8 Powerful Book Marketing Tips

The Success Margin

Sunday, September 17, 2006

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Today, with the advent of the Internet, it's
easier, faster and more economical than ever
to become a successful author and self-publisher.

Here are 8 profitable tips for you.

1. Create a "killer" book title.

Think of your title as a headline for your book.
Your title must be so powerful were it a headline
for a news article, everyone would want to read
it. Most authors spend three months to two
years writing their book and 20 minutes on the
title.

Don't do it! Your book will simply not sell
unless your title is absolutely irresistible.

I write a large number of titles (as many as 217)
before selecting the final one.

Conversely, I've changed the titles of several
failed books for myself and clients and turned
losers into winners. (Sometimes a single word
makes all the difference.)

Examples:

(a) First title (flop):
How to Get Out If You
Are in Over Your Head

New title (winner):
How to Get Out of Debt

(b) First title (flop):
Complete Asset Protection Guide

New title (winner):
How to Make Yourself Judgment Proof

(c) First title (flop):
The Mysterious Causes of Illness

New title (winner):
The Mysterious Causes and Cures of Illness

(d) First title (flop):
Do-It-Yourself Incorporation

New title (winner):
How to Form Your Own Corporation
Without a Lawyer For Under $75

Tip: Don't be afraid to completely change the
title of a book that is not successful. This move
could make a huge difference.

2. Do the work once--collect royalties forever.

As is known by people who are very rich, the best
kind of income is passive income. Royalties of a
hot book are even more attractive than other
forms of passive income such as rents, interest,
and dividends.

As a self-publisher, I urge you not to emulate
what I call conventional publishers. They treat
books like fashion statements, often attempting to
tie them into a short-term trend. I feel this is a
big mistake and a poor strategy.

Instead, prepare your books in such a way the
information is timeless and not dated. The end
result is that you can market the book and collect
royalties, the ultimate form of passive income
forever. Plus, you'll undoubtedly get far more
fame, respect and personal satisfaction from
being the author of a successful book.

3. Publish both electronic and hardcover editions
of your book.

Most internet publishers do not publish hardcover
editions of their books. I submit this is a lost
opportunity.

Of course, it's simpler, easier and cheaper
initially to just offer electronically delivered
books.

However, you'll miss huge potential sales. There
is a big market of book lovers who are satisfied
only with a bound, hardcover book. And you can
easily arrange for product fulfillment if you don't
want to handle this yourself.

In addition, you can significantly increase the
marketing opportunities for your book in a variety
of ways. These include bookstores, wholesalers,
libraries, radio and TV talk shows and personal
appearances.

Finally, you may be able to sell the rights to
your book to a major publisher for a nice
six- or seven-figure sum once you demonstrate
success. (I've been offered many such deals
but normally prefer to keep the rights myself.)

4. Hire a professional designer to create a great
book cover.

No doubt you've bought books online or through
the mail that simply look awful. They tend to
look like some Rube Goldberg product. Don't
make the mistake of sending a valued customer
a book that isn't every bit as good or better than
from a large major publisher.

Your e-books also deserve a professionally
designed cover (you can use the same design
for e-books and hard or soft-cover books).

Hire a graphic designer experienced with books.
Of course, you should like and respect their work.
The task involves designing the front cover, spine
and back cover.

Tip: Make sure the typeface for the title is large
enough to be read, even in a postage stamp size.
This is important in your advertising. See my
product page at www.tednicholas.com for
examples.

5. Send out lots of review copies.

One of the best investments you can make is
your investment in review copies. If reviewers
write a review of your book (especially if they
love it!), you'll gain lots of sales. Plus, you
can quote their reviews in publicity for your
book.

I recommend sending at least 200 to 1000 copies
to reviewers.

A simple way to get reviewers' attention is to
pre-print your address on the envelope and also
the words "New Book--Review Copy." Plus,
you can save postage money by sending your
books via Bulk Rate.

6. Speak and grow rich.

If you can overcome the number one fear many
humans have of public speaking, you can
markedly increase your success and your income.
Don't worry. Most people have stage fright, so
you are not alone.

You can gain speaking opportunities quite easily
simply by having an interesting book subject as
well as title and speaking before groups free.

If people like your talk, many attendees will buy
your book.

Contact local business groups such as Rotary,
Kiwanis, Lions, Chamber of Commerce,
women's clubs, etc. Organizations are always
looking for interesting speakers like you.

If you make a commitment to yourself to speak
at every opportunity, you'll become a very
person in every way.

Speaking Tips:

-- Join Toastmasters. It's a great way to
improve speaking skills.

-- Don't stand behind a podium, as do 99% of
speakers. It is a psychological barrier. Remove
the podium or stand next to it. Move about the
stage.

-- Speak from your heart. People will listen and
be moved by your message.

-- Smile. Don't look so serious.

-- Prepare yourself well and you'll overcome
most of your stage fright.

-- Make eye contact with each person in the
room. (Don't look above the audience as do
many nervous speakers.)

7. Prepare an effective business card and talk
with people.

Nearly everyone passes out their business card.

But, in my view the biggest wasted marketing
opportunity you can ever have is to pass out a
typical business card. Most are dull, boring,
quickly forgotten and tossed.

If you do just two simple things your personal
success will dramatically improve.

1. Create a dynamic business card
2. Talk with people

To create a memorable business card that really
captures attention, be sure to take these steps:

-- Print on a glossy white card stock. Use no
other color.

-- Put a professional color photo of yourself
on the card. You thus will not be forgotten.

-- Create a personal USP for yourself and print
it under your name. Mine is "I teach people how
to turn words into money."

-- Don't waste the back of the card. Print on
the back the names of your leading products and
services.

-- Include your website, e-mail and street
address, telephone and fax numbers.

When traveling, or in any appropriate social or
business party, meeting or visit with any club
or group, people will almost always ask what
business or profession you are in. Undoubtedly,
you also do this yourself.

Never say you are, for example, an author, in the
publishing business. Or a lawyer, doctor,
retailer, etc. Instead, state your USP. Unless the
person to whom you are speaking is shy or
unassertive, he/she will inevitably ask questions
about your work.

I've sold a surprisingly large volume of books,
tapes and other products and services over the
years in everyday conversations in social or
business situations. So will you if you just talk
with people about your passion in life, which
should be reflected in your USP.

8. Send free books to radio and TV shows.

Contrary to popular belief, it's easy to get on
major TV and radio shows if you approach
them correctly. And it's a great way to sell
books.

The following simple technique has gotten me
hundreds of media appearances on national radio
and TV shows including Oprah Winfrey, Don
Imus, John Gambling, Regis Philben, Maury
Povich, Tom Snyder, etc. And don't neglect
regional or local shows, which can also be great
marketing opportunities. And many shows on
the radio can be done by telephone without
traveling or leaving your office.

An effective technique is to contact major
shows in this way. Send them 20 free copies
of your book. Include a letter, either from you
as the author, or a publicist. While you can
make the contact yourself, it's even more
effective if coming from your representative
as this is how the shows are normally approached.

The letter should also suggest that a copy be
given to their colleagues, receptionist, camera
people and other employees with a note from
you, the author, to this effect: "Once you read
my book, I guarantee that you'll want me on
your show!"

Remember. Be persistent. Be sure to follow up
the radio and TV stations and your bookings will
dramatically increase.

In my view, for so many reasons information
publishing is the world's best business. And
even if it's not your main business, information
products (especially as free gifts) have been
proven to increase the sales of any product or
service you now offer.

Isn't it about time you, too, became an
information publisher?

As always, here's to your increased success
margin.

Your correspondent,

Ted Nicholas

© Copyright 2006 Ted Nicholas