want to employ your services.
You can post bulletins to all your friends at one time. These posts will appear on each of their home pages. This is FREE advertising at its finest! You can reach an endless amount of people at one time, as many times as you chose.
If you want a more guided path to these sites, there are forums for almost every topic under the sun. You can go to the forums, select any topic you wish, join, and start posting your thoughts and ads immediately.
This is a bandwagon we should all jump on. Leave your comments and tell us whether or not you find social networking sites to be beneficial for your business.
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