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Authority Magazine

Julie Broad of Book Launchers: How To Grow Your Business or Brand By Writing A Book

Focus on the reader that needs your message when you’re marketing. Many authors feel uncomfortable promoting their book but if you know a certain person’s life will be better or easier as a result of your work, then your marketing is simply making sure that person gets your book so their life is better. If you don’t tell them about it, you’re leaving them to suffer. For example, there are so many well-meaning authors self-publishing a book that hire the wrong editors in the wrong order or spending $5,000 to make their book a bestseller only to find out they have wasted their money on something that has ruined their book in the Amazon algorithm for life.

  • A large percentage of nonfiction books are really boring because they lack a benefit driven hook and storytelling techniques, even if they contain great information.
  • Many authors, especially self-published authors, don’t plan for success; they write their book and hope it will sell.
  • Persistence. This is the secret to success in everything really, but books are no different. You’ll get rejected, you’ll hit snags or big obstacles, and you’ll feel really discouraged at different points during the process. Picking yourself back up, focuses on your end outcome and continuing on is the secret to success.
  • Building a network that you consistently bring value to so when you need support with your book launch, you have a lot of people who not only are willing to support you and your book but they WANT to support you and proactively participate.
  1. Before you start writing your book, understand how you’re going to market it. This doesn’t mean you think ‘oh I’ll use social media’. This means you can tell me who your audience is, what they are reading now, and where they are going to be reached by your marketing effort. My first book sold thousands and thousands of copies by having colleagues in the real estate space that promoted the book to their newsletter readers, a magazine in Canada called Canadian Real Estate Wealth that featured articles month after month that promoted the book, and real estate clubs all over the country that had me speak at their events in exchange for book promotion or even book purchase for their club members. My audience was crystal clear before I started writing so I knew exactly who I was writing for and why all of these places were going to be excited to support this book.
  2. Focus on the reader that needs your message when you’re marketing. Many authors feel uncomfortable promoting their book but if you know a certain person’s life will be better or easier as a result of your work, then your marketing is simply making sure that person gets your book so their life is better. If you don’t tell them about it, you’re leaving them to suffer. For example, there are so many well-meaning authors self-publishing a book that hire the wrong editors in the wrong order or spending $5,000 to make their book a bestseller only to find out they have wasted their money on something that has ruined their book in the Amazon algorithm for life.
  3. Getting reviews is the hardest and most important thing you can do as an author. Expect to ask 10 people to get 5 yeses and then expect only 2 of those people to come through. It’s worth the effort though. When we run Amazon ads for authors we find that conversion improves once a book has more than 25 reviews. Also, when it comes to Amazon, expect them to block or remove reviews from folks that are in your close circle. They have some pretty powerful algorithms that determine you know someone. It can be discouraging to some authors, so instead, expect it and keep going because it’s important.
  4. Getting your book on Amazon is not a book marketing plan. Becoming a bestseller isn’t a marketing plan either. You need to have an angle you’re going to present to a specific audience and you need to have dozens and dozens of ways to put that offer in front of your ideal reader. The best marketing plan involves you doing something every single workday. At the end of a typical year that means you will have done 250 things to market your book at a minimum. These things can be partner outreach (like my partnership with North Street Book Prize), presenting an author newsletter swap to a colleague with a similar audience, posting on your social media some high value content about your book, sending a pitch to speak at a conference full of your ideal readers, connecting with the HR person at a company that would benefit from your book or a talk you can do, pitching yourself for a relevant podcast, asking someone for a review, and so many more things! The list of potential actions you can take that will sell your book and build your brand are almost endless. The most important thing is that you keep doing them. You don’t want to be the author that gives up two steps before you are about to uncover the best opportunity of your life … and you don’t know which two steps that will be.

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