Trump, Carson And The Power Of Books As Marketing Tools

Trump, Carson And The Power Of Books As Marketing Tools

For years I have urged clients (and non-clients for that matter) to write a book as a way to define their brand and their message. My point has always been that when you can promote yourself as a published author, it gives you added credibility with the media and is much more impressive than a business card when reaching out to potential clients or customers. As it turns out, even presidential candidates see the value of a book as a marketing tool. In case you missed the news, Ben Carson and Donald Trump both just released new books. Carson’s is titled A More Perfect Union: What We the People Can Do to Reclaim Our Constitutional Liberties. Trump’s is Crippled America: How to Make America Great Again. Carson and Trump now have this additional way to get their political message out, much the way they do with stump speeches and TV commercials. In their case, a book displayed in a book store also serves as a miniature campaign poster, so the book cover is useful even if people don’t read the contents. That two leading candidates for president would decide to publish books validates what I’ve said for years. A book serves as an instant introduction to your thoughts, feelings, expertise, know-how, advice, wisdom and personality rolled into a neat 200 to 300-page package. Whether you are looking for votes, new clients or to be positioned as a leader in your industry, a book helps pave the way to accomplishing your goals. “That sounds great,” you might say. “But I’m not Donald Trump or Ben Carson. I’m also not a...
You Say You’re An Author,  Not A Marketer? Think Again

You Say You’re An Author, Not A Marketer? Think Again

Sometimes I speak to authors who finally have a book ready for publication after months or years of hard work, yet sadly, in all that time, they neglected to give any thought to a key reality of the book-publishing world. The responsibility for marketing the book falls on their shoulders and they should have had a promotional plan in place ready to go when the book was launched. When I point that out, they respond by saying, “But, I’m an author, not a marketer!” If you are thinking the same thing, it’s time for a quick adjustment in your mindset. Because you have to be both! If you want your book to have a chance at succeeding, this is on you. Happily, today there are more ways than ever to market your book (or business, for that matter) and social media marketing should be one of the key components in your promotional plan. Social media provides a number of effective tools that allow you to connect with people who share your passion for the topic you wrote about. Some of you may be saying, “But I have no interest in social media. I hate the idea of posting on Twitter or sharing my thoughts and pictures on Facebook.” I get what you’re saying! Like it or not, though, your personal feelings are beside the point. Whether you are a fan of social media doesn’t matter. Whether you believe too much time is wasted on sending out tweets or liking things on Facebook also is irrelevant. The reality is what it is. You need to recognize its importance or risk...
Social Media Tips for Authors

Social Media Tips for Authors

Writing a book requires time, focus, and plenty of work – believe me, I know! My own book, Celebritize Yourself, was one of the biggest projects I’ve undertaken and, because of that, one of my proudest accomplishments. Because I’ve been working with authors since I launched my business in 1990, I knew that marketing Celebritize Yourself would require the same dedication that writing it took. But for many of the authors I talk to, that comes as a surprise. One of the easiest places to start is with social media. Here’s why: It can give you a vast audience of potential customers. It doesn’t require you to woo gatekeepers, like editors and TV producers, to share your story. Anyone can launch a social media account. It’s excellent for reaching niche audiences. From making connections among certain interest groups to targeting key demographics with low-cost social media ads, you can create a very precise strategy. It keeps you in front of your audience day after day, so that when people are ready to buy, you’re right there. A large following enhances your credibility with both the general public, traditional media and important “influencers” – people and organizations that have respect and clout. If you’re just getting started on social media or looking to expand your presence, here are some things you should do: Launch and maintain more than one social media network – preferably at least three, if possible. Facebook, Twitter, Google+ and LinkedIn are the biggest networks and each has idiosyncrasies that may – or may not – be suitable for the messaging you plan and the audience you...
Using Social Media to Boost Book Signings

Using Social Media to Boost Book Signings

Whether your book is a nonfiction marketing tool for your brand or business, or the newest release in your writing career, staging book signings can help build your audience. It’s an age-old practice that has changed – as with almost everything in the publishing industry – due to social media and other online tools. Not only do platforms such as Facebook, LinkedIn and Google+ make it easier to promote your signing, they also provide new opportunities for maximizing the return on your investment. Book signings, which can include an informative or interesting presentation or demonstration, have always held more value than meets the eye. Here are three benefits that may not have occurred to you: They get your book into shops that might not otherwise carry it. Bookstores are choosy; their numbers are declining (there were reportedly 10,200 nationwide in 2011) and they have many books from which to choose – more than 730,000 new titles a year, including traditionally and self-published print and e-books. The store may create a special display featuring your book – especially if you ask! If that happens, you just got valuable free merchandising. The store will likely promote your book signing, including sending announcements of the event to its customers and local publications. Anything the store does in that regard is also great marketing for you! While it’s nice if the store promotes your book signing, you owe it to the shop and yourself to do all you can as well. The more people who come to the event, the more books you sell and the more likely the store will invite you...
3 New Do’s for Marketing Your Book

3 New Do’s for Marketing Your Book

Recently we visited beautiful Amelia Island, Fla., to host a publicity workshop at its big annual Book Festival. Preparing for this event got me thinking about how much both book publishing and publicity have changed since 1990, when I began representing authors. With the rise of the Internet, new rules developed and strategies evolved – I’ll share three of the new “do’s” with you today. But first, a little background. Some of the changes arose because publishing became so easy. Today, there are authors of every stripe, from those in time-honored fiction and non-fiction categories to business people and professionals who’ve learned that writing a book is essential to building their brand. In 2012, Americans self-published more than 391,000 books, according to market research giant Bowker. That’s a 400 percent increase since 2007. Also in 2012, traditional publishers released nearly 302,000 titles for a whopping total of nearly 700,000 new books. In one year! With the glut of new books being released each year, promoting just one can feel like a mission impossible. But just as publishing has democratized, so has getting publicity. Yes, we still have gatekeepers – editors, producers, etc. – guarding access to traditional mass media, and yes, it’s still important to get their attention. But now we have social media to help us do that. With hard work, the right message and some marketing savvy, anyone can potentially build a following large enough for those gatekeepers and their audiences to take notice. Looking for media attention for your book? Here are three new do’s: Do establish an online presence and following – ideally long before...
How to Hire a Ghostwriter

How to Hire a Ghostwriter

No Time to Write a Book to Market Your Business? Ghostwriters Can Help. When I speak at conferences, I’m continually surprised by the concerns I hear from attendees who realize that writing a book will help grow their business: “How would I know where to begin?” “Don’t I need to be a writer to write a book?” “Where would I find the time? I’m working 24/7 as it is!” In recent weeks I spoke to small business owners in Ohio and professional women in Vancouver, and many of them had the same questions. My answer is almost too easy: Don’t do it all yourself! You can write as little or as much as you choose thanks to the help of talented ghost writers, freelance editors, and other professionals. Ghost writers can provide an array of services, from turning your two-sentence idea into a 150-page book, to sharing the writing tasks with you, to editing and polishing what you’ve written. Many, many books being sold today had help from ghost writers, although you’d never know it because their names often don’t show up anywhere on or in the book. Ghost writers can also advise you on important pre-writing questions to answer, including how the book should be positioned and who the audience is. Knowing those answers at the outset can influence everything from the tone of the writing to the font of the print and the texture of the pages. Here are some suggestions for finding and vetting writers and/or editors to help you: Get recommendations or post your job proposal to elance.com or guru.com. It’s always reassuring to hire someone who...