Dog Tweets–The Importance of an Author Marketing Plan

twitter birdHere are my Top 10 tweets from this past week, great for retweeting! If you missed these, follow The Publicity Hound on Twitter.

The Importance of an Author Marketing Plan – Marketing Tips For Authors
A marketing plan for your book can be the difference between your book finding thousands of readers versus no one buying and reading it.

Persuasion: 6 Principles That Power PR Success.
If you work in PR, you’ll want to take a look at how these now familiar “Six Principles of Influences” are being applied in public relations.

Get Traffic: 74 Clever Blog Post Title Templates
You’ll get lots of inspiration from the infographic from TwelveSkip with 74 Clever Blog Post Title Templates that Work.

How to Come Up with (at least) 10 blog Post Ideas
No blog post ideas? No problem. Take the 10 blog post ideas challenge!

Google launches Contributor, a crowdfunding tool for publishers
Google has started rolling out a new tool called Google Contributor, which is designed to allow web users to pay sites that they visit a monthly fee, and in return see no Google ads when they visit.

4 Tips for Using Twitter to Pitch Journalists
Pitching a story to a journalist can be a challenging task. They receive more story pitches than they can ever hope to read. As a self-promoter, you have about five seconds to get their attention. Make that precious time count.

Holiday Pitching Tips and Techniques
Gift List Media provides products and services to help you attract the attention of magazine and newspaper editors, television producers and bloggers.

The Twilight Zone, Revisited: Waking Up With the Crazies
The world needs you. The crazy ones. The ones that the rest of the world thinks are “different”, a little odd. You are the key to our future. This is good news for the unconventional thinkers and entrepreneurs – who by their very nature are wired to try different ventures and to think outside the box.

Little things can mean BIG things when selling books
If you’re selling books, everything you do and how you do it plays a part in the success of your books and product sales… from your Publicity to your social media, and from your marketing to your presentations. It’s important to know and understand how each work and what role they play in your success.

Ultimate Web Marketing Checklists (For Literally Everything)
Checklists are great because it’s like a re-usable reminder. It’s a way to organize a process into actionable steps that you can repeat over and over again and know you’re not forgetting anything important.

Banner ad for book review product

 

Dog Tweets of the Week– #AmazonCart – Add items to your Cart without leaving Twitter

twitter birdHere are my Top 10 tweets from this past week, great for retweeting! If you missed these, follow The Publicity Hound on Twitter.

#AmazonCart – Add items to your Cart without leaving Twitter.
#AmazonCart is easy to use – when you discover a tweet with an Amazon.com product link, simply reply to that tweet with “#AmazonCart”, and the product will be added to your Amazon.com Shopping Cart.

How ‘offline’ PR has changed
It’s not enough to only concentrate on the task at hand anymore. Try to always look ahead and see how you can combine offline and online PR to always stay relevant in your community’s mind.

Tips for Making Sure Editors Don’t Skip Over Your Email Pitch
Take some time to research the writer you are emailing. Find out what type of writing style they prefer, and tailor your subject to their interests. At the same time, avoid being too friendly. If an editor is offended, annoyed, or otherwise bothered by your emails, he or she will blacklist you. Getting sent straight to spam is a very bad thing if that person is the gatekeeper to a major digital publisher.

5 Things Visitors Don’t Want From Your Author Blog
Don’t waste your time doing things on your author blog that turn your readers away. This post gives you five things your readers don’t want from your author blog.

Surviving Dangerous Personalities
What does modern PR stand for? Brian Solis says its People and Relationships.

5 Ways to Grow Your Blog Without Relying on Google Traffic
One thing often overlooked: getting that traffic is only a part of the game – you still need to know what to do with it. Remember that you’ll need to focus on maintaining that traffic – so focus on creating an ongoing conversation and way to continue the dialogue. Landing pages are key here, providing you a quick way to get information from and to your reader.

Weathering the Storm
Healthy Niche Newspapers and how they’re staying in business.

5 outdated PR tactics and their modern equivalents
From circulation numbers to embedded URLs, event attendance to social presence, and direct mail to text messages, PR is evolving.

Your Business Blog Sweet Spot: How-to get it and keep it
Good content builds momentum and always has an objective. Therefore your content needs to trigger an action. That’s the way you engage readers to respond.

5 Things You Can’t Blog Successfully Without
Blog successfully and you can smile all the way to the bank. Your website traffic will grow, your company will flourish, and your reputation could swell to the point where business finds you.

 

How to find the perfect target market for your book–Free training tonight

Find a book target marektOne of the big mistakes authors make dooms their books to failure even before they’re finished writing.

They have no clear picture of the target market.

They spend months writing, more time editing, rewriting and proofing, and they call me when they’re ready to launch their a publicity campaign.

The first question I ask is, “Who’s the target market for your book?”

Often, I hear silence.

If you don’t know who you are writing for, you can’t possibly know where to find those readers online and offline.

Why You Book Isn’t for “Everybody”

Sometimes, authors tell me their book is written for “everybody.” Those authors are delusional.

If it’s written for everyone, that means it’s written for blue collar, white collar and unemployed workers. You’re trying to attract men and women, gay and straight, young and old, Democrat and Republican, church-goers and atheists, single and married.  

It’s impossible to create a marketing message that tells all those people, “This book is perfect for you.”

Tricks and Tools for Finding Your Target Market

If you don’t have a good idea of your target market, take advantage of free training tonight. Georgia McCabe, a book marketing expert, will be the guest presenter on a webinar we’re hosting on “Ninja Tricks for Finding Your Perfect Target Market for  Your Book.” It’s from 6 to 7:30 p.m. tonight, Wednesday, Aug. 20. Register here.

If you attend, you can ask questions. If the time is inconvenient, we’re recording it. I’ll post the video here.

This is the fourth of four free webinars for authors to give you a taste of what we will be teaching on our Publishing at Sea cruise to the eastern Caribbean Jan. 18-15. Book shepherd Judith Briles and book distributor Amy Collins will join Georgia and me to teach authors about the business of publishing a book. We’ll cover everything from how to raise money to pay for your book to what to do if sales stall six months after you’ve launched it. 

More Free Training for You

You can watch replays of the other three webinars on my Publishing at Sea 2015 playlist on YouTube. The titles are:

How to Create Story Ideas for Book Publicity

Book Publishing Costs and Timelines for Authors

How to Get Book Blurbs, Endorsements & Reviews

 

Book Launch Tip: Gather Blurbs, endorsements long before launch — Free call July 30

 

Book Blurbs, Endorsements & Reviews Free Training  July 30In marketing-speak, it’s called social proof. Translated, it means, “Buy this product. Right now. Or you’ll be sorry.”

For authors, social proof includes book blurbs, endorsements and testimonials, three important types of marketing copy.

You find them on the inside flap of a book you’re thinking of buying at a bookstore. You also find them on various pieces of marketing copy, and on Amazon.com.

But which is which? 

How long before launch do you have to start hunting for them? How do you find them without sounding needy or pestering people?  

Can you use a nice compliment about your book that someone includes in an email without asking their permission? 

Book distributor Amy Collins will answer those questions, and more, during a free webinar at 6 p.m. Eastern Time today. Register for  Register to listen to the replay of  “Book Blurbs, Endorsements & Reviews: How to Collect Them and When to Use Them.” 

 It’s the first of four weekly training programs to whet your appetite for the Publishing at Sea cruise that Amy and I will be hosting Jan. 18-25 along with book shepherd Judith Briles and social media expert Georgia McCabe. We’re setting sail from Fort Lauderdale aboard Royal Caribbean’s “Allure of the Seas.”

The four of us, aka The Chicks at Sea, will be teaching on the days when we’re at sea. On the days when we visit the Bahamas, St. Thomas and St. Maarten, you’re free to have fun on your own. 

But more about that tonight.

Not sure you want to join us in January? Register anyway for “Book Blurbs, Endorsements & Reviews: How to Collect Them and When to Use Them.” You’re going to be swamped in the weeks leading up your launch. Attending our free webinar tonight will help you start gathering social proof long before you launch.

And, unlike many other authors, you won’t leave this important task for the last minute.

See you tonight!

20 Things About Publicity True 20 Years Ago and Today – Part 2

By Marcia Yudkin

To celebrate the milestone of my book 6 Steps to Free Publicity remaining in print 20 years after its first edition appeared, here is the second part of my post about 20 points about publicity that are as true now as in 1994. You can catch up on Part 1 here.

Three editions of "6 Steps to Free Publicity"

The first, second and third editions of “6 Steps to Free Publicity”

  1. Media coverage impresses people on planes and at parties.
    6 Steps begins with me on a flight to the west coast sitting beside a Congressman who gave me a look of respect when our other seatmate told him my company was on page 1 of the Wall Street Journal that morning. While I have been in situations over the years where snobby people scoffed “So what?” at various achievements of mine that I rather cherished, this has never happened with the Wall Street Journal story or my cover story for Psychology Today being mentioned by Tom Brokaw on the national nightly news.
  1. Errors may happen.
    Human nature hasn’t changed. Both reporting and editing involve fallible human beings who can make mistakes in spelling, facts or interpretation even when they’re putting in their best professional effort. In some contexts, though, it’s easier than 20 years ago to get corrections into the public record for posterity. Reputable news organizations usually post corrections online along with their original story, whereas in the past the corrections would appear in a different issue, with the original mistake left as is.
  1. Publicity benefits causes.
    Whether it’s someone in the community who needs a new wheelchair van, activists trying to kill a proposed new law, or a nonprofit spreading awareness about the dangers of chemical lawn fertilizers, articles, letters to the editor and on-air interviews definitely get you closer to the goal. In the 1980s, I got two local TV stations to cover a Mother’s Day march for peace that I helped organize by emphasizing in my press release that the event would feature colorful banners and kids holding balloons. Thinking visually and dramatically today still helps get your advocacy message out.
  1. Publicity can change minds.
    In 6 Steps I discussed the power of publicity to challenge stereotypes. Last year the toy company GoldieBlox released a video parody of the lyrics from the Beastie Boys’ “Girls/To do my dishes/Girls/To clean up my room,” with young girls singing instead “Girls/To build a spaceship/Girls/To code the new app” with such joy that it was hard not to see them as future engineers. Before the video was pulled from YouTube because it infringed on the Beastie Boys’ copyright, 7.5 million visitors saw it, and millions more were exposed to its idea from coverage of the story.
  1. Schmoozing with media folks is smart.
    Over the years, I have featured scores of subscribers to my Marketing Minute newsletter in that publication after they sent me spontaneous email comments and I wrote back to learn more about their point of view or success story. Of course, it’s even smarter if you’re deliberate yet still informal in your schmoozing, as I recommended in 6 Steps. Today you can schmooze by following reporters, columnists or popular commentators on Twitter, post comments in response to their content or upload a video review of their latest book to Amazon.
  1. Published articles by you attract attention from key prospects.
    An article I published several years ago in a magazine for financial advisors led to copywriting projects with clients in that industry for the next three years. More recently, a guest blog post brought me thousands of dollars’ worth of immediate registrations in an upcoming coaching program. It’s the very same dynamic.
  1. Speaking elevates you to expert status.
    As I explained in 6 Steps, by virtue of being the one listed on the program and standing in front of the room, you’re credible to your audience. In addition, being a speaker creates powerful opportunities for pre-event, post-event and word-of-mouth publicity. These truths have not faded in the slightest since the first edition of my book.
  1. Publicity can cost nothing but time and energy (and perhaps some trifling expenses).
    To get featured on page 1 of the Wall Street Journal in 1990, I paid for copying and stamps to 100 or so top media targets. Today a creative, well-timed email or tweet that costs you nothing can get your message into newsrooms across the country or around the world. If you understand the way the media work, you still do not need to hire a designer, copywriter or professional publicist to get your message out.
  1. You can invent and publicize a holiday.
    Chase’s Calendar of Events continues to come out annually, listing events sponsored by organizations, like World Oceans Day and Elvis Week in Memphis, but also special days proposed by individuals, such as National Columnists’ Day, created by Jim Six of Woodbury, N.J. and International Aura Awareness Day, from Cynthia Larson of Berkeley, Calif. The cost to get listed in Chase’s? Still zero.
  1. Publicity is fun.
    Compared to, let’s say, preparing financial projections, firing a client or writing up performance reviews, strategizing ways to get publicity is energizing and enjoyable. You get the chance to exercise your playful, imaginative capacities. Studying what others have done to earn publicity is mind-expanding and delightful as well. Twenty years after first publishing my advice on publicity, I still consider this vehicle for spreading the word a treat to plan and its results particularly gratifying. How about you?

I welcome your reflections and anecdotes on publicity constants—and changes—in the Comments.