By k | November 17, 2017 - 6:00 am - Posted in New Business Development

Whenever writers talk
about marketing,
someone in the group
declares
they have special issues
because
they’re doing
TRULY DIFFERENT WORK.
They aren’t writing
me-too stories,
simply writing to formula.
They’re creating stories
that have never been seen before.

Okay, condescending
dumb a$$,
I can almost guarantee
that every writer in the group
feels that way.
We aren’t copying and pasting
stories,
changing names and settings.
We’re writing ORIGINAL work.

Yet WE still learn
from each other.
WE still can make
classic marketing techniques
work for us.

Yes, you’re likely building
a truly original business
but every business builder
is doing this.
We can all learn
from each other.

By k | November 16, 2017 - 6:00 am - Posted in New Business Development

I have over 200 published stories
(product releases)
yet I still don’t sleep
the night before a story releases.

THAT’s how scared I am
that readers (customers)
will dislike my book (product).
THAT’s how afraid of failure
I am.

But I’m even more scared
I’ll leave this wonderful world
without writing THE story,
without creating THE product
that will change the world.

Adam Grant,
having interviewing
many great business non-conformists
for his book
- Originals:
How Non-Conformists Move The World,
shares,

“Yes, they’re afraid of failing,
but they’re even more afraid
of failing to try.”

What frightens you more
- missing out
on releasing
a product that will
change the world
or
trying and failing?

By k | November 15, 2017 - 6:00 am - Posted in Corporate Games

A loved one works
for a company
known as one of the world’s best
online marketers.
He, however, works
in a different division.

He’s now job hunting
and EVERY company he interviews with
assumes he knows about online marketing.

He doesn’t
but he should.

He has access to experts in that field.
His company hosts courses
he could sit in during his lunch hour.
There is really no excuse,
except for extreme disinterest,
in learning what his company does best.

If you’re working for a company
known for a certain thing or skill level,
LEARN that thing or skill level.

You don’t have to be an expert
but you should be knowledgeable.
Otherwise, you’ll look like a dumb a$$
when people outside your company
talk with you.

By k | November 14, 2017 - 6:00 am - Posted in Marketing

You have a product,
part of a line extension.
It doesn’t sell well.
Many folks who do buy it,
dislike the product.

You might as well
give it away for free.
What do you have to lose?

Your entire future.

If you give this product
away for free,
many prospects
who were considering buying
your related products will try it.

They will likely hate it
(as the others did)
and then they won’t buy
another product from you
again.

They’ll tell others
your product is garbage,
advising them to get the free product
if they are still considering it.

This is how brands die.

Only promote your good products.

By k | November 13, 2017 - 6:00 am - Posted in New Business Development

Folks, especially other writers,
often ask me for advice.
But many times,
they don’t truly want to hear it.
They want my approval
for whatever they plan to do.

In the past,
I would give my advice
and give them the why behind it.

Now,
I don’t
and this saves SO much time.

Yesterday,
a writer asked me
if she should continue to pay
for developmental edits
now that she is published.

I told her
developmental edits
are even MORE important
now.

I stopped there.
I didn’t tell her why.

Her response?
“I believe my money is better spent elsewhere
and this is why
(long tirade about marketing
being more important
than having a good book)”.

Good for her.
And good for me.
I can save the time
I would have tossed away
explaining the why behind my answer
and spend it on writing.

People who truly care
about your advice
will ask why.
Don’t waste your time
on the other people
(who have no shame
about wasting your time).

By k | November 12, 2017 - 6:00 am - Posted in Sales

There are a variety of ways
to obtain my books
(my products).
There’s the most expensive option
- buying them.
And there’s the least expensive option
- borrowing them from the library.

Of course, I would prefer
that every reader (customer)
obtain my books
via the most expensive option
(buying them).
That’s more profitable for me.

But when a reader asks or hints
about less expensive options,
I tell them how to obtain
my books at their local libraries.

Why?

Because they’ll find out
about that option anyway.
They might already know about it.
By mentioning it,
I am showing them
they can trust me.

I wouldn’t suggest
you volunteer information
about your least expensive option
but if prospects ask,
definitely consider mentioning it.

Your prospects will likely
find out about it anyway.

By k | November 11, 2017 - 6:00 am - Posted in Sales

I have a fairly sizable readership
(customer base)
in a specific romance niche.
I get messages every dang day
from other writers
(the competition)
asking me for my ’secret.’

My secret?

I have personally communicated
with almost every reader (customer)
I have,
often more than once.

I post in a Facebook group.
One reader comments.
I chat with this reader.
She buys my book.

I tweet a popular industry hashtag.
One reader tweets back.
We chat.
She buys my book.

Do that again
5,000 times
and you’ll have a sizable readership
(customer base).

Is it fast?
Is it sexy?
No.
It is a slow, not-at-all glamorous,
a bit of a grind,
but it works.

Normally I never hear
from that newer writer again.
She is searching for
the secret to quick, easy sales,
and the reality is…
that ’secret’ rarely works.

I suggest you do both.
While looking for the secret
to quick sales,
work on the slow and steady method.

By k | November 10, 2017 - 6:00 am - Posted in Marketing

As I mentioned yesterday,
my primary products are eBooks
and eBooks aren’t purchased
as Christmas presents.

My sales in December
suck
(until readers receive
their gift cards on December 25th).

Knowing this,
I don’t launch any new products
in December.

What I do is
give series readers
a free thank you short story.

This short story
assumes readers
have read all of the other stories
in the series.
This encourages readers
to ‘catch up.’

And, because this short story is free,
it makes readers happy.
They are more likely
to pre-order the next story
when they receive their gift cards.

Just because December is a rough month
for sales
doesn’t mean
you can’t set January up to be
a super month for sales.
Build the base now.

By k | November 9, 2017 - 6:00 am - Posted in Marketing

Many ‘experts’ will tell business builders
to talk about Christmas
as soon as possible
(i.e. in November).
People, in a Christmas mood,
buy.

What they often don’t tell us
is
people, in a Christmas mood,
buy
presents for other people.
They don’t buy
for themselves.

My products are eBooks.
People don’t buy eBooks
as presents.
They buy print books
(less likely)
and gift cards
(more likely).

Promoting Christmas
means LOWER sales for me.

My strategy is
delaying talk about Christmas
until December.

Look at whom
your customers are buying for.

If they are buying for others,
consider promoting Christmas now.

If they are buying for themselves,
you might wish to wait
until December.

By k | November 8, 2017 - 6:00 am - Posted in New Business Development

I get paid
for stories I make up,
for the thoughts in my head.

That’s a wild concept.

I worry every day
that someone will figure out
I don’t deserve their sales,
that I’m an imposter.

I think we all worry
about this
…because we ARE imposters.

Seth Godin
shares

Everyone who is
doing important work
is working on something
that might not work.

And it’s extremely likely
that they’re also not
the very best qualified person
on the planet
to be doing that work.”

We’re all imposters
so worrying about
being an imposter
is a waste of our time,
time we could spend
changing the world.

We’re imposters.
Accept that.
Move on.