3 False Book Marketing BeliefsDec 21, 2020
Whether fiction or nonfiction, there are some strong beliefs many authors support when writing and publishing their work. And, when these beliefs are examined closely, you’ll find, for the most part, unrealistic hopes, dreams, and wishes. These pie in the sky author yearnings are scattered across the entire book publishing landscape.
Let’s examine three of the most common idealistic desires to identify what makes them improbable, or false beliefs, and how to reverse your thinking into a more realistic strategy.
False Belief #1: Your message is for everyone.
When interviewing authors about publishing their work, the first question I ask is “Who is your book for?” A typical answer is, “My message is universal and everyone needs to hear it.”
I never disagree because an author’s message may well be universal and could benefit the world. However, my follow-up question is “How do you plan on marketing to everyone?”
That’s definitely something they had neglected to consider. Not even Procter & Gamble or any other global companies attempt to do this. They know how inefficient and ineffective, let alone, how costly this strategy would be.
Truth Serum #1: Pinpoint a niche market that is in need of your message. Then put your time, energy, and money into spreading your expertise in this direction. Your message is like a pebble you toss into a pond where nature takes its course by letting the ripples flow outward.
False Belief #2: Your book will bring you fame and fortune.
Rags to riches stories played out on television and in movies plant fantasy dreams into our subconscious that your book will make you a star in an instant. But, let’s be honest, as an unknown author with a hope and a dream instead of a solid marketing plan, chances are slim-to-none that fame and fortune will come knocking at your door once your book hits the marketplace.
Fame and fortune take time to build.
Many years ago, I had a mentor who said “it takes fifteen years to become an overnight success.” Personally, I believe you can achieve success, whatever that means to you, in less time. Today, with social media plus online marketing strategies and tactics it’s easier to get seen and heard. However, it still doesn’t happen without effort and patience.
Truth Serum #2: Develop a solid marketing plan to penetrate a niche market prior to your book launch to give yourself a chance to brush up against your potential fame and fortune.
False Belief #3: Amazon will sell your book for you.
The third false belief is that once you post your book on Amazon, all you need to do is sit back and wait for the sales to come flooding in.
Nothing could be further from the truth. This may come as a shock to many authors, but unless you pay Amazon to advertise and direct traffic to your book, they aren’t going to do it for you.
Amazon is an incredible platform to buy and sell almost anything you want. However, it doesn’t happen without people visiting the site. Think of it as merely a shop window. And, it’s your job to direct people to the shop window to buy whatever it is you’re selling. In your case, it’s your book.
Truth Serum#3: As part of your marketing plan, include strategies to encourage people to visit Amazon to purchase your book. Consider including a link from your website or specific email campaigns. Offer a free checklist, tip sheet, or special report when people buy your book. Insert a hyperlink or QR code embedded in the e-book version of your book.
You want a way to capture people’s first name and email address to increase your contact (fan/reader) database. This asset allows you to market directly to them after their purchase offering other exciting products or services you sell.
Once you’ve dumped the false beliefs, adapt your mindset and attitude toward your book and author marketing.
Ask yourself these three mindset changing questions
Mindset Change #1: Do you see yourself as an expert? To become a recognized expert you need to recognize and value your own expertise. If you don’t see yourself as an expert why should anyone else?
Mindset Change #2: What attitude do you need to change to see yourself as a thought leader or subject matter expert?
Mindset Change #3: What do you need to change or improve in your current marketing to encourage people to recognize your expertise?
As one of my all-time favorite marketers, Seth Godin said: “What separates winners from losers isn’t talent, it’s attitude.”
A change in mindset and a change in attitude can equal success, especially when you find ways to differentiate and set yourself apart from others. Be the expert and promote your expertise.