[Marketing 101] The Importance of Investing in People

Marketing101People4When you hear the names Harley Davidson, Ed Catmull, J.K Rowling, Jeff Bezos and Mark Zuckerberg, what do you think of?

Do you think of motorcycles? How about Pixar? Harry Potter? Amazon or of course, Facebook?

What do all these success stories have in common? Yes, they have overwhelmingly popular brands making thousands of dollars every day. BUT! What is it they all have in common? What gave them the appeal? Did they just wake up and have these massive empires?

The answer is an all over resounding, NO!

These people had something they wanted to share with the world. Something they dreamed of and wanted to see successful. But how were they going to do this? Just post it up and wish or hope people would find their product if they decided to do no marketing whatsoever?

There was no social media when many of these great success stories came to fruition so what did they do to make such monumental impacts?

Simple. They saw the answer in front of them. Something so easily overlooked in a world saturated with desires to be famous and get rich quick goals. It wasn’t about them.

As marketers, we must remember it is about people first, not us! (2)They realized early on… in order to have a successful product, you need to focus on pouring your energy into people. It is people that pass around the news of your product. People who bring awareness. People who spread the word. It’s people that makes a company what it is. And this doesn’t only apply to book marketing!

It’s a universal truth in businesses of all kinds!

For example, in today’s marketing world, there is not a person who would not recognize the name of Amazon. It is a multi-million dollar corporation reaching across a global scale in a variety of products. In the world of eBooks it holds the top slot in self and indie publishing.

Why? Because of people.

“If you make customers unhappy in the physical world, they might each tell 6 friends. If you make customers unhappy on the internet, they can each tell 6,000 friends.” — Jeff Bezos

Jess Bezos recognizes the power of the influence of people. He goes on to say:

“Obsess about customers, not competitors.” Jeff Bezos

Here is a man, a powerhouse in today’s market, humbling himself to the influence of the people his company serves.

Think about it? If no one used Amazon. If they went on with going to Wal-Mart on black Friday or never participated in cyber Monday, would Amazon still hold the place it does in today’s market? No, it wouldn’t. It is the overwhelming power of people that Jeff Bezos utilized to make Amazon what it is. He saw a need; he filled it and now look at what he has?

So often, new marketers and entrepreneurs fall into the trap of “Here’s my product, buy it!.” We flood our social media with constant self-promotion and forget: As marketers and entrepreneurs, we must remember it is about people first, not us!

As marketers, we must remember it is about people first, not us! (1)Here are seven things to think about when you start marketing your product.

  1. People buy from entrepreneurs who have something they want.
  2. Satisfaction leads to word of mouth. Word of mouth spreads awareness.
  3. People like to feel like more than a wallet. Make it about them.
  4. Making it about them leads to repeated visits and customer loyalty
  5. People identify with people who take the time to speak with them
  6. There is no product without the audience
  7. People invest time and effort into something they attach too. You can help create that attachment.

Things to Remember:

  • Having a great product must always be about something you want to bring into fruition first and foremost! If you are serious, the passion has to continue into marketing and reaching people!
  • Do NOT see marketing a product as a get rich quick scheme. Many of the companies listed (Amazon, Harley Davidson, Pixar, Harry Potter and Facebook) took years to gain momentum!
  • Recognize a need/ find your niche/ tribe.
  • Anyone can bust out information told over and over on blogs and websites. Find something you want to ask but no one seems to have addressed yet.
  • Anything worth doing is going to take some serious work!
  • 80/20 Rule >> 80% of your engagement must involve your audience; 20% can be you.

Marketing101People2Making money doing what you love is a dream many of us have. We long to quit our jobs and make our burning passion our daily job BUT we must remember, in the end, we want people to know we exist. If your passion is more than a hobby, start networking with people now! Whatever you do, never give up. Success is a process, not a sprint.

 

 

 


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“Bestseller” Does Not Have To Mean Best Seller

“Bestseller”

That little orange star-bursting banner many authors strive to reach in Amazon’s ever growing sea of book titles. What makes this particular status so appealing? Is it an increase in book sales, reviews or maybe just the notoriety? Does it validate us in a way?

Keys to Success_

To understand why this status is so sought by authors, we need to know what it is.

This is what Amazon says about its best-seller categories:

“The Amazon Best Sellers calculation is based on Amazon.com sales and is updated hourly to reflect recent and historical sales of every item sold on Amazon.com.”

Basically, it is how well a product is performing as far as sales on an hourly basis. HOWEVER, Amazon goes on to say:

“While the Amazon Best Sellers list is a good indicator of how well a product is selling overall, it doesn’t always indicate how well an item is selling among other similar items. Category and subcategory best seller lists were created to highlight an item’s rank in the categories or subcategories where it really stands out.”

So, while the title “bestseller” is indeed an honor to obtain since it does affect sales, it is not always an accurate indication of how well a product is doing overall.

Why? Well, see what Amazon itself says:

“We choose a few of the most popular subcategories in which the item has a high ranking in relation to other items in that subcategory, and showcase the item’s rank on the product page. As with the main Amazon Best Sellers list, these category rankings are based on Amazon.com sales and are updated hourly.”

Inspirational-Quotes-About-Success-If-you-loveThis is further complicated to determine just what a bestseller is because of authors who sell most of their titles at live trade shows and events. Many sell multiple copies of their books to readers who attend these events. Some sell hundreds of copies in a year at multiple events.

 

Since readers are human beings with busy lives, it can often slip their minds to leave a review. Adding their information to email lists can help alleviate these frustrations but it does not always eliminate them since an author’s constant emailing to ask for reviews can come off as begging or annoying.

So, with all of these ever shifting trends in Amazon’s algorithm combined with the understanding that not all authors rely on Amazon reviews to get their books into the hands of anticipatory readers, the status of “Bestseller” can become very obscured. 

The hard but also stress-relieving truth is just because it says “Bestseller” it doesn’t have to mean “Bestseller.” Event authors who sell multiple copies of their books and enjoy writing them are the ones who understand that building a loyal readership doesn’t always have to rely on an orange status. 11199423_1590625647874477_252512621_n

As long as you are building your platform, have loyal readers who look forward to your work, and are buying your books then you are going to reach “bestseller” status. It just might not be according to Amazon or its system.