Book Marketing Made Easy With Dvorah Lansky
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Joanna Penn discusses Book Marketing Made Easy with D'vorah Lansky with info on relationship marketing and using teleseminars as well as other tips for marketing your book. These strategies are just as important for fiction writers.
On finding the right readers for your book. Think about what it is that you specifically are offering and who specifically can be helped by your message. Helping others can help you feel less egocentric about marketing because you are sharing.
You can find out more about your audience by asking them e.g. use a survey with SurveyMonkey. Ask them who they are and what they want. You may be surprised. It helps you focus in on your market.
On relationship marketing. It's about creating relationships, it's about know, like and trust as well as personal referrals. This is going back to the way it used to be. Word of mouth marketing. Building relationships with people, being authentic and being generous first – sell people on you, rather than forcing your product. You can connect with your readers in this way too, it's not just about colleagues and other writers.
On free vs paid content. You need free content to make a name for yourself and use as ‘breadcrumbs' back to your site. But D'vorah points out that people value information more when they pay for it. So don't be afraid to charge.
Building authority online. It's easier to become an authority if you decide who your niche market is. Don't go wide as there will be a lot of competition. Be more specific and more niche and it will be easier to make an impact. The more people see you and hear you, the more of an authority you will be.
On audio and video. It's important to reach people in all media. You can make videos out of powerpoint and then talk over it so people can connect with your voice if you are worried about being seen. For everything though, it is all about the person watching and listening – it's not about you – people don't actually care about you! People want useful content, they aren't there to watch you – so think about giving to the other person. It's also good to see that people are average mortals and see that anyone can do these things.
On using teleseminars for marketing. It can be more of an event and you can gather experts together. A teleseminar is basically a conference call. There are free services or premium services. It's a great way to share information on a topic and a good way to create powerful content that you can re-purpose in multiple ways. Getting permission for use of people's materials. Everyone likes to be asked to be interviewed – it's always good marketing.