Smart marketing for authors is about help not hype according to marketing guru and New York Times bestselling author, Jay Baer. Listen as he shares powerful ideas for upside-down marketing for authors
Jay has spent 23 years in digital marketing, consulting for more than 700 companies. His current firm, Convince and Convert, provides digital marketing and online customer service advice to some of the world’s most important brands, like the United Nations, Allstate, Cisco and Oracle.
Excerpt from this week’s podcast “Upside Down Marketing for Authors”
Q: Jay, you’re brilliant at turning people’s approach to marketing upside-down. How would you recommend a first-time author go about competing for attention marketing and promoting their book?
A: Well, I think the challenge is … and we actually talk about this in the Youtility book … that marketing is harder than ever, and it doesn’t matter whether you’re marketing a car or a restaurant or a book, there’s more competition than ever. Everybody is competition, everything is competition, and so the tendency, of course, in that kind of climate, is to shout louder, to push harder, but actually, that doesn’t work, as we’ve discovered.
The best way to do it is to focus on just being useful. How can you take the lessons in your book, the key bits and pieces of your book, the thesis of your book, the best parts of it, and give it away one little bit at a time? The way to think about this is, how can you give away information or storytelling snacks in order to sell the larger meal, which is, in fact, the book?
Q: A question that I always get when I talk about giving things away is, “if I give that away, why would somebody want to buy the book?”
[tweet_this]How can you take the lessons in your book and give them away? #bookmarketing #jaybaer http://bit.ly/1XJ1Kdh[/tweet_box]
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Download the transcript from this week’s podcast interview “Upside Down Marketing for Authors”