Sunday, January 29, 2012

Book Marketing Makeover: Two Book Marketing Mistakes That Could Cost You Sales

Guest post by Judy Cullins

Most authors sell only 200 self-published books. It’s possible to sell so many more copies by getting much more visibility at places like LinkedIn, Facebook, and Twitter. And remember blogging that adds to both your online visibility and credibility. Avoid the mistakes and take the actions below to get your books into the hands of your target audience.

Two Mistakes You Don’t Need to Make and Their Solutions

1. You don't stand out from the crowd of others in your field.

Let’s say you are a life coach who offers to solve your audience’s problems in relationships, finances, attitudes and a wide list of complaints. They want solutions.

So how do you stand out from all the other coaches in your area of savvy expertise? One simple answer is to develop a strong brand. And writing a short book on one of your coaching specialties to that specific audience is step one.

You need to show them what you can do for their problems and concerns. That means you need to get their questions on what they want. That could be, for example, “I have a wonderful business life, so why aren’t I happy?” Or, “I'm in a negative relationship with my xxx and can’t seem to leave. Can you help me?”

After you write an engaging short print or ebook, you need to get much bigger visibility and credibility if you want to get book sales. That means you need to do some research and even brand coaching to show how you and your books are unique and necessary for your reader.

One client, who wrote a photo book on Cuba, had a problem with focus. Should she focus on her book or on her established business as a positivity coach? The solution we came up with was that she should get more active on LinkedIn, answer questions, and then mention her book in the groups.

She creatively coupled her striking photos of Cuba with the positivity values she found there in the people. It's a how-to book with gorgeous pictures that convinced me to go to Cuba next year, with or without Castro's blessings. Her motivation centered on her clients using the positivity values.

She also got great testimonials from the influential leaders in her field. What others say about you convinces your audience to pay attention to you.

So, to stand out from the crowd, get more interactive on targeted LinkedIn groups to learn from others and show your strengths. And use testimonials on your site, in your blogs, and in your LinkedIn profile where you post great recommendations from people who have read your books or experienced your service. Post them in your tweets and Facebook pages as well.

2. You don’t keep a business blog going.

If you don’t post to your blog at least once a week, you will not reach and convert your audience to become your fans, buy your book, or use your services.

Five years ago, I wrote a blog and didn’t get much response. I quit. Just three years ago, I put up a WordPress blog and got active in LinkedIn, Facebook and Twitter. I wrote blog posts regularly and kept adding to that number each week.

You may want to replace article marketing with blog marketing. Remember, Google loves keyword rich titles You want your audience to know the benefits specific to them in your titles and first paragraphs.

Results? Visitors are hooked to keep reading, comment, and subscribe to your blog for automatic emails to them with the latest how-to information in your topic. Blog writing and book chapter writing are similar.

My own blog numbers went from 2,500 to over 6,000 readers a month by marketing with blogs and sharing my blog posts daily with my favorite social media communities. The sales that followed put a smile on my face for sure.

Building your sales comes from engaging your audience for months and years so you need to develop patience and self-acceptance. You'll get there. Just be consistent and focus your time on what works.

Does this sound like too much effort? Will it take too much time? Not for me. Remember, if you don’t set money goals, get a book marketing plan going, and get active with your online promotions, you’ll make pathetic book sales of only 200 copies.

Make a difference in your audience’s life. Give them ongoing free information that pulls them to buy you or your books. Give them value in everything you write. Notice over time how your audience engages with you.

What book marketing mistakes do you know about you could share here? I’d love your input. Leave your comments below.

Judy Cullins

About the Author

Book and blog eoach Judy Cullins helps you transform your blog into an income stream for life. Author of 14 books for business people and authors including LinkedIn Marketing: 8 Best Tactics to Build Book and Business Sales and Write your eBook or Other Short Book Fast!

Judy offers free weekly publications on writing and online marketing at


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