50 Tips for Promoting Your Book: Tips 26 – 50

Last week, Brian Jud brought you tips 1-25 of his 50 tips for promoting your book. Here are tips 26-50.

When you first publish, nobody has heard of the author or the book, so your initial promotion is the key to success. But if you focus only on social media you will miss many opportunities to reach prospective buyers. An assorted, persuasive and targeted promotional mix should maximize your sales, revenue and profits.

Promotion can use up your money faster than any other marketing tool. Use it wisely and your investment will pay off maximum dividends. These tips will show you how to do that:

• 26. Sell your book as a premium. A premium is an item the recipient is given for doing something or buying something, i.e., a free gift – your book -- in conjunction for your action.
• 27. Sell your book as an incentive. An incentive is something that you earn. It requires that you do something extra in order to deserve or be given that item. It is usually something of considerable value to the potential recipient – such as a coffeetable book.
• 28. Sell your book as an ad specialty. This is an item that carries on it a logo, message or brand name, that provides an advertising impression. Examples are pens, coffee mugs or customized books.
• 29. Network personally. Do not neglect personal relationships. Meet people wherever you can and introduce yourself. Have your business cards on hand and give them out frequently.
• 30. Build relationships. Some people can help you more than others. Nurture your contacts and stay in touch with these people regularly.
• 31. Implement a social commerce campaign. Use Facebook, Twitter and the other social media to spread the word about your book, but not for book sales.
• 32. Ask for referrals. Do not leave networking to chance. Ask your customers and friends who else you might try to meet who could help you sell more of your books.
• 33. Keep good records. Record all your personal contacts and keep accurate and current records of people and follow up with them regularly.
• 34. Communicate in writing. You can reach many people in a short period of time with emails and letters, but the quality of interaction is low.
• 35. Sell in person. You can reach fewer people through personal sales, but the quality of contact is superior. You cannot close large-quantity orders without personal selling.
• 36. Negotiate. When selling to corporations, the price you charge them is always negotiable, usually based on the quantity of books purchased and their perceived value of how your content may be used as a promotional item.
• 37. Do not be afraid to ask for the order. If you want something, ask for it. The worst that will happen is “No.” What will you have if you don’t ask?
• 38. Take media training. If you have never been on the air, take media training to prepare you for appearing on TV and radio shows. You may never get a second chance to be on a top show if you do not perform well.
• 39. Practice before you go on the air. Practice does not make perfect. Practice makes permanent. So practice the right things.
• 40. Know the show. Watch the show on which you are scheduled to appear, with the sound off to focus your attention on the guests. How do they sit? What do they wear? What are the seating arrangements and backgrounds? What are the predominant camera angles? Incorporate what you see into your own performance.
• 41. Communicate effectively on the air. Think of the 3Vs to present your information verbally, vocally and visually for maximum effectiveness.
• 42. Seek reviews. Some reviewers want your book pre-publication and some post-publication. Follow their guidelines. Look into Goodreads.com for additional exposure through reviews.
• 43. Learn from bad reviews. Blaming the reviewer for a bad review is like blaming your scale if you are overweight.
• 44. Compete for awards. These can give you additional exposure and credibility. Seek those that are relevant to your title.
• 45. Use your website strategically. It is not enough to have a website. “Surfers” will peruse your site for 10 seconds or less before deciding to stay. Get attention quickly. Give them reasons to stay and make it easy for them to buy.
• 46. Contribute to others’ blogs — those that already have a large following.
• 47. Prospect for new business. The sales calls you make today may yield sales in six months or more. Spend time every day following up on current prospects and those who could be long-term potential buyers.
• 48. Conduct events rather than book signings. People will come to an event to hear information that is helpful to them. Give them information and then sell your book to them.
• 49. Prepare a one-sheet for the media. It should open with a targeted headline. Describe the benefits of your book to the show’s audience. Describe your credentials and media experience. List the topics you can discuss and close with your contact information.
• 50. Enjoy the ride. There are many opportunities for negativity, but use them as learning experiences. Take your work seriously, but not yourself. Have some fun along the way. The axiom for success in any business is to do what you love and love what you do.