At WildFire Marketing, we enjoy helping authors, speakers, and companies spread their message like wildfire. It’s a good thing when beneficial ideas take over a cultural landscape.
However, we are saddened by the recent tragedy of real wildfires that destroyed lives and property in Southern California. Please join with us in prayer and financial assistance to help the victims recover and begin life anew. To make a donation, go to:
www.SamaritansPurse.org
www.RedCross.org
Help us spread the message of hope!
Monday, October 29, 2007
Friday, October 5, 2007
Inside Secrets from the Uber Agent
Chip MacGregor is one of the top Christian literary agents. I call him the "Uber-Agent," because he has such a wealth of CBA experience. He also writes a great blog and recently talked about the lousy marketing strategies employed by most Christian publishers. I couldn’t help but pass along his insightful comments:
More than half of the books released every year in CBA have zero marketing efforts planned for them. Look, the dirty little secret of CBA marketing is that there's really only ONE marketing plan. It's true -- they just keep changing the cover page and passing the document around between publishers and authors.
Here's their plan: "We're going to send a half-dozen copies to those Christian magazines you don't read. Then, we're going to send the other half-dozen to the Christian TV shows you don't watch -- the ones where the people all have big hair and cry a lot. Next, we're going to set you up to do talk shows during the early morning drive time slot in every city of less than 30,000 people. We may send out copies of entire chapters to magazines, so they've got something to fill up their recycling bins. And, then we'll create a cool press kit that has an actual color image of your book cover, as well as generic author questions any moron can parrot so that he doesn't have to actually read your book. Oh -- and we'll talk to you about the internet, though we're not sure it really exists, since we don't use it for much of anything. Then, we'll claim it cost us tens of thousands of dollars to market your book."
Therefore, what sort of marketing would I suggest to an author? First, I'd suggest taking control of marketing their own book. Put aside that old-fashioned notion that the publisher is going to market your book for you, and start learning what you can do to help get the word out. Second, I'd suggest some field research -- who is the audience for your book? What's the best way to reach them? Third, I'd start checking out the creative ideas people are using on the web. It's the place to buy books.
Another area is one that authors could work harder at: Articles. There are newspapers, magazines, and e-zines all over the world, and they're all looking for content. Yet, I don't see authors taking their work and reshaping it a dozen times, for a dozen different e-zines, in order to get the word out about their book. It's probably the most under-utilized marketing method out there. Why won't most authors do this? Because it means actual work, and let's face it...most writers are basically lazy.
Wow - great insights from the Uber-Agent! As I've mentioned before, the burden of book marketing falls on the author’s shoulders. That’s why WildFire Marketing exists – to help you spread your message in the best ways possible!
More than half of the books released every year in CBA have zero marketing efforts planned for them. Look, the dirty little secret of CBA marketing is that there's really only ONE marketing plan. It's true -- they just keep changing the cover page and passing the document around between publishers and authors.
Here's their plan: "We're going to send a half-dozen copies to those Christian magazines you don't read. Then, we're going to send the other half-dozen to the Christian TV shows you don't watch -- the ones where the people all have big hair and cry a lot. Next, we're going to set you up to do talk shows during the early morning drive time slot in every city of less than 30,000 people. We may send out copies of entire chapters to magazines, so they've got something to fill up their recycling bins. And, then we'll create a cool press kit that has an actual color image of your book cover, as well as generic author questions any moron can parrot so that he doesn't have to actually read your book. Oh -- and we'll talk to you about the internet, though we're not sure it really exists, since we don't use it for much of anything. Then, we'll claim it cost us tens of thousands of dollars to market your book."
Therefore, what sort of marketing would I suggest to an author? First, I'd suggest taking control of marketing their own book. Put aside that old-fashioned notion that the publisher is going to market your book for you, and start learning what you can do to help get the word out. Second, I'd suggest some field research -- who is the audience for your book? What's the best way to reach them? Third, I'd start checking out the creative ideas people are using on the web. It's the place to buy books.
Another area is one that authors could work harder at: Articles. There are newspapers, magazines, and e-zines all over the world, and they're all looking for content. Yet, I don't see authors taking their work and reshaping it a dozen times, for a dozen different e-zines, in order to get the word out about their book. It's probably the most under-utilized marketing method out there. Why won't most authors do this? Because it means actual work, and let's face it...most writers are basically lazy.
Wow - great insights from the Uber-Agent! As I've mentioned before, the burden of book marketing falls on the author’s shoulders. That’s why WildFire Marketing exists – to help you spread your message in the best ways possible!
Thursday, September 27, 2007
Don't Play Hide & Seek with Your Customers
While surfing the web this week, I visited several author/speaker websites and noticed an alarming problem. Whenever these individuals offered a free PDF resource to download from their website - the PDF documents were devoid of any contact information! That's right...nothing, nada, no website address, no phone number, no nuthin'. That's a big mistake.
Whenever you offer any kind of resource from your website, ALWAYS INCLUDE YOUR FULL CONTACT INFORMATION. And, if my shouting all-cap font isn't enough to convince you, then here's three reasons why:
1. Leaving off your contact information makes you look like a forgetful amateur. All the pros cover their marketing bases, which means they make sure anyone can always find them. You should, too.
2. If someone downloads a resource from your website to read later, but you didn't list your contact info - then they may forget where they got the information from - which means you just lost a potential sale.
3. Most important: Many people may download resources from your website to give to a friend (this is called "Word-of-Mouth" - the holy grail of marketing). But, if you don't include your contact information, then the new person can't find you - which means you just lost another potential sale.
Contact information, people! Put it on everything, and don't be stingy...include your website address, phone number (preferably a toll-free number), email address, and mailing address (or P.O. Box). Don't play hide-and-seek with your customers. People can't buy your stuff if they can't find you.
Whenever you offer any kind of resource from your website, ALWAYS INCLUDE YOUR FULL CONTACT INFORMATION. And, if my shouting all-cap font isn't enough to convince you, then here's three reasons why:
1. Leaving off your contact information makes you look like a forgetful amateur. All the pros cover their marketing bases, which means they make sure anyone can always find them. You should, too.
2. If someone downloads a resource from your website to read later, but you didn't list your contact info - then they may forget where they got the information from - which means you just lost a potential sale.
3. Most important: Many people may download resources from your website to give to a friend (this is called "Word-of-Mouth" - the holy grail of marketing). But, if you don't include your contact information, then the new person can't find you - which means you just lost another potential sale.
Contact information, people! Put it on everything, and don't be stingy...include your website address, phone number (preferably a toll-free number), email address, and mailing address (or P.O. Box). Don't play hide-and-seek with your customers. People can't buy your stuff if they can't find you.
Tuesday, September 25, 2007
The Danger of Clichés
"Sought-after speaker"; "Award-winning author";
"Master Story-teller"; "Changing the World"
Nothing kills your marketing materials faster than using a bunch of cliches. Yet, most speakers and authors litter their promotional items with these types of nebulus phrases. Why? Because it's easier to use cliches to fill up space, rather than spend serious time thinking about your audience and their specific needs.
Clichés sound bad because they're statements with a lack of motivation attached to them...that's why they come across as vague or trite. Sometimes, we write vague marketing text because we don’t really believe in our own message. So, if we avoid offering tangible benefits or a guarantee, then we think it lets us off the hook. All it really does, however, is diminish our credibility.
Avoid cliches by answering these questions on behalf of your audience: "What is the benefit for them?" or "What specific life change do I want to make happen for them?" Employ marketing text that gives your audience the motivation to listen to your speeches and read your books.
Cliches = bad; Specific benefits = good!!
"Master Story-teller"; "Changing the World"
Nothing kills your marketing materials faster than using a bunch of cliches. Yet, most speakers and authors litter their promotional items with these types of nebulus phrases. Why? Because it's easier to use cliches to fill up space, rather than spend serious time thinking about your audience and their specific needs.
Clichés sound bad because they're statements with a lack of motivation attached to them...that's why they come across as vague or trite. Sometimes, we write vague marketing text because we don’t really believe in our own message. So, if we avoid offering tangible benefits or a guarantee, then we think it lets us off the hook. All it really does, however, is diminish our credibility.
Avoid cliches by answering these questions on behalf of your audience: "What is the benefit for them?" or "What specific life change do I want to make happen for them?" Employ marketing text that gives your audience the motivation to listen to your speeches and read your books.
Cliches = bad; Specific benefits = good!!
Thursday, September 6, 2007
Are You a Selfish Speaker (or Writer)?
When was the last time you reviewed your bio, back book cover, or description of your keynote speeches? What did it say? If you’re like the average Christian speaker or writer, your marketing text may be working against you.
After reviewing the websites for over 100 Christian communicators, I’ve noticed a strange pattern. Most marketing text focuses on self-praise of the speaker or a self-centered look into the writer’s life. Granted, many of these people are just copying what they see others do. However, if you make this same mistake, you could turn off website visitors, influential leaders, and potential customers.
Here’s the point: Your audience doesn’t care about how great you are. They care about what great things you can do for them. If someone visits your website and never grasps the results you can provide, they might never visit again (or spread crucial word-of-mouth).
Telling people that you’re a certified speaker or an award-winning author can lend to your credibility. However, accolades by themselves are empty descriptions that make your audience say, “So what? Who cares?” Worse, filling your bio with words, such as “authentic, hilarious, and sought-after” is so cliché that it makes you look like an amateur.
All human beings are self-centered, but Christians should be more “others-focused” than secular communicators. If we’re indwelt by Jesus Christ (the most selfless individual ever), then our marketing should make it apparent that we think about our neighbor’s needs.
How do you transform your marketing from selfish to selfless? Explain up-front how your message benefits other people. Why? If someone pays money to buy your book or hear you speak, then you’re obligated to give something beneficial in return. The benefit could be new wisdom, new motivation, an emotional release, or specific answers to a problem.
Yet, most speakers come across as if the audience should feel privileged to sit in their midst. Don’t make this marketing blunder. Instead, describe the tangible benefits you offer people, and build that information into your bio, website, and media brochure.
To determine the benefits you offer people, consider why you started writing or speaking in the first place. Then, ask yourself these questions:
1. Has God truly given me something unique to say? What is it?
2. Have I experienced the benefit of my own message? Would a skeptic believe me?
3. Who stands to gain the most from what I have to say? Why?
4. If someone applies the message of my book, how will their life be different?
5. What result do I want people to experience after they hear me speak?
Don’t be a selfish Christian speaker or writer. Make yourself sought-after and award-winning by marketing yourself as someone who meets the needs of your audience.
Sunday, August 19, 2007
Cool Web Resources
Authors: Is your book in libraries?
www.WorldCat.org offers a free search tool that lets you find all of the libraries where your book is available. This site won't help you grow your personal sales. But, it's a good way to see what kind of marketing exposure you're getting through libraries.
Speakers: Find cheap flights faster!
www.SideStep.com searches all of the travel websites for the best deals, then lets you book directly with the carrier. This website saves me time over Orbitz, Expedia, and Travelocity. I like how SideStep gives you up-front pricing, then lets you narrow your search by departure times...very helpful!
Monday, July 30, 2007
Think Outside the Book
After attending ICRS (Christian book convention) in Atlanta this month, I noticed an unhealthy pattern. Too many authors seemed to focus solely on writing books, which for most is a time-consuming, low-paying process. Unless you’re a celebrity, there is little money to made in writing books. Worse, fewer and fewer Americans read books, so the market shrinks each year. Therefore, the key to long-term success for an author is learning to think outside the book.
In other words, consider ways that you can use your written message to help people who don’t like to read. Try turning your book into audio or video products, speaking seminars, movie rights, study tools for groups, etc.
For example, my books for Christian singles have sold over 30,000 copies…decent numbers, but not enough to live off of for 5 years. So, I took my message, got serious about marketing, and created speaking engagements, audio products, and a video curriculum for small groups. So far, I’ve made over $400,000 from one message! That’s because I learned to see the book as a means to an end, instead of the end itself.
Are you with me? Authors who just try to write a lot of books usually windup pumping out a bunch of mediocre literature, pray earnestly for strong sales, and barely make it financially. And, they wonder why being a writer seems so hard. Instead, learn how to write the best book you can, but make it generate multiple streams for revenue for you.
You don’t have to become a traveling speaker or a slave to the media. If you prefer to stay at home, you could turn your message into an audio book, group curriculum, a movie or theatrical production, teleseminars, individual coaching, downloadable files for an IPod, short articles for targeted audiences, etc. The options are endless.
Here's the bottom line: You are the only limit to your message. If you’re a good writer who is struggling to pay your bills, then stop obsessing about writing your next book. Instead, push the next book deadline back a while, and focus on making your current book work for you now.
In other words, consider ways that you can use your written message to help people who don’t like to read. Try turning your book into audio or video products, speaking seminars, movie rights, study tools for groups, etc.
For example, my books for Christian singles have sold over 30,000 copies…decent numbers, but not enough to live off of for 5 years. So, I took my message, got serious about marketing, and created speaking engagements, audio products, and a video curriculum for small groups. So far, I’ve made over $400,000 from one message! That’s because I learned to see the book as a means to an end, instead of the end itself.
Are you with me? Authors who just try to write a lot of books usually windup pumping out a bunch of mediocre literature, pray earnestly for strong sales, and barely make it financially. And, they wonder why being a writer seems so hard. Instead, learn how to write the best book you can, but make it generate multiple streams for revenue for you.
You don’t have to become a traveling speaker or a slave to the media. If you prefer to stay at home, you could turn your message into an audio book, group curriculum, a movie or theatrical production, teleseminars, individual coaching, downloadable files for an IPod, short articles for targeted audiences, etc. The options are endless.
Here's the bottom line: You are the only limit to your message. If you’re a good writer who is struggling to pay your bills, then stop obsessing about writing your next book. Instead, push the next book deadline back a while, and focus on making your current book work for you now.
- Do you have an example of "thinking outside the book"? Click on the comments link below and share it.
Thursday, July 19, 2007
Easy E-Commerce and Fulfillment from Home
As a follow-up to my previous post, Don’t Bow Down to Amazon.com, maybe you're wondering, “What’s the alternative? Isn’t Amazon the best way to sell my books from my website?” No way, and if you haven't, first read my previous post for the 3 big reasons why.
Instead, I encourage you to consider selling books from your website and doing the fulfillment yourself. Now, I know you’re immediately thinking, “But that’s time-consuming and expensive! I'll have to pay big bucks for a fancy website store and waste all my writing time shipping book orders.” Not anymore.
Today, you can use PayPal to handle e-commerce and all credit card sales directly from your website. Plus, you can setup a free online account with the U.S. Postal Service to buy postage, print professional mailing labels, order free shipping supplies, and ship packages – without ever leaving your house. Once you setup your system, most book orders can be completed in less than five minutes. It’s one of the best deals in the history of bookwriting!
With PayPal and the USPS.com, you don’t have to setup a separate merchant account or stand in long lines at the Post Office. Plus, you get credit card fraud protection and a virtual terminal from PayPal and free delivery confirmation from the USPS. And, all transactions are completed online.
Stop sending your website visitors to buy your books at Amazon.com. Otherwise, you’ll miss out on important profits, customer contact information, and marketing effectiveness. You don’t need Amazon to make it as an author – you can do it yourself.
Note: If you’re a fiction author, you’re probably reading this and crying out, “But my publisher will be mad, because if I sell books from my website or at events, then it won’t count towards my sales numbers!” Relax…if you’re helping to sell more books and grow your platform, your publisher won't care about selling books from your website. They’ll be happy, because they know that you’re growing your platform, which means higher sales potential for your next book.
Some of you need to stop worrying about your publisher’s concerns and start worrying about making your writing career last longer. Remember, to publishers, it doesn’t matter where the book sales come from, as long as there are sales. And, a happy growing author makes a happy growing publisher. Without successful authors, publishers can’t exist.
Instead, I encourage you to consider selling books from your website and doing the fulfillment yourself. Now, I know you’re immediately thinking, “But that’s time-consuming and expensive! I'll have to pay big bucks for a fancy website store and waste all my writing time shipping book orders.” Not anymore.
Today, you can use PayPal to handle e-commerce and all credit card sales directly from your website. Plus, you can setup a free online account with the U.S. Postal Service to buy postage, print professional mailing labels, order free shipping supplies, and ship packages – without ever leaving your house. Once you setup your system, most book orders can be completed in less than five minutes. It’s one of the best deals in the history of bookwriting!
With PayPal and the USPS.com, you don’t have to setup a separate merchant account or stand in long lines at the Post Office. Plus, you get credit card fraud protection and a virtual terminal from PayPal and free delivery confirmation from the USPS. And, all transactions are completed online.
Stop sending your website visitors to buy your books at Amazon.com. Otherwise, you’ll miss out on important profits, customer contact information, and marketing effectiveness. You don’t need Amazon to make it as an author – you can do it yourself.
Note: If you’re a fiction author, you’re probably reading this and crying out, “But my publisher will be mad, because if I sell books from my website or at events, then it won’t count towards my sales numbers!” Relax…if you’re helping to sell more books and grow your platform, your publisher won't care about selling books from your website. They’ll be happy, because they know that you’re growing your platform, which means higher sales potential for your next book.
Some of you need to stop worrying about your publisher’s concerns and start worrying about making your writing career last longer. Remember, to publishers, it doesn’t matter where the book sales come from, as long as there are sales. And, a happy growing author makes a happy growing publisher. Without successful authors, publishers can’t exist.
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