Buzz-Based Book Marketing
Once upon a time, people went to bookstores when they wanted to buy
a book. Or at least, that was the theory. Actually, non-bookstore
channels have been a big part of book sales for decades-at least since
people like Joe Karbo ("The Lazy Man's Way to Riches") back in the
1960s.
For my own books, whether they were
s
elf-published, done with
a small commercial house, or by a New York conglomerate, I've found that se
lling direct is more secure, more financially rewar
ding, and far less hassle than sweating out the returns game with the b
ookstore channel.
All along, I've sold through speeches (I love getting pai
d to do my own marketing), over the Web (the f
irst of my four websites went live in 1996), to clients at my office, wh
o stare at a rack of my work throughout their entire appointment, and thr
ough an extensive effort to create "buzz."
The great thi
n
g is that *anyone* can generate buzz. Three of my techniques:
1. Be a sourc
e or guest for conventional
m
edia. I've been quoted in Reader's Digest, the New York Times, Woman's Day, Bo
ttom Line, the Wall Street Journal, Christian Science Monitor, Los Ange
les Times, Inc, and dozens of other well-known and obscure publications (s
ee a detailed list at http://www.principledprofits.com/pressroom.html)
. I'm also a call-in guest on at least a dozen radio shows per year. Whether or not I sell a lot of books directly through
t
hese interviews, I definitely create a lot of buzz (search for my nam
e at Google and see for yourself)--and the best interviews sell a number o
f books through my websites or toll-free numbers.
Here's my "secret weapon" f
or getting coverage: a service that sends source queries from journalist
s working on stories. (Find out more at http://www.frugalmarketing.com/prleads.shtml)
2. Find your niche on line, and participate actively. There ar
e literally hundreds of thousands of "communities" online: virtual watercoo
lers where people gather to tal
k shop: mystery, historical novel reading groups, professionals in every l
ine of work. Find a group whose audience is the same as your book, and participate often. I currently participate in three groups for small press publishers (a primary market not only for my books but for my co
pywriting services, a group for Internet marketing profess
i
onals, three fo
r professional PR and copywriters, and several others. Yes, I spend an hour or two per day keeping up with--and participating on--th
ese lists, but the impact on my business is huge.
3. Distribu
te content. A
r
ticles, book excerpts, blogs...if you write often enough about a subject, you become an expert. And you can find dozens of websites, discus
sion groups, print newsletters, 'zines, even radio shows--all hungr
y for well-written, informative material. You get "paid" with
a few lines of blurb and contact info.
For my new book, "Principled Pr
ofit: Marketing That Puts People First," I am addi
ng two things to the mix: a network of independent representatives who will sell my book
on commission--thus reaching new networks I've not been
a
ble to reach on my own--and aggressive pursuit of corporate sales. I've h
ad my first success with the latter: 1000 copies to a prom
i
nent airline. And that means the book was already profitable before it ro
lled off the press! Shel Horowitz, author of *Principled Profit: Marketing That Puts People
First,* *Grassroots Marketing: Getting Noticed in a Noisy World,* and
four other books, offers affordable, effective copywriting and strategic
marketing planning to clients on three continents. He is the originator of
the Ethical Business Pledge Campaign to change the World at http://www.principledprofits.com/25000influencers.html. His sites at http://www.frugalmarketing.com and http://www.principledprofits.com offer
hundreds of useful articles for entrepreneurs and marketers, including
the complete back issues of his FREE Monthly Frugal Marketing Tips.
Shel will be glad to help you create your next press release, sell sheet,
web site, or other marketing material. He can be reached at
shel@principledprofits.com, 800-683-WORD.
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