The difference between a successful writer and an unknown writer is tenacity
Stop Spending Your Promo Dollars on Throw-Away Marketing!
This will be brief, as I've written about this topic before. I just want you to understand very clearly that if you are spending time, effort, and money on traditional book promotion (i.e., signings, mailers, print ads, brochures and fliers), you may well be tossing your hard-earned cash out the window.
The explosion and fragmentation of mainstream media outlets have made it extremely difficult to capture the reader’s attention. Just like an arms race, the arsenal of traditional book promotional tricks is ever expanding (i.e., fancy book marks, post cards, emailers, newsletters, blogs, trailers, virtual tours, author interviews, website templates, banner ads, print ads, book widgets, SEO, RSS feeds, press releases and the list goes on).
So, why do I categorize these familiar marketing tools as “throw-away marketing”? Simple. They all yield a very limited window of exposure for the money. You may get your “fifteen minutes of fame” (btw - webtime is about 4.5 seconds), but once that email blast, SEO campaign, or book signing is over, your advertising fame fades as quickly as a camera flash in a stadium full of flashes.
The days of “it’s a numbers game” are over (unless you’re an A-List author with GOBS of cash on hand). For the rest of us, start investing your marketing dollars into programs that yield long term residuals.
This is where social networking and viral marketing programs fit the bill. You see, regardless of which social networking site you prefer (i.e., MySpace, FaceBook, Gather, Ning, Twitter, etc.) here’s what they all have in common – no expiration date. These marketing platforms build over time (i.e., 5 friends, 25, 150, 600, 3000, and on and on) month after month and year after year as long as you tend to them.
Just like gardening, how you start and tend to your social networking site is key to achieving long-term residuals. So what are the magic ingredients? First, know this is not a numbers game (i.e., how many friends can you get). Here you need to take the time to find the right people. Second, keep it interactive and personal. If some one is kind enough to contact you respond in kind. Lastly, be prepared to invest the time, lots of time.
But don’t despair on the investment in time . What you get in return to switching to a residual approach vs. indirect is more direct control and transparency. Here you can actually see the results of your efforts and won’t be saying “what did I get for my money!”
Always remember that marketing and promoting yourself through social networking and viral marketing is a people-centric process and is the opposite of indirect mass marketing (hence the term throw-away marketing).
However, if you insist on marketing your book the old-fashioned way, then go ahead and send me a book mark or signed cover flat. I PROMISE I won't throw yours away. ;-)
I invite your questions: sandy@bookcandystudios.com or 949.613.2099.
The explosion and fragmentation of mainstream media outlets have made it extremely difficult to capture the reader’s attention. Just like an arms race, the arsenal of traditional book promotional tricks is ever expanding (i.e., fancy book marks, post cards, emailers, newsletters, blogs, trailers, virtual tours, author interviews, website templates, banner ads, print ads, book widgets, SEO, RSS feeds, press releases and the list goes on).
So, why do I categorize these familiar marketing tools as “throw-away marketing”? Simple. They all yield a very limited window of exposure for the money. You may get your “fifteen minutes of fame” (btw - webtime is about 4.5 seconds), but once that email blast, SEO campaign, or book signing is over, your advertising fame fades as quickly as a camera flash in a stadium full of flashes.
The days of “it’s a numbers game” are over (unless you’re an A-List author with GOBS of cash on hand). For the rest of us, start investing your marketing dollars into programs that yield long term residuals.
This is where social networking and viral marketing programs fit the bill. You see, regardless of which social networking site you prefer (i.e., MySpace, FaceBook, Gather, Ning, Twitter, etc.) here’s what they all have in common – no expiration date. These marketing platforms build over time (i.e., 5 friends, 25, 150, 600, 3000, and on and on) month after month and year after year as long as you tend to them.
Just like gardening, how you start and tend to your social networking site is key to achieving long-term residuals. So what are the magic ingredients? First, know this is not a numbers game (i.e., how many friends can you get). Here you need to take the time to find the right people. Second, keep it interactive and personal. If some one is kind enough to contact you respond in kind. Lastly, be prepared to invest the time, lots of time.
But don’t despair on the investment in time . What you get in return to switching to a residual approach vs. indirect is more direct control and transparency. Here you can actually see the results of your efforts and won’t be saying “what did I get for my money!”
Always remember that marketing and promoting yourself through social networking and viral marketing is a people-centric process and is the opposite of indirect mass marketing (hence the term throw-away marketing).
However, if you insist on marketing your book the old-fashioned way, then go ahead and send me a book mark or signed cover flat. I PROMISE I won't throw yours away. ;-)
I invite your questions: sandy@bookcandystudios.com or 949.613.2099.
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