Promote Your Book or Message with Power-Bites

Rob Eagar's Monday Morning Marketing Tip
is written to help authors, business owners, and non-profits
spread their message like wildfire.

This week's focus:

The more you rely on technology to spread your message, the more you must be brief. We live in a world of smaller screens, smaller attention spans, and smaller conversations where media platforms continuously shrink discussions. For instance, radio and TV interviews these days are typically no longer 3 - 6 minutes. And, social media tools, like Twitter, limit your remarks to just 140 characters.

To market successfully in a world of micro-communication, it's crucial to speak concisely with power. People no longer give authors, business owners, or non-profit directors a long time to explain what they do. You've got to capture another person's attention right off the bat.

The best way to grab someone's interest is to speak in powerful sound bites, or "power-bites." Think of power-bites like a newspaper editor uses punchy headlines to introduce articles. Talk about your book, product, or service in a manner that makes someone curious or inquisitive.

For example, I'm starting to promote my new book, "Sell Your Book Like Wildfire," which releases in 30 days. When media reporters, bloggers, or publishing executives ask me about my book, I don't go into a long drawn-out description. Instead, I lead my responses with pithy power-bites, such as:

• Never tell someone what your book is about. Tell them "What's in it for me?"
• If you want to sell more books, stop selling books and start selling results.
• Start small to sell big. Light a fire with your kindling audience first.
• My book is the bible of book marketing.
• Marketing is easy with 3 simple questions: What's your value? Who needs it the most? Where do they congregate?

In a fast-paced world where Facebook, Twitter, and the 24/7 news media allow everyone to have a voice, it's more important than ever to cut through all the noise. Use power-bites to punch through the cacophony, gain people's attention, and spread your message like wildfire.

Take action today: Create three new power-bite sentences for your book, product, or service.




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QR Codes - Good Marketing Gone Bad

Rob Eagar's Monday Morning Marketing Tip
is written to help authors, business owners, and non-profits
spread their message like wildfire.

This week's focus:

Recently, I was driving through downtown Atlanta when I stopped at a red light next to a commuter bus. The side of the bus displayed a Mercedes Benz automobile advertisement with a big QR code that said, "You'll be glad you scanned this code."  Curious, I whipped out my iPhone and scanned the barcode. But, instead of being glad, I felt mad. The QR code simply took me to the Facebook page of a local car dealer's website. There was no contest, no discount, no special promotion...nothing but a waste of my time. Unfortunately, I've seen this same boring example happen dozens of times with other QR codes I've scanned.


A year ago, I wrote an article touting the ability of QR codes to revolutionize marketing and transform print media into multi-media. But, the execution has failed to live up to the hype, and QR codes have failed to catch on with the general public...for good reason. Companies and marketers across America have basically killed consumer interest in QR codes, because they didn't link them to anything interesting. Why go out of your way to scan a QR code when it just takes you to the company's website? Why scan a QR code when there's nothing in it for me? Instead, give me something impressive, such as a special discount, exclusive behind-the-scenes access, funny video, etc. Make me glad, not mad, that I scanned the code.


QR codes have become an example of good marketing gone bad, because too many marketers forget a basic principle: people don't respond to ads unless they perceive there's something in it for them. QR codes had the potential to engage consumers in a really unique way. But, as consumers have realized that scanning a code just links them to a boring ad or lackluster website page, they do what any normal person does...they start to ignore them. It's too bad that so many companies have wasted this new technology. But, if you fail to offer a positive result to the consumer, then no new type of marketing will yield the intended result.

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@ Rob Eagar 2012. All rights reserved.

Does Marketing Feel Oppressive or Liberating?

Rob Eagar's Monday Morning Marketing Tip

is written to help authors, business owners, and non-profits

spread their message like wildfire.

This week's focus:

If a tree falls in a forest and no one is around to hear it, does it make a sound? Likewise, if you write a book and no one reads it, does it make you an author? I would argue no, because the whole point of writing a book is to share it with others. Otherwise, you're just writing a diary.

There is a scriptural proverb that says, "No one lights a lamp and hides it in a jar or puts it under a bed. Instead, they put it on a stand, so that those who come in can see the light." If your book helps people "see the light," then what sense does it make to avoid marketing? Authors of any genre should feel obliged to let their value shine.

There's no reason to feel guilt when you reach out to help someone. Therefore, marketing should be viewed as a liberating endeavor, not an oppressive burden. I encourage authors to adopt the following maxim: I have fantastic value which can help people mentally, emotionally, and spiritually. Thus, I'd be selfish not to approach as many people as I can with my value.

When you take time to write a blog, speak publicly, post on Facebook, offer free resources, or conduct radio and TV interviews, you are drawing people to the light of your book. If you find those activities tedious and difficult, then you may have forgotten your value or the fact that people deeply need it. Come back to the light.

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@ Rob Eagar 2012. All rights reserved.

How to Create Online Community

If you want to build a following, either online and offline, the key is to position yourself as someone who is worth following. The best way to attract a large group is by becoming an object of interest, which means the ability to draw people to you by dent of your expertise or charismatic personality. For instance, celebrities in our society, such as actors, reality TV stars, musicians, athletes, bestselling authors, and politicians, are considered objects of interest, because people are fascinated by their glamorous lifestyle, eccentric behavior, or award-winning achievements. Likewise, intellectual experts, such as scientists, doctors, lawyers, ministers, reporters, and counselors, can also be objects of interest, because of their ability to help people discover new information or overcome personal challenges.

People won’t become your fan unless you give them a clear reason. I know this sounds obvious, but it's that's simple. If you’re engaging in social media, and struggling to build a growing community, then people probably don't regard you as interesting. You're lost in the mix of more appealing authors who are getting attention. So, your goal should be to magnify the best parts of your book and your author expertise. Use your strengths to make people want to stay connected with you. For example, below is a list of ways to attract a following based on the genre of books that you write:

1. Non-fiction advice, how-to, textbooks: Deliver clear answers to common problems.
2. Biographies, reference: Provide insight into historical or current events.
3. Fiction, romance, chick-lit: Generate intense feelings of emotion or passion.
4. Gift books, children’s, religious: Serve as a constant source of encouragement.
5. Memoirs, comedy: Supply a unique sense of humor and wit.
6. Science fiction, young adult, crime: Create a feeling of fear, wonder, or suspense.
7. Business, political commentary: Express counterintuitive opinions that challenge the status quo.

This list is just a sample of the diverse ways that any fiction or non-fiction author could draw attention to their name and their books. I go into a lot more detail in my new book, "Sell Your Book Like Wildfire." You might choose to rely on one approach build interest. Or, you could combine several styles to help capture an audience. The point is to establish yourself as someone who is as interesting and worth following. You don’t have to change your personality. Rather, be yourself. But, give people a reason to like you, respect your skills, and want more of who you are.

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@ Rob Eagar 2012. All rights reserved.

Send Newsletters Instead of "You-Letters"

One of the most common marketing mistakes made by authors, businesses, and non-profits is sending “you-letters” instead of a newsletters. A “you-letter” is a newsletter that’s all about Y-O-U, which is self-absorbed and annoys people. For example, you’re probably sick of getting emails and junk mail where someone writes about themselves the whole time. It’s like that person is saying: “Hey, I know you’re busy, but I’d prefer for you to just sit there and read a bunch of selfish blather about me.”

For instance, when I was writing the chapter about newsletters for my new book, "Sell Your Book Like Wildfire," I received an unsolicited e-newsletter from a new author plugging her first book. To my chagrin (and her loss), her newsletter content contained six different promotional ads for her book – all in the same issue. Yet, there wasn’t one helpful article or piece of information that benefited me. Ironically, her book was all about how to overcome stress and work more efficiently. Yet, her newsletter was a picture of inefficiency. Furthermore, it made me want to avoid all future newsletters from this person.

If you want to kill the promotional power of your newsletter, talk about yourself and ignore the needs of your audience. Make that mistake a couple of times, and people will throw everything you send to them in the trash.

Here’s a good rule-of-thumb to remember: Keep 80% of your newsletter content focused on helping or entertaining the audience. Write beneficial articles, answer frequently asked questions, comment on current events, provide resource listings, etc. Then, limit the other 20% of your newsletter to content about yourself, such as product promotion and personal updates. Stick to that 80 / 20 rule, and your newsletter will turn into a more effective marketing tool that people look forward to receiving.

Amazon Lets Authors Spy on Their Readers

Rob Eagar's Monday Morning Marketing Tip

is written to help authors, business owners, and non-profits

spread their message like wildfire.

This week's focus:

Thanks to Scott Stratten at www.Unmarketing.com for sharing this marketing tip at a conference we attended together last week.

Did you know that Amazon lets authors see who is highlighting notes in their books and tweeting content to friends? When someone reads a book using a Kindle device or app, Amazon stores the information they highlight. Plus, Amazon displays who used Twitter to spread word of mouth to their friends. How does it work?

1. Go to: https://kindle.amazon.com

2. Type in the title of your book in the "Search" box at the top right-hand corner.

3. Click on your title when it appears in the search listing.

4. You will see a picture of your book cover, a list that says "Posts from this book," and a section called "Highlights," which shows content that people notated while reading your book on their Kindle.

It may seem a little creepy that Amazon tracks all of this reader information. But, keep in mind that Amazon only displays information that readers agree to make public. There's no blatant invasion of privacy. Kindle readers can turn off this sharing feature if they desire.

Amazon's slogan for their Kindle service is "Read. Review. Remember." I like that tagline, and I think their new service offers some innovative promotional opportunities for authors. Here's why:

1. Authors get an unprecedented opportunity to peek into the minds of their readers. You can see what parts of a book resonate with readers the most, because you can literally see the passages that people highlighted. This ability allows the author to focus future blog posts, free resources, interview topics, or social media conversations on content that they know people already find intriguing.

2. Authors can identify and thank readers who share word of mouth via Twitter. By seeing who tweets your material, you can leave a message at that individual's Twitter account to show your appreciation for telling their friends. How cool is that?

3. If your book doesn't have many highlighted portions or shared posts, it could indicate that your book isn't being discovered or the content isn't capturing reader interest. Knowing that information can serve as a wake-up call to improve your marketing or strengthen the manuscript for your next book.

Even though this service from Amazon is unique, I would urge you to take it with a grain of salt. Don't base your book's marketing plan or primary promotional activities on the comments you see posted or the passages highlighted. Those comments listed only represent a small fraction of your total reader base. Instead, stay focused on marketing your book based on its overall value. Use the benefit of this service to gauge what kind of conversation is happening around your books.

I'm excited to see Amazon offer another ground-breaking service that brings readers and authors closer together. At times, they seem like the only organization dedicated to helping authors break the down the walls of publishing.

Once you've checked out Amazon's Kindle service, what marketing opportunities do you see available for your book? Leave your comment below.

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@ Rob Eagar 2012. All rights reserved.