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Author: David Farrow

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PR & Marketing Secrets for a Successful Book Launch

The 7 Absolute Musts to Boost Book Sales

Finally! You finished your book and it is ready to publish! You’ve spent months – possibly even years – perfecting this literary masterpiece and now that the hard work is over, it’s time to sit back and let the royalties roll in…

If only it were that simple.   

Whether you decided to self-publish or if you chose the traditional route, if you launch your book without a marketing plan, the truth is FAR fewer people will read it. With over 4000 books published each day in a growing crowd of competition, it takes careful planning and an action-oriented marketing strategy to get your book the attention it deserves. Even if your publishing company has its own marketing department, remember, no one will fight for your book as much as you will.

So now that the launch date is set (or almost set) what do you need to do?

Google provides an overwhelming list of book launch to-dos, but our team of book marketing experts whittled it down to the 7 ABSOLUTE MUSTS for a successful book launch. The following advice shows both self and traditionally published authors how to stand out from the crowd and get more eyes on their book.

1. Create a Launch & Marketing Plan:

Your launch plan is a blueprint to your entire book launch. It outlines what you need to do, when you need to do it, and the resources, people, and tools you will need to get it all done. A successful book launch begins with a marketing plan. (Luckily for you, the following list is everything you need for your marketing plan.)

2. Create a Media Kit:

When a journalist or reviewer asks about your book, you need to be prepared. The purpose of a media kit is to grab the attention of journalists and producers and make them want to write a review, article, or do an interview with you. The media kit should be a one-stop shop with all the information needed to get this done.  

The basic information you should include in your media kit is:

  • Contact Information: Your name, email address, phone number.

 

  • Book Facts: Website, release date, retail price, purchasing information.

 

  • Book Details & Author Info: Brief author bio, and a short book description or synopsis. (Remember, brevity is key. Your bio and the book synopsis should only be a few sentences each.)

 

  • Attention Grabbers: This is where you can get creative and really sell your book!  Why do people want to read it? Does it fill a void or respond to a current trend or need? Perhaps you want to include a bulleted list of interview talking points, or a few article headlines or pitch ideas. At the very least, include a few sentences describing the main reason to buy.

 

  • Reviews / Awards: What are people saying about your book? Has it won any awards or gotten positive feedback? The media should know! The review doesn’t have to come from a famous critic or top news outlet – but if you have one, that’s great! –  A positive Amazon or Facebook review works perfectly.

 

  • Images: One or two high resolution photos of the book cover and one author headshot.

 

  • Media Release/ Press Release: Almost all of the above items can be included in a media release or press release. A press release is formal in tone. It is written like a news story and includes information that is more factual than promotional. Even if you are not sending it out on the official wire (through a service like PRweb), there are specific style and formatting guidelines you should follow to ensure journalists can read your information quickly and easily. In contrast, Media releases are less formal and more visually appealing. They can be sent via email to media contacts and in our experience, these are the best way to get interviews and print placements.

There are a variety of different ways to organize the above information in a media kit.  Some authors make giant media kits filled with every document, pdf, and picture related to the book. Others include only the nitty gritty. We recommend organizing the information into 2 PDFs (one fact sheet and one media release) and several images.

3. Get your Social Media in Order:

You likely already have a personal profile on Facebook, but creating a public author page is also important. This tip might sound obvious, but because we see so many authors make this mistake, the case for public profiles had to be included in this list. So here it is:

In general, public pages have better tools for advertising and promotions and they have more capabilities and plug-ins which will give your fans (or anyone who views your page) a better experience. Pages give you the ability to add “call-to-action” or “buy-now” buttons, review pages, landing pages, and so much more. They provide in-depth statistics and insights into your fans’ behaviors so you can better target ads.

In addition to just looking more professional, Facebook pages are optimized so that people can find you more easily (and since many people today use Facebook like a search engine, this is important.)

4. Website and/or Sales Page:

You don’t need to be an internet wiz or spend a fortune hiring HTML coders, but a good landing page is crucial for book sales. Your website should include a compelling description of the book, photos, reviews, and information about you as the author. Above all, it should contain all purchasing information and links with a clear “call-to-action” to buy.

5. Get Book Reviews:

Reviews aren’t just important, they are vital. Reviews give books greater visibility and a greater chance of getting found by more readers. They provide social proof that your book is worth buying. Your reviews will go in your media kit, on Amazon, on your website, and more. You’ve probably received ringing endorsements from your friends and family – (and if you haven’t, or if you haven’t gotten them in writing, what are you waiting for?!)

Remember, the more people that read your book, the more reviews you will get. Send advanced copies of the book to everyone in your close network and ask them to review on Amazon, Facebook, or other social platforms. Even a positive feedback sent via email is great for your arsonal of endorsements.

Amazon and Facebook reviews are great. What’s even better? Reviews from trusted news sites or medias authorities. To get your book reviewed or featured by established media outlets, send advance copies of your book and media kit to book critics, bloggers, and review sites. If you don’t have access to a media list or database like Cision, you will have to do some Google research to find the right person to speak with. Also, be sure to include a personalized note explaining who you are and why you think they would be interested in your book.   

6. Get the Word Out – Media Attention:

Media attention is the best way to boost sales and get the word out about your book. Doing author interviews (radio, podcast, tv), writing a newspaper opinion piece, or getting quoted in a magazine will give you more credibility and social proof than anything else.

A compelling media pitch is key to landing these placements. Your pitch should outline why your story would be a great fit for their show (or magazine, news site, etc) and what their audience would gain from what you have to say. Remember, unless you are reaching out to the media with an explicit request for them to review the book, your pitch can’t sell the book too hard. (Pitches that are too promotional get sent to the sales department to buy ad space.)  Instead, your pitch should sell you and your message and they should be customized to fit to the outlet/contact that you’re pitching.

Once you have a killer pitch, make a media list of who to send it to (include outlets on both the local and national level.) Again, if you don’t have access to a media list or database like Cision you will have to do some Google research to find the right person to speak with (usually a journalist, editor or producer.)

7. Recruit a Launch Team:

When launching a book there is so much that needs to be done. The above list includes only the most important items and even this list is overwhelming! That’s why you need a launch team. Whether they are hired help or volunteers, your launch team will help you pull everything together (from soliciting reviews, booking interviews or media appearances, scheduling bookstore events, organizing the launch party, and promoting on social media…even just hearing you vent.) Recruit a few close friends and/or hire a professional to ensure things run smoothly and you make the most out of your big day.  Remember, behind every successful author is a great support team.

Have marketing questions?  Want to strategize? Need to vent?

Farrow Communications has got your back.

Call us at 866-949-6868 or click HERE to schedule a free strategy session.

Categories
Culture Growth Leadership Personal Development

The New Generation of Casual Dress in the Workplace

Take a look into any office today and there will be a noticeable difference in how employees are dressed compared to past decades. Dress code policies in companies today are, without a question, more casual as younger generations enter the workforce. This adds an element of having more leniency, which has been raising a lot of questions for business professionals, as well as those trying to navigate what is and is not appropriate in their workplace.

In the late 1900s, it was unacceptable to show up to work in anything besides a complete suit, ironed to perfection. For women, a business pantsuit or tailored dress with little to no color was the usual. More informal dress began as “casual Fridays” which was seen as a benefit for employees but also built moral between every employee in the office.

Today, we see companies like Google, who claims they have no dress code at all, and employees are free to wear sweatpants if they choose to do so. Many other big companies including Apple and Facebook, have made the switch to a casual dress code. This can include business casual, or even jeans and a generic shirt. Even Wall Street has made the switch to a more casual policy, one that would have never been acceptable in years prior. As technology continues to grow and change the way companies do business, it makes sense to be able to loosen up on the demands of everyday attire. So, what does this mean for our new generations entering the workforce? Are the dress code changes leading to a more lenient and lackadaisical work effort? As a business owner, it is important to assess and decide what type of dress code is effective for your company.

Will allowing employees to wear casual outfits hinder their performance and make them lazier? The opinions of this topic vary greatly and by generation.

There is a common belief that dressing up professionally puts employees into a working and proactive mindset. “You look good, you feel good” is a common phrase that explains that you will perform better and have a better work ethic when you are dressed to impress. Some professionals believe that what kind of work you are doing, depends as well. Assistant professor at Columbia Business School and Author of “The Cognitive Consequences of Formal Clothing” state that casual clothing makes workers think less abstractly and more concretely, useful for completing tasks focusing on details such as writing code or planning a product launch. He says that with a formal dress, workers feel more powerful and ready to tackle higher-level abstract thinking. When thinking of the bigger picture, dressing formally will increase productivity. The new generation has a different approach.

Millennials have grown up seeing Mark Zuckerberg, CEO of Facebook, in a casual t-shirt and jeans and believe this does in no way define your productivity or success. When asking some students at the Business Management building at the University at Buffalo, the overall consensus was that being comfortable leads to being more productive. Students say that when they are not in a stuffy suit, especially in the hot summer, they are more relaxed and can focus on their goals for work. For the women students at UB, comfortable shoe wear is key. “When I wasn’t forced to wear high heels that hurt my feet, I could focus so much better on the presentation I was giving and not how I looked and felt.”

Another benefit of casual dress in the work environment is that employees report that they feel like an important asset within their company. They feel that everyone in their office is a team and that they are not just a level in the hierarchy of their organization. This can lead to removing communication barriers between employees and higher managers within offices. Removing these barriers allows for a better flow of ideas, and can improve attitudes and performance. All these can positively affect the productivity and success of an organization.

On the flip side, casual policies may potentially have a negative effect on the performance of employees. If employees have a more relaxed mindset and laid-back attitude, this could hinder their motivation to complete projects and reach goals within their position. In strict work environments, serious attitudes are crucial in getting work done. There can also be negative effects, depending on the environment you work in. A family friend who I spoke to about this topic works as a funeral director. His opinion was that he feels he needs to always be dressed completely professional at all times. He works with clients and families going through a hard time on an everyday basis. To him and his other employees, proper dress code, including a suit and tie is required. If the dress code was different at his company, his business would be affected negatively. Generally, when working in an industry where you will be meeting with professionals or clients often, professional attire should be necessary. If you are mostly working online, or in an office, where you rarely work with clients or the general public, there can be less restrictions on how you dress.

There are many different opinions to the conversation of whether Millennials are becoming too casual, or if this is a new outlook that can lead to a better work environment for the next generations. It is important to access your clientele, audience and decide how conservative your company is. Decide on what company culture goals are for your brand and for your employees as well. Do employees want to not be distracted by uncomfortable clothing and can work diligently in casual attire? Or do they believe that dressing to impress is a good mentality where they need to look polished and professional at all times? Dress code defines your brand and message to your audience, and it is important to choose wisely what message you want to portray. Once you have reached this decision, it can positively impact your company and its long- term success!

Categories
Growth Leadership Personal Development

Need to Know Leadership Tips for 2019

ABOUT KARIN HURT & DAVID DYE:

Karin Hurt and David Dye are internationally recognized leadership and employee engagement experts, keynote leadership speakers, trainers, and the award-winning authors of Winning Well: A Manager s Guide to Getting Results Without Losing Your Soul.  The husband and wife team are the founders of Let’s Grow Leaders an international leadership development and consulting company located outside Washington D.C. Dye is a former executive and elected official with over two decades of experience leading teams, building organizations, and working with Boards of Directors to transform their effectiveness. A former Verizon Wireless executive, Hurt was named to Inc. Magazine’s list of great leadership speakers. Hurt and Dye are on a mission to  help leaders across industries increase their influence, solve common leadership frustrations, and improve productivity through practical leadership inspiration.

For more information, visit: http://letsgrowleaders.com

Categories
Best Practices Entrepreneurship Leadership Marketing Personal Development Sales

Brains Behind the Best and Worst Marketing Campaigns of 2018

Some people think there’s no such thing as bad publicity, but in the world of PR, getting your message right the first time is crucial. If you take it too far and the message doesn’t resonate with your audience, your business and reputation could be on the line. Adversely, if you do something right, you could gain a lot more customers, garner more social network interactions, and even see a rapid increase in sales. This week on my brain health and memory improvement site brainhackers.com, we compiled a list of some of the Best & Worst PR/Marketing Campaigns from this past year.

Here is the latest post from my very talented staff member: 

http://brainhackers.com/brains-behind-the-best-worst-marketing-campaigns-of-2018/

 

 

Categories
Entrepreneurship Marketing Personal Development

This Entrepreneur Saw the Glass Half Full and Perfected his Product into the Perfect Holiday Gift!

Perfectly chilled beverages, no more shattered glass, and a solution for every can size!

BrüMate, The Dehydration Company:

On a mission to put an end to boring drinkware, one sip at a time. Hate warm beer? Can’t stand warm wine? They have a solution for everyone.

“There is no better feeling of accomplishment than taking an idea on pen and paper and creating something great from it. That is my passion,” says Jacob. 

REDUCE YOUR CARBON FOOTPRINT

KEEP YOUR DRINKS AT THE PERFECT TEMPERATURE

WORKS WITH HOT OR COLD BEVERAGES

PERFECT FOR ANY OCCASION

Brumation is a term used for the hibernation-like state that cold-blooded animals utilize during very cold weather. On the other end of the spectrum is a state known as aestivation, which like brumation, provides a way for reptiles to handle temperature extremes.

Check out the interview here: http://brainhackers.com/the-brains-behind-it-dylan-jacob-brumate/ 

Categories
Best Practices Growth Leadership Personal Development

Small Businesses are the Heartbeat of Our Neighborhood

Get Your Walking Shoes Ready! 

On Saturday, November 24th we have an opportunity to pay it forward, celebrating small businesses and all they do for the community. Created by American Express in 2010, Small Business Saturday showcases the importance of shopping and dining local, which fuels the economy as a whole. Small Business Saturday is the analogue to Black Friday and Cyber Monday which spotlight big retailers and e-commerce outlets. Small business is defined as privately owned corporations, partnerships, or sole proprietorships that have fewer employees and/or less annual revenue than a regular-sized business or corporation. , during one of the busiest shopping periods of the year.
According to the US Small Business Administration, there are nearly 30 million small businesses in the United States employing 47.8 percent of US workers, all of which have a big impact on the US economy. Small businesses create jobs, drive innovation, and give cash, time or goods to support local nonprofits or other community groups. They also provide opportunities for entrepreneurs to achieve financial success and independence, and often adapt quickly and creatively to changes in the economy.
A surge of national and local initiatives have increased the popularity of Small Business Saturday with 88 million consumers shopping small last year, up 14.9 percent from 2013, spending $14.3 billion at local and independent businesses. In a world where much of human interaction is through a digital platform, it is vital to experience personalized service and create relationships. Small Business Saturday helps keep the little guy in the public’s mind.
Small business owners are key to a thriving and developing community and it’s no secret that small businesses are BIG business. Thanks to their unique character and charm, attention to detail, and one-of-a-kind personas, small businesses make a profound impact on our communities and neighborhoods. Putting small businesses center stage on this day is the least we can do as customers for businesses and the people that work within them who do so much for us year round.
Categories
Entrepreneurship Leadership Marketing Personal Development

Business and Marketing Secrets from the Founder of Indiegogo

Watch the full video, The Brains Behind It Ep 16, now!

About David Mandelbrot

David Mandelbrot became the CEO of Indiegogo in early 2016 after spending over two years as COO and SVP of Operations at the company.

Indiegogo is one of the world’s largest crowding funding sites, raising more than $950-million for projects in more than 223 countries and territories. Indiegogo assists in the crowdfunding campaigns through the whole product cycle — not just the fundraising, but also with the marketing, manufacture and retail, and that’s only possible through our strategic business partners.

“Indiegogo is a launchpad for entrepreneurial and creative ideas of every shape and size. There is no better place to validate, fund and launch your product. Hundreds of millions of dollars are raised each year on Indiegogo to enable entrepreneurs and creators to take their ideas from concept to launch.”

Categories
Entrepreneurship Health and Wellness

National Entrepreneurs Day- Taking a Deeper Look into the Brain of an Entrepreneur

Entrepreneurs are the foundation of our country and society. Unfortunately for the first time in a while, there are fewer businesses starting than are dying. We want to help aspiring entrepreneurs succeed, so in honor of National Entrepreneurs Day on November 20th, we have decided to take a deeper look into the hard wiring of an entrepreneur’s brain.

A question many people wonder is “are entrepreneur’s brains wired differently than an average person’s brain?” Many people have referred to the concept of people using their left and right brain when they are trying to solve a problem. Some studies suggest that the entrepreneur’s brain uses the right side, which is considered the creative side, while others use the left side that is used more for logical thinking.

Why would an entrepreneur approach a situation differently? What makes them solve this problem differently? How did they know to make that connection? Dopamine is a chemical that provides the brain with creativity, and the interest in seeking out to discover and achieve new goals. Dopamine is released into the brain when you make a new connection that can enrich your future or create a new opportunity for you. The difference between an entrepreneur’s brain releasing dopamine and the average brain releasing it is recognition on when and why it was released.

They say an entrepreneur will look at the same type of information as an average person, but will see something very different which allows them to approach life with a completely different view. An entrepreneur has the ability to recognize new opportunities without the doubt; this is due to the recognition of their high active dopamine levels. Once the average brain begins to identify the activity levels of their dopamine systems, they will begin to see an increase in thinking, creating and achieving new things.

From the wheel to the commercial jet, and the taco to the microchip, radical inventions by brilliant minds have shaped the way we live today, along with our future. Since its inauguration in 2010, National Entrepreneur’s Day is an annual event that honors those men and women who have built an empire from absolutely nothing, most of them becoming rather wealthy in the process as well. Supporters of National Entrepreneurs’ Day started a campaign for the holiday official through legislation. It is informally celebrated every year on the third Tuesday in Nov.

Categories
Best Practices Marketing Personal Development

The Evolution and Growth of PR

Without the official label, Public Relations has dated back to the late 1800’s when people would strategically place stories in the media through smaller channels such as weekly newspapers to promote an event or occurrence. Although not the modern use of PR we know today, it had the same basics that we hope to accomplish: using interpersonal communication, literature, public events and art to persuade other individuals to believe in our client’s services and/or programs. But since the invention of the internet, PR has changed dramatically. The acceleration in technological advancements, rapid media development and other related elements have allowed PR to evolve tremendously just in the last decade. PR practitioners were faxing pitches, today they’re tweeting pitches and emailing virtual press kits. In order to look ahead, we need to look back.

Here is an awesome infographic from Inkhouse that shows how things have changed, and what will always remain.

Categories
Best Practices Entrepreneurship Marketing Personal Development

11 (Pain Free) Marketing Tips for Business

Marketing, yuck!  The daunting task of selling your products, your services, your brand…yourself.  You went into business not because you are a natural sales person but because you are good in your specific industry.  The sad reality is that in order to be a successful entrepreneur, you must also be a successful marketer.  You may have the best business in the world but it means nothing if no one has heard of it.  If the idea of sales makes you shudder, read these pain free tips for marketing your business.

  1. Start Posting More on Social Media

Want to get some buzz on your page? Posting updates, links, photos, and retweeting is the best way to organically generate interest on your page. If you are having trouble coming up with ideas, do some market research and look at what your competitors post on their social media pages. A few posts a week is a good start.

  1. Join Relevant Facebook & LinkedIn Groups

Joining groups on social media introduces you to new people and helps you target potential customers. Use LinkedIn’s search function to find the groups most relevant to you. People often use groups to pose questions or ask for advice. This is where you can demonstrate your skills and expertise but don’t be too salesy. Remember, you want to add value and help people, but you must also be patient. If you provide solutions to people on a regular basis, you will be top of mind and they will look to you for advice in the future.

  1. Start a Blog

According to Entrepreneur, a blog is a place where you find your customers, feed them information, and position your value. You have a lot of knowledge that could help people. Write about your business, your customers, and frequent problems customers have that you can shed light on. Think about the kinds of things your customers would want to read or that they would look up and create posts on those topics.

  1. Write a Guest Post on Another Blog

Don’t have the time to make your own blog?  Submit a guest article on someone else’s blog. Many bloggers accept guest content so just email them and ask. (For example, http://brainhackers.com/contributorguidelines/ looks for contributing writers all the time!) Find a blog with an audience similar to the demographic you are looking for. Make sure that the host blogger includes a link to your company website in the post. This is called a “back link” which over time this improves your SEO (search engine optimization.) The more places your website link is posted, the easier it is for people to find you via Google, Yahoo, Bing, and other search engines.

 

  1. YouTube Ads

Running YouTube ads is a great way to get your message in front of a target audience and it may also help your SEO. (Google owns YouTube, so these videos are often ranked high in the search algorithm.) Google makes it incredibly easy to set up and monitor ads. For more info check HERE.

  1. Be a Guest on a Podcast

Much like writing a guest blog post, this will you get your message in front of a new group people and will only take an hour out of your day. How do you become a guest on a podcast? Simply contact the host and ask. Do NOT be overly salesy with the podcast host because you will be offered paid ad space instead of a free guest spot.  Rather than selling them on your product or service, sell the information and value you will provide to their audience.

  1. Optimize your Site for SEO

Does your website show up on the first page of a Google search…or the tenth? Did you know there are often simple things you can do to improve your ranking? For example. some things that affect your website SEO are the quantity and quality of photos used, the titles and descriptions of your pages, the way the pages are categorized, etc. Not sure where to begin?  Check out this article in Forbes for some tips to improve the SEO of your business.

  1. Create A Yelp Listing

Many businesses grow through word-of-mouth marketing and Yelp is the digital version of this. Customers turn to Yelp more than any other site to make buying decisions so it should be an essential part of your online portfolio. First check to see if you are already on Yelp. (The platform pulls information from different places so you may be without realizing it.) For more information on how to optimize and manage your Yelp listing click HERE.

  1. Offer a Free Giveaway

Everyone loves free stuff. This is a great way to get customers familiar with your brand. It can also help you build a mailing list of contacts. Offer a free download on your website (like a tip sheet or a report) that you must opt in to receive. Discount your service on Groupon and post on Facebook about the sale.

  1. Get Press

Getting your name to appear in the media raises brand awareness and it also builds credibility. Unlike advertising which immediately puts people on the defense (no one likes to be “sold”) earned media frames you as an expert and allows you talk about your brand in a discreet way that is much more effective for making sales and building brand advocates. Check HARO for media requests, send an opinion editorial piece to publications, or you can outsource the work to a professional PR team.

  1. Host a Webinar

Webinars are a way to build trust with customers/leads and help you demonstrate your expertise. Your webinar should provide useful information around your subject area. For ideas, you can look at what other people in your industry have done in the past. (Yes, someone has done a webinar on your topic, and if you search you will find it.)