By k | August 27, 2016 - 6:00 am - Posted in New Business Development

A couple of weeks ago,
I contacted a normally super polite,
super nice
book blogger.
I sent her details
on my upcoming book release.

I forgot one piece of information.

She sent me a nasty message back,
ranting about how I disrespected her
by not following instructions,
etc. etc.

My knee jerk reaction
was to get angry,
to send an equally nasty message.

Instead, I waited.
I calmed down.
I sent her a deeply apologetic message.

She featured my upcoming release
yesterday
in a high profile spotlight.

Everyone has bad days.
Everyone loses their cool.
Usually we lose it
with someone who doesn’t deserve it.

If we’re that someone,
the best thing we can do
is be understanding.

Make that grumpy person’s day
a little bit better.

By k | August 26, 2016 - 6:00 am - Posted in Marketing

The commercials for the horror flick
Don’t Breathe

scare me.
I get anxious and jumpy
every time I see them.

When I told
one of my horror film loving buddies
this,
he said,
“If the commercials don’t scare you,
why would the movie?”

THIS emotion is key.

Yes, we all know
the quality of the marketing
should be as good as,
if not better than,
the quality of the product.

But what many of us
don’t realize is
the marketing experience
should reflect the product experience.
That ‘experience’ is truly
emotion.

If the movie scares the ticket buyers,
the commercials for the movie
should scare them also.
If the romance novel gives readers
a lovey dovey feeling,
the marketing should do this also.

Does your marketing reflect
the product experience?

By k | August 25, 2016 - 6:00 am - Posted in Marketing

When readers buy a book,
Amazon usually recommends
another book
by a different writer
for them to try.

I was excited
because my September release
was being recommended
to readers of a huge August release
in the same niche.

My preorders lift was huge
when this other release
was merely available
for preorders.

Now, it has released
and readers are disappointed
(I was one of those readers).
Suddenly, my book is associated
with that disappointment.
My preorders have plummeted.

That is always the danger
when our product’s success
is tied to another product’s success,
especially a product
we have no control over.

I didn’t have a choice.
Amazon didn’t consult me
before they tied our sales together.
You might have a choice.

Think before you tie
your product’s success
to another product’s success.

By k | August 24, 2016 - 6:00 am - Posted in New Business Development

A salesman loved one
lists all of his sales calls
and other accomplishments
in his online calendar.

When he needs motivation
or optimism,
he looks at these entries,
reminds himself
of everything he’s accomplished.

Barry Moltz
shares

“Once an item is checked off
the to-do list,
consider adding it to
a daily or weekly
accomplishments list
in order to feel proud of
what has been achieved.

This may prevent you
from getting dragged down
by the size of the list,
and may help you acknowledge
all the work you’ve done.

Tracking your accomplishments
may also help you judge
whether the completed items
on your to-do list
are contributing to
the company’s overall mission,
and if you should delegate tasks
to a member of your team
to free up your time.”

Consider keeping
a parallel accomplishments list.

By k | August 23, 2016 - 6:00 am - Posted in Marketing

Every salesperson or marketer knows
it is easier to sell or to market
to existing customers.

One way to do this
is through loyalty programs.
Reward customers
for buying more.
These rewards could also create
a party-type atmosphere
at your store or restaurant.

Erika Napoletano
shares

“You can host drawings,
daily giveaways
and peak-hour promos—
like a special on margaritas
from 4 p.m. to 5 p.m. daily—
exclusively for
loyalty program members.

And always requiring
an email address to participate
may help you
keep your loyalty program members
up-to-date on seasonal marketing
and other news all year long.”

A beach read writing buddy
gives her best readers
unique items like dolphin pens
and inflatable hearts.

Have fun with
your loyalty programs.
Offer your best customers
something creative and unique.

By k | August 22, 2016 - 6:00 am - Posted in Marketing

Many people don’t think of
marketing
after release day/week/month.

Writers are especially guilty of this.
Release week usually signals
the end of their marketing,
even though the book will continue
to be sold for years.

Seth Godin
reminds us
that there’s a last
but not least important
marketing step.

“The last step is
so often overlooked:
The part where you show up,
regularly, consistently
and generously,
for years and years,
to organize and lead
and build confidence
in the change you seek to make.”

Marketing doesn’t stop
after the product/service
has been released.
Continue to promote it.

By k | August 21, 2016 - 6:00 am - Posted in New Business Development

Most successful innovations
are small steps,
not giant leaps.

Why?

Because people don’t like change.
They’ll resist big changes.
They MIGHT embrace small changes,
products or services
that are only a little bit different
from the products or services
they are already buying.

Seth Godin
shares

“Human beings are
pattern-matching machines.
Changing our beliefs, though,
is something we rarely do.

It’s far easier to sell someone
on a new kind of fruit
than it is
to get them to eat crickets,
regardless of the data
you bring to the table.”

Consider small innovations.

By k | August 20, 2016 - 6:00 am - Posted in New Business Development

The cutoff grade for my program
at university was an 87 (out of a 100) average.
I squeaked in
with an 87.5 average.
I knew at least 33% of my classmates
would flunk out.
I knew I would have to work
extra hard
to go from the bottom of the class
to the top 67%.

I worked it
and I graduated.

Many of my classmates
with the high marks?
They didn’t graduate.
They had never worked for anything,
had always gotten by
on their greater than average intelligence.
When they faced their first failure,
they didn’t have the coping tactics
to push past it.

Seth Godin
shares

“You’re going to have to
fight for every single thing,
forever and ever.
It’s really unlikely
that they will pick you,
anoint you
or hand you
the audience
and support you seek.”

Knowing this,
knowing you’ll have to fight
for everything,
is a gift.
Use it.

By k | August 19, 2016 - 6:00 am - Posted in New Business Development

The media doesn’t like
normal.
Normal isn’t a story.
Normal doesn’t attract eyeballs.

To ‘fix’ this,
the media has settled
upon a formula.
They will build a person or product
or company
up,
broadcasting only positive stories.

Then, when the public gets bored
with that,
they will tear this latest star down,
broadcasting a slew of negative stories.

This works great…
for the media,
so great that smaller review sites
and bloggers and local newspapers
are using this tactic too.

There’s almost nothing
you can do about the tear down stage.
If the media doesn’t find legitimate dirt,
they will willfully misinterpret
anything and everything
to create dirt.

What you CAN do
is take full advantage of
the build up stage,
win those new customers over
completely,
make them super fans
so they’ll stick with you
during the tear down stage.

Know the media cycles
and use them.

By k | August 18, 2016 - 6:00 am - Posted in New Business Development

Even when I was working
70 hour weeks
in new business development,
I wrote at least a page a day.
I practiced
and now I’m being rewarded.
I earn a solid living
from the writing.

Tony Robbins
shares

“People are rewarded in public
for what they’ve practiced in private
obsessively, intensely,
and relentlessly.
Most things
—including public speaking—
can be mastered
if you’re willing to put in
the time and energy.”

Practice,
even if it is merely
for a few minutes today.
You WILL improve.