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How To Market A Book By Joanna Penn (Part 3)

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Third part of overview of How To Market A Book. Includes book reviews, paid advertising, using traditional media for PR. Plus a definition of author platform, your author brand, your home on the internet - your author website, how to build an email list and email marketing, content marketing and blogging for authors, using audio and podcasting, using video, social networking, professional speaking, how to take your platform further,

Published in: Marketing, Business, Technology
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How To Market A Book By Joanna Penn (Part 3)

  1. 1. with Joanna Penn Author, Speaker & Entrepreneur @ thecreativepenn
  2. 2. When you suddenly have a book out but you haven't spent any time building a platform, you need some methods to get the book moving.
  3. 3. 3.1. Book reviews  A soft pitch to gain social proof  Send free review copies  Honest reviews  Amazon’s top reviewers  Approach specific book bloggers  Always check guidelines of the book blogger  Include a short pitch and your sales back blurb  Don’t pay to create mass reviews  Don’t create false personalities online and write own reviews  Don’t respond to bad reviews
  4. 4. 3.2. Paid advertising
  5. 5. 3.3. Traditional media • Go through your life and your influences • Find a newsworthy hook • Specify your goals for the campaign • Be media-ready • Decide on the kind of photos you want • Research appropriate photographers • Contact,Pictures, Awards, Fan resources • Biography, Interview questions • Identify who your target is • Keep it short and focus on the outcome • Be the expert • Be easy to work with and flexible • Be prepared to act quickly • Be engaging and don’t push the book • Don’t react publicly • Be aware of what you say
  6. 6. This is all about long-term marketing, building a brand and a platform for your books and your business. I want to expand your possibilities!
  7. 7. 4.1. The author platform
  8. 8. 4.2. Your author brand •Create content around your brand persona •Be consistent •Find others in your brand niche •Be genuine, real and open with people •Use your face on your site and profiles •Be true to your DNA, but also experiment •Don’t betray that trust once it has been built •Social benefit occurs as a by- product of being a good person •Create a positive impression of your brand •To differentiate brands •To protect privacy •To disguise gender •If the author’s name is hard to remember or unusual
  9. 9. 4.3. Your home on the internet • Good design and easy navigation • Sign-up list for your updates and book launch • Home page with introductory blurb • Links to all your books and buy links • Professional author photograph • Contact page to connect • About page on you and your life • Press page and media kit • Page for book clubs with questions • Public appearances • Blog, videos and other content • Get a domain name and hosting service • Get to know your new home
  10. 10.  People choose to give you their email address.  Respect that list.  Never sign people up to your list if you think they will be interested.  You have permission to email but only with the information relating to what they signed up for.  It’s easy for people to unsubscribe. 4.4. Building a list & Email marketing •Sign up for a list management service •Set up a form •Set up the emails •Make sure that the list can be found on your site on a specific page •News and articles •Your own articles, audios or videos •News of your book/product release •Book reviews of books you’ve enjoyed reading •Competitions, giveaways and anything relevant to your audience
  11. 11. 4.5. Content marketing and blogging If people find you and want to stay on your site, if they are happy to give you their email address, this means you have permission to talk to them; and eventually they might buy your book, product or service. Text article/blog post video Audio White paper, Ebook, fre e report Tele-seminar or webinar Photos or images
  12. 12. 4.6. Using audio and podcasting Free downloadable audio Podcasting Audio books Build a fan base, a community and a platform Connect with peers Reach people who don’t ‘read’ any other way Stand out in a crowded market Incoming links and SEO Learning and fun!
  13. 13. 4.7. Using video  YouTube is owned by Google and is the #1 search engine  Book sales can be about human connection  Future technologies can soon be reality  Video can be the basis of your platform  Video can drive traffic to your main author site  It makes you stand out
  14. 14. 4.8. Social networking
  15. 15. 4.9. Speaking
  16. 16. 4.10. Taking your platform further • Mind-map your ideas • Create a slide pack • Record your speaking • You may deliver your content through webinars • Use a shopping cart • Create a password protected page • Sales page • Shopping cart • Payment system
  17. 17. Want more? http://viewBook.at/marketbook http://www.TheCreativePenn.com/howtomarketabook/

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