Monday Morning Marketing Tip - January 24, 2011

Rob Eagar's Monday Morning Marketing Tip

is written to help authors, publishers, and organizations

spread their message like wildfire.

Continued congratulations to WildFire Marketing client, Lysa TerKeurst, on the success of her new book, Made to Crave. This week, Lysa was notified that she hit # 9 on the New York Times bestseller list for paperback advice. Plus, Walmart just placed a large order for her book! This accomplishment outshines her previous achievements on Amazon and B&N.com. I'm honored to be part of Lysa's success. It's exciting to help clients start a wildfire and watch it spread across the country.

This week's focus:

For those of you writing a book, remember that the process of marketing must begin before you finish your manuscript. As you focus on writing a great book, put the same amount of effort and detail into building nuggets of value that can act as powerful standalone marketing pieces and promotional items. These tools will make it easier to capture the attention of readers and media producers when your initial book launch occurs.

Too many authors forget to consciously develop marketing tools for their books. Then, they wonder why it's difficult to promote their message and boost sales. Avoid this problem by brainstorming during the manuscript stage, and insert as many appropriate ideas as possible. Examples of good book marketing tools can include quizzes, helpful articles, resource guides, recipes, lists, and even QR codes that launch exclusive multi-media content.

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© Rob Eagar 2011. All rights reserved.

Monday Morning Marketing Tip - January 17, 2011

Rob Eagar's Monday Morning Marketing Tip

is written to help authors, publishers, and organizations

spread their message like wildfire.

This week's focus:

If you want to get more media coverage for your business, non-profit, or book, try connecting your message to major holidays and events. The media industry depends upon a regular diet of guests to fill their interview slots, and they're always looking for someone new.

For instance, if your focus is on the importance of patriotism, you might be considered a great fit for media programs around the July 4th holiday or coverage during a congressional election period. If you provide resources that help moms hold their families together, then Mother's Day would open doors to get exposure. However, don't stretch the connection beyond realistic levels. There must be a legitimate link. Otherwise, a radio or TV producer will see you as just making a self-seeking attempt to get attention for yourself.

I've helped several of my clients sit down with a calendar, analyze each month from January to December, and brainstorm various connections that could arise. This exercise usually yields several applicable options throughout the year. Knowing these options ahead of time allowed them to tailor a pitch to media producers early and get in line before other people filled the open slots.

Even though the media world runs 24/7, they work ahead of the calendar to make preparations for featured shows, such as Christmas specials, back to school, or Valentine's Day. Thus, you need to plan your media calendar and contact producers early. For instance, if you want to tie-in with a specific holiday, the magazine industry works on a lead time of 4 - 6 months. Radio and TV generally prefer lead times of 30 - 90 days. Newspapers and blogs can thrive on shorter lead times, such as 7 - 30 days.

Action step: Take a moment this week to grab a calendar and go through it month-by-month looking for potential media opportunities. When you identify appropriate connections ahead of time, it's easier to tailor your pitch to a producer's needs and be the first in line for consideration.

Based on the success of last year's workshop,

Rob Eagar will be conducting another value-packed, one-day seminar:

How to Sell Books Like WildFire!

Saturday, March 5, 2011 in Atlanta, GA.

Don't wait. Space is limited to the first 20 people who signup.

Click here for details and registration.

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click here.

© Rob Eagar 2011. All rights reserved.

Monday Morning Marketing Tip - January 10, 2011

Rob Eagar's Monday Morning Marketing Tip

is written to help authors, publishers, and organizations

spread their message like wildfire.

This week's focus:

Congratulations to WildFire Marketing client, Lysa TerKeurst, for an extraordinary achievement last week. Lysa launched her new book, "Made to Crave," and achieved the #8 sales ranking on Amazon.com, the #1 ranking on CBD.com, and the #25 ranking on Barnes&Noble.com. Breaking the Top 10 on Amazon is a rare feat, which means she was outselling big-name books, such as Decision Points by George W. Bush and The Girl with the Dragon Tattoo by Stieg Larsson.

I've consulted with Lysa for the past three years, and many people have asked me why the latest of her 14 books has suddenly fared so well. None of her earlier books experienced such strong sales results so quickly. There are several reasons for her success, and Lysa's publisher, Zondervan, deserves a lot of credit. However, for this marketing tip, I want to focus on one reason that I know has made a major impact.

A big part of Lysa's success is due to how much she has invested in her audience over the past several years. She has consistently provided genuine value for free to thousands of women across America. Lysa transmits this value by blogging four times a week, contributing several times a month to an email newsletter, speaking around the country, posting on social media, and tirelessly giving of herself to encourage others.

If you want to succeed like Lysa, do you have to work as hard? Not necessarily, but you have to follow the same principle that I taught Lysa. If you truly invest in your audience, they will respond. It may not happen immediately, but it will eventually occur. People appreciate authors and companies who care more about helping others than making a buck off of them.

So, this week's question is: What are you doing to consistently invest in your readers? If you're a business owner, what are you doing to invest in your customers? Helping others is the fastest way to reach success. But, you have to convince the public that you're serious. If you're not regularly investing in people, don't expect them to respond when you need it later.

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© Rob Eagar 2011. All rights reserved.

Monday Morning Marketing Tip - January 3, 2011

Rob Eagar's Monday Morning Marketing Tip

is written to help authors, publishers, and organizations

spread their message like wildfire.

This week's focus:

Recently, my wife and I got hooked on watching Cesar Millan's television show, "The Dog Whisperer" on the National Geographic channel. The odd thing is that we don't have pets. Yet, we love the show, because of what takes place during each episode...life change.

People beg "The Dog Whisperer" to come fix their peculiar dogs with supposed aggression, obedience, or phobia problems. The interesting part is that Cesar doesn't only focus on the dog. Instead, he usually winds up counseling the human owner, who unknowingly has contributing issues, such as high stress, apathy, or an aversion to discipline. As Cesar helps the owner address these issues, the dog suddenly transforms into a better pet.

By the end of the show, people think he's a hero. As the episode ends, the participants record glowing testimonials about Cesar and send in real videos of their dog's improved behavior. They explain the specific results that he helped them experience. Their success stories are so powerful that you can't help but view Cesar as the top expert in his field. The results are overwhelming. Today, he has a television show, several bestselling books, a magazine, a foundation, corporate sponsorships, and a lucrative consulting business.

Here's the question to ponder this week. Do you have people giving glowing testimonials and success stories about your business, books, or services? Do you create results that could be easily explained on a video from a happy customer? If not, what changes do you need to make to create that dynamic? If so, what system do you have in place to capture and display those stories from satisfied people?

Dogs may serve as man's best friend, but success stories serve as the best friend of your business.

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© Rob Eagar 2011. All rights reserved.

Monday Morning Marketing Tip - December 27, 2010

Rob Eagar's Monday Morning Marketing Tip

is written to help authors, publishers, and organizations

spread their message like wildfire.

This week's focus:

Over the weekend, my wife and I attended a Cirque du Soleil performance called "Ovo." It was absolutely magnificent. It's rare to be in a room with 2,500 cynical adults who suddenly start shouting "Wow!" all at the same time. However, it wasn't just the performers who blew our minds with unbelievable stunts and death-defying acrobatics. Cirque du Soleil filled the entire experience with "wow" moments from start to finish.

For instance, when I purchased tickets, there was cool feature on their website that lets you click on a desired seat and see your view of the stage. In the middle of the show, two of the actors put on an unexpected comedic routine that had the audience roaring with laughter. And, by the end of the program, you could feel the energy that the performers were exerting to make the night feel special. There were no prima donnas or stage hogs. The entire cast was devoted to giving you a "wow" moment.

You and I may not be daring enough to walk on a tightrope or skilled enough to juggle with our feet. But, regardless of what we do, each of us has the power to make other people say "wow." The question is whether we're willing to stop and analyze what it's really like to be one of our book readers or business customers. Do you just pump out product to sell? Or, do you stop and actually think about how to make others say "wow"? Those who succeed in the business of wow are people who internalize what it's like to be their own customer. So, imagine that you're buying something from yourself. Could you make yourself say "wow"?

Start off 2011 with a book-selling bang!

Get Rob Eagar's 5-CD audio teaching set:

"Speak and Sell Books in Any Market"

To hear a sample and purchase, click here.

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© Rob Eagar 2010. All rights reserved.

Monday Morning Marketing Tip - December 20, 2010

Rob Eagar's Monday Morning Marketing Tip

is written to help authors, publishers, and organizations

spread their message like wildfire.

This week's focus:

In order to start a fire, you must gather together kindling. Once you light the kindling, the result is a flame so intense that it quickly spreads and ignites larger branches around it. As the larger branches catch on fire, they generate enough energy to ignite bigger pieces of wood and. If the resulting fire is left uncontrolled, the flames can get so powerful that they create a wildfire that sweeps through the entire forest.

If you want to sell your books, products, or services like wildfire, utilize the same principle. To start your fire, you need to identify and ignite an initial group of readers or customers (your kindling) who will get so excited that they turn into raving fans. I like to call them "word of mouth warriors," because they will forcefully take up the cause to tell others about your book or product. You don't have to ask them to promote for you. They will do it naturally and willingly, since your value touched an emotional fuel that lights them into action. They freely want to tell others how you improved their life. Or, they want the joy of being the first person to tell others, which makes them feel cool and influential.

How do you find your "kindling" to start a marketing wildfire? Ask yourself these two questions:
1. Who needs my value the most?

2. Who stands to lose the most if they never get my value?

Start off 2011 with a book-selling bang!

Get Rob Eagar's 5-CD audio teaching set:

"Speak and Sell Books in Any Market"

To hear a sample and purchase, click here.

To receive Rob's Monday Morning Marketing Tip directly to your email inbox,

click here.

© Rob Eagar 2010. All rights reserved.

Monday Morning Marketing Tip - December 13, 2010

Rob Eagar's Monday Morning Marketing Tip

is written to help authors, publishers, and organizations

spread their message like wildfire.

This week's focus:

"Marketing doesn't work for me." This is a common response I hear from frustrated authors and entrepreneurs. However, when I probe into the details of their recent promotional activities, I tend to find these problems:

1. Tried something once, expected a marketing miracle, then immediately stopped when results didn't intially pour in the door.

2. Sent out a promotional piece that was too self-focused and failed to provide value to the recipient, so people ignored it.

3. Created a new marketing tool that looked homemade and shot the sender's credibility.

No wonder marketing didn't work. The recipe for good marketing requires three key ingredients: consistency, value, and professionalism. If you leave out one of these ingredients, your marketing efforts will leave people with a bad taste in their mouth.

Need a Christmas gift that an author will truly appreciate?

Get Rob Eagar's 5-CD audio teaching set:

"Speak and Sell Books in Any Market"

To hear a sample and purchase, click here.

To receive Rob's Monday Morning Marketing Tip directly to your email inbox,

click here.

© Rob Eagar 2010. All rights reserved.

Monday Morning Marketing Tip - December 6, 2010

Rob Eagar's Monday Morning Marketing Tip

is written to help authors, publishers, and organizations

spread their message like wildfire.

This week's focus:

Most of the major corporations around the world focus their marketing efforts on building a strong brand. If they can get you to keep a positive association locked in your mind, then you'll be more likely to purchase their products. For instance, here are some examples of famous company brands:

Wal-Mart: "Save money. Live better."
Maxwell House Coffee: "Good 'til the last drop"
The Home Depot: "You can do it. We can help."
Lowes: "Let's build something together."

What do these corporate brands have in common? They're short, memorable, and answer the all-important question that consumers ask, "What's in it for me?" Likewise, your goal as an author or business leader should be to answer the same question.

Brevity, remembrance, and value are critical to creating a powerful brand. However, your focus should be primarily on explaining the value that you provide. Cleverness is cool, but companies know that it takes more than just a witty phrase to satisfy today's savvy consumer.

Analyze your brand. Is it merely clever, catchy, or even non-existent? Or, does it clearly communicate the value that your target audience will receive? To be sure, ask a few of your readers or customers this week to give you feedback on your brand. You may be surprised by what you hear.

Need a Christmas gift that an author will truly appreciate?

Get Rob Eagar's 5-CD audio teaching set:

"Speak and Sell Books in Any Market"

To hear a sample and purchase, click here.

To receive Rob's Monday Morning Marketing Tip directly to your email inbox,

click here.

© Rob Eagar 2010. All rights reserved.