Marketing is not hard but it is strategy. You must know how to do all the steps, in sequence, and have good timing. For a book to sell – it has to have a digital component – sold digitally and marketed digitally.
And if you have video, like our client Dr. Cindy Trimm had, you got a winner!
So, what does “smart” marketing look like?
Here are some book marketing tips:
1. Tying a book and book marketing to news event
If your book can tie in current news events – you have built-in buzz (especially if you don’t have a strong platform or brand). And it doesn’t have to be a tragic event. You can your book launch with a sports event or the Olympics, a hit movie and Black History Month. It doesn’t matter – long as there are people talking about it and feasting on more information about the subject. If you have a book on health and wellness, tie into the conversation about Obamacare or the “Let’s Move” campaign by Michelle Obama. Finding the right HOOK is key and timing is everything.
2. Creating intrigue and curiosity is critical
If you can create curiosity around your book, then you’ll create quite a bit of buzz before the book ever comes out. It’s no different with movies. A good movie trailer will have buying a $20 for a movie (for two) in no time. No different with a GOOD book trailer. We specialize in developing book trailers and creative ideas that fit the authors brand.
3. Making use of technology to sell your book
Yes, YouTube is a great tool for selling a book. But notice that it’s not about the book at all. It’s the back story – the platform you’ve developed OVER TIME that has folks watching you video and opening your emails and participating in your podcasts like crazy.
4. Creating joint ventures for more book sales
I don’t know how many people you have on your email list but if you could double your list and reach several thousand more – wouldn’t that be a coup? That’s what we did for Dr. Cindy Trimm. We did an email and social media campaign to her list and our partners and increased her exposure to several hundred thousand people! So a smart move would be to find just a few joint venture partners for your book and you’ll have people flocking to your website.
5. Selling a book without selling a book
We are big fans of a “landing page” that sells people on not just the book – but the movement. See, you don’t think you’re buying a book – you are part of an event. See an example of what we created for Dr. Laureen Wishom at http://www.fitfinefabbooklaunch.drlaureen.com. It worked!
6. Building a list
When you go to the landing page, you’re really adding your name and email address to the author’s list. They’ll then be able to send you additional teasers leading up to the book so that you’re ready to buy before it hits the streets. We offered Dr. Trimm’s list tons of bonuses for ordering early and an opportunity to interface with her directly on podcasts. Then, we staggered the distribution of the pre-sold books out over several days so that they don’t all hit at once.
A block of book orders shipped as one counts as “one” book on the Amazon best seller list. But, if you stagger the orders, you’ll be more likely to hit that enviable best seller list. You are teased into signing up for the email so that you’ll receive the “insider report.” This “WOOs” people and keeps them interested until the official launch. And she did! #1 Best Seller on several lists, including Amazon and twice on the BCN (Black Christian News) List.