Rob Eagar's Monday Morning Marketing Tip
is written to help authors, publishers, and organizations
spread their message like wildfire.
This week's focus: 
As winter approaches, snow begins to fall - which means fun activities, such as building a snowman or throwing snowballs at an unsuspecting spouse, kid, or neighbor. To build a snowman, you start by packing together a small ball of snow. Then, you roll the ball on the ground. As you maintain pressure while rolling, the ball will pick up snow as it rotates and builds momentum. The more you roll, the bigger it gets. If you continue rolling long enough, you will windup with a giant snowball.
The way you build a snowman is the same way you build an author platform. Usually, you start with a small group of readers. But, as you provide value through your marketing activities, your initial ball will start to attract more readers through word-of-mouth. If you stay consistent and "keep rolling," your ball of followers will build momentum and start to rapidly grow. Over time, you can windup with a giant platform.
Too many authors forget the "snowball" principle of marketing and wait too late to start promoting their new book. They ignore the need to begin marketing until 6 - 8 weeks before their books' launch date. By then, they feel overwhelmed with stress. Worse, there's not enough time to build the momentum necessary to rapidly expand their platform. It's like trying to build a huge snowball by only rolling it a few feet. You're going to be disappointed with the lack of growth.
Building a large platform takes time and effort. I tell the authors that I coach to start actively marketing a new book at least 6 months in advance. That length of time allows the momentum process to start early enough to get results. The sooner you get your snowball rolling, the more time you have to make it grow. Authors can market a book early by blogging on the topic, speaking on the subject, sending newsletters with updates, providing deep discounts for pre-orders, "leaking" sample chapters, etc. There's nothing wrong with getting people excited about a new book - even if they'll have to wait a few months. In fact, the sense of anticipation alone can be a key factor in building buzz among readers.
Don't let your book launch feel like you're getting run over by a snowball. Instead, use the snowball principle to your advantage. Start rolling early, stay consistent, and watch your platform grow.
-- By the way, I thought I'd practice what I preach and let you know that I have a new book coming out in May, 2012 with Writer's Digest publishing house called Sell Your Book Like Wildfire. Here's a sneak peek at the front cover. This book will be the definitive guide on book marketing and platform growth for authors. I hope you'll purchase a copy and tell your author network about it. As a thanks to my email subscribers, I'll be offering special discounts for those who pre-order early. Stay tuned for details.
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© Rob Eagar 2011.
All rights reserved.
Rob Eagar's Monday Morning Marketing Tip
is written to help authors, publishers, and organizations
spread their message like wildfire.
This week's focus:
Social networking is typically a passive approach to marketing, because you're at the mercy of other people deciding to visit your blog, "like" you on Facebook friend, "follow" you on Twitter, or subscribe to your YouTube channel, etc. The problem with this passive approach is that you're giving other people control of your promotional process. At any time, their online attention can be lured away by another author or book who grabs their interest. And, once people disappear, they rarely come back on their own.
That's why I recommend including proactive activities in your overall marketing plan. You want to take steps to reach your audience without waiting for them to reach you. How do you engage proactive marketing? Use the power of direct promotion, such as: - Send email or print newsletters
- Speak publicly
- Pursue and conduct media interviews
- Line up book-signings
- Write magazine articles
- Reach out to book clubs
Effective marketing includes a balance of both passive and proactive activities. If you realize that you're being too passive, pick one of the ideas from the list above and make headway on it this week.
To receive Rob's Monday Morning Marketing Tips directly in your email inbox,
Rob Eagar's Monday Morning Marketing Tip
is written to help authors, publishers, and organizations
spread their message like wildfire. This week's focus: My wife and I recently went out to dinner to try a new restaurant that opened near our house. Instead of having a good experience, though, the restaurant failed to deliver on our expectations. For instance, it took a long time for our food to arrive, and even then, my entree was under-cooked and chewy. My wife's food was cold. In addition, the wait staff was inattentive and rarely came by our table to check on us. They seemed to disappear after we got our food. Needless to say, my wife and I were dissatisfied with the experience. Fortunately, the manager stopped by our table to ask about our meal. We informed him of the situation, he sincerely apologized, and "comped" our meal for free. My wife and I were glad to leave without having to pay, and agreed that the restautant was not worth recommending to friends. In the restaurant world, customers don't have to pay for their food until after they eat it. In the publishing world, however, it's the exact opposite. Readers have to pay for a book up-front, and hope that they have a good reading experience. If a book doesn't meet expectations, rarely can get their money back. They're stuck with a bad book. But, they sure won't spread good word of mouth. As an author, never forget that your customer has to pay first in order to read your book. What if it was the other way around? What if readers could choose to pay only after they read your book? Would readers "send your book back to the kitchen" complaining that it was under-cooked or took too long to arrive at a good ending? Authors have the luxury knowing that readers have to pay for books first. But, we cannot abuse this privilege. So, as your write your next book, keep this concept in the back of your mind. Just because people have to buy a book before reading it doesn't mean your off the hook. Put yourself in the position of a reader and ask if your book meets a reader's expectations. Or, would they request a refund on their reading experience?
To receive Rob's Monday Morning Marketing Tips directly in your email inbox,
Rob Eagar's Monday Morning Marketing Tip is written to help authors, publishers, and organizations spread their message like wildfire.
This week's focus:
 Dolphins and whales are both air-breathing creatures who live in the ocean. Yet, they swim and behave in radically different ways. For example, sperm whales often descend into the depths of the sea and may not resurface to breathe for 35 - 90 minutes. This behavior can make whale-watching a frustrating endeavor for excited tourists hoping to catch a brief glimpse. In contrast, dolphins typically swim near the ocean's surface and tend to breathe every two minutes. This makes them easier to spot, and many dolphins will even chase alongside boats as tourists marvel at their speed and beauty.
In the literary world, don't be an author who swims like a whale, instead swim like a dolphin. For example, some authors disappear from their readers for several months, as they dive into the depths of their writer's cave to create their next book. This is a mistake, though, because it frustrates fans who want to stay in contact with that author. Readers begin to wonder when that author will resurface, and if it takes too long, they lose interest and move on to another author who's more accessible.
In contrast, wise authors swim like dolphins by regularly surfacing and staying in contact with their readers. They continue to work on their next book, but frequently "come up for air" through social media, newsletters, public appearances, media interviews, etc. They don't frustrate their readers by disappearing for long periods of time. They reward their readers with regular access and awareness. If you want your marketing to be more productive, examine how often you "surface for air" with your fans. Swim like a dolphin instead of submerging like a whale, and you'll catch more book sales.
To receive Rob's Monday Morning Marketing Tips directly in your email inbox,
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