[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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[Blog Tour] Keys to Success from a Completely UnSuccessful Person by Joel Cunningham

 

Satire, Humor, Self-Help
Date Published: 12-15-17
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Dear Reader,
Knowledge, success, hope–this book will provide you with none of these things.
For those who are curious to check out the contents and “guidance” provided in this book, I would like to offer a brief, but important warning before you embark on your treacherous journey. I am this book’s editor. I have thoroughly handled, absorbed, and regurgitated the contents of this book over and over again, and while most of the content in this “self-help” book is, in my professional opinion, completely ridiculous and easily recognized as such, I fear that some of you who read this book may sadly find yourselves duped by Joel’s terrible advice.
Speaking modestly, Keys to Success from a Completely Unsuccessful Person represents is a collection of thoughts, ideas, and errant opinions from the delusional mind of a self-proclaimed self-help guru. Somehow, Joel has miraculously and single-handedly compiled more nonsense, utter gibberish, and complete lunacy into one book than any other author in all of human history that I am presently aware of.
Again, while I do believe that the majority of readers will find themselves deeply amused at the sheer idiocy in this anthology of stupidity, I fear that some poor souls may just get sucked into the author’s delusions. For that reason, I have provided this warning to please disregard Joel’s terrible advice. For most readers, I expect and hope that they will be amused by the book’s clear guidance on how not to find success and find humor in what the book attempts to instruct them to do.
Perhaps most importantly, I believe that although my hand was forced to publish this book of unrefined nonsense by Joel and my superiors, Joel will finally be exposed to the world for who he really is–a completely unsuccessful person.
About the Author

Born on the East Coast but raised in the Southwest, Joel Cunningham is co-founder of Parametric Studios in Scottsdale , Arizona., He has worked in marketing for the last fifteen years. He has acted in numerous commercial projects, produced and written for numerous TV and film projects, and is the current host of a film & television review podcast called The Reel Review Podcast. Keys to Success from a Completely Unsuccessful Person is his first book.

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RABT Book Tours & PR

 

[Book Marketing 101] Hybrid Marketing

When approaching the world of an indie or self-published author, what is the biggest line of questions you often hear or ask yourself?

  1. How am I going to market this in an ever-growing industry?
  2. How can I make my book stand out against so many others on Amazon?
  3. How can I market on a budget?

These are just a few questions that can be terrifying when one is just starting out.

So often we are tempted to pour what funds we have into online ads on Amazon, Twitter, Facebook and Instagram. How about book promo sites? Surely those will help, right?

The answer is YES, those DO help BUT they should NOT be the primary way of Today Ismarketing. These are all online marketing techniques and can help in building exposure but how many times have you honestly gotten on your social media and clicked on a buy button or link? Probably not often. I know I don’t.

To further explain, how long does it take the average publishing company to get back to their queries? Sometimes rather quickly for smaller press but not for the big dogs like Penguin, right?

This is the same as online. So often we see such high volumes of tweets, photos, Facebook posts, etc covered in book promotion. Sometimes those can get overlooked.

Fear Not! Hybrid marketing is your friend!

Here’s a not-so-secret, secret. Publishers, agents, interviewers, and scouts all attend LIVE book events and conventions!

This where hybrid marketing can come in handy. As previously mentioned in another article, social media is a wonderful tool for staying in touch with your readers and mentors. However, be willing to leave the computer and go out and meet people. Our readers are out there!

In order to utilize this truly powerful tool, one has to understand what it is.

 

Simply put, hybrid marketing is the utilization of both online and offline marketing techniques in order to draw in an audience and build not only your author platform but reach your potential readers!

How it can be used

 

Book SigningWhere_ Half Price BooksWhen_ 51218What time_ 1pmYou can reach out to venues you know will want to help you promote and sell your book.

These can include bookstores, libraries, book festivals, conventions, bloggers, and reviewers. The list goes on! Who is it that is in your target audience? Knowing this can help you better understand how to incorporate this technique into your own marketing planI cannot stress the importance of a solid marketing plan! If you do not have one, it is likely you will fail!

Hybrid Marketing Expands Your Network

You signed a deal with your local bookstore to appear for a signing. They’re happy to have you! You get there and shake the hands of a manager or event coordinator and BAM! A networking bond is formed and it’s all because you left the screen and shook a hand! The beauty of it is, they’ll often ask you to come back! So now you’ve made a bond with an individual who can be a long lasting relationship in your career as an author and who knows, a loyal fan!

Make Your Online Marketing Work for you when You’re on Vacation

This is when social media and online ads should work for you. When you find you’re wearing down and need those couple of months off or you know you’re going to be at a convention all weekend, make your ads work! You can meet your readers and get your book promoted at the same time. For example, say you’re getting a small press table at a major convention. You know you’re going to be gone all weekend. Start up an ad on Amazon! The cost can be as low as 3$ a day at .03 per keyword. You don’t spend a dime unless someone clicks! Run a promo through sites like Whizzbuzz books for a whole year at a low price. Make sense? You’re not beating down Twitter with “Buy My Book” tweets and folks are still seeing your book.

 

Hybrid Marketing Gives Attention to Your Amazon, Goodreads and Websites!

So often, people want to take a free bookmark or a business card with an author’s contact information including their website. Always stress your website as your central hub! Think of your social media, Amazon and Goodreads as webbing. They all should be connected to a central hub or your author website! Appearing in person at book signings, author appearances, readings, etc can give you a chance to bring attention to these pages! It is an offline marketing technique that can really help!

John J. Doe
Always have a business card

Do not overspend! Budget your Ads and never go over 100$ at a Live Event….at First!

Marketing can be an expensive endeavor if the audience isn’t where you are. It may be trial and error at first which can either be beneficial or not. It happens! BUT! Here is where knowing ahead of time can help. For live shows, start small. I recommend to start with what are called Small Press tables. They rarely go over 75$ and often come with two badges for conventions or a table space at festivals. This can help you build yourself a platform while networking with others who may want to talk to you about your book. These have been crucial in my own journey so I promise, I have seen the results!

Hybrid Marketing Shows Professionalism/LongevityToday Is (1)

Say an author appears at a panel and gives you their knowledge. They are building their rapport with their readers because it gives them a chance to meet and greet them to ask questions in person. Showing up to speak at conferences with confidence shows a level of professionalism. Potential agents and publishers often see these traits and will seek out the author to speak with them. The fact that the author has taken the time to research market trends and how to go about marketing their book scores high because they tend to want to know the longevity, especially in indie and self-published authors, to continue their craft and market wisely. Think of it this way, when you go to a job interview, a question you might get is “Where do you see yourself in five years?” It’s a question we often don’t know the answer to and can cost a position. This is no different in the world of literature.

It Gives Power to the Author’s Most Powerful tool: Word of Mouth

When you meet the eye and shake the hand of someone watching as you sign your book and include a free bookmark, that person will go to their friends and let them know they just a good book from a really kind person! This is word of mouth and it is the most powerful tool in an author of any publishing field’s toolbox! Get your readers talking! They’re giving their time to read your book in a sea of books! Hybrid marketing can help your book reach multiple audiences and they will love your signature!!!!

Most Importantly: NEVER GIVE UP!! Marketing is a process!!! Very rarely are you successful right off the bat. That’s okay! Remember you wrote your book baby because you wanted to tell a story!


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10 Rules For Success — Jay Colby

I decided to share this post from Jay Colby because he offers some really good advice on success and how to reach it. I highly recommend giving him a follow because he offers a large amount of useful and uplifting information.

I have always been infatuated with successful people. I constantly read about their processes, habits, philosophies, behaviors, and what influenced their success. Not only do I find it motivating, but by understanding how and why successful people do what they do it helps me to strive for success. As I have researched over the past […]

via 10 Rules For Success — Jay Colby