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.




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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.

How to Create Online Community

If you want to build a following, either online and offline, the key is to position yourself as someone who is worth following. The best way to attract a large group is by becoming an object of interest, which means the ability to draw people to you by dent of your expertise or charismatic personality. For instance, celebrities in our society, such as actors, reality TV stars, musicians, athletes, bestselling authors, and politicians, are considered objects of interest, because people are fascinated by their glamorous lifestyle, eccentric behavior, or award-winning achievements. Likewise, intellectual experts, such as scientists, doctors, lawyers, ministers, reporters, and counselors, can also be objects of interest, because of their ability to help people discover new information or overcome personal challenges.

People won’t become your fan unless you give them a clear reason. I know this sounds obvious, but it's that's simple. If you’re engaging in social media, and struggling to build a growing community, then people probably don't regard you as interesting. You're lost in the mix of more appealing authors who are getting attention. So, your goal should be to magnify the best parts of your book and your author expertise. Use your strengths to make people want to stay connected with you. For example, below is a list of ways to attract a following based on the genre of books that you write:

1. Non-fiction advice, how-to, textbooks: Deliver clear answers to common problems.
2. Biographies, reference: Provide insight into historical or current events.
3. Fiction, romance, chick-lit: Generate intense feelings of emotion or passion.
4. Gift books, children’s, religious: Serve as a constant source of encouragement.
5. Memoirs, comedy: Supply a unique sense of humor and wit.
6. Science fiction, young adult, crime: Create a feeling of fear, wonder, or suspense.
7. Business, political commentary: Express counterintuitive opinions that challenge the status quo.

This list is just a sample of the diverse ways that any fiction or non-fiction author could draw attention to their name and their books. I go into a lot more detail in my new book, "Sell Your Book Like Wildfire." You might choose to rely on one approach build interest. Or, you could combine several styles to help capture an audience. The point is to establish yourself as someone who is as interesting and worth following. You don’t have to change your personality. Rather, be yourself. But, give people a reason to like you, respect your skills, and want more of who you are.

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

@ Rob Eagar 2012. All rights reserved.