Q Dan Schawbel: In a world where there are unlimited choices for media, such as TV, radio, blogs, newspapers, etc, how can you get your name out there? What’s the best way to do so?
A Jerry Springer: Well, it depends on what you’re trying to get your name out there for. The important thing is to recognize what your niche is and then that will in a sense define where you should go for your audience...
...Figuring out who your audience is the first thing you have to do and then you have to figure out how much you can afford. If you can’t afford much, then how can you make news with what you’re doing. Again, target the audience. That’s the most important thing and where most people waste most of their money.
Comment: In book publishing authors often think that putting their book on a bookstore shelf will automatically result in sales. Nothing could be further from the truth. You must first determine your niche then determine how to engage it. Many times the worst place to sell your book is in a bookstore. One of the most important things for an author or publisher to do is to have a book marketing plan. Your marketing plan will determine your market niche, establish goals and provide action steps for achieving the goals. If you lack the experience to write a marketing plan there are sample plans available on the Web or, if within budget, retain someone with book marketing expertise to help write the plan.
Q Dan Schawbel: Once you get people’s attention, how do you get them to come back for more?
A Jerry Springer: Well you gotta be good. It has to be something they want. It’s not like the early days of mass advertising. By now, people are inundated with hundreds of messages a day. We’ve all become experts. We are so sophisticated in knowing when we’re being played, when we’re being tricked and when there is something of substance worth paying attention to. Very rarely can the public be fooled...
...The most powerful advertising is word-of-mouth because when you hear it from a friend or someone you’re passing by on the street or doing business with, they don’t have a hidden agenda in telling you that. So therefore you give their statement credibility. If you see something in a commercial, you know they are trying to sell you something so you put up your defenses right away...
Q Dan Schawbel: Once you get people’s attention, how do you get them to come back for more?
A Jerry Springer: Well you gotta be good. It has to be something they want. It’s not like the early days of mass advertising. By now, people are inundated with hundreds of messages a day. We’ve all become experts. We are so sophisticated in knowing when we’re being played, when we’re being tricked and when there is something of substance worth paying attention to. Very rarely can the public be fooled...
...The most powerful advertising is word-of-mouth because when you hear it from a friend or someone you’re passing by on the street or doing business with, they don’t have a hidden agenda in telling you that. So therefore you give their statement credibility. If you see something in a commercial, you know they are trying to sell you something so you put up your defenses right away...
Comment: Springer hits on two important points. First, being good. If your book is not well written, well edited and well designed there is almost no chance it will sell. While self-publishing companies stress that anybody can publish a book they fail to disclose they are primarily in the book printing business. Therefore anything that keeps their presses running is okay by them and the ultimate quality of the books they publish is not their concern. Publishing a top quality book requires a talented support team of great editors, compositors, proofers and designers. These are one time only costs which ultimately will determine how good the end product is. Authors and publishers who skimp on these costs will end up paying in the end with fewer sales, especially in the long term.
Second, word of mouth advertising. Jerry Springer is exactly right, there is nothing better than receiving good word of mouth. In book publishing it means getting people to read your book and then talk about it with their friends and associates. Part of getting good word of mouth is having a marketing strategy that focuses on engaging readers through blogs, social networking, aggressive Web promotion and opt in newsletters. Each of which should provide a "buy" button that allows the book to be purchased easily through an online retailer such as Amazon.com.
Q Dan Schawbel: Is all press good? Why or why not?
A Jerry Springer: Obviously not all press is good press, but it depends on what the product is. All press gets you recognized, but again, just being recognized means therefore that people are going to like what they hear or see. Momentary bad news can be overcome if it’s a good product or service. All press gets peoples attention but it doesn’t necessary make the sale.
Q Dan Schawbel: Is all press good? Why or why not?
A Jerry Springer: Obviously not all press is good press, but it depends on what the product is. All press gets you recognized, but again, just being recognized means therefore that people are going to like what they hear or see. Momentary bad news can be overcome if it’s a good product or service. All press gets peoples attention but it doesn’t necessary make the sale.
Comment: One thing that is changing quickly is the importance of generating reviews from the traditional media. There was once a time when a favorable review in a good size publication immediately could be translated into sales. That is no longer true. While favorable reviews generate some activity they no longer result in a large number of sales. Part of reason is because fewer people are tuned into traditional media as demonstrated by the falling number of subscriptions to newspapers and magazines. Even radio and TV numbers are down. More importantly, people are relying more on blogs and reviews by individuals rather than paid reviewers. Many people upon hearing about a particular book will look it up on Amazon.com or other sites to see what others are saying. Others will Google a book or author to see what is being said by bloggers.
Bottom line, the world has changed and what worked at one time no longer works today. At the same time the quality of a book's content and the niche the author engages provide exciting new avenues for authors and publishers.
Bottom line, the world has changed and what worked at one time no longer works today. At the same time the quality of a book's content and the niche the author engages provide exciting new avenues for authors and publishers.
Take away points:
- Develop a book marketing plan prior to going to market and follow it
- Assemble a top notch team of editors, compositors, proofers and designers to help produce a high quality book
- Promote good word of mouth advertising through blogs, online reviews, and search engine optimization
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