by Sheila Clover-English
Sheila Clover English, the CEO of Circle of Seven Productions, is a pioneer in book video production, marketing and distribution for authors and publishers.
There are many ways to do marketing and promotions but I want to focus on two: influence and authority
Influence marketing happens when you promote yourself indirectly. You influence someone with your style, your behavior and how much they like you. It is “personality” promotion. You are so well liked or respected that people want to be like you or associated with you in some way. That means buying what you recommend because they believe in and/or like you.
Authority marketing happens more directly. There are people out there looking for what you are selling but they can’t buy it if they don’t know it exists. Or they may not know they need it unless you can convince them they need it. So you advertise to let people know about your book, and give them all the information they need to make a purchase. Or at least link to that information within your ad.
Here are examples of each type of marketing used to promote the same book.
“When I wrote this book I was going through a very difficult time. I researched for months both in resources and in my heart before I ever touched pen to paper. My sister died of breast cancer and I wanted anyone reading my book that is going through the same thing to know they are not alone. Someone is here who understands.”
Notice that at no time was there a direct sale of the book. Nothing in the blog says “Buy my book”. What it does though is create a personality and an environment around the book’s theme. You feel connected to this person because they are willing to share something of themselves. This invites comments. It invites us to care and to want to be involved with the author of the blog.
A true story of love, faith and acceptance with a forward by renown psychologist Dr. Emen Touchstone, author of Final Stages, Final Goodbyes: Hospice For Survivors.
Note the differences in the two styles of marketing. With the second blog we get more of a commercial feel. We know exactly what the name of the book is. We see that a doctor with a well-known background in the field is involved with the book. This doesn’t invite questions as openly or as intimately as the first blog. There isn’t a question that a book is being promoted in the second blog.
Which is the best way to promote a book?
There is a time and a place for everything. If you have a blog, website or profile on MySpace, Bebo, Facebook, etc. and you use that to promote yourself or your work, then you are an authority there and can use Authority Marketing in that space.
If you are in an online community which you use primarily as a social platform, you should use Influence Marketing as your promotional strategy.
How do I know which to use?
Here are the questions you should ask yourself to determine which strategy is best fo you:
- What is the expectation of the readership of this profile/blog?
- Why are they there?
- Why do they think YOU are there?
You need to be honest in whatever it is you are doing. If you are there to pitch your work that’s fine. Just be sure people know that. If you are there to make friends and be social, you can let people know you will be releasing information about your work occasionally. Then you have established why you are there and what you are doing. Everyone knows what to expect.
But, if you act like you are there to socialize and make friends and all you do is promote yourself you are setting yourself up for trouble. Think of it like a spam e-mail: your subject line says “I’m here to make friends!” but your content is all about making a sale.
If visitors know you are going to sell something and they still come to your site then they are interested in what you have to sell. It is acceptable to use an authoritative marketing tool to communicate with them. The expectation is set. There is no trickery or subterfuge. They can still trust you because you are doing what you said you would be doing.
A great book on this subject is Trust Agents by Chris Brogran and Julien Smith (http://www.trustagent.com/) that can help you better understand the need for building trust online and strategies for doing that. If you are marketing online I highly recommend this book.
Which is better to help sell my books?
With all the hype about online marketing and social media technology, it is easy to overlook the most important element of marketing: what does my audience want?
Know your readers. Take the time to research your audience. Ask yourself these questions:
- How will they benefit from your book?
- What would inspire word-of-mouth about your book?
- How do they like to be communicated to?
From those answers you should be able to identify whether to use Influence Marketing or Authority Marketing. Or a combination of the two – e.g. use Authority Marketing on your website and Influence Marketing on your social profile. Just remember to let people know what to expect wherever they “meet” you online.
We are an accumulation of our words and deeds. How do your readers see you?
- Matching Book Trailer Venues with Audience Expectations
- Losing Hope, Banishing Fear and Following Ad Dollars to the Web
- Utilizing Video Analytics – Formulas and Probabilities
- Initial Attention Abandonment – The 10% Rule of Internet Video
- The End of Influence as We Know It
- Marketing by Degrees