Discover the Simple Science of Marketing
Yes, there’s an art to marketing. That comes later…after you learn the science…because first and foremost, marketing is a science.
Follow the Principles and You’ll Find That Pot of Gold
For many authors, live book signings and events are an exciting part of writing books. It’s a chance to celebrate the completion of a years-long effort, to interact with enthusiastic fans, or to introduce an audience to one’s writing. Although they can be fun, author events require plenty of legwork if they’re going to attract more people than your mom, your kids, and your BFF. The key to that success is based on two of the foundational scientific principles of marketing, and we’re going to explore those below.
Before we begin, please keep in mind that you are on your own…your success is in your hands. This is both a blessing and a curse. The fact is that we would all be delighted to show up at a bookstore to find the room packed with eager readers who heard about the event and raced over to attend. However, the harsh reality is that authors who hope to fill a room are going to have to do this on their own. When attendance is low, authors have the curse of only having themselves to blame…BUT they also have the blessing of knowing that they are in control of their own destiny…and that over time, through the application of the science of marketing, they CAN pack that room!
The only way to succeed is to fail. Isn’t that a strange statement? It is…but it shouldn’t be. It’s only strange to us, because we were never taught the truth about success.
“We were all taught in school that if you get it wrong then you’re going to fail. Well, that’s not how it works in marketing.” Edison failed many times trying to invent the lightbulb, but he never gave up. The same can apply to you if you believe in yourself and never give up.
Hence, marketing needs a foundation. Just like you wouldn’t build your house on sand, your marketing strategy must be concrete. Where does this foundation start? With what most authors forget, that their marketing must be cohesive and multifaceted.
Just as there’s a play of light on a diamond’s multifaceted surface, your marketing must shine from all of its angles. It must also be coherent and consistent.
How Do We Do That?
All four of your wheels need to keep moving for your car to function properly. Just as all four of the principles need equal attention for your marketing event to be a success. Just as we’ve discussed before, you’ve got four wheels on your marketing “vehicle:”
1. The front left wheel is your website.
2. The front right wheel is your social media.
3. Your rear left wheel is your in-person relations.
4. And your rear right wheel is your email list.
See, Hear, and Taste Success!
Let’s look at another scenario…
If you want your reader to easily see your work you create a killer website. Therefore, your website is a way for your readers to be able to look into your eyes. To see what you see. If you want them to get a sniff of what’s going on post it on social media. Then there’s the important role of making sure they can hear you. You do that by speaking right into their ear with in-person relationships.
Then you top it off so good that they can taste it. Yes, by keeping up that email list! To summarize, you wouldn’t want someone blocking your eyes and your ears while you’re trying to write. So, don’t block off or slack on any of your principles.
Review of Principles
1. Ask yourself what are you going to do on your website to promote your event that’s coming up?
2. What are you going to post in your social media?
3. Talk to everyone that you know and that are around you about your event.
4. Get their emails at events or through social media and make sure to invite them.
(Repeat and keep those wheels a turning!)