We had another great show titled This Book Will Make You Money with special guest Jim Kukral, an expert on web marketing.
To kick things off, we consulted Search Engine Marketing Expert Susan Gilbert for a tip.
Susan discussed one of the drawbacks of the live “group” chat in Facebook. Although it’s an interesting and potentially useful feature, it can have drawbacks. For instance, after Susan was invited to join chat groups her Facebook mailbox was initially overwhelmed with a flood of emails. First, there were the invitations to join group chats, followed by a wave people responding to the invitation and then emails from people who felt they were being spammed and wanted to be removed from the list.
There are video instructions for removing yourself from such groups, and Susan has created a post on her blog that includes an update, a link to a Wired article on the live group chat, and instructions on how to get off the list if you’ve been invited.
For additional resources and tips check Susan Gilbert’s website, www.susangilbert.com.
For over 15-years, Jim Kukral has helped small businesses and large companies like FedEx, Sherwin Williams, Ernst & Young and Progressive Auto Insurance understand how to find success on the Web. Jim is the author of the book, “Attention! This Book Will Make You Money,” as well as a professional speaker, blogger and Web business consultant. Find out more by visiting www.JimKukral.com. You can also follow Jim on Twitter http://twitter.com/JimKukral.
This Book Will Make You Money is a tactical book to help businesses and brands learn how to get attention – the book uses case studies to show how it can be done.
When it comes to marketing, Jim says stunts do work – but you have to take it to the second level – and once you get some attention you have to work to maintain it.
Perhaps one of the best examples of stunt marketing is Matthew Lesko, the author of reference books who is also known as “the question mark guy” thanks to his trademark suit embellished with the punctuation mark. If you’re not doing something memorable you’re in the middle (and forgettable), Jim says.
Consistency is key
Marketing also requires a commitment and consistency – you have to keep marketing until you get a lead, a sales or publicity, he says.
Not everyone is born a marketer, but what Jim is seeing now is a shift where everyone realizes they have to learn to be a marketer for their product, their service, their book – everyone has to be a marketer. “Authors, your book and your brand is a business, and the biggest mistake you make is not to treat it as a business and to build your brand,” he says.
Sometimes the best marketing move is to simply make a decision and stick with it. Ego can make marketers lose money, says Jim; for instance, if you worry too much about what others think.
A good publishing example involves the book Skinny Bitch. Some people felt that the title was too negative and might turn people off, but the authors weren’t afraid to go with it. The book became a bestseller, and co-authors Rory Freedman and Kim Barnouin have appeared on a variety of TV shows and been interviewed by numerous publications.
It’s OK to fail
When authors become marketers they have to realize that their efforts will take time. They can’t do something once and write it off, they have to be willing to learn, Jim says.
Marketers have to learn how to fail, and if they fail, they must try again.
What makes marketing work? Anything that creates an emotional incentive. Whether it’s negativity or humor, if you can create emotion you can get a reaction: inspire, scare, amuse, and they will buy.
Make people feel something, an emotion: make them laugh, cry, get angry. Then get them on your email list or to attend an event, and then you will find that buyers will come and react. “You want buyers, customers may or may not buy. Buyers buy – so create a notion and the buyers will come,” he says.
Upcoming Episodes – Please join us Nov. 16 for Getting Your Book into Bookstores, http://www.blogtalkradio.com/thepublishinginsiders/2010/11/17/getting-your-book-into-bookstores.
With the holidays around the corner, learn the insider’s tips to getting your book on the shelves with special guest Elaine Wilkes.
- Attention! Jim Kukral Knows Customer Evangelists Rule (successful-blog.com)
- Are You Thinking Like Google? (seobook.com)
- Universal Truth Of Selling On The Web: Easy & Simple Wins (seobook.com)
Books let us into their souls and lay open to us the secrets of our own. ~William Hazlitt