book promotion

Isn’t it obvious to sell your published work to YOUR audience? Maybe not. Here is a great example.

Promote your book with relevance, enticing media and ease of purchase.

Promote your book with relevance, enticing media and ease of purchase.

Today I clicked through to an article in AdAge Online to learn more about Bing! and it’s reach into Google’s turf. First, it’s important that I share the path that got me here. It makes good marketing and sales sense to look at this path and think about how you can sell your publications to YOUR audience.

  1. Scanned IAB Smart Brief email newsletter. In the Marketing Trends and Research section, I found the article from AdAge titled Bing’s emergence could alter the SEO landscape.
  2. Intrigued, I clicked through read the article and saw the video posting next to the article appearing just as you see it above.
  3. Again, intrigued, I clicked to watch the video by Bob Garfield’s new book, The Chaos Scenario
  4. After watching the video, I clicked to the url linked in the video and landed on Bob Garfield’s blog, which included information on his book, relevant blog postings, the video, and a few sample chapters.

While I did not buy the book at that time, I did forward the information to a few colleagues who expressed interest in the book. And I will make a purchase after completing a few other books in my queue.

A few effective points to consider:

  • I found this while intending to read about something else that was relevant (the online marketing article on search).
  • The video described the contents of the book in a way that related to my thoughts on the subject the author is writing about.
  • In the video ad, were two other tabs. A link to learn more about the book and a link to purchase right away.
  • The video also included a link that was spelled out so you could click or type and land on the author’s blog and learn even more before considering a purchase. The video ad was produced by a company called Creo Productions

So, think about what you can do to to promote and sell your book to YOUR audience, using this model. And remember, these are only a few tactics to consider amongst many. See my earlier post on “6 effective tactics you can do to promote your book online.

  1. Promote your book in your blog, so it can be marketed and sold.
  2. Consider paid advertising with rich media (which shows a higher response) placed in contextually relevant publications adjacent to articles that include relevant search terms. (NOTE – to find your relevant search terms, try Google’s Keyword Tool.)
  3. When you post a new blog post, post a tweet about it.
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6 effective tactics you can do now, to promote your book online.

I am often asked how to get the word out on a new book or publication. Working with a good public relations consultant or agency exposes you to opportunities you may not have considered. But if you just need a jump-start and are able to commit some resources to for some D.I.Y. (do it yourself) efforts, then here are 6 effective tactics you can implement that will get the word out!

  1. Write a press release that describes your book in a way that is interesting to your audience.  It should be newsworthy and not promotional. Consider the point of view of a journalist to place your story and not that of a customer you are selling to. Here is a link to a site that offers help with submitting press releases: In your release, make sure that you have a paragraph about your company with a contact name and contact info. A picture of the book cover and of you, the author is helpful too.
  2. Get exposure from industry-relevant online newsletters and news groups. Contact the publisher or group manager to see if you can submit your book for a review or a news posting. You can also submit your book excerpts or blog postings to relevant newsletters so they can offer useful information to their audience while you promote your book.
  3. Promote your book on Amazon.
  4. Get testimonials you can publish. Get people you know to read your book and ask for quotes that express their opinion of the book. Ask permission to use the quotes and include how you’d like to list their name. For example: Lisa D., Denver, CO, or Lisa Diaz of iDiaz Marketing, etc. Get permission that you can record in writing. Email should be o.k.
  5. Publish book excerpts in your blog with a link to purchase your book. A picture of the book cover with an embedded hyperlink attracts attention. Don’t forget to embed descriptive text into your image so it’s searchable!
  6. Tweet a sentence about your article in your blog that links to your blog post. Use searchable terms in your tweet so you appear in relevant searches.
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