How Busy Authors Market Books In An Online World

Busy Authors

Are you an aspiring author?

Have you written a book but need some marketing tips?

How do you get the message out about your work?

 

How to Increase Online Effectiveness

Today it’s not only about the manuscript but also about how to get the word out about your book. Online marketing and social media have upended the traditional methods to market an author. Today, your effectiveness online is crucial to the success of your book.

In my own experience in the book business, I have seen the shift to social media and the rise of the author’s platform as major marketing tools. One of the notable experts in this field is Fauzia Burke. Fauzia is the founder and president of FSB Associates, an online publicity and marketing firm specializing in creating awareness for books and authors. She’s the author of Online Marketing for Busy Authors: A Step-by-Step Guide. Fauzia has promoted the books of authors such as Alan Alda, Arianna Huffington, Deepak Chopra, Melissa Francis, S. C. Gwynne, Mika Brzezinski, Charles Spencer and many more.

I recently asked Fauzia to share her wisdom about the best ways to market a book online.

 

“Efforts and courage are not enough without purpose and direction.” -John F. Kennedy

 

You’ve personally witnessed online developments from inception to today’s social and mobile world. Compare and contrast today to pre-online. How is the world different for authors today?

Oh, wow. Everything has changed . . . the most significant being that there’s never been a better time to be an author. Now, for the first time in the history of publishing, authors have direct access to their readers. Social media has changed the publishing landscape. While there is more competition in the marketplace today, there are more opportunities than ever before.

The new accessibility of social media allows authors to reach their audience directly, and this makes a long-term online marketing strategy absolutely essential for authors. The key to success for authors today is to build and grow their platform long-term. If they earn the trust of their readers, they can do anything.

 

“There’s never been a better time to be an author.” –Fauzia Burke

 

Common Misconceptions

What are some of the biggest misconceptions authors have when it comes to book publicity?

Many people feel book publicity is not quantifiable. I disagree with that notion. We can absolutely quantify the effects of publicity. When book publicity works, we see an increase in sales. Today, we can also judge the value by an increase in social media visibility and more traffic to an author’s site. Unfortunately, we can’t often duplicate success or land book sales each time. How a book resonates with its audience is magic. We can’t make people buy a book, a fact that is more frustrating to us as publicists than to anyone.

The other misconception is that there is a short launch period when an author gets media hits and goes on a book tour, and then an author moves on until the next book. That is just not the case anymore. Book publicity is a marathon, not a sprint. Authors are expected to engage with their readers whether they have a book to push or not.

Josh Charles, an actor on the TV series The Good Wife said when he exited the show: “I think that the beauty of social media is the ability to stay in touch with the fans and share with them what they’re going through and let them know that I’m there and the character may be gone, but I’m still involved in the show.” Authors too start a conversation with their community that is ongoing and lasting. It can’t stop at the end of a book tour.

 

“How a book resonates with its audience is magic.” –Fauzia Burke

 

3 Must Do’s for Authors

What are the top 3 “must do’s” for an author?

  1. Work on an online marketing strategy. The few authors that have become huge bestselling successes without a digital or social strategy are anomalies. Most of us need to work on online branding every day for the success of our businesses, books and careers. I encourage authors to develop their online brands. Online marketing is not about selling; it’s about making buying easier. It’s about forming real connections.
  2. Authors need to have a professional website. Your website will be your home base for your digital marketing efforts, and it is critical to your credibility. People do judge a book by its cover and an author’s expertise and quality of their writing by the look of their website.
  3. Be patient. If you are a little overwhelmed by the rapidly changing world of online marketing, you are not alone. Remember all of us, experts and novice, are learning as we go. You don’t have to become a social media strategist to be effective. By using the most important online marketing outlets for your audience in a targeted way, your book, brand and bottom line will benefit.

 

“No matter what your pursuit, the most fulfilling part is sharing it with others.” -Eli Broad

 

Social Media Engagement is a Privilege

My perception is that, after writing the book, most authors breathe a sigh of relief and think “It’s done!” and then they learn the real work is ahead of them. Is that your experience? How do you ease them into the reality of what’s ahead?online-marketing-for-busy-authors-sidebar

Ah, yes. Of course, for every author, writing their book is a labor of love and incredibly hard work, and so understandably they exhale a sigh of relief when the book writing process is finished. It’s tough to immediately say, “Wait until you see the work that’s still ahead.” We all complain about social media because it’s time consuming, but it’s the way the world has changed, and as authors, we need to change with it. We have to adapt. Once authors embrace the need to change with the times, I tell them some good news:

  • You don’t have to do everything.
  • You don’t have to constantly switch directions to follow the next shiny thing.
  • You get an unprecedented opportunity to build a community of interested readers who want to support your success.

It’s really a privilege to be able to talk to people and form relationships with your readers. I think authors breathe a sigh of relief when they realize the best way to engage effectively online is to be authentic.

 

“It’s a privilege to be able to talk to people and form relationships with your readers.” –Fauzia Burke

 

Stand Out with a Strong Personal Brand

Embrace Complaints & Hug Your Haters to Keep Your Customers

Hug the Haters

Keep Your Customers

 

Complaints. Do you love them?

Haters. Do you hug them?

If you are angry at a business, what do you do? Take to Twitter? Facebook?

Whether angry, annoyed, or frustrated, ignoring customer concerns is impossible in the social media age.

 

“Haters are not your problem, but ignoring them is.” -Jay Baer

 

When the Customer Hates You

But what do you do when a customer hates you?

Jay Baer shares the eye-opening results of an extensive study on customer service in the social age. Yesterday’s techniques are no longer enough.

Jay is a New York Times best-selling author and the founder of Convince & Convert, a strategy consulting firm helping companies gain and keep more customers. Since 1994, he has advised over 700 companies ranging from Caterpillar to Nike. His latest thought provoking book, Hug Your Haters: How to Embrace Complaints and Keep Your Customers is a contrarian and modern view of creating extraordinary customer service.

 

“Customer service is a spectator sport.” -Jay Baer

 

Why Customer Satisfaction Hasn’t Budged in Decades

Hug Your Haters Book CoverYou share a statistic that customer satisfaction hasn’t improved since the 1970’s. After all the books, the seminars, the new programs, nothing has changed. Why not? What are companies missing?

Customer service has historically played out in private. So even though companies have always said they emphasized it (nobody says “we deliver shoddy customer service” even when they do) they haven’t truly HAD to emphasize it. And doing it well is complex and somewhat expensive in the short term. So nothing has ever really changed. But now, customer service is becoming a spectator sport, and the truths of good vs. bad customer service are out in the open and impacting buying decisions.

 

80% of businesses believe they deliver superior service, but just 8% of customers agree.

 

Let’s say you are about to deal with a customer complaint. How do you get in the right mindset?

Don’t take it personally. Remember that the customer is using THEIR time to try to tell you how to make your company better. And remember that you don’t know what the customer has been through. And then embrace that answering a complaint increases customer advocacy, every time.

 

A 5% increase in customer retention can boost profits 25 to 85%.

 

Social media has given on-stage haters a platform like never before. Businesses were not prepared. What’s the first piece of Jay Baer advice you usually give a business?

This may be a paradox, but our advice at Convince & Convert to companies looking to improve their social media customer service is to first make sure their offstage customer service is outstanding. If you’re not great at phone and email, all you’re going to do is push people from those channels to social media and back again. Be a great walker before you run!

Copyright Jay Baer, Used by Permission Copyright Jay Baer, Used by Permission

5 Obstacles to Great Customer Service

6 Ways to Create A Magnetic Mindset and Attract Business

Magnetic: The Art of Attracting Business

Build A Magnetic Brand

 

Why do some businesses overflow with customers while others barely make it?

How do you attract customers?

What are the growth strategies that leading businesses use to gain momentum?

 

“Great work is magnetic.” -Joe Calloway

 

Joe Calloway has studied businesses that consistently create positive experiences. His new book, Magnetic: The Art Of Attracting Business, is a look behind the scenes at the strategy, the people, and the art behind becoming a magnetic business. In these organizations, growth is a result of happy customers sending more and more business and referrals. Employees are happy, helping to recruit others. And the momentum continues unabated to create even more success.

I recently talked with Joe about what it takes to become a magnetic business.

 

Become a Magnetic Business

Would you share one example of a business that is magnetic?

Pancake PantryI think that the business pictured on the first page of the book is a classic example of a magnetic business. The Pancake Pantry has a line of customers in front every morning, rain or shine, sleet or snow. This truly is what every business of any kind aspires to: to have customers so loyal to and enthusiastic about your business that they’d be willing to stand in line, in the rain, to give you their money.

Pancake Pantry excels at the basics of what a restaurant should be and have, including a great location, great food, great service.  But here’s the lesson:  there are no gimmicks.  There’s no contrived “wow” factor.  They simply offer excellent value to their customers, and those customers tell other customers.  Thus, the line out front.

 

“It’s very easy to be different, but very difficult to be better.” -Jony Ive

 

6 Factors to Creating a Magnetic Mindset

You start your book by recognizing that, “Becoming magnetic is a way of thinking.”  How do leaders develop the magnetic mindset?

I think there are a handful of basic factors at work that create a magnetic mindset:

  1. Always be focused on creating value for your customers.
  2. Simplify the way you think about your business.  Don’t overthink it.  Don’t over-complicate it.
  3. Never underestimate your competition.
  4. Be exceptionally easy to work with.
  5. Make sure that the other guy wins.
  6. Be consistently excellent.  Consistency of performance is the great brand builder.

If you let these factors guide your thinking, you’ve got a magnetic mindset.

 

Don’t Overdo Social Media

You teach and talk about the importance of social media but also about overthinking, overworking or overdoing its role relative to everything else. As I say this, what comes to mind as “magnetic advice” about social media?

Social media is vitally important in today’s marketplace and becoming more important all the time.  Of course you should participate on social media, but be selective.  You don’t have to be on everything – that would take up all your time and drive you crazy trying to keep up.  Where is your target market?  If they’re on Pintrest, be there with them.  My market is on twitter, Facebook, and LinkedIn, so that’s where I am.

But here’s the key:  What you say about yourself on social media is insignificant in importance and impact compared to what your customers/clients say about you.  No ad campaign in the world has the positive impact of having 100 reviews of your business with almost all of them being 5 Star reviews.

The way to use social media to grow your business and attract new customers is to do such a great job on a handful of vitally important things that matter to your customers.  That’s really one of the core messages in Magnetic: The Art Of Attracting Business.

 

Nielsen: 43% of consumers more likely to buy when learning about it through social media.

 

What’s your version of win-win?

9781119147343.pdfThe Win-Win strategy is what has made me successful.  It’s the single most powerful strategy known and is the foundation of how any consistently successful business or individual relates to other people.

My version of Win-Win is to always think in terms of what kind of experience my actions will create for my clients and others.  How does doing business with me make them feel?

We all want people to love doing business with us, and if we are to create that, then we have to play Win-Win with them.

It’s the simplest and most effective relationship and business strategy known.

 

6 Factors to Create a Magnetic Mindset

 

  1. Always be focused on creating value for your customers.
  2. Simplify the way you think about your business.  Don’t overthink it.  Don’t over-complicate it.
  3. Never underestimate your competition.
  4. Be exceptionally easy to work with.
  5. Make sure that the other guy wins.
  6. Be consistently excellent.  Consistency of performance is the great brand builder.

 

“When you say no to the wrong people, it opens up the space for the right people to come in.” -Joe Calloway

Top 10 Surprises of Writing and Blogging

10 Surprises & Benefits of Blogging

My Top Surprises

I’ve been blogging now for four years. I have done some things right, but many things wrong. If you are thinking of starting a blog, I shared my advice in an earlier post.

Someone recently asked me, “What surprised you most about getting this project going?” At first, I thought about the platform I used, about the wrong advice, about the misunderstanding I had about it all. As I reflected on it further, it was even more basic.

As I think about this list, I realize that these surprises are not only for bloggers but also for authors. See if they ring true for you:

 

10. How long it takes.

When I first started, oh my word! Everything took so long. I would labor over something. I thought I was a good writer but learned how far I had to go. The formatting, the images…the everything. It just took forever even with some help. Fast forward a few years and all that has changed.

Benefit: I have a greater appreciation for digital content creation and design.

 

9. How fast you can write and produce.

Sure, I may labor on something for longer than I should, but I don’t need to anymore. I can write posts quickly. What took forever is now routine, easy, and takes little time.

Benefit: I’m now a faster, better, clearer writer. This has been a big benefit at work.

 

8. How critics emerge.

Who ARE these people? Produce free content, designed to help people whether increasing their productivity in meetings or their creativity, and you want to argue about it? Out of nowhere, people will criticize what you say, what you do, or how it looks. Look closer and you may find that these people are unhappy, unsuccessful, and unfulfilled. Don’t ignore them, but write posts to help encourage them.

Benefit: I now handle critics better than I ever did.

 

“If you have no critics you’ll likely have no success.” -Malcolm X

 

7. How easy it is to be discouraged or stop.

I can’t tell you how many times I consider just shutting it all down. Anything worthwhile requires a commitment, so I power through those times.

Benefit: I learned to be self-motivated and find encouragement in the small things.

 

6. How disciplined you must be.

Everyone has a different process. Some people regularly get up and write a post. That’s not at all what I do. I may write numerous posts on a long international flight and then queue them up. Some of my posts that appear were written some time ago. This blog is not my main job and not my main focus, and I keep everything in perspective. But it has increased my discipline and focus in a way that I never imagined.

Benefit:   No doubt about it. I am more productive, manage my time better, and am more efficient as the result of my blogging experience.

 

5. How content does not always equal success.

Some people will tell you, “Just keep writing. Eventually, it will all come together.” Maybe that’s true. On the other hand, get crystal clear on your goals. Is it to sell something? Generate traffic? Enhance your career? Use it as a stress outlet? Great content no longer is enough. Your site must be optimized for mobile. You need social media expertise. Your design and branding have to work. And the more like-minded people you are associated with, the better your chances are for success. Great writing is not enough. You need great promotion. And you need social proof.

Benefit: I have become an online networker, met more positive, productive people due to blogging than I ever could in person. Many I now call friends.

 

“Great writing isn’t enough. You need great promotion.” -Skip Prichard

 

 

The Power of Positive Social Proof

Positive Social Proof

Why Is Positive Social Proof Important?

You’re walking down a busy city street and turn the corner only to see a small crowd of people all looking up in the air, at a point across and above the street. What are the odds you’ll be able to stop yourself before looking up to see what they’re all staring it? I know for me, it’s almost impossible…and I’ve tried!

Similarly, in movies and TV shows, it’s easier to laugh along when we hear the show’s laugh-track. I once watched a funny old movie with no laugh-track, and the child I was watching with didn’t know what was funny. We take our cues from others.

It’s the same online. One of the main reasons that people make a choice is because they have “social proof” that others have done so before. It’s a strong motivator.

 

“The key to successful leadership is influence, not authority.” Ken Blanchard

 

Whether you are a business, a blogger, or an individual with career aspirations, you should be harnessing the power of positive social proof. The concept is not a new one, but its importance continues to grow both for businesses and individuals.

Wikipedia defines it this way: “Social proof is a psychological phenomenon where people assume the actions of others in an attempt to reflect correct behavior for a given situation.”

Dr. Robert Cialdini’s famous work on persuasion called this phenomenon out as a particularly effective marketing tactic. His book Influence: The Psychology of Persuasion is a must-read classic.

We tend to adopt as correct the behavior of others around us.

 

“Leadership is an action, not a position.” –Donald McGannon

 

Positive social proof:

 

Helps you stand out. Competition isn’t slowing down, isn’t letting up, and isn’t taking a break. If you want your business to get noticed, then social proof is one way to do it. With more sources competing for our attention every day, it’s vital to differentiate your offering from everything else.

Improves your success metrics. Studies show that we are more likely to share something that others are also sharing. We watch what we see others are watching. Visit a new town and you see two restaurants side-by-side. One has an empty lot and the other has a line wrapped around the block. Which one appeals to you?

Builds credibility. Unless you are already an established expert, a bestselling author, or a of host a worldwide talk show, it helps to build credibility. In Nashville, I see many up and coming music artists using quotes from famous musicians. Authors routinely ask for endorsements for book jacket quotes. Businesses include testimonials from others. All of these are ways to differentiate and add credibility.

 

“The measure of who we are is what we do with what we have.” –Vince Lombardi

 

YOU Need Social Proof

Some of you may say, “Sure, I can see that building social proof matters for a business. But it’s not something I need to think about.”

Think again.

If you want to increase your chances of promotion, see higher raises, or reduce your chances of getting let go from your organization, you should use some elements of social proof. Do you have a marketing plan for YOU? Today, you must promote yourself.

You don’t need to blatantly self-promote. No one likes an egotistical, self-centered know-it-all. But, if I want the boss to choose me for a new project, how do I keep my name out there? How do I stand out? It may not be a blog, but it may be that you wrote an article in your company newsletter or an industry publication. It may be that you are speaking at a customer event. And there is nothing better than the word of mouth social proof because you delivered a key project or pitched in to help when it wasn’t even your responsibility. When your colleagues are buzzing about your performance, that is the best social proof possible. There are many ways to build your social proof as an individual.

 

“Intense love does not measure, it just gives.” –Mother Teresa

 

Your Website Benefits From Social Proof

Recently, one marketer sent me a list of the ways I have used positive social proof on this blog. Here is what she shared (with my explanation).

Shares. On the top of each post, you can see the number of shares. Here’s where I ran into a problem last week. Because I have preferred Twitter to other social media, my Twitter shares are higher than others like LinkedIn or Facebook. Recently, Twitter made a strange, surprising, and I think wrong move by removing counts from everyone’s websites. That turns some posts that were shared by the thousands to showing nothing overnight. Why they did this is answered in a strange post, but I still don’t quite understand it. And, for the record, it alienated a large community of content creators who are now rethinking strategies for Facebook and LinkedIn over Twitter.

 

Does it matter? Adele recently smashed records with the release of 25, becoming the best-selling album in the US of any single week. Large numbers create even more numbers. What would have happened if just as her sales took off Nielsen made a decision like Twitter and just zeroed out the sales?

 

“A true measure of your worth includes all the benefits others have gained from your success.” –Cullen Hightower

 

Awards. These are listed on the right side. I haven’t included all of the kind awards, but I did include many of them. They are a form of social proof.