Tips Guides Resources

If you’re already a self publisher or planning to be, you can market and promote your book on a shoestring budget - thousands have done it; be careful about your promotion and marketing dollars and don’t plunge into unknown waters — test, test, and test. It’s one thing to write a book, but an entirely different thing to write one that’s saleable, viable, and marketable. In today’s publishing environment, a book’s success depends greatly on the right marketing plan.

Using press releases for marketing or promoting your book or book’s website has become increasingly popular as publishers discover the powerful benefits of using press releases. Send out at least 10 press releases to the print and broadcast media in your area every month. When picked up by wire services, a press release can easily end up generating hundreds of mentions for your book.

Your book press release should not be written as you would a sales letter or flier, it should be written for the editor and tell about your book in a factual way, no opinion or glowing remarks. Send out the same press release to the editor of your local daily newspaper every week until you are called for an interview or are written up. Mail a press release to at least 1000 print and broadcast contacts just prior to publishing your title and again and again after you publish; you can never send too many.

Don’t underestimate the value of a good press release for making book sales. Using press releases can be a very effective marketing tool if used properly.

Be your own publicist and send a press release along with a review copy of your book to publications in your book’s genre and to book review magazines. Women buy more books then men; see how you can fit your book into the women’s’ market. If your book fits a specialty market, find a store that fits the genre and offer to leave books on consignment; many publishers have sold thousands of books this way.

It’s important to publish a website that focuses on your title; you’ll be able to refer editors and customers and all interested parties to your book information with the click of a mouse. Offer to trade writing a monthly column in a trade publication in your books’ genre, in trade for display ads on the same page. Give away one of your books in a charity raffle at a local function to get more exposure for your book.

I’ve seen publishers lose a lot of money paying for expensive display ads, so beware if you do this; I don’t advise it in the beginning — get your feet wet first so you know what you’re doing. Make sure not to overlook the Internet; get yourself interviewed or profiled for sites both about writing, publishing and about the topics covered in your book. Print and online publications provide longevity to your marketing campaign in terms of having something tangible for people to reference ongoing.

Create an online contest and list it in online contest directories to drive traffic to your website. Make sure your sales letter or flier is first class; this is your formal presentation of your title to the prospective buyer. Your sales letter or flier should include an eye-grabbing headline, the benefits to the buyer, the book features, book sales information and testimonials.

I’ve not found that book signings sell many books for publishers and are often a waste of time; better to spend it elsewhere. Place free ads periodically for your book’s website on Craigs List in different categories to drive even more traffic to your website. When you get a nice write up or feature about you and/or your book, have it laminated and set it up on an easel at trade shows. Market your book to your number one market first, and then go after the secondary markets.

The success of any book marketing effort depends on a good book and just plain hard work; its been done many times before and you can do it too. Make sure to test, test, and test some more before you lay out large sums of money. With these book marketing tips you’ll be well on your way to conquering the world of self publishing and book publishing.

For more information on book marketing tips and selling more books go to http://www.TwinPeaksPress.com founded in 1982, specializing in help for authors, self publishers, ebook and book publishers with tips, advice and resources, including information on media, library and other mailing lists, and press releases - online, wire service and offline distribution

Have you ever noticed that certain movies, books, or songs seem to instantly touch a cord in you? You naturally resonate with the characters. Their story is one that in some way, you feel you’ve lived yourself.

The same is true for a successful brand. It’s not just a fancy logo that sparks recognition. It’s the emotional appeal that it creates. A brand rich with personality and magnetism tugs at our heart, stirs our imagination or tickles our funny bone.

Doing good work and being reliable are worthy characteristics. But let’s face it, it’s charisma and personality that make a person and their business succeed. That’s why I include the ancient power of archetypes in my branding strategy to help my clients create their brand.

What is an archetype? Archetypes are believed to be universal, mythic characters that live within the collective unconscious of people all over the world. By symbolizing our core human desires, archetypes can evoke strong, deep emotions.

There are dozens of different archetypes. I focus on twelve when branding (or rebranding) a business like yours. What’s important to know is that each archetype: Innocent, Explorer, Wise One, Hero, Rebel, Alchemist, Jester, Just Me, Romantic, Nurturer, Artist and Ruler has its own meaning, values, personality, likes and dislikes, strengths, sense of mission, and calling.

What does this means for you? By using the ancient power of an archetype when branding your business, you immediately make your marketing easier and incredibly exciting because you’ll (finally!) clearly communicate who you are and what you’re all about to your audience.

A branding strategy using archetypes allows your audience to dive deep into the heart and soul of who you really are. We see this concept come shining through when highly successful people have turned “who they are” into “a brand we love.”

Here are three examples to show you exactly what I mean:

Example 1: Alexandria Brown, the “Ezine Queen”
Can you guess which archetype Ali is? Why, the Ruler of course! And she does it up beautifully! The Ruler archetype is about creating order and hierarchy (”I’m up here on my throne.”). If you read any of Ali’s sales emails or website, you’ll see how she consistently talks about the “keys to the kingdom.” Plus she often quotes herself as “the Queen says…” Ali also uses her lifestyle as a marketing tool, talking about her beach house as her castle.

Example 2: Oprah Winfrey. What is Oprah all about? Transformation! Through her makeovers and charitable works, Oprah is focused on taking the raw material of life and turning it into something spectacular. Her archetype is the Alchemist. You’ll even find profiles she calls “stories of change” on her Angel Network website. Again, reminding us that change is magical.
Oprah’s message is clear and consistent: with enough gumption (and a little wave of a magic wand) ANYONE can live their best life.

Example 3: ME! Kendall SummerHawk. One of my Weekly Marketing Wisdom readers wrote in to me, “Kendall, I always count on you to blaze ahead on the marketing frontier!” Those words were honey to the ears of this Explorer archetype. Like the Alchemist, the Explorer archetype creates change. But it isn’t by waving a magic wand; it’s by finding (and following) our own unique path and discovering our true sense of our self.

Which is why in my Brand Authenticity program, we focus on how your brand is your Soul’s Divine Mission, expressed through your business. This message of individuality and expression is so powerful that this program has nearly sold out in just two weeks. Now that is the power of a branding strategy using archetypes!

Whether branding or rebranding, it’s personality that separates the ordinary from the extraordinary. Archetypes give you a highly creative yet clear-cut way to develop a brand rich with emotion and personality. It’s a branding strategy that promises to create an authentic brand for YOU.

Business coach Kendall SummerHawk, the “Horse Whisperer for Business” delivers savvy ways for entrepreneurs to turn hectic businesses into money-making dreams. To learn more about her book, Brilliance Unbridled and sign up for her 7-part mini workshop go to http://www.kendallsummerhawk.com.

I have a secret I feel I need to share with the world. I am a creative geek. There - I’ve admitted it. For years people like myself have been forced underground, afraid of revealing our true identity. Well today I’m coming out.

Suspicious Characters

As I’ve gone through my career in Marketing (Advertising, DM and now Integrated Marketing), I have found that many people are suspicious of anyone who displays a flair for things both creative and technical. It’s like you’re not allowed to be good at both - something about different sides of the brain is the normal reaction.

While it’s true that creative and technical thought requires different processes, haven’t we all at some time solved a technical problem in a creative way and vice versa. Personally, I believe people who only use one side of their brain are missing out on something. I generally try to use both.

Time for New Partnerships

In this world of increasing technological dependency, creatives and technologists both need to embrace and have an appreciation of the other side. For creatives, technical understanding and partnerships are now just as important as art director - copywriter partnerships have been since the 60’s. You wouldn’t expect an art director who didn’t understand the writing process or be able to contribute to it to be worth much. Equally, art directors now need to forge similarly close partnerships with technologists.

Because the web is predominantly a visual medium, both designers and developers must have an exceptional understanding of good design, usability and functionality. Developers now must pay more attention to design details and see them as important as making it all work. Designers need to understand the process of web development and work in partnership with developers to find the best design solutions.

The Web is Bringing Creatives and Technologists Together

The internet is still a young child - growing up and learning to make its way in the big bad world. Designers, writers and developers have been working out how to work together with mixed results. In the past all three have been guilty of just doing their own thing and have been able to get away with it. But, this is no longer the case. As web users become more savvy they’re quick to weed out poorly designed, written and built websites. We need to see things from a different perspective:

1. Developers need to care about the visual look and how easy it to navigate because the web is mostly a visual medium.

2. Designers need to care about the functionality because the web is interactive.

3. Writers need to care about search engines because websites need to be found and easily digested.

Also, clients now have a better understanding of what their online activity should be achieving and want to make their budgets work harder. That means all of us need a much greater appreciation of strategy and planning.

To achieve all of this requires a change of mindset. Individuals who can specialize whilst having a broad understanding of the digital marketing world are the ones who are best placed to benefit. So - by getting both sides of our brains to integrate, we can start integrating our talents, which will lead to better integrated digital marketing.

Peter O’Flynn is Creative Director of Marketing Team Direct - the through-the-line integrated marketing agency that fuses online and offline marketing effectively.

Do you struggle to attract and retain business? Do you yearn to be seen as an expert in the field? In an increasingly challenging market flooded with fierce competitors and extremely savvy consumers, learn how to develop a killer brand that will inspire you, attract loyal customers, and knock out the competition.

1. Identify your values: This is the most critical step and the one most often overlooked in business. Do some soul searching and get a crystal clear idea of what matters most to you as an individual and then as a company. Your values form the base of your company and should influence every decision, from what kind of toilet paper you buy to the business partners you seek.

2. Identify your mission: Once your values are identified, it’s time to write a mission statement. Ask, why does my company exist? What do we aim to do? Write it in simple language that a 12-year old can understand. Do a search on the internet for mission statements and use the most compelling ones as a template. This is the statement that should get you out of bed each morning and inspire you morning, noon, and night.

3. Identify your ideal client: Again, a critical step. Look at your mission and why your company exists at all and ask, “Whom do I serve?” The hard part is getting as specific as possible to the point of potentially turning off a lot of other people. Don’t worry. The biggest mistake you can make is trying to please everyone. This dilutes your service/product so much that you really don’t strike a nerve with anyone. No one will have a compelling enough reason to buy from you. By turning some people off, you attract others who will bond with you for life. And a final benefit to knowing the specifics of your ideal client is you then have a much better idea of where to look for them.

4. Create an emotional connection: Every potential customer wants to know one thing, “What’s in it for me?” In order to compel someone to pull out their money and buy, you need to connect them to you in an emotional way. How are you going to make their life better? What pain is your product or service going to eliminate? Watch some television and notice how the best commercials create an emotional atmosphere. Which commercials get your attention, which ones stick with you, and how do they get their message across?

5. Identify the benefits vs. the features: Know your product/services inside and out. But instead of just listing the features, describe them in terms of how the client will benefit. Remember, it’s all about creating that emotional connection with your ideal client and telling them how you can make their life better.

6. Create an experience: Why should consumers buy from you as opposed to any one of your competitors? What makes you unique? Successful companies are now in the business of creating experiences that enrich lives. Starbucks does not just sell coffee. From the music they play (and sell) to the comfortable furniture and inviting d

Large corporations spend lavish amounts seeking names for their products that grab a consumer, or convey positive feelings. Book authors do the same. As do magazine writers.

So, say you are planning something that needs a name: your new company, a speech, an article, your website, your email address.

STOP! Stop, and think.

Don’t go with the first thing that hits you. Think about the aim of this endeavor. What are you trying to convey to those who will see or hear it?

Joe Black, for example, has been selling life insurance for years, is now planning to incorporate, and needs a name for his new company. He likes the ring of Consolidated Advisors & Financial Associates Inc.—CAFAI for short.

Whoa, Joe!

What’s the aim of the name? Is it to impress people with a long, unwieldy, impersonal, remote-sounding phrase? Or is it to convey the same reliable, personal service that Joe Black is already known for?

The answer is obvious, Joe. Incorporate under your own name. Joe Black, Inc. has the benefits of continuity, credibility, recognition, reliability, and stability—none of which attach to CAFAI.

A speech is different. Speeches, and articles, need names that grab people. Unless you’re a famous person, or talking about a famous person, enterprise, or event, you need some other way to attract their attention.

And all you’ve got to work with is the title. So look over what you’ve written, and write down all the different titles you can think of for your work.

As you look at each of them over, ask yourself if you’d go to a talk with that title. If not, cross it out. Now try to shorten the ones that are left. The fewer words the better.

Do any of them have a bit of mystery, or wit, or maybe an interesting play on words?

Need some stimulus? Go to the library. Fiction. Mysteries. Look over the titles. Which ones stir you to pull them out, and scan a few pages? Why?

Can you see anything in their titles that you might use in your speech or article title?

A speech or article is a transitory thing, so needn’t take too much of your time. But you’ll be stuck with the name of your company for quite a while, so devote much more time to getting it right.

Your website, and email address are in between. Not as temporary as a speech or article, but probably not as long-lived as your corporation.

The aim of these names is to reinforce your company’s image, and remind people of your business identity.

So Joe Black’s web site could be named joeblack.com, or, if he wanted something wittier, BlackInk.com, and his email address could be joe@blackink.com.

Joe, like most of us, has other interests than his business. He’s a birdwatcher, and is planning an online newsletter and website for others with this hobby who already know him.

A good name for his ezine could be Black Birds, and for his website www.blackbirds.com, then his e-address for it could be joe@blackbirds.com.

Sometimes you can’t make such an apt connection. For example, when my ezine, which focuses on the marketing of financial services, was created it needed a name. I liked the acronym “TIP”. But what could name I expand it into?

Here’s a few that came to mind:

* The Insurance Practitioner
* The Intelligent Planner
* The Insightful Provider
* The Interested Ponderer
* The Insurance Professional
* The Incorporated Practice, etc.

To say nothing of all the variations that can be rung by switching the adjectives around.

See what I finally decided on at: http://www.lifesites.org

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Copyright 2005, Donald F. Pooley, Inc.

Don Pooley has shared his marketing know-how with audiences in major Canadian cities, London, Australia, Chicago, New York, San Francisco, Hong Kong, and Singapore, and now in his free ezine, TIP. Subscribe at http://www.eTIP.ca/

Although there are over 100 ways to market your business on the internet, some methods will get you a lot more traffic than others.

Unlike the offline world, where advertising is very effective, content rules the internet. You’ll develop a more effective marketing campaign when you focus on strategies centered around developing content for your site.

Below are some of my most effective ways to market online, and I do it all for free.

1. Search Engines
Before you even develop your website, the first thing you should do is focus on the search engines. Organic, i.e. free search engine listings that are highly ranked, will get you far more traffic than using any kind of advertising.

The most important thing you should do here is find the right keywords. You can do this by using any of the pay per click search tools. You can also download a free tool like Good Keywords, http://www.goodkeywords.com

2. Articles
Writing articles not only allows you to brand yourself as an expert, it helps you to create original content for your website. The more quality content pages you have in your site, the higher it will rank in the search engines, and you will also create a viral marketing strategy for your business.

3. Press Releases
Press releases are news. Just like the offline world, where press releases are more effective than advertising, so too are they more effective online.

You should remember to focus on news about your business. Don’t make your release a glorified sales letter. It will get rejected.

A simple search for press release writing will help you find resources to help you write an effective press release.

Press releases, like articles, are spider, or search engine food. The search engines love them, and a good release can be very viral.

4. Blogs/RSS
Blogging is the latest craze online. It’s a very effective way to promote your business not only because of RSS, but because you can quickly and easily create content without knowing HTML, and with trackback, it has its own built in link building strategy.

RSS is nothing more than a very search engine friendly code that allows you to syndicate your content to other websites, or to be read in RSS readers.

With trackbacks, you can link back to other sites and build your links. This raises your search engine rankings.

5. Free reports
Free reports, like blogs, articles, and press releases, not only allow you to build a content strategy for your website, but you will also create a viral marketing strategy for your site.

A viral marketing strategy is very important because it’s mainly passive. If you create good content, your content will be recommended by others. One person reads your content and recommends it to someone else, and before you know it, your content is all over the internet. The more entries you have in the search engines, the more likely you are to be found by your potential customers.

The point is, if you develop an effective content and search engine strategy for your business, you will get your message out a lot faster. Potential customers will find you, and they’ll be eager for what you sell because they were already looking for you.

Jinger Jarrett is a certified Web CEO Search Engine Optimization professional living in Alpharetta, GA. You can get her best free search engine resources, software, and ebooks when you download her free toolbar from her special offers page at http://www.jingerjarrett.com