Monday Morning Marketing Tip - November 29, 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:
If you're an author selling books or a business selling products, your customers are internally wondering, "If I give you my money first, will I get a return on my investment?" The return you provide could be increased knowledge, a problem solved, or hours of pure entertainment. But, it better be something that the customer deems worthy of their purchase. If you create a positive result, you will win the exciting prize called "word-of-mouth." If you fail to create a positive result, you may wind up with the booby prize of obscurity and looking for another job.

What kind of return on investment are you confident that you can create for your target audience? Take a moment today to write out at least three distinct results. Then, examine if that information is clearly communicated in your marketing materials, such as your website, brochure, bios, newsletters, etc. If it's missing, don't let this week pass by without improving those materials and making your results apparent.

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© Rob Eagar 2010. All rights reserved.

Monday Morning Marketing Tip - November 22, 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:
My wife loves horses, so we recently went to see the movie, "Secretariat." Boy, were we disappointed. For a major motion picture, we were surprised by how many obvious questions were left unanswered, such as:

• How did the horse get the name, "Secretariat"?
• How did the owner, Penny Tweedy, suddenly become an expert with horses?
• How did her family stay together while living apart for several years?

As patrons, we left the movie frustrated that these obvious questions were never addressed and felt hesitant to spread word-of-mouth to our friends.

If you're a business leader or author, don't make the same mistake. Make sure you answer the obvious questions that consumers have about your product, service, or book. Obvious questions would includes thoughts, such as:

• Will this purchase give me a good return for my money?
• How will this product/book make my life better?
• Why are you qualified to be an expert worth listening to?
• What's in it for me?

Good marketing should always answer the obvious questions that your audience is thinking. Make your value apparent, and you'll spread your message as fast as a thoroughbred race horse.

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© Rob Eagar 2010. All rights reserved.

Monday Morning Marketing Tip - November 15, 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:
When setting a fee for your books, products, or speaking presentations, practice looking in the mirror by yourself and saying the requested amount out loud. Repeat the exercise until you can say your fee without stuttering, laughing, or cowering. You must convince yourself that you're worth the money before you can convince someone else. When you can justify your value in your own mind, you will find it much easier to explain to someone else.

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© Rob Eagar 2010. All rights reserved.

Monday Morning Marketing Tip - November 8, 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:
Recently, I was riding my bike on a trail through the woods, trying to get some exercise after work before the sun went down. As dusk set in, the light faded and the trail got harder to see. Anticipating this issue, I pulled out a pair of orange-tinted glasses that I had brought with me. As I looked through these glasses, I was struck by the change that happened. Within seconds, I went from squinting in the dim light trying to see the path ahead to suddenly seeing everything around me with bright, clear vision. I felt like someone turned on the lights, and my ability to continue bike riding became much easier. Even though nothing had actually changed, my perspective was enhanced by wearing the colored glasses.

Now, I'm not making the sappy suggestion that wearing rose-colored glasses is the solution to life's problems. However, I think this incident represents an important lesson for authors and businesses who are trying to marketing their message. When you look at your readers and customers through value-colored glasses, things will come into much better focus. In other words, if you concentrate on providing value and helping other people, your path to effective marketing will be easier to see.

For example, your newsletters will yield better results when write articles that tangibly help your subscribers. Your website and social media activities will be more productive when you give away free advice, samples, and resources. Your revenue will actually grow when you view people as individuals who need answers and inspiration, rather people who need to buy something from you.

Look at marketing through the lens of helping people and providing value. The view may not always be rosy, but your next step as a marketer will move from the dark into the light.

Author Workshop was a big success!

I want to thank everyone who attended my one-day workshop, "How to Sell Books Like WildFire," in Atlanta this past Saturday. We had a great group of authors who flew in from Missouri, Texas, Michigan, Virginia, North Carolina, and Florida. It was a very productive day, and I look forward to doing more of these workshops in 2011. If you'd like to attend or host one in your area, contact me at 1-800-267-2045.

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© Rob Eagar 2010. All rights reserved.

Monday Morning Marketing Tip - November 1, 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 people can't retain more than 5 - 15% of what they hear while listening to a speech. Therefore, your job as the presenter is to control what five percent of your presentation you want people to remember. If the focus of your message wanders, then your audience will also tend to wander in thought. Worse, bored and confused audiences don't usually buy many books. Thus, if you're an author who wants to use public speaking as a springboard to more book sales, you would be wise to create a concise presentation with one main point.

Upcoming Event Reminder - Last chance to register!

Authors with marketing savvy sell more books...

it's time you became one of them.

Rob Eagar announces his new workshop:

How to Sell Books Like WildFire!

November 6, 2010 in Atlanta, GA

Almost sold-out. Signup today.
Click here for details and registration

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

click here.

© Rob Eagar 2010. All rights reserved.

E-Books Aren't Capturing College Students

Here's an interesting report from Judith Rosen at Publishers Weekly:

E-books and e-readers may be making headlines off campus, but a new study by OnCampus Research, a division of the National Association of College Stores, reaffirmed last fall’s OnCampus Student Watch study that 74% of college students prefer print. According to the study taken by 627 college students earlier this month, only 13% purchased an e-book within the past three months. And just over half, or 56%, did so because it was required for class.

“It seems like the death of the printed book, at least on campus, has been greatly exaggerated, and that dedicated e-readers have a way to go before they catch on with this demographic,” says Elizabeth Riddle, manager of OnCampus Research. “The college-age market is definitely a growth opportunity for companies providing digital education products.”

Nor did dedicated e-readers fare significantly better on campus. Only 8% of college students own a dedicated e-reading device, and 59% of students who don't own a device have no plans to purchase one anytime soon, i.e. within the next three months. Of those who did buy an e-book, the overwhelming majority, approximately 77%, read it on a laptop or Netbook. Currently the iPhone is the e-reader of choice with 23.9%, followed by the Nook at 21.6%. Nearly 15.7% read on the Kindle DX and the same number use the Kindle 3. Although 26% expressed interest in purchasing an iPad, only 13.7% own one, roughly the same percentage as the Sony Pocket reader.

My take: The moral of the story is that just because an idea seems hip and cool, it doesn't mean the hip and cool kids will necessarily adopt that idea. Remember how the "experts" last century predicted that we'd all have jet packs and flying cars by now.

Most people, young and old, are pragmatic-minded, and there has to be real value involved to make a significant change in the way you process important information, such as passing a critical college exam or transferring important business knowledge. People make decisions based on what they deem is in their rational self-interest. If you're an author or business leader trying to market your message, never forget this truth.

Article link: Print Books Still BMOC

Monday Morning Marketing Tip - October 25, 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:
When you receive a speaking invitation, you'll soon face the inevitable question, "How much do you charge?" Here's a secret: The longer you put off saying your fee amount, the more time you have to build your value in the eyes of the other person. Thus, the higher your chance of getting a higher fee.

If a leader pushes you for a fee early in the discussion, sidestep the request until you get a chance to explain your value. If necessary, you can buy yourself time to discuss the results you can create by saying, "I don't have a set fee. Instead, I offer options based on your needs. Tell me more about your goals for this event."

Ideally, you want to discuss your speaking fee AFTER you talk about the leader's needs and confirm that you can meet them. Once you complete that conversation, then you can mention an initial dollar figure or ask the leader to specify the allotted budget for speakers.

Upcoming Event Reminder - Time is running out!

Authors with marketing savvy sell more books...

it's time you became one of them.

Rob Eagar announces his new workshop:

How to Sell Books Like WildFire!

November 6, 2010 in Atlanta, GA

Only a few seats left...signup today.
Click here for details and registration

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 - October 18, 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:
If you know about a subject well-enough to write a book, then you're probably familiar with some of your subject's annual conferences, retreats, or trade shows that attract industry leaders and influencers. If not, then conduct an Internet search, or ask the leaders that you know for a list of the major events they attend.

Consider attending at least 3 - 5 of these events per year as networking opportunities. Contact the event organizer, and ask if you could teach a workshop or sit on one of the discussion panels. Your goal is to get your name and expertise in front of the attendees. If those efforts fail, you can still meet a lot of leaders by attending the event's sessions, dinners, or extracurricular activities. Don't hide in your hotel room. Walk around and engage people with confidence knowing that you have real value to offer.

Action step: Make a list of 3 conferences you should attend in 2011 and contact the organizer about speaking or exhibiting opportunities.

Upcoming Event Reminder - only 5 seats remain!

Authors with marketing savvy sell more books...

it's time you became one of them.

Rob Eagar announces his new workshop:

How to Sell Books Like WildFire!

November 6, 2010 in Atlanta, GA

Space is filling up fast...signup today.
Click here for details and registration

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

click here.

© Rob Eagar 2010. All rights reserved.