By k | February 27, 2017 - 6:00 am - Posted in Marketing

The recent big viral hit on Facebook
is the live camera
on the pregnant giraffe
at the New York Zoo.
Viewers are waiting
for her to give birth.

This might seem trivial, silly,
a viral fluke.

It isn’t trivial
and it isn’t a viral fluke.

This pregnant giraffe
is giving people
what they desperately need
right now
–hope.

It is a source of light
in a dark, stressful time,
a hope for rebirth
for many of us.

Could your product,
your marketing
do the same thing?

Could you give
people hope?

By k | February 26, 2017 - 6:00 am - Posted in Marketing

While building the book business,
I’ve tried a gazillion marketing programs.

What works for me?

Consistency.

If I post on Facebook twice a day
for a year,
for example,
it is more effective for sales
than posting
on Facebook, Twitter, Instagram, etc.
twenty times in one day
once a year.

If I send my newsletter
once a month
for a year,
it is more effective for sales
than sending it three times a year.

Promoting consistently
is easier if you enjoy the promotion,
if it is something you find natural,
fun.

Promote consistently
on a few platforms.

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

I see this all the time
on social media.
A writer talks about her books
and then doesn’t leave
a buy link for those books.

She doesn’t want to seem
‘pushy’
or a ‘promo whore.’
She thinks it is a good thing
not to leave a buy link.

It isn’t a good thing.
It is a pain in the reader’s ass
not to leave a buy link.

The reader has to search
at the bookseller
for the book
and hope she is purchasing
the right one.

Do your prospects a favor
and give them
the buy links.
Make their lives easier.

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

I had a book release
in February.
I have another book release
in March.
That’s one month apart.

It isn’t long enough
to promote the second book
properly.

If momentum holds,
it will have half
the sales of the first book.

Not because it isn’t as good.
Not because I didn’t spend
as many resources in its production.
Not because it didn’t appeal
to readers.

Because I didn’t have time
to market it.

Don’t make my mistake.
Leave yourself enough time
to promote your product
before releasing
the next one.

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

Being a romance writer,
I sell love.
So when I talk with readers,
I openly show the love.
I tell them
I love them.
I virtually hug them.
I listen to them

Mike Michalowicz
shares

“In Robert Cialdini’s book
Pre-Suasion,
he explains a critical concept.

Consumers are far more likely
to buy from people we like,
which isn’t a huge surprise.

What is surprising is
the degree to which
we place subconscious importance
on whether we believe
the person selling likes us.

If we perceive that
the salesperson likes us,
we are far more likely to buy,
at least in part
because we believe that
people who like us
will look out for our interests”

Don’t be shy
about loving your customers.

By k | January 29, 2017 - 6:00 am - Posted in Marketing

The hot promotion
in the romance writing world
is writers banding together
to offer a huge prize
in return for newsletter sign ups.

The issue is…
when writers send out
that first newsletter,
they face the possibility
of these new readers
unsubscribing.

The best way
to reduce these unsubscribes
is to craft a first newsletter
that specifically targets them.
If the contest targets vampire hero readers,
for example,
the first newsletter should feature
a story with a vampire hero.

It sounds like a no-brainer
but many businesses don’t do this.
They give away a chair in a contest
and then send a first newsletter
featuring ALL of their products.

This will change.

John Rizzo,
co-founder of Vaetas,
shares
that in 2017

“businesses will transition
from just generating an email list
and sending standard email blasts
to building an audience
segmented by interest.”

Personalize
(at the very least)
that first newsletter.

By k | January 24, 2017 - 6:00 am - Posted in Marketing, New Business Development

Dave Charest
is betting that
email marketing will be big
in 2017.

Why?

One of the reasons
is Fake News.

“The proliferation of fake news sites
—those that intentionally publish
propaganda and disinformation
to boost social sharing
and drive website traffic
—has made some consumers
think twice
about the source of the content
they’re consuming.

Since email marketing
is permission-based,
the customer usually already knows
and trusts the source of the message.”

Email Newsletters are
the number one method
of promotion
for writers.

I put quite a bit of time
into each monthly newsletter
because I know it will result in sales.

Consider investing
in email marketing.

By k | January 21, 2017 - 6:00 am - Posted in Marketing

I posted yesterday
about the benefits of
placing our products
in categories.

Which category
should we choose?

My buddy is publishing
a story about vampires in space.
Should it be placed in
the Science Fiction category
or
the vampire category?

Ideally, it should be placed in both.
But if we have to choose one,
choose the one
our target market
will associate with it.

When our customers recommend
this product,
will they refer to it as
“The Science Fiction Book”
or
“The Vampire Book”?

Put your product
where your ideal target market
will look for it.

By k | January 20, 2017 - 6:00 am - Posted in Marketing

“This product is unlike
any product
you’ve ever seen!”

No. No. No. No.
I see this claim
at least once a day
in the Romance Novel world
and it rarely results
in sales.

Why?

Because we, humans,
like to put things
into boxes.
If that box isn’t apparent,
we put that thing
into the useless-to-us
box.

This is why we hear claims
such as
“Like X, but different”
or
“A game changer in the Y industry”
or
“It will change the way
you view Z forever.”
This gives people a box,
an anchor,
a category.

Seth Godin
shares

“We begin by
putting this new thing
into a category,
so we know
what to do with it,
how to store the concept.”

Place your innovation
in an existing category.

By k | January 19, 2017 - 6:00 am - Posted in Marketing

I’ve been reading
report after report
about how books,
unique works of art,
will become commodities.
One will be replaceable
with another.

If books can become commodities,
any product can.

One solution?
Make the product an experience.

Disney is the master
of making movie releases
events.

*Dave Hollis,
Disney’s Distribution Chief,
shares

“We are creating
almost this fear
of missing out.

You can’t create that feeling
unless you make something
that has spectacle and action
…something where
[audiences] can’t settle for
just having the experience
on a tablet.”

Can you make your product
an experience?

*January 3, 2017
Variety