By k | June 23, 2017 - 6:00 am - Posted in Marketing

In the Romance Novel Industry,
writers are often told
to stay away from clichés.

A cliché
is a phrase that has
“become overused to the point
of losing its original meaning
or effect,
even to the point of
being trite or irritating.”

The last thing
writers and marketers
want to do
is be irritating.

On the other hand,
the reason people use clichés
is because they are familiar.
They can express an idea quickly
and easily.

How to use them correctly?

Update them.
Modernize them.
Make them current.

I recently watched an interview
and the expert said,
“It is not like
we’re trying to
land a woman on the moon.
This is easy to do.”

Bam!
This tiny twist got my attention.
The phrase was semi-familiar
yet it was fresh and different.

If you’re tempted to use
a cliché,
consider updating it.

By k | June 18, 2017 - 6:00 am - Posted in Marketing

Today is Father’s Day
in many areas
of the world.

Father’s Day spending
is traditionally
less than Mother’s Day spending.
40% less.

That’s not surprising.

26% of children
under the age of 21
are being raised by one parent.
82.2% of single parent households
are headed by Moms.

This makes marketing
around Father’s Day
a bit more challenging
as some people have
strong negative feelings
about their F\fathers.

Being a writer,
I tend to focus on
my characters who are fathers.
Other writers
focus on their own fathers.

I don’t ask prospects/customers
about their fathers,
whether or not
they’re spending the day
with them.
I wait for them
to volunteer the information.

Father’s Day
IS a great day to promote.
Merely keep in mind
that quite a few people
don’t have a dad.

By k | June 8, 2017 - 6:00 am - Posted in Marketing

There’s a trend
on social media
of posting a question
like
“What do you look for
in an editor?”

And then,
after folks answer,
the poster announces,
“I’m an editor!”
and she proceeds
to spam the heck
out of the people
who foolishly answered.

Don’t do this.
I have never heard
of anyone gaining a client or customer
this way.

Why?
Because no one likes
to be tricked,
to look like a fool.

A better approach
is to post something like
“I’m an editor.
What do you look for
in an editor?”
If people are interested,
THEY will contact YOU.

Don’t punish prospects
for communicating with you.

By k | June 4, 2017 - 6:00 am - Posted in Marketing

A TV Network
changed the Season Finale
for a show
from Sunday to Monday.

It didn’t make an announcement
at the end of the previous episode.
It didn’t advertise the change
during one of the many commercial breaks.
It didn’t change the information
on the website
(the website still said Sunday).

It DID post
the change
on Sunday
on their Facebook account.

They knew about this change
for at least a week.
I suspect they knew about it
for a month or more.

I have to assume
they deliberately withheld
the information.

Keeping customers informed
in this information age
is easy and free.

If you withhold information,
customers WILL know
that’s what you did.

Keep that in mind
when making that decision.

By k | May 31, 2017 - 6:00 am - Posted in Marketing

You attract the customers
you design your marketing material
for.

If all of your photos
feature short-haired men,
you will attract
short-haired men.

Long-haired men,
women,
anyone not a short-haired man
will look at your promo,
not see themselves in it,
and assume the product/service
isn’t for them.

If all of your marketing copy
uses he/him,
you will attract men.
Anyone not male
will read the copy
and believe
they are not your preferred customer.

Because, truthfully,
they aren’t.
You didn’t think of them
when you designed
your marketing material.

If that is intentional,
great.
If it isn’t intentional,
if you’re looking at your customer base
and the lack of diversity
makes you nervous,
be more aware of whom
you’re designing
your marketing material
for.

You attract the customers
you want.

By k | May 24, 2017 - 6:00 am - Posted in Marketing

You’re working hard,
building a business,
trying to change the world.

You send out a newsletter
or post information
about your product/service
on social media.

And you receive complaints.
Not a gazillion complaints
but a few,
enough to make you feel bad.

Someone marks your newsletter
as spam,
even though they signed up for it.
Someone makes a post
mocking your product/service.

Because…

They’re not your customer.
Repeat after me.
They’re not your customer

They might have been
your customer
a year ago.
They might still be using
your product/service today.

But they’re not the person
you created it for.
They’re not the person
who will appreciate it,
love it,
look forward to your newsletters,
welcome your posts.

Those people are unlikely
to say anything.
They will see your newsletter
or post
and quietly buy
your product/service.
THAT is how they tell you
they love your product/service.

Focus on them.

By k | May 22, 2017 - 6:00 am - Posted in Marketing

I was helping a buddy yesterday
craft her marketing copy
for an upcoming book.

One of the things
we worked on
was deciding
which ONE emotion to focus on
and then crafting copy
that intensified that emotion.

Why one emotion?

Because if we focus on two
or three or four emotions,
it decreases the impact
and usually results
in the prospect feeling nothing.

I spend my entire day
every day
trying to invoke emotions in people.
That is what great writing is.
And I still find it damn difficult.

Look at your marketing copy.
Study the power words,
the words that make an impact.
Do they all invoke the same emotion?

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

Today is Mother’s Day
in North America.

You might be thinking…
My business has nothing
to do with Mother’s Day.
I don’t have any products or services
to give as gifts.
Mothers aren’t really my target market.

But EVERY customer you have,
every prospect you have,
has a mother.
Most of them
LOVE their moms.
They enjoy talking about
their moms.
They enjoying treating
their moms.

This creates an unprecedented
marketing opportunity.
All of your customers,
all of your prospects are aligned.

Do something today.
That something can be
as small as posting
on social media
about your favorite memory
of your own mom.
But do it.

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

KFC has produced
a free romance novella
in time for Mother’s Day.

The fried-chicken-loving
bodice-ripper cover,
the use of Colonel Sanders
as the unlikely hero,
the fantastic puns
has garnered KFC coverage
from almost all media.

And buddies tell me
it is a solid story,
a bit over the top
and heavy on the purple prose
but they expected that.

It does
what KFC wanted
it to do
- it increases brand awareness
and
it makes their customers smile.

The price to produce?
For the eBook,
with paying a ghostwriter,
cover artist,
formatter,
likely less than $5,000 U.S.

As business builders,
we don’t need
a gazillion dollars
to create a successful marketing campaign.
All we need is creativity.

By k | May 8, 2017 - 6:00 am - Posted in Marketing

I watched Warcraft
on the weekend.

It was a solid movie
but I can’t recommend it
to buddies.

Why?

Because it had no ending.
It was part one of three
and there is no confirmation
that part two is ever being made.

If Warcraft had been told
with a solid for now ending
and a hint at a next story,
word of mouth recommendations
would have increased.

If the next movie
had the greenlight,
was confirmed to be in the works,
word of mouth recommendations
would have increased.

If you have a multiple part product,
either make each part
usable and purchasable
on its own
or ensure all parts are available.