Like many first-time authors preparing to launch their book into the world, I’ve been studying potential ways to make my book stand out from the crowd. After all, there are thousands upon thousands of books that are released each year. If you’re not a celebrity or promoting your book on your show every day, do you stand a chance?
Complicating my goal is the fact that my book is in a rare class of books that is difficult to categorize. It’s a self-help and a success book for you personally or your business, but it’s also written as fiction. I wanted to write a book that you would read on a plane, and I know that most professionals want an escape from the typical business book—not to mention that the research shows we remember a story much more than we do a list of facts.
Violate the Imagination Rule
Brainstorming promotion ideas with a small team, we landed on one that is somewhat controversial: the book trailer. Many authors will tell you that a book should allow the reader to start from a mental blank slate. A book trailer goes against that rule, pushing images into your thoughts before you’ve had the chance to create and connect characters and settings. Business book authors also tend to have trailers that are more explanatory or even a mini-lecture.
I’ve decided to do both, violating what I call the imagination rule.
First, I allowed leeway in the making of the trailer. It isn’t a replica of the script, much like a movie isn’t always duplicative of the book. In this way, you can watch the trailer but, because of the difference in the words, create your own version. I hope you watch and enjoy the trailer above to The Book of Mistakes: 9 Secrets to Creating a Successful Future.
Second, I am releasing videos that explain the book in a more non-fiction way. These will be more descriptive of the benefits of reading the book. They will include reasons: we more naturally learn from others’ mistakes instead of their successes. We often are frustrated with not achieving our goals.
(Compare the two videos above and below and see how each targets a different audience.)
It’s the most wonderful time of the year! Why? Because it’s time to reveal our favorite book jackets.
A few years ago, I confessed to abiliophobia and many of my readers rushed immediately to the doctor to ask about this affliction! Because many of you share it with me. It’s the fear of being without a book or something to read. I will hyperventilate if I am trapped on an international flight without plenty of books.
Do you ever buy a book because you are attracted to its cover?
Do you ever just admire the book cover for its artistic qualities?
Regular readers of this website know that I make a list of the best book covers. And, it’s not only fun, did you know that book covers also offer valuable leadership and goal setting lessons? (Click here to read more.)
If you want to compare this year’s list with previous years:
You don’t have to be from Nashville to appreciate country music or its rich history—and you certainly don’t have to be from there to understand the impact of the Man in Black on music and American culture.
Of the many things that I learned in studying the life of Johnny Cash, I want to share three that had an impact on me well beyond his music:
1. Pursue your dream.
When he was about four years old, he heard a song on a Victrola. Immediately, he knew that singing on the radio was his goal. Nothing could stop his determination to make that dream a reality.
Lesson: Make sure your dream is big enough to inspire you through difficulties.
“Success is having to worry about every damn thing in the world, except money.” –Johnny Cash
He was the master of style. Almost always appearing in black, he communicated a style and a message with consistency and power. Everything about him from his voice, his music, his personality and his dress communicated a unique brand.
Lesson: Imitating others may help you get started, but real power comes from cultivating your own unique giftedness.
“My arms are too short to box with God.” –Johnny Cash
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
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
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.
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.
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
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?
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
This is a guest post by Zoe Anderson. Zoe is part of the team behind StudySelect. She’s interested in finding new motivation tools and branding strategies. After one of my recent posts on words, this submission grabbed my attention.
The Power of Words
Words have power. Just ask any successful leader. Whether in business, politics, or life, the right words can open the doors of opportunity, while the wrong words can get that same door slammed in your face.
With this list of phrases that you will never hear a successful leader use, you can benefit from the wisdom of others and avoid having the doors of opportunity and success closed to you.
“That’s not my fault.”
Good leaders always take responsibility and would never dream of throwing their subordinates under the bus by trying to shift blame. If you always take responsibility, you will gain the trust and loyalty of your team.
“I’m the boss.”
If you have to keep reminding your team who is in charge, then you are showing your weakness as a leader. Confidence, rather than arrogance is the attitude you should be aiming for. People naturally follow confidence, while arrogance invites contempt.
“I’ll do it myself.”
This shows a lack of confidence in your team and sends the message that no one else is as good as you are. If you find that your team isn’t performing up to standard, it’s your job to guide them through and get them the help they need. The first attempts at doing something will rarely yield stellar results. You may need to give people a little space to fail at first so you can give them the feedback they need to improve.