Monday, February 27, 2012

Monday Morning Marketing Tip - "Tame the Speed 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:

One of the attractive benefits about social media and blogs is the speed at which people can communicate. Through a single Facebook post or Twitter update, you can notify hundreds or thousands of individuals in an instant. Social media can ignite a word-of-mouth boost similar to pouring lighter fluid on a fire.

However, the speediness of social media can also present a problem. That’s because the rate at which a topic can be transmitted means that another topic can quickly come along and take its place.

For example, informal studies are showing that the benefit of getting mentioned on someone’s popular Facebook wall or Twitter account may last no longer than an hour. Other posts follow so quickly afterwards that the original post quickly moves off of the main page and disappears into the archive where it dwells in obscurity. Likewise, popular blogs post new topics so quickly that topics from the previous day are soon lost in the mix. Instead of a topic enjoying a long-lasting fire of interest, the result is brief flare-up that soon dies out.

How do you prevent this problem from leaving your marketing efforts in smoldering anonymity? Consider these points:

1.Adopt a “wash-rinse-repeat” mentality with your social media efforts. Don’t expect one post or mention to drive sufficient coverage to your product, book, or service. Strive to get multiple mentions at multiple locations over time. Avoid a one-and-done strategy, or that will be your fate.

2.Make sure you have a permanent location for the important information that you’re marketing. Dedicate a page on your website, such as an article or free resource, which is easy to find and won’t disappear into an archive. Always provide a link to that page in your social media posts so that people can easily access it.

3.Rather than depend on other social media pages to spread the word, use tools on your own website and blog to help spark interest and create referrals. I recommend the free tools from Social Twist (Tell-A-Friend buttons)
and www.PayWithaTweet.com

Take advantage of the speed that social media has to offer. But, take the steps mentioned above to avoid getting burned by sudden shifts in online attention.



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


© Rob Eagar 2012.
All rights reserved.


Monday, February 20, 2012

Monday Morning Marketing Tip - "Self-Published Does Not Mean Published Author"


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:

As technology makes self-publishing easier than ever before, numerous companies have cropped up that use suspect marketing approaches to gain new business. In order to gain new business, some of their claims prey on the emotional dreams of aspiring writers. For instance, these companies will make advertising statements, such as "become a published author" or "get published this year." To an unsuspecting author, these ads can seem appealing.


However, the truth is that self-publishing does NOT make anyone a published author. The only way a writer can be considered a legitimately published author is when they are paid an advance by a publishing house to create and distribute their book. In contrast, when the author has to pay their own money to get a book produced, that is self-publishing.


Why do I tell you this? It's not because I'm against self-publishing. I self-published my first book back in 2002 before all of the new technological tools we enjoy today were available. Self-publishing is a great option for authors who write books for a narrow niche, already own an audience, or need a way to quickly create spin-off resources. Self-publishing will continue to grow and improve. But, it's not equal to traditional publishing. This point is proven by how so many successful self-published authors, such as William Paul Young, Amanda Hocking, and myself, all go on to sign contracts with traditional publishing houses.


I'm talking about this issue because paying someone else to make your book does not make you a published author. Just like paying someone else to get married wouldn't make you a real husband or wife. So, when these self-published companies make emotional appeals to help you become a published author, they're not giving you the full picture. As a self-published author, you will remain at a distinct disadvantage in the following ways:


1. Readers still view most self-published books with skepticism, because they wonder, "If there are hundreds of publishers in America, why couldn't you convince one of them that your book was good enough to publish?"


2. Bookstores will not carry self-published books on their shelves. So, self-published authors will struggle to get national distribution that they really need. And, don't tell me that having a self-published book on Amazon or B&N.com is enough. That's narrow-minded thinking, because online retailers only make up a minority of the total book-selling pie. Why severely limit yourself?


3. The majority of self-published books that I see still look homemade and substandard, including those coming from the so-called market leading companies in self-publishing. They contain dreadful covers, bad editing, unprofessional page layouts, and hard-to-read content. You would think that the self-publishing industry would try to prevent these occurrences, but that's not the case.


I'm glad self-publishing is here to stay. But, don't confuse self-publishing with being a published author. Until retail bookstores gladly carry self-published books on their shelves, which won't happen anytime soon, there will always be a distinct difference between the two options. If you want to be considered a legitimate author, continue pursuing the traditional publishing route. That road may be harder, more time-consuming, and laced with rejection, but that's true for most of the things in life that are truly worth it.



Upcoming Opportunities:


The WildFire Author University

We're getting close! I only need 10 more people to register in order to launch my new instructional opportunity on March 1st called the WildFire Author University. Participants in this unique program will enjoy the following instruction over the next year:


  • One, 45-minute, personal phone call with me per month.
  • Free access to my monthly teleconference sessions and downloads.
  • Free copy of my new book and all new author resources that I create.
  • Access a private forum where I answer your questions and you interact with authors. Learn best practices from me and your peers.


I won't launch this new program unless at least 20 people enroll by March 1st. I've got 10 interested already, so another 10 will make it happen. The price is $2,399 for the entire year...that's less than $200 per month! (Full payment up-front will be due). If you're interested, let me know today so that I can get you on my list. Send me an email to: Rob@StartaWildFire.com or call 1-800-267-2045 and say "I'd like to enroll in the WildFire Author University." Click here for more details.




Don't forget: This Wednesday, February 22nd, 8:00pm ET

Next Teleconference Session for Authors:

"O Reader, Where Art Thou?"


You've written a book, but how do you find readers for it? Wise authors market smarter, not harder. This happens by focusing your promotion on readers who are most likely to purchase your book and spread word of mouth. Join Rob on this teleconference call and discover how to identify, locate, and connect with your target audience.


Click here to register today and save over 15% before February 22nd.




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


© Rob Eagar 2012.
All rights reserved.


Friday, February 17, 2012

Guest Post at Writer's Digest: "Don't Write a Book Without a Buyer"

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

"Don't Write a Book Without a Buyer"

Click on this link to read - http://goo.gl/Bti55


Monday, February 13, 2012

Monday Morning Marketing Tip - "To Describe is Not to Market"


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:

During a recent visit to a bookstore, I perused over 20 books on the current New York Times bestseller list. Surprisingly, the majority of these books suffered from a similar problem. Their back cover copy told you what the book was about, but never described the results you could receive. Regardless of the genre, the covers offered plenty of information about the book's topic, plot, genre, and special features. But, almost none of the text I read ever explained "What's in it for me?" This lack of crucial information leaves readers scratching their head trying to figure that answer out on their own.


My bookstore visit shows how authors and publishers have confused marketing a book with describing a book. But, describing and marketing are two radically different issues. And, publishers of the world's bestselling books are missing this key distinction, which means they're missing out on a lot of extra sales and leaving a lot of money on the table. Worse, it's a fair assumption that all of their other books carry the same problem. If publishers aren't concerned with creating powerful marketing copy for an anticipated bestseller, they're not going to do it for the rest of their titles.


Here's the rub: book shoppers don't care what a book is about. Their primary concern is determining if a book is worth their time and money. When they scan a book's cover, they're wanting to see if it communicates how their life will be bettered through entertainment, inspiration, or information?


Marketing is not the process of describing a topic, genre, or list of features. In contrast, marketing is the process of emotionally engaging a customer by explaining what's in it for them. All promotional material, such as back cover copy, website text, and catalog information, should focus on satisfying that primary consumer question. Otherwise, you're not marketing, you're just describing. Avoid this mistake and stop leaving money on the table. When you provide marketing text that's effective, you won't have readers standing in the aisles of bookstores scratching their heads in confusion. Instead, you'll have readers lining up at the cash register.




Upcoming Opportunities:


The WildFire Author University

I'm looking for 20 good authors to join a new instructional opportunity to start on March 1st called the WildFire Author University. Participants in this unique program will enjoy the following instruction over the next year:


  • One, 45-minute, one-on-one, phone call with me per month.
  • Free access to my monthly teleconference sessions and downloads.
  • Free copy of my new book and all new author resources that I create.
  • Access a private forum where I answer your questions and you interact with authors. Learn best practices from me and your peers.


I won't launch this new program unless at least 20 people enroll by March 1st. The price is $2,399 for the entire year...that's less than $200 per month! (Full payment up-front will be due). If you're interested, let me know today so that I can get you on my list. Plus, I'm giving a $150 discount to the first 10 people who contact me to join.


Send me an email to: Rob@StartaWildFire.com or call 1-800-267-2045 and say "I'd like to enroll in the WildFire Author University." Click here for more details.




Next Teleconference Session for Authors:

"O Reader, Where Art Thou?"

Wednesday, February 22nd, 8:00pm ET


You've written a book, but how do you find readers for it? Wise authors market smarter, not harder. This happens by focusing your promotion on readers who are most likely to purchase your book and spread word of mouth. Join Rob on this teleconference call and discover how to identify, locate, and connect with your target audience.


Click here to register today and save over 15% before February 22nd.




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


© Rob Eagar 2012.
All rights reserved.


Monday, February 6, 2012

Monday Morning Marketing Tip - "Social Media Makes the Rich Richer"


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:

Social media tends to reward those who don't need social media. For example, the people with the most Twitter followers or Facebook likes, such as Justin Bieber, Chad Ochocinco, Stephen Colbert, or Paulo Coelho, would still be hugely successful without social media. Facebook and Twitter are just additional components of their already thriving promotional campaigns.


This distinction is important to help people avoid believing that social media is the savior of marketing. It's not. It's simply a new channel that anyone can use for free to promote their message. But, if your message isn't entertaining, inspiring, or popular, then social media won't make you more successful.


Why is this point important? Because I've met too many authors, business leaders, and non-profits directors who tell me, "We're really jumping into social media...we just hired a bunch of young people to handle our Facebook and Twitter pages." The problem is that most of their other marketing efforts are substandard and ineffective. Therefore, it's unrealistic to expect that hiring a twentysomething to manage your Twitter account or Facebook page will revolutionize your business. It won't.


Facebook and Twitter will only be as effective as your other marketing activities. For instance, if you write boring newsletters, you'll probably write boring social media posts. If your website gets little traffic because it's static or self-focused, then your social media conversation will probably reflect a similar problem.


Why do celebrities, politicians, business leaders, and bestselling authors get great results from social media? Because they worked to become objects of interest in society, and their overall marketing efforts are entertaining, provocative, or inspiring. This effect carries over into their social media activities. If you want to achieve similar success, steal a page from their playbook and use the same entertaining or contrarian approach to capture more interest. You won't become a household name overnight, but you may become famous in your own little world. And, that's the best place to start.




New Opportunity: Higher education for authors serious about marketing their books.


I'm looking for 20 good authors to join a new instructional opportunity called the WildFire Author University. This program would be a unique 12-month process to learn from me, join a community of like-minded authors, and become a top-notch marketer of your books. Participants in this program will enjoy the following instruction over the next 12 months:


  • One, 45-minute, one-on-one phone call with me per month.
  • Free access to my monthly teleconference sessions and downloads.
  • Free copy of my new book and all new author resources that I create.
  • Access to a private forum where I answer your questions and you interact with other authors. Learn best practices from me and your peers.


A great part about the WildFire Author University is the price. Tuition is only $2,399 for an entire year. That's less than $200 a month! This is the best deal I've ever offered to receive private instruction from me and join a community of authors where you can engage with each other. This group is open to authors at any level, fiction and non-fiction. Past clients may join as well.


I can start the program on March 1, 2012 and run through February, 2013. However, I'm not going to launch this new program unless at least 20 people enroll by March 1st. I announced this new program last week, and I've already had 4 people confirm. If I get more than 20, that's great. If I get less than 20, then it's a no-go. So, if joining the WildFire Author University interests you, please let me know today so that I can get you on my list. Plus, I'll give a $150 discount to the first 10 people who contact me to register.


Send me an email to: Rob@StartaWildFire.com or call 1-800-267-2045 and say "I'd like to enroll in the WildFire Author University." I'll get back to you with more details.





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


© Rob Eagar 2012.
All rights reserved.