Book marketing

I’m beginnning to think that writing a book is the easy part. Publishing, distribution, and marketing is definitely work – and no end of work.

I’ve spent the past week registering at numerous on-line directories, and preparing and sending out press releases and review copies to an initial short list. The larger list should keep me occupied for the next decade or so!

Today I needed to get out of the office so visited all of the independent book stores in the greater Cleveland area. Result: 3 stores were out of business; 3 decision makers not it; 1 gave me a contract for a meet the local author session in June; 1 took a book for review; 3 bought books.

Considering the books just returned from the printer one week ago, I feel quite good having sold 10 books, including one through Amazon.com.

I’ll keep you informed as the project continues.

Will Limkemann

Marketing

Now that my book, The Successful Home Business Guide,  is at the printer, and will be ready in about two weeks, I’m now squarely in the marketing phase of the project. In my chapter on marketing I stress the importance of a written marketing plan, so I figured that I should practice what I preach! During the writing process I was constantly making notes and clipping articles relative to promoting the book. So yesterday I spent the better part of the day writing a comprehensive marketing plan – and I just know this will be a dynamic document that will continue to evolve. What a great process!

Here’s just a sample of the planned activities: writing sell sheets and other marketing material; press releases to local papers and key national publications; send books to appropriate reviewers; market to libraries; promote to local independent book stores; put the book in the Geniocity.com marketplace; contract with Amazon.com; speak at chambers of commerce and other groups. And the list goes on.

Writing a marketing plan really forces one to think through the whole marketing process. Each idea put on paper spurs a new idea and really locks in a strategy.

I’ll let you know in the future how this all works out.

Will Limkemann

Marketing

I’m constantly amazed in talking with business owners who are struggling to either grow the business, or just stay above water, that they do so little marketing. To them it seems like an unimportant activity that can be put off until they have some time to devote to it (which is never). Yet they complain that their sales are not at the level they want them to be.

I spoke with an older business owner whose sales had dropped dramatically during the past few years. He told me that sales always came from relationships he had built. He was over 80 years old and most of his contacts were by now retired or deceased. When I asked him about marketing, he said it was a waste of time and money. He had tried marketing about twenty years ago, and gave up on it after doing a single mailing of 200 postcards which garned only 4 replies (which, by most standards is an average mailing response). He said he would never try that again.

A more typical story is a business owner so engrossed in the day-to-day issues of the business that he or she does not take the time needed to form a marketing strategy. Their businesses run in cycles of fat and lean. When business is slim they go out and pound on doors to solicit new business. As soon as the business comes in the once again ignore any sales or marketing-realted activities.

How much smarter they would be, and how much more profitable their businesses would be, if they were to take the time to put together a strategy, develop a marketing plan, and execute the plan. They would develop a much more consistent revenue stream, and might even avoid cycles of hiring and layoffs perpetuated by up and down sales.

A Surprise

I opened the mail Saturday and found a wonderful surprise. In an envelope from a firm called DesignTech there was a twenty-five dollar VISA gift debit card, along with a note of appreciation. It seems that the firm landed a new client as a result of a posting I made on October 28 in which I wrote some complementary things about how well the firm has been building an addition to my daughter’s house.

Wow, what a pleasant surprise! And I’m not just talking about my getting a gift card.

No, the real surprise is how this firm stands out from so many others in their marketing and follow-up. Not only did they send a card with a lovely hand-written note, but the card was beautifully branded with their logo and photo of a kitchen they have installed. This indicated they have purchased a supply of these cards and use them regularly as thank-yous. Very creative. This small gesture and low cost made a large impact. I suspect this is but a piece of a much broader and creative marketing strategy in use by the firm.

What kinds of marketing innovation does your firm employ?

The Constant Entrepreneur: Advice for Running a Productive Business

Favorite Books

I am an avid reader and generally have one fiction and one business book going at a time. Here are some of my favorite business books that I recommend to business owners. To my knowledge all of these are in print and readily available at book stores or Amazon.com:

The E Myth Revisited by Michael E. Gerber. This is a quick read subtitled “Why Most Buisinesses Don’t Work and What to do About it”. It is packed with easy to understand advice on operating a small business.

Broken Windows - Broken Business by Michael Levine. Mr. Levine explains how the slightest flaw can dampen or ruin a customer’s experience and thus be detrimental to your business. A must read for retailers or any business that has a lot of direct customer contact.

Guerrilla Marketing by Jay Conrad Levinson. How often I have heard small business owners tell me that they know they should market, they just don’t know how to do it and can’t afford it. The answer to both these concerns is found in Guerrilla Marketing.

Get More Referrals Now! by  Bill Cates. One great marketing tactic, of course, if by getting referrals. This book explains the techniques of mastering the “skill” of getting referrals.

Questions That Sell by Paul Cherry. Selling is not about you or your product. Selling is about understanding what the customer wants. Paul Cherry explains how to gain that understanding through effective questions.

Stop Telling .. Start Leading! by Frank D. Kanu. A good book on leadership and team work. The subtitle is ” The Art of Managing People by Asking Questions”.    (Are you seeing a pattern here?)

These are just a few top selections from my library. I will most likely be sharing others in future blogs.

Will Limkemann
Limkemann Business Advisors
440-871-0976
www.neobizadvisor.com