Article at a glance:
- People can’t search for you if they don’t know you exist.
- Keyword searches return thousands of competing results.
- Media exposure helps point people to your website.
It pains me to see the hurt and frustration of people who don’t understand why their wonderful book or their cool, new product isn’t selling well. Too often, they conclude no one is interested in their message or that their gizmo falls short.
That’s usually not the case at all; heck, it’s why I went into marketing and PR! The need to market new books and products has been around for, well, as long as we’ve had books and products. The only thing that’s changed is the new media options we’ve added to our strategies.
I was recently talking about this with Joe Thomas of Left Brain Digital, the web developer and marketing consultant who designed our new website and services many of our clients. He said he’s still surprised by the number of authors and entrepreneurs, both new and seasoned, who tell him “I just don’t get it!” when their books or products don’t sell.
Since Joe has a way of explaining things that always makes me laugh, I asked if he’d mind writing about this problem for The PR Insider. He readily agreed. So, here’s Joe:
How To Write A Happy Ending
Or … I Have A Really Neat-o Book or Product, Now Why Doesn’t Anybody Buy It?
I can’t even fathom the number of conversations I’ve had with new clients suffering from a severe case of “I Just Don’t Get It!” disease. The stories of why they wrote their books or developed their products are all different, but the endings are the same: They’re not selling diddly. Squat. Nada.
Before we get too far into the whys and why nots, let me warn you, I am not going to tell you what you want to hear. There’s no magic form for you to fill out to get instant access to my “Special Report,” nor is there a download of secret “For Your Eyes Only” information designed to get you on my mailing list. (My next rant is going to be about buying into the web marketing trap.)
Instead, I’ll go straight to the “why,” which is as complicated as it is simple: People can’t buy what they can’t find.
Most web marketing gurus will tell you that Search Engine Optimization can help direct potential customers to your book or product, and why you should hire them to get you listed front and center. I am not that guy. Oh, I believe in the power of Google, but there are major caveats:
- Search engines are great if you know what you’re searching for. Type in your name and/or book title into Google and look at the results. You may be at the top of page 1 and even have 22 different listings on the first and second pages. You may get the same results on Bing and other search portals. You might even show up first on Amazon.com, where your book is right there, for sale to the masses. But you’re still not selling many books are you? Here’s the tricky part: YOU know your name and your book title, don’t you? But, people can’t search out your name and book title if they don’t know them.
- People can search for my incredibly, fantastical keywords, can’t they? Well sure they can – and they do. Let’s assume for a second you have a book and it’s about Politics, Money, Religion, Employment or any number of topics. Now go to Amazon and type in your keywords – you know, Politics, Money, Religion, Employment … You just discovered there are 672,481 books using your Incredibly Fantastical Keywords, right? Now type in those same keywords along with your name and/or book title. Eureka! There you are. I now direct your attention to No. 1 above.
- Your website is totally gorgeous but it’s not getting you sales. The first part of this quandary is, LOOK AT No. 1, above. Are people actually visiting your site? Have you checked out your server logs to see what your traffic data looks like? You’re probably thinking your webmaster takes care of all that, right? Unless your webmaster is getting a piece of the profits from every item you sell, odds are he/she doesn’t really care. Let’s be honest here, you’re paying your webmaster whether you sell or not. Now, if your traffic data is showing that you’re getting a boatload of traffic but no sales, maybe you need to be more realistic about how gorgeous your site really is. Looking good and converting visitors into buyers are two different things. But before you start blowing up your site, go back and LOOK AT No. 1, ABOVE.
Here’s a bit of free advice: If your marketing plan to reach 100,000 book or product sales is based on people finding you without a clue who you are, keep your day job and forget about buying the fancy car with your profits. You need exposure. You need to get your name and the name of your book, product or business in the news – in newspapers (they all put their content online nowadays), magazines and e-zines and blogs. Get yourself interviewed on talk radio and TV, if you can. Get your social network sites up and active and build a following.
Plenty of people do it themselves. If you find that too difficult or time-consuming, hire professionals to do it for you. There are 5 hundred million thousand books and products for sale online. If you want folks to know what to search for, they have to know that you exist and what you have to offer.
And the happy ending will come.
Joe makes it sound as easy as 1-2-3, doesn’t he? OK, so maybe it’s not that easy, but if you’re motivated and willing to spend the time getting your name out there, you’ll see it’s very effective. Along with making people aware of who you are, media attention gives you credibility that you just can’t buy.
That’s what I would call a happy beginning!
Marsha Friedman launched EMS Incorporated in 1990. Her firm represents corporations and experts in a wide array of fields such as business, health, food, lifestyle, politics, finance, law, sports and entertainment. She consults individuals and businesses on a daily basis and is frequently asked to speak at conferences about how to harness the power of publicity. Outside of the office, she is also the founder of a non-profit organization called the Cherish the Children Foundation. In 1996 the White House recognized her charity which sets out to raise awareness of the plight of underprivileged and foster children.