Social Media Is Meant To Be Social

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

This Memorial Day, join me in thanking and honoring

those who sacrificed to make our freedom in America possible.

This week's focus:

Social media was meant to be social, not commercial. That's why readers don't appreciate publishers attempting to infiltrate their social networks. Trying to advertise books to a social network group is like interrupting a meaningful church service with advertisements to sell Bibles. The pitch is in bad taste and out of context, which only makes the congregation mad and distrustful.

Likewise, I find it hard to believe that the average reader wants to spend much time on a publisher's FaceBook page or Twitter feed. That doesn't line up with the definition of social interaction. This truth is backed up by a survey of 21,000 book shoppers where the majority said they ignore big publisher websites in favor of visiting author websites. This preference is due to the desire that readers want to build relationships with their favorite authors, rather than a large impersonal company. Thus, publishers would get better return on investment by empowering their authors to maximize social networks, rather than wasting money and manpower building a corporate social media presence.

How can publishers assist their authors to maximize social networks? Help authors create value-laden, word-of-mouth tools that can quickly spread through the social networks, such as free resources, viral videos, contests, coupons, sample chapters, etc. Give authors the tools to be the life of the online party in their own social networks. Happy author, happy readers...happy publisher.

Reminders:

Rob's New Book Releases June 7th:

Sell Your Book Like Wildfire is the definitive guide for authors on book marketing and publicity. The official release date is June 7th. Pre-order today and get FREE shipping for only $16.99 at:

www.startawildfire.com/books.html

To receive Rob's "Monday Morning Marketing Tips" directly to your email Inbox, click here

Sneak Peek of Rob's New Book Video!

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:
I thought you'd enjoy starting off this week with a sneak peek at the book trailer for my new book, "Sell Your Book Like Wildfire." (No authors, publishers, literary agents, small animals, or trees were harmed in the making of this video.) Click on the picture or link below to play.

If you enjoyed this video, feel free to share the link (http://youtu.be/cdAQDWuZEOw) with any authors, editors, agents, and publishers whom you know.
  

Reminders:

Rob's New Book Releases June 7th:

Sell Your Book Like Wildfire is the definitive guide for authors on book marketing and publicity. The official release date is June 7th. Pre-order today and get FREE shipping for only $16.99 at:

www.startawildfire.com/books.html

To receive Rob's "Monday Morning Marketing Tips" directly to your email Inbox, click here

Don't "Do-Yourself-In" with a "Do-It-Yourself" Mentality

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

A younger Rob with his self-published book hot off the printing press.

This week's focus:

I am one of the few original self-publishing success stories. And, I did it way before the advent of e-books, Amazon, and social media. Over 10 years ago, I left corporate America as a sales executive to pursue what seemed like a ridiculous dream to write a book. I had no publishing contacts, no name recognition, and no desire to wait two years to get published. So, I chose the D-I-Y "do-it-yourself" approach. I worked tirelessly on my manuscript for a year. Then, I hired my own editor, page layout designer, graphic artist, and printing company. Long story short, I put my sales background to work and wound up selling over 13,000 copies, spoke to more than 35,000 people, generated a consistent six-figure income, and eventually signed a nice contract with a reputable publisher. Ten years later, that book is still selling in bookstores across America.

What was the key to my self-publishing success?  I took great pains to avoid appearing self-published. That's right, I did everything I could to make people think that I had been traditionally-published. My manuscript was continually edited until my wife, the VP of Quality Control, deemed it "a real book." My book cover looked amazing and received great feedback. My book was printed on high-quality paper. My first website was created by an experienced professional. My marketing materials all featured the same brand. I succeeded because didn't let a D-I-Y mentality give me excuses to cut corners on quality.

Today, I see too many self-published authors sacrificing quality to get a book done quickly and cheaply. Maybe that explains why the average self-published books only sells 150 copies...total. That's a lot of hard work flushed down the drain.

Anyone can be a maverick and write their own book. But, not everyone can be successful. I'm all for the entrepreneurial spirit, saving money, and enjoying the fruits of your labor. However, unless you're gifted in every area of publishing, spend the extra money to utilize professional freelance editors, graphic artists, and web designers. Don't D-Y-I (Do-Yourself-In) with a D-I-Y mentality. If you choose to self-publish, do it right from the beginning and create a book that becomes your own success story.

Reminders:

Marketing Teleconference for Authors - This Tuesday, May 15th:

"Sell Books While You Sleep - The Power of an Author Website"

Get top notch instruction from Rob - even if you can't be present for the live teleconference call. Everyone who registers gets a mp3 audio recording of the 60-minute call to listen on their own time. Register early for $49 at:

www.startawildfire.com/teleconferences2012.html 

Rob's New Book Releases June 7th:

Sell Your Book Like Wildfire is the definitive guide for authors on book marketing and publicity. The official release date is June 7th. Pre-order today and get FREE shipping for only $16.99 at:

www.startawildfire.com/books.html

To receive Rob's "Monday Morning Marketing Tips" directly to your email Inbox, click here

All Marketing is a Felt Need

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:

As a marketing consultant, I worked with numerous leaders who work in academic circles, such as counselors, professors, pastors, and specialty book publishers. A common problem among these scholastic groups is the tendency to believe that their marketing should be exempt from the need to answer the consumers' primary question, "What's in it for me?" Appealing to a person's felt need is viewed as stooping to a lower level of commerce.

They maintain that focusing on logic, displaying didactic descriptions of their content, and listing pedantic endorsements should rule a promotional campaign. I would agree that this attitude makes sense if you only want to preach to the choir. But, if you want to expand sales beyond just a small restricted club, that type of narrow-minded approach will limit your growth.

Some academic leaders forget that everything is a felt need. People aren't robots. Logic might make us think, but it is emotion that makes us act. Every decision, no matter how academic, is still infused with the desire to protect and achieve our self-interests. Ironically, the most studious people in the world still buy fancy food because it tastes good, nice clothes because they look good, fine wine and fast cars because it makes them feel good.

Marketing efforts are rarely effective when you treat people like robots who should ignore their self-interests. Robots don't run our economy. People do. People who buy things according to a desire that says, "What's in it for me?" Therefore, when it comes to marketing, no matter how academic the product, everything is a felt need.




To receive Rob's "Monday Morning Marketing Tips" directly to your email Inbox, click here

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.




To receive Rob's "Monday Morning Marketing Tips" directly to your email Inbox, click here

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.

To receive Rob's "Monday Morning Marketing Tips" directly to your email Inbox, click here

@ 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.

To receive Rob's "Monday Morning Marketing Tips" directly to your email Inbox, click here

@ 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.

Guest Blogger at Writer's Digest: What Makes Word-of-Mouth Work - Part 2

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

"What Makes Word-of-Mouth Work: Part 2"

Click here - http://goo.gl/x3C1V

Guest Blog Post at Writer's Digest: "What Makes Word-of-Mouth Work?"

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

"What Makes Word-of-Mouth Work?"

Click here - http://goo.gl/JB6Nl

Guest Blog at Writers Digest - Set Realistic Expectations for Your Author Platform

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

"Are We There Yet? Set Realistic Expectations for Your Author Platform"

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

Over 19,000 Women Signed-up for Renee Swope's 7-Day Doubt Diet

WildFire client, Renee Swope, has over 19,000 women signed-up to take her 7-Day Doubt Diet. This is an amazing number considering that her new book, A Confident Heart, isn't available until August 1st. Renee's publisher, Revell, hired WildFire Marketing to create the content for this powerful word-of-mouth resource. We're excited to see so many women participating so quickly. Visit Renee's website to join thousands of women who are learning how to put their doubts and fears on a diet.

Is Social Networking the Savior for Books?

"Never before have so many people with so little to say said so much to so few." - Twitter defined

With the advent of social networks, such as FaceBook, YouTube, Twitter, and LinkedIn, an intense amount of hype has labeled these channels as the future of book marketing. However, as the allure continues to grow, the real marketing power of these resources doesn't actually knock your socks off.

For the most part, social networks leave publishers and authors scratching their heads when looking for real results. This problem arises for two reasons. First, online social communication generally works at the lowest common denominator. Messages are often too inane or too brief to convey a real solution or conduct a complete transaction of information. When communication is abbreviated, a lot of value gets lost in translation. In other words, the full benefits of an author's book won't be understood when people converse online at an elementary school level. (My buk iz gud. Pleez bi 1. K? Thanx!)

Secondly, social networks have the power to amplify anyone's message. But, that's just the problem. They amplify everyone's message, which means that the resulting competition and noise level becomes so intense that no one stands out. Social networks tend to bombard users with so many voices and choices that it's hard to keep their attention. Sure, social networks may help raise awareness, but if that awareness doesn't translate into actual book sales then it shouldn't be a priority of your marketing plan.

For example, at Book Expo 2009, John Sargent, the CEO of Macmillan Publishing stated, "Viral marketing doesn't sell a ton of books." He mentioned a video based on a Macmillan book that spent time in the # 1 spot on YouTube in the U.K. Yet, it wound up only selling a whopping 200 extra copies.

Some people claim social networks are responsible for the runaway success of bestselling books, such as Stuff White People Like, The Pioneer Woman cookbook, or the cat-related humor, I Can Has Cheezburger. When you examine these books, however, their success had less to do with the social networks and more to do with the originality of the concept. The content of these books were so unique that you can't transfer their results to the average book idea. These titles are more like lottery winners than the average joe's of the publishing industry.

Please don't misunderstand my point. I'm not suggesting that social networks are bad. They represent a unique and inexpensive way to quickly communicate with a lot of people. However, these online tools just aren't the cure-all that many techno-evangelists want you to believe. And, the ones preaching the loudest are usually the ones trying to make money off of these new platforms. Their goal is similar to a pyramid scam or a Ponzi-scheme. The gurus need you to participate in social networks because they're financially invested in the growth of these channels. The larger the numbers, the more they can sell late-adopters their products and training services on how to use these new tools. I find their approach odd, because there's really no secret to using online platforms.

Social networking is best used to market books by pumping legitimate value through those channels, such as giving users free resources, coupons, contests, samples, humorous videos, etc. Advertising will work against you, whereas giving away content creates trust and attraction.

Avoid getting starry-eyed over sexy, new technology. Keep things in perspective, and maintain a focus on the tried-and-true methods that still sell books in a modern world, such as author speaking events, direct mail / newsletters, radio and TV publicity, author websites, high-profile book reviews, preferred shelf space in bookstores, book clubs, etc.

I've got nothing against social networks. If they actually helped sell more books, I'd be singing their praises. My hope is that online tools like FaceBook, Twitter, and YouTube will continue to evolve in new ways that provide greater levels of value to users and marketers. Until then, use these resources as a balanced part of your marketing plan...just like a doctor suggests eating desserts in the context of a healthy diet. As social networks continue to overwhelm people with voices and choices, don't ignore the proven book marketing methods that still possess the ability to capture a reader's attention - and sales.

The Self-Confidence to Sell More Books

What if a book's success depends more on the author's self-confidence, rather than what's written on the page? After training over 200 authors, from beginners to bestsellers, an interesting pattern has caught my attention.

For example, I've noticed that my author clients with a high self-esteem tended to be more creative with their marketing plans and actually sold more books. In contrast, those with low self-esteems struggled to implement new marketing activities. Predictably, their book sales languished. I'm not saying there is a direct correlation, but there is definitely a pattern that bears attention.

The problem is that there are real consequences when an author allows low self-confidence to affect their book marketing efforts. For instance, he or she will tend to:

• Avoid building an online or offline community of readers.
• Balk at developing peer-to-peer relationships with influential leaders.
• Avoid finding and contacting large reader groups who could buy books in quantity.
• Ignore spur of the moment media opportunities, such as tying into national headlines.
• Shun speaking events or promoting books to the audience.
• Lack consistency with key marketing tactics, such as blogging or sending out newsletters.
  

Global management consultant, Alan Weiss, says, "There is no music if you don't blow your own horn." This statement is profoundly true for book marketing, at both the author and publisher levels. Writers, editors, and marketing staff must believe strongly enough in a message to promote that book above the noise of all the competition. Yet, this can only happen when there's an ardent belief in a manuscript accompanied by the enthusiasm to tell people about it.

Oddly, self-confidence issues seem to especially plague the fiction and religious publishing communities. For example, I know novelists who are scared to appear in public. Likewise, I've met Christian authors who avoid marketing their books, because of the misguided notion to appear humble. They make pious statements, such as "It's not godly to draw attention to myself." But, these attitudes are usually a disguise for a low self-esteem. The reality is that they don't want to draw attention to themselves, because they're struggling to feel worthy - ironically before a God who loves them and fans who like their books.

Please don't think that I'm advocating for writers to shamelessly plug their books. Some people go overboard and develop a negative reputation for being pushy. You probably know some of these individuals, and they're a turn-off. On the contrary, my point is that readers appreciate authors who believe in their ability to provide answers, inspiration, or entertainment.

So, how can an author improve their confidence along with their book sales? Some self-esteem situations may truly require counseling. However, in most cases, one can be enlightened by dealing with the following questions:

• Do you really believe in your book's value? Has your message actually worked in your own life? If so, recite clear examples of results.
  
• What makes you comfortable recommending a favorite restaurant or product to a friend? Can you mimic that same feeling to mention your book to someone else?
  
• What's the worst that could happen if you tell more people about your book?
  

If you're a good writer, don't let self-confidence issues prevent your message from helping the people who need it. Just because someone might say "no" doesn't mean you're worthless or a bad person. Be proud of the way you're trying to help society. Toot your horn a little. What's the worst that could happen? You just might sell a lot more books.

The Enemy of an Author is not Piracy, but Obscurity.

"The enemy of an author is not piracy, but obscurity."

This is a great quote from Seth Godin, bestselling author of 10 business books. I recently watched him discuss the secrets he used to create multiple bestsellers. Take a few minutes and check out this highly recommend video called, "Using New Media, New Marketing, and New Thinking to Create 10 Bestselling Books." To watch, click here.

If you enjoy the video, make a point to visit Seth's blog.

Book Marketing Q&A: Does an Author Need One or More Websites?

Rachel asks, "As a non-fiction author, is it better to create a different website for marketing each book? Or, just have one author website from which to market each of your books as they are released?"

Rachel, you bring up a good point that confuses many authors. I recommend that authors create just ONE website for all of their books. The main reason is because you want to make it easy for people to find you, interact with your online community or blog, and gather their contact information. In other words, a "one-stop shop" is usually a better approach than setting up several different "stores."

Authors who create several different websites for each of their books run the risk of segmenting their audience too much. This prevents their readers from finding out about the author's other books and cross-promoting titles. Also, you will generally get a higher search engine ranking with one author website that is busy with traffic, rather than multiple author websites with smaller traffic.

Having said that, you could consider creating a specific landing page or separate parts of your author website that is dedicated to each of your books. That way, you can easily direct readers to a particular book that you want to highlight - without reducing your overall website traffic.

Keep your author website simple and easy to navigate. Getting too fancy usually frustrates the visitor and reduces your book marketing effectiveness.

Thanks for the question...keep 'em coming!

Book Marketing Q&A - How to Launch a New Website and Author Brand

Debbie asks, "Is there any kind of checklist or step-by-step directions for authors to use when launching a new website and brand?"

Debbie, thanks for the question. Here's a simple checklist to use as a guideline:

1. Use your brand tagline everywhere (email signature file, blog posts, business cards, newsletters, free resources, etc.) Your brand won't work unless you use it. Too many authors create a good brand, then they never use it - which wastes all of that hard work. If you've got a great brand, promote it everywhere by saying it out loud to people, writing it on everything, posting it on all of your social media communications, etc.

2. Write text for an email website announcement that you can send to everyone you know. It's okay to do a one-time announcement to people who aren't on your newsletter list. That's not considered spam. Also, post announcements on your blog, Twitter, and Facebook pages.

3. Consider creating a contest to draw attention to your new website. For example, you could encourage people to visit your website, sign-up for your newsletter, which automatically registers them to win one of your books or audio/video products. Make a lot of noise about it, so that you can collect as much contact information as possible. Mention the contest on your blog, Facebook page, Twitter account, etc.

4. Prepare a new newsletter issue that includes your new brand, and send it out shortly after the contest to announce the winner and start building relationships with your newsletter subscribers.

5. Get into a rhythm of writing regular blog posts (2 - 3 time a week) and sending out a monthly e-newsletter.

6. Send a print newsletter (not a media kit) once a quarter to key leaders in your target audience. Highlight how your expertise and offer content that helps them be better leaders.

7. Send a press release to local media and line up some interviews on radio, TV, and newspapers. Start local to find the hook that gets their attention, then use that hook to pursue regional and national media outlets.

There are a ton of ways to promote a new brand and website. But, this checklist can give you a good place to start.

-----
Keep those great questions coming!

Book Marketing Q&A: Speaking for Free to Speaking for a Fee

Tracey asks: How do I move from speaking for free to speaking for a fee?

Good question, Tracy, because public speaking is one of the BEST ways to promote your book and generate extra revenue to support your writing. First of all, it’s okay to speak for free sometimes. I encourage it under these circumstances:

a. You’re just getting started and you need some practice. It’s easier to get speaking engagements when people know that they won’t have to pay to let you cut your teeth.

b. Speaking for free is also a great option if it provides you with quality exposure to a roomful of bona-fide leaders who can hire you for paid speaking engagements. Your speech is your best form of advertising. If you do a good job, leaders will contact you for upcoming events. And, then you can charge a fee.

However, when it comes down to charging a fee, it’s important to base your price on the value that you provide. That’s why A-level authors generally get higher speaking fees. Either they’ve written a bestselling book that everyone likes, or their name alone is a marketing draw that will bring a crowd. Leaders want to make sure that they’ll break even on whatever they pay you. So, an author who has a large platform acts like insurance policy that helps attract enough attendees to cover the event costs.

If you’re just getting started and don’t possess a large platform, then you’ve got to start somewhere. However, every market is different, so there’s no formula that applies to everyone. For example, authors who speak in the corporate world, can usually start at $500 - $1,000 and quickly move up to $3,000 – 5,000 for a major keynote presentation. Celebrities and politicians can make $10,000 – 25,000+ for a single speech.

In contrast, authors who speak in the non-profit or ministry sectors tend to make a lot less. Beginning authors may start at $250 and eventually move up to $1,000 – 2,500. Advanced authors with a large platform may be able to garner $5,000 – 10,000.

If you’re just getting started, try these ideas to establish reasonable speaking fees:

1. Ask other authors you know for a range of fees they think is fair for your level. Don’t take one person’s opinions. Get feedback from a few people and build a range.

2. Look at your personal budget and establish a bare minimum that you’re willing to accept. Speaking in public stinks when you feel you’re doing it for peanuts. So, set a fair fee that makes you excited to speak and promote your book.

3. Practice looking at yourself in the mirror and saying several times confidently, “My speaking fee is _____.” I’m serious, because in order to get the fee that you want, you must first believe that you’re worth it. Otherwise, you’ll cave every time someone asks how much you charge. If you can’t create positive results for your audience, then you should be charging a fee at all. On the other hand, if you really improve people’s lives, then you should be compensated in a worthy manner.

4. Raise your fees as your value grows. If you become a better speaker, build a larger platform, or add new elements to your expertise, then charge more for it. The mistake many authors make is to only raise their fees when their calendar gets full. Then, they drop their fees when their calendar gets empty. Don’t live on this roller-coaster. Keep your fees consistent with your value.


Got a book marketing question? Email it to me and get an answer.

Maximize Your Author Marketing Budget in Tough Times

After the economic fallout of the last 18 months, the U.S. economy is showing signs of recovery. Yet, plenty of uncertainty still rules the business world. Unemployment is high, and discretionary spending is down.

If you're an author, whether new or established, you face tougher obstacles than ever to meet your publisher's expectations and grow your book sales. Yet, sticking your head in the sand and waiting for the sky to fall won't improve the situation. Nobody will buy your books if you stop marketing your message. Instead, marketing during a recession is more important than ever. But, when your budget gets squeezed, it's crucial to look for ways to do more with less.

Why spend your money on expensive tactics, such as print advertising, outside PR firms, and speakers bureaus, when you can do it yourself? Believe me, I'm not knocking these options. They definitely have their place in the publishing industry. But, they're also three high-priced marketing methods that authors use with questionable results. So, when money is tight, here's another approach to consider:

1. Spend less on outside PR firms. Get more media interviews on your own.
Some authors believe that the secret to success is hiring an outside PR firm to get media interviews for their new book. But, PR firms charge monthly fees from $1,500 - $5,000 with no guarantee of good placements. Avoid this costly expense by learning how to get media interviews on your own.

In addition, most publisher-sponsored book tours only last 90 - 120 days. So, you need a plan to keep the media ball rolling long after your publisher stops promoting your book. Develop your own ability to get interviews so that your book can receive continuous exposure.

For example, I taught an author how to capture media coverage for her new message. Within three weeks, she lined up nine radio interviews and a television appearance. Another client landed six interviews within six weeks, and resurrected interest in two backlist titles.

It's easier to get media interviews than you might think. Media producers aren't opposed to authors submitting show ideas - as long as the ideas are relevant to their audience.

2. Spend less on advertising. Get more article placements.
Advertising options abound for authors, such as print ads, tradeshow promotions, website ad campaigns, etc. But, most of these options are expensive and difficult to tell if they create substantial book sales. For example, a full-page ad in a major magazine or newspaper can cost over $4,000! Yet, most people ignore advertising, because they know they're being sold.

Consider a more effective option. Repackage your book's expertise by turning it into helpful articles for use in magazines, trade publications, and websites. Most people agree that articles are three times more valuable than advertisements, because of the higher credibility factor with readers. People are more likely to take an interest in your book, if you write an article that provides substantial value.

For instance, I taught author, Leslie Vernick, how to create newsletters that highlighted the expertise of her book, "The Emotionally Destructive Relationship." She sent her newsletter to influential editors, and her very first issue created an invitation to be the relationship columnist for a major woman's magazine. This regular feature, in concert with her other marketing efforts, helped Leslie's new book go into a 6th printing in 12 months! The national magazine exposure didn't cost her a dime. Yet, it would have cost thousands to buy high-profile ad space to get similar attention for her book.

3. Spend less on speaker's bureaus. Get more speaking engagements yourself.
One of the best ways to market your book is through public speaking. You get direct contact with your target audience, develop emotional connections with readers, generate back-of-the-room book sales, and capture contact information to grow your author platform.

However, many authors mistakenly believe that hiring a speakers bureau is the best way to get more events. This is usually true for only the top, A-level names. If you're an average author, most bureaus just give you a listing on their website and direct mail catalog. Yet, these organizations take a 15 - 25% commission out of your speaking fee, which is a lot of money for such little marketing help.

Speaker bureaus make sense only a) when you're too busy to handle your own administrative tasks, or.b) you arrange a non-exclusive agreement to get access to an audience you couldn't get by yourself. Otherwise, keep money in your pocket by getting speaking engagements yourself.

Connect with leaders who can book you by sending helpful newsletters, articles, or resources. Don't promote yourself or your books. Emphasize your desire to partner with them to improve their organization. Concentrate on their needs, and show how your book's message (even fiction) can provide beneficial results. Two of my clients recently sold over $1,500 worth of books at separate speaking engagements that they booked on their own. Plus, they received substantial speaking fees, created powerful word-of-mouth, and acquired hundreds of newsletter subscribers.

Word to the wise: Do not take this article as an encouragement to market yourself unprofessionally. "Doing-it-yourself" does not mean sending homemade marketing materials that look cheesy. You must do your homework and spend some money to make money. But, today's home office tools make it easier than ever before for authors to publicize a competent image.

As our economy struggles, you cannot afford to waste any part of your author marketing budget. So, minimize expenditures on expensive methods, such as advertising, PR firms, and speakers bureaus. Redirect your efforts to do more of the book marketing work yourself.

5 Principles of a Great Author Brand

Several of my author clients are in the process of creating a new brand for their business or ministry. During our discussions, some misunderstandings arose that were preventing these individuals from establishing a powerful marketing identity. So, I thought I'd share a few principles to consider when creating and managing your own brand:

5 Principles of a Great Brand for Authors:
1. A great brand makes you stand-out from the hundreds of other authors. Otherwise, there's no point in having a brand. This may sound obvious, but many people still overlook this fact. You need a brand that is catchy, memorable, and easy for people to pass on word-of-mouth.

2. A great brand generates a sense of appealing curiosity from leaders that makes them want to find out more about you. If you can't make leaders feel a magnetic attraction to you, then your brand is bland.

3. A great brand communicates the kind of results that you can produce for your readers. It's not enough to have a clever catch-phrase or tagline. Your brand must express how you make other people's lives better. In the corporate world, top brands achieve this goal. For example, Wal-Mart's brand was "Always Low Prices." This phrase tells me that my life will better, because I'll be saving money. Home Depot says, "You can do it...We can help." Do you see the implied result?

Some of my favorite brand taglines for authors include "The Stress-Buster," "Blueprints to Build Your Life," "Strength for the Soul," and "Get Gutsy for God." They're memorable, and they communicate results.

4. A great brand establishes you as the best choice, such as the "Cadillac" or "Mercedes" of the industry. Besides being unique, your brand should position you as the best option for a leader. When your brand becomes synonymous with quality, then you've got a powerful marketng force at your disposal.

5. A great brand must reflect your own passion, because you will be solely responsible to get in front of everyone. No one else can market your brand better than you. It's like trying on a dress or a suit, and buying the one the fits you the best and makes you feel confident. When you create your brand, you must feel comfortable and excited with it.

2 Misconceptions about a Brand:
1. A brand does NOT have to please everyone, including your friends - because your friends don't hire you for publishing projects or speaking engagements. Therefore, your brand must appeal primarily to LEADERS who have the decision-making power and money to work with you. If your brand appeals to leaders, then you're on the right track. If not, then it will hinder the growth of your career.

2. A brand isn't a big deal. This is false, because you are already being branded by everyone around you. We have finite brains, and we need a way to quickly remember and recall everyone else. A brand is part of this mental function. And, if you let other people brand you, the outcome will usually be negative, because people don't fully know who you are. Therefore, you must actively manage your brand to create a perception among leaders of your uniqueness, value, and expertise.

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Resource suggestion: For further study, I suggest an excellent book on creating your personal brand as an author, speaker, coach, or consultant. Check out How to Establish a Unique Brand in the Consulting Profession by Alan Weiss.