WRITERS. Book marketing strategist Don McCauley has a clear and simple message to authors: Don’t fall prey to using tools and techniques that do not produce real world results – sales.
He urges you to take the time to create a marketing and publicity strategy that can help you determine which tactics make the most sense for your book and specific target audience.
McCauley says it’s natural to want to do what everyone else is doing. But using a “one-size-fits-all” marketing strategy to promote your book is like taking someone else’s medicine—the results will likely not be good.
Just as each and every book is unique, every target market is specific in regards to age, gender, geographic region, wants, needs and preferred approach. Thus, developing a marketing and publicity strategy for your book requires a thorough analysis of all the systems, processes, functions and procedures within the general marketing plan.
“So many people new to marketing are looking for that elusive idea that works. They all work,” says McCauley. “However, not all of them, or perhaps none of them, will work for a specific book.”
Some authors listen to all the great ideas out there and then try them out, one by one. “This is precisely the wrong approach,” McCauley emphasizes. “Using a ‘try it out’ approach will cost a great deal of money. Not only will money be wasted on experimentation, but there will also be a terrible waste of time.”
“Don’t use a tool or method because someone else said it should be used. Failure usually results from concentrating on tools like Twitter or Facebook, rather than concentrating first on the blueprint – the strategy,” says McCauley. Making a plan can help you focus on those marketing methods that are best for achieving your own very specific goals. In addition to deciding which methods to use, you should plan how, where, and when the chosen methods will be implemented.
Don McCauley is a marketing strategist with over 30 years of experience. He is the co-founder of ‘Book Marketing – The Authors Marketing Powerhouse’, facilitator of the Free Publicity Focus Group, and hosts several of ‘The Authors Show’ radio programs.
He offers book-marketing training to authors and publishers, as well as no-charge, no-obligation marketing and publicity strategy analyses. The strategy analysis reports cover specific topics relevant to marketing and publicizing books in the current Internet marketing environment. McCauley notes that marketing strategies designed to sell books in the past generally do not transfer well to Internet marketing.
On his website, you can find video training, complimentary e-books, and reports with titles such as
- Using Article Submission as a Marketing Tool
- Top Ten Reasons Why Your Book Isn’t Selling
- Top Ten Reasons Your Internet Marketing Plan May Fail
- Questions You Really Need to Ask Before Entering the Marketplace
- The Fine Line Between Becoming Famous and Becoming Invisible
- Creating Trust: Using Words that Sell