This week's focus:
Rob Eagar's Monday Morning Marketing Tip
is written to help authors, publishers, and organizations
spread their message like wildfire.
Too many authors unfairly expect people to read their books, fall in love with them, and immediately go buy 10 copies to give away to friends. But, that's an unrealistic expectation. People aren't going to flock to bookstores and spend $100 to market your book for you. Yet, this is what many authors seem to anticipate. They subconsciously shift the burden of marketing to their readers (or their publisher) and expect other people to make word of mouth happen for them. However, word of mouth doesn't work that way. Instead, readers will tell their friends about your book if you make it easy for them to do so. You have to remove the barriers of apathy, cost, and skepticism that people carry in their mind. Otherwise, they'll never take action. It is the author's responsibility to provide tools that enable people to spread word of mouth. You do this by creating free resources that are easy for people to pass along to someone else.