By Chip R. Bell
Ralph Waldo Emerson was wrong! Now, before we get in hot water with teachers
of American literature, let’s set the record straight. Ralph was often misquoted. He never mentioned anything about a better mousetrap. What he said was, “If a man has good corn or wood, or boards,
or pigs, to sell, or can make better chairs or knives, crucibles or church
organs, than anybody else, you will find a broad hard-beaten road to his house,
though it be in the woods.” Emerson was
still dead wrong!
In Emerson’s day, people’s lives revolved largely around a
village. Everyone pretty much knew
everyone within miles. Gossip started at
the blacksmith shop could easily reach the ears of about everyone within a
day. Today, no matter how great your
book happens to be, if your marketplace does not know about it, not even a few
people will beat a path to your door.
You must become a perpetual, hard-working marketer of your new
book.
Today, book selling starts with the Internet and social
media.
Create a
Buzz
Marketing your new book begins long before you finish writing
it. It starts with clearly identifying
the main folks likely to be interested in your book topic. Think about what your target audience reads,
what websites they visit, and the people they are likely to know. Brainstorm ways to get your book (or excerpts
from your book) in front of them. Pull
out short teaser chapters and find ways to place them in newspapers, magazines,
or blog sites likely read by your audience.
Speak at conferences attended by your audience as well as
before their civic and church groups.
Always use a handout that includes information about and/or from your
new book. Make certain your teasers have
the words, “Adapted from the forthcoming book…” at the end. If you have a business card, put a photo of
the book cover on the back.
Build a
Platform
A platform tells your audience who you are and what you are
about. And, your book is obviously a
part of that platform. Your platform
might include a website where book buyers can learn about your book, perhaps
even order a copy. Write a regular blog
for your website which gives readers a reason to come back. Make sure your name at the end of all your
emails mentions your website address and information about your book. Make sure your contact information is at the
end of your book.
Consider getting a memorable email address (called a vanity
URL) instead of a Gmail or Yahoo domain address. JohnG@gmail.com is not a promotional email address. However, john@johngrisham.com carries a
totally different message. Once you have
your own domain, you can build an inexpensive website. Drive traffic to your website by including it
with everything you make public. Create a short newsletter that goes to your
email list.
To be continued on Monday with Growing a Network…
Chip R. Bell is the author of nine national and
international best-selling books that have won numerous book awards. His newest book is Book Mark: How to Be an Author
available through the Georgia Writers Museum (www.georgiawritersmuseum.com). He can be reached at chipbell.com.
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