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Buzz-Based Book Marketing
Protocols Of Sion #2The Protocol plan 'will remain invisible until the moment when it has gained ..... Once upon a time, people went to bookstores when they wanted to buy
a book. Or at least, that was the theory. Actually, non-bookstore
channels have been a big part of book sales for decadesat least since
people like Joe Karbo ("The Lazy Man's Way to Riches") back in the
1960s.
For my own books, whether they were
s
elf-published, done with
a small commercial house, or by a New York conglomerate, I've found that se
lling direct is more secure, more financially rewar
ding, and far less hassle than sweating out the returns game with the b
ookstore channel.
All along, I've sold through speeches (I love getting pai
d to do my own marketing), over the Web (the f
irst of my four websites went live in 1996), to clients at my office, wh
o stare at a rack of my work throughout their entire appointment, and thr
ough
an extensive effort to create "buzz."
The great thi
n
g is that *anyone* can generate buzz. Three of my techniques:
1. Be a sourc
e or guest for conventional
m
edia. I've been quoted in Reader's Digest, the New York Times, Woman's Day, Bo
ttom Line, the Wall Street Journal, Christian Science Monitor, Los Ange
les Times, Inc, and dozens of other well-known and obscure publications (s
ee a detailed list at http://www.principledprofits.com/pressroom.html)
. I'm also a call-in guest on at least a dozen radio shows per year. Whether
or not I sell a lot of books directly through
t
hese interviews, I definitely create a lot of buzz (search for my nam
e at Google and see for yourself)--and the best interviews sell a number o
f books through my websites or toll-free numbers.
Here's my "secret weapon" f
or getting coverage: a service that sends source queries from journalist
s working on
stories. (Find out more at http://www.frugalmarketing.com/prleads.shtml)
2. Find your niche on line, and participate actively. There ar
e literally hundreds of thousands of "communities" online: virtual watercoo
lers where people gather to tal
k shop: mystery, historical novel reading groups, professionals in every l
ine of work. Find a group whose audience is the same as your book,
and participate often. I currently participate in three groups for small
History Of PalestineThe Holy Land saw peace and justice during 1300 years of Muslim rule and persecution of Jews, Christians, and Muslims at other times. ..... press publishers (a primary market not only for my books but for my co
pywriting services, a group for Internet marketing profess
i
onals, three fo
r professional PR and copywriters, and several others. Yes,
I spend an hour or two per day keeping up with--and participating on--th
ese lists, but the impact on my business is huge.
3. Distribu
te content. A
r
ticles, book excerpts, blogs...if you write often enough about a subject,
you become an expert. And you can find dozens of websites, discus
sion groups, print newsletters, 'zines, even radio shows--all hungr
y for well-written, informative material. You get "paid" with
a
few lines of blurb and contact info.
For my new book, "Principled Pr
ofit: Marketing That Puts People First," I am addi
ng two things to
the mix: a network of independent representatives who will sell my book
on commission--thus reaching new networks I've not been
a
ble to reach on my own--and aggressive pursuit of corporate sales. I've h
ad my first success with the latter: 1000 copies to a prom
i
nent airline. And that means the book was already profitable before it ro
lled off the press!
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