Monday, January 30, 2012

Monday Morning Marketing Tip - "The Future of Marketing: Direct-to-Consumer"


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

This week's focus:

The creation of the Internet, the decline of brick-and-mortar retailers, and the rise of digital commerce has revolutionized the future of marketing. No longer do authors, businesses, and non-profits have to rely on retailers and middlemen to sell their products or services. Now, you can market and sell direct to consumers. This direct path means faster sales, higher profits, and longer-lasting relationships with your customers, readers, or donors.


However, I find that most individuals and leaders don't realize that marketing direct to consumers requires a completely different focus than the old retail marketing approach. For example, most book publishers still view marketing as telling bookstore chain buyers, "We'll buy some advertising space, send out some press releases, and get our authors on Good Morning America." That approach doesn't work when major retailers have less influence on buyer behavior. Borders just went out of business, and Barnes & Noble is fighting to create a long-term survival plan against Amazon. And, this business example isn't confined to publishing. Retailers in other industries are facing similar challenges.


In the wake of this retailing transformation, you can go beyond these struggling middlemen and reach your target audience directly. But, in order to be successful, you must view marketing in a completely different manner. Marketing is no longer telling people about your books, your product, or your organization's mission. Consumers don't care about that stuff. When you market direct to consumers, they want to know, "What's in it for me?"


Therefore, your marketing approach MUST focus on how your product, service, or organization improves people's lives. Don't tell them about your features, topic, genre, or history. Tell them about the specific results you offer to make their life better. Direct-to-consumer marketing means affecting a person's heart just as much as their mind. That's because buying decisions are ultimately made by the heart. Logic makes people think, but emotion makes them act. Likewise, your marketing will be more successful when you offer results that make people feel the need for your product.


Take a moment today to look at your website, your book cover, your newsletters, and your press releases. Is your marketing limited to fact-based descriptions and self-focused language? Or, does your marketing illustrate the results that people could emotionally enjoy? It's easier than ever before to market direct to consumers, but you must affect their hearts as much as their minds.






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click here


© Rob Eagar 2012.
All rights reserved.


Saturday, January 28, 2012

Guest blog at Writer's Digest: "3 Tips to Make Selling Your Fiction a Reality"

I'm guest blogging today over at Writers Digest. Check out my article:

"3 Tips to Make Selling Your Fiction a Reality"

Click here - http://goo.gl/YqTtq


Monday, January 23, 2012

Monday Morning Marketing Tip - "The Dark Side of Social Media"


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

This week's focus:

When you visit the Facebook page or Twitter account of an author or organization and see 50,000 friends or followers listed, does it cause you to feel jealous? Envy can be a normal response when you see someone else's social media page displaying a huge amount of supporters. However, don't let envy lead you astray. Sometimes, those numbers aren't necessarily what they seem. In some cases, there's a dark side to social media at work.


For example, did you know there are easy ways for people to fake the size of their Facebook and Twitter followers? On eBay and other websites, you can literally purchase 5,000 Facebook "Likes" or Twitter "followers" for only $19.99. Questionable companies offer this service by creating thousands of phony social media accounts and linking them to the purchaser's pages. A few legitimate followers are added into the mix to disguise the trick. But, on the surface, many people would never know the difference. It's like plastic surgery for your social media profile.


In addition, some Twitter gurus recommend boosting your social media numbers by trading followers with everyone else around you. For example, you agree to follow someone in return for them following you. The more you ask, the more you get. In reality, no one is really following each other. They're just simultaneously driving up their numbers. Besides, how can you follow 15,000 other people at the same time? Nobody has that kind of time in their day.


Why do I tell you this? Obviously, I'm not condoning or recommending that you fake your social media numbers. Instead, I'm telling you this information so that you don't get blinded with Facebook or Twitter envy. Just because someone else displays a huge following doesn't mean their audience is active and engaged. When it comes to social media, you want quality more than quantity. I'd rather have 100 engaged followers, rather than a 1,000 disinterested people.


There are numerous ways to build your social media platform and maintain your integrity. Provide value on a frequent basis and you will attract more followers. You can do this through offering tips, articles, jokes, video clips, contests, product samples, exclusive discounts, etc. People will follow you on Facebook and Twitter if you give them a reason to follow you. Don't sell your soul to dark side of social media. Posers are always eventually exposed. A large social media following is obtained best by using old-fashioned methods...earn people's trust.







To receive Rob's Monday Morning Marketing Tips directly in your email inbox,
click here


© Rob Eagar 2012.
All rights reserved.


Monday, January 16, 2012

Monday Morning Marketing Tip - "Book Publishing is Broken"


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

This week's focus:

Last week, I read an interesting interview with Ellen Archer, CEO of Hyperion (ABC/Disney's book division) entitled "The Book Publishing Business Model is Broken." If you're an author, pay close attention to her comments:


"2012 is going to be about finding new business models...We've been able to provide advances to authors, and unfortunately most of those [advances] don't drive revenue...What are the new ways of making these deals with authors so that it's fair to all of us?...The one pattern that I have seen is that while there is still big money being thrown around for certain books, there is an awareness that we [publishers] can't continue to overpay. Advances are already lowering."


"I've been looking closely at pre-orders and pre-order strategy and how that aligns with authors that we acquire and publish that have active blog sites and followers. We've got a number of authors who are really good with social media and when we acquire their books, three months ahead of time, they'll do something really interesting for their audience, like a cover-reveal, and all of the sudden, you'll see the pre-orders build. Then you take that information to retailers and that can impact their interest in ordering more copies...The core fans buy the book, and then they start talking about it and sharing it with all their friends, and then you begin to see the results of it all paying off."


When asked about authors who aren't skilled in marketing their books, Archer states, "That's going to be a problem. That's always been a problem...If they're [authors] not promotable, then it makes selling their book challenging...I will look to acquire media-genic authors and properties."


"Change is hard for people. Some people think they're changing because they're making a little shift in what they're doing and what they need to do is make a radical shift in what they're doing."


My thoughts:

If you're an author who reads my newsletters or blog posts, recognize what Ms. Archer is implying. Her comments show how publishing at all levels is undergoing major changes, such as lower advances, stronger attention to pre-orders, and a premium placed on authors who are adept with social media and offer a "media-genic" personality.


Are you positioning yourself to succeed in this new era of publishing? Are you learning how to be a better marketer of your books? Are you building a distinct author brand and learning new skills to engage the media? Are you building a growing platform? Are you investing in your overall development for the future?


Now is the time to embrace change, rather than resist it. Industry executives like Ellen Archer are publicly announcing that the old ways of publishing are dead. The industry is broken, and it's about to be rebuilt. Are you prepared to thrive in the new era of publishing? Don't say fair warning wasn't given.



REMINDER: This Wednesday, January 18th at 8:00pm ET kicks off my new monthly teleconference series, "Advanced Book Marketing for Authors." This month, I'll discuss how to answer the most important question in book marketing. Plus, I'll take your questions. Register today to save 15%. Otherwise, the price for the download mp3 file will go up $10 on Thursday.



To receive Rob's Monday Morning Marketing Tips directly in your email inbox,
click here


© Rob Eagar 2012.
All rights reserved.






Sunday, January 15, 2012

Guest Blogger at Writer's Digest - "Success Breeds Success - Especially with Success Stories"

I'm guest blogging today over at Writers Digest. Check out my article:

"Success Breeds Success - Especially When You Have Success Stories"

Click here - http://goo.gl/NP76k


Monday, January 9, 2012

Monday Morning Marketing Tip - "The Cure for Monotonous Marketing"


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

This week's focus:
Frustration

One of the keys to successful marketing is staying consistent with your promotional activities. However, consistency can lead to tedium, which can lead to monotony. Pretty soon, you find yourself going through the motions with your marketing. This can apply to anyone, including authors, businesses, and non-profits.

When marketing feels like a tedious, dumb, or a worthless use of your time and money, then you will soon burn-out and barely market at all. So, if you want to keep your marketing energized for the long-term, it helps to view the process as something you find worthwhile, challenging, or meaningful. This is easier to do when you identify marketing as sharing your value with others, rather than trying to get people to buy your stuff. People can tell when someone is going through the motions with their marketing. It feels bland, tired, or too self-focused.

As a professional marketer, I'm not immune to complacency. For instance, some weeks I don't feel like writing a Monday Morning Marketing Tip. But, I keep going due to the enjoyment of challenging myself to create something beneficial for my readers. I may procrastinate for a while, but eventually I find the inspiration to write something I'm interested to share with you. Doing this over 52 weeks a year can seem tiresome. But, the satisfaction of taking on a personal challenge and receiving positive feedback from readers makes the effort worthwhile.

If your marketing is getting monotonous, refocus your activities on tasks that fit your natural skills or pose an interesting challenge. Don't force yourself to do things you hate. Instead, pick 2 - 3 promotional activities that fit your personality, talents, or organizational strengths. (No one is exempt from all marketing options.) For instance, don't blog unless you really like to blog. Change your focus on creating lots of free resources. If you naturally like talking to people, create promotional videos, attend networking events, and seek referrals like crazy. If you're terrified of public speaking, then write and send out a top-notch newsletter instead. But do something, and do it with enthusiasm.

Monotonous marketing leads to motionless customers. So, kick your marketing out of the doldrums by giving yourself the freedom to do what you enjoy. In the process, you may find that people enjoy buying from you a lot more.




To receive Rob's Monday Morning Marketing Tips directly in your email inbox,
click here


© Rob Eagar 2012.
All rights reserved.






Monday, January 2, 2012

Your Top 12 Marketing Moves for 2012


Rob Eagar's Monday Morning Marketing Tip
is written to help authors, publishers, and organizations
spread their message like wildfire.

This week's focus:


Your Top 12 Marketing Moves for 2012


As we face a new year, it's easy to feel overwhelmed with resolutions and the desire to improve upon last year's success or the lack thereof. But, sometimes the hardest part is placing proper focus on the right priorities. With a plethora of choices to market your message, it's easy to fall into analysis-paralysis. So, I've provided twelve marketing tips to prevent you from freezing up and get 2012 off to a great start:

1. Enhance your brand

If you don't have a brand, your first marketing move of 2012 is to create one. With all the voices competing for your audience's attention, you must stand out more than ever. A brand is what makes you memorable and communicates your value. Thus, make sure your brand is infused into everything you do, including any of your books, products, services, bios, social media pages, etc. If your struggling to create a brand, review these seven principles on my website.


2. Say "no" more often

Who you are is more defined by when you say "no," rather than when you say "yes." Think about it. Anyone can say yes to everything. But, they will wind up stressed out, watered down, and ineffective. It's better to be an expert in your field than a "jack of all trades - master of none." So, make a conscious effort to say no to projects that don't fit your brand or area of expertise. This can be emotionally difficult in the short-term, but wildly rewarding the long-term. Shut the door on selfish people trying to use you, products or books that aren't profitable, negative people who drain your energy, etc. With the time and energy you gain, you'll be better positioned to maximize the opportunities you encounter.


3. Launch new spin-off products

For every good book, product, or service, there are usually three or more spin-off opportunities you could offer. Yet, most authors, non-profits, and businesses fail to capitalize on these options. You've already got the content. Why not offer it in various formats that people prefer? For instance, turn your printed book into an e-book, audio book, or video study with participant's guides. Turn your novel into a theatrical play, movie script, or broader series of stories. Take one of your company's top-selling products and offer it in larger or smaller sizes. By doing so, you can penetrate your audience deeper or entice a new section of your target market.


4. Grow your newsletter

If you don't have a regular newsletter, start one today. If you do, maintain consistency and focus on growing your database. Encourage people to register by offering an exclusive resource only available to new subscribers. Give a prize at your events to induce new signups. Ask people you meet for permission to add them to your database. Set a goal to add at least 100 new subscribers per month.


5. Raise your fees

Take a look at what you charge to speak, write, consult, or train, and consider raising your fees. Inflation is always going up, and if your fees aren't rising along with it, you'll soon fall behind. If your fees have stayed the same for the past two years, then your products or expertise can look stagnant. Assuming that you or your organization is smarter than you were a year ago, you should be worth more. Thus, raise your fees.


6. Seek high-profile endorsements

A great way to boost your expertise and credibility is to have well-known people publicly support you. So, start out this year by seeking to add at least 2 - 3 written or video testimonials from leaders who would be respected by your audience. Credibility is the foundation for trust, and trust is the foundation for purchasing your books or services.


7. Attend a major conference in your field

Where do influential leaders gather? At major conferences and events. If you want to meet them, you've got be in the same room rubbing shoulders. Pick at least one new conference and put it in your 2012 budget to attend. Technology is cool, but social media will never replace face-to-face interactions to build relationships and promote your message.


8. Set aside time now for vacation and rest

Authors, business owners, and non-profit directors usually work long, hard schedules. In the process, vacations and periods of rest tend to get pushed to the backburner. This leads to burnout, stress, and lowered creativity. Instead, set aside vacations and downtime first, and make your schedule work around it. You will feel more relaxed knowing that a vacation is established, rather than relying on the crumbs of your schedule. I say this from personal experience.


9. Pursue bulk sales

No matter what kind of products or services you sell, there is almost always an opportunity to sell it in large quantity. Bulk sales mean more revenue with less effort. For example, if you speak at events or conferences, ask the director if they'd like to buy your book or product for every attendee. Provide volume discounts as the quantity goes up. You can also garner bulk sales by creating a special version of your product that is unique to the customer, such as a custom cover, exclusive content, bonus features, etc. Don't overlook this lucrative opportunity.


10. Create a media calendar

Most radio and TV producers get so many requests that they rarely chase people down for interviews. Instead, they usually wait for people to contact them. Increase your ability to land bookings by setting up your own media calendar. Examine January through December, and list any holidays, occasions, or seasonal periods when your expertise would be desired. In addition, create a list of topics that you could speak about as an expert if those issues hit the national headlines. Write press releases and submit 2 - 3 months ahead of time. It's easier to get more media coverage when you plan ahead for it.


11. Use social media to promote your value

Twitter and Facebook are fully integrated into our society, but 90% of all social media chatter is idiotic drivel. However, this makes it easier for you to stand out by providing value, rather than inane comments and discussions. Use social media to give away more of your expertise than the year before. Don't worry about people stealing your ideas. You can't be seen as an expert if you keep your expertise under wraps. Give away free advice, articles, discounts, samples, resources, etc.


12. Invest in your professional growth

Your marketing this year will only be as good as your knowledge and skills. And, you won't learn how to be a better marketer through osmosis. So, my final piece of encouragement is to invest in yourself. Don't look at professional development as an expense. You are spending money to make a lot more money. There are books, coaching programs, tutorials, and conferences available to help you improve your marketing. I've even launched several new opportunities in the past few weeks (see the right-hand column on this blog). If you want to increase book sales, donations, or product revenue, then you've got to increase your skills. You can do it, and I'm happy to help.


Don't let my list of 12 marketing moves overwhelm you. Pick a couple of the issues I've discussed and start on them this week. With focus and enthusiasm, your marketing can reach new heights in 2012.




To receive Rob's Monday Morning Marketing Tips directly in your email inbox,
click here


© Rob Eagar 2012.
All rights reserved.