Wednesday, August 8, 2012
Take a moment to think
of the last time you watched a CSI, true crime, or some other crime
investigation television show. Did you note how many commercials for
insurance policies and home security systems are aired during these shows?
Aaaahhhh - those sneaky marketing monkeys are at it again - playing on
our emotions!
This week's field trip can be conducted in the comfort of your own home. In this assignment, we would like for you to watch television. No mindless TV watching here, though... specifically, we want you to pay close attention to the commercials.
You will need a pen and paper to do the following:
·
While watching your
favorite TV show, note the brands and types of products promoted in each
commercial (cereals, cosmetics, restaurants, services, etc.)
·
At the conclusion of
each commercial, quickly record any emotions or thoughts you may have felt
while watching the advertisement (were you happy, sad, amused, scared?)
·
When your program
resumes, note the most memorable commercial and specifically what made that ad
pop into your head first
It is important that you
conduct this exercise during your "favorite" TV show, because
commercials aired during this show are targeting YOU demographically. At
the conclusion of the show, think about ALL the commercials aired during your
show. Do you see any over arching trends or similarities with regards to
the types of commercials aired? Take a stab at producing a demographic profile
for your favorite show based solely on the commercials shown? (Age,
hobbies, lifestyle, income, etc.)
Now, think about your
books. Try to find ways to use the emotions expressed in your stories in
your marketing pieces. For example, if your stories focus on 'hearth and
home' are you using these images in your marketing collateral? If you book
includes a thrilling chase or fight scene, think about invoking the same
emotional energy in a book trailer. If you write edgy, contemporary
works, is your website 'edgy'?
Are you making emotional
connections to your readers in your marketing?
Field Trip#8 : Attention Grabbers
Wednesday, August 15, 2012
Paty Jager's guest post (03 August, 2012) onBlending Genres and Attracting Readers was a HUGE hit! Many thanks to
Paty for being so engaging with her comments! And many thanks to you,
dear reader, for your comments, too!
The first part of Paty's post, detailing how she set up her table for book signings, made us think about point-of-purchase (POP) displays.
In this week's field trip, we want you to observe and examine POP displays in a retail setting.
Visit your favorite clothing store and:
The first part of Paty's post, detailing how she set up her table for book signings, made us think about point-of-purchase (POP) displays.
In this week's field trip, we want you to observe and examine POP displays in a retail setting.
Visit your favorite clothing store and:
·
start
with the outside of the store and / or the store window displays - what
caught your eye first? What items (signs, mannequins, props) are
being used to draw you into the store?
·
Notice
the 'flow' of the outside / window display - how did your eyes take in the
information being presented?
·
once
you are inside the store, note the "in store" displays
(merchandising) - how are they positioned in the store? What messages are
being conveyed? (back to school, fall is coming, etc.)
·
note
the colors, images, and textures used to draw you 'in' to entice you to buy
products
When you are doing a book signing:
·
think
about how you can integrate what you've observed into your displays
·
how
will you use your PERSONA to convey the content of your books?
Also...
·
how
can you integrate some of these techniques into your website (online store)?
Find ways to GRAB your reader's attention, ENGAGE them, and
watch your sales bloom!
Friday, February 8, 2013
So, you finished your
book and sold it - hooray! With your release date in hand, you decide to
do a blog tour as part of your marketing activities. Still smiling with
the afterglow of a sale, you pause and think, "How in the heck do I do a
blog tour?"
In keeping with this month's theme of PULL marketing, today's workshop will focus on tips for designing a blog tour.
Tip #1: Know your readers. Who are your readers? Are they kite surfers, swimmers, and other water sports fanatics? Do they quilt and / or knit? Are they businessmen with an interest in international travel and thrilling adventures? How old are they? Where do they live? Why would they buy your book? Remember, you are trying to SELL your books by PULLing readers to your content. Understand your target audience (readers) and then seek them out in their natural habit - which brings us to....
Tip #2: Seek out blogs that cater to your readers. The common misconception about blog tours is that you have to hit as many blogs as you can in a relatively short period of time. This notion is only partially true. Yes, you want to connect with a variety of bloggers, BUT the blogs you choose should be blogs that attract YOUR readers. It really is a quality over quantity decision. One of our dear friends found herself posting on an erotica focused blog and she doesn't write erotica - in fact, she writes 'closed door', sweet romances - almost the exact opposite of erotica! Yes, erotica readers read MORE than just erotica...but when you have precious little time, focusing your efforts by getting the most 'bang for your buck' <pun intended> is the best use of your time. :D
Tip #3: Spread the love. You don't have to hit 20 blogs in one week, marketing is a marathon - not a sprint, sprinkle your blog posts out over time - some before, some on the release day, and plenty after release. In short: 1) Tell them (your readers) your book is coming, 2) Tell them your book is HERE (with buy links), 3) Remind them your book is released.
Tip #4: Manage your time well - don't overextend yourself. Question: How many blogs constitute a blog tour? Answer: What does your schedule permit? Consider designing a blog tour that spans six months or an entire year. It can be done, if you hit one or two blogs a month. Have prepared posts written ahead of time to balance your blog tour demands with the time you spend writing your NEXT book.
Tip #5: Use your network. Talk with your writing friends to see which blogs they've toured. What were their results? Which bloggers are easy to work with? Were they clear as to the content they wanted? Were they able to tell you when your content would post? Take heed of your network's advice, especially if they write similar books.
Tip #6: Visit the blogs, prior to dedicating your time and energy. Review how they present authors with introductions, pictures of them and their books, links to their website. Pull Marketing is the package and presentation of your book, while your persona engages your readers. Is your persona and voice compatible with the blogger's voice and content? Bloggers have an audience to attract and maintain, too. Do you really want to be the author who submitted bawdy humor to a conservative, Christian blogger?
Tip #7: Pay it forward - Thank each blogger, touch base with them at conferences, send them chocolates, reTweet their posts, etc. If you are nice and professional they will continue to promote you even after your blog tour is done - and you may be able to come back when your next book comes out. Remember you are working with people who are passionate enough to blog. People promote the people they like. Nurture this relationship, as you would nurture any customer relationship. In the end they are readers who buy books, too, and they have a ton of sway withtheir readers (who are also your potential readers).
If you are a pre-published author, start scoping out blogs for your future blog tour, now! Follow them. Load up your Google Reader with a variety of blogs - not just book blogs. Chat with the bloggers at conferences, buy them a drink.
In keeping with this month's theme of PULL marketing, today's workshop will focus on tips for designing a blog tour.
Tip #1: Know your readers. Who are your readers? Are they kite surfers, swimmers, and other water sports fanatics? Do they quilt and / or knit? Are they businessmen with an interest in international travel and thrilling adventures? How old are they? Where do they live? Why would they buy your book? Remember, you are trying to SELL your books by PULLing readers to your content. Understand your target audience (readers) and then seek them out in their natural habit - which brings us to....
Tip #2: Seek out blogs that cater to your readers. The common misconception about blog tours is that you have to hit as many blogs as you can in a relatively short period of time. This notion is only partially true. Yes, you want to connect with a variety of bloggers, BUT the blogs you choose should be blogs that attract YOUR readers. It really is a quality over quantity decision. One of our dear friends found herself posting on an erotica focused blog and she doesn't write erotica - in fact, she writes 'closed door', sweet romances - almost the exact opposite of erotica! Yes, erotica readers read MORE than just erotica...but when you have precious little time, focusing your efforts by getting the most 'bang for your buck' <pun intended> is the best use of your time. :D
Tip #3: Spread the love. You don't have to hit 20 blogs in one week, marketing is a marathon - not a sprint, sprinkle your blog posts out over time - some before, some on the release day, and plenty after release. In short: 1) Tell them (your readers) your book is coming, 2) Tell them your book is HERE (with buy links), 3) Remind them your book is released.
Tip #4: Manage your time well - don't overextend yourself. Question: How many blogs constitute a blog tour? Answer: What does your schedule permit? Consider designing a blog tour that spans six months or an entire year. It can be done, if you hit one or two blogs a month. Have prepared posts written ahead of time to balance your blog tour demands with the time you spend writing your NEXT book.
Tip #5: Use your network. Talk with your writing friends to see which blogs they've toured. What were their results? Which bloggers are easy to work with? Were they clear as to the content they wanted? Were they able to tell you when your content would post? Take heed of your network's advice, especially if they write similar books.
Tip #6: Visit the blogs, prior to dedicating your time and energy. Review how they present authors with introductions, pictures of them and their books, links to their website. Pull Marketing is the package and presentation of your book, while your persona engages your readers. Is your persona and voice compatible with the blogger's voice and content? Bloggers have an audience to attract and maintain, too. Do you really want to be the author who submitted bawdy humor to a conservative, Christian blogger?
Tip #7: Pay it forward - Thank each blogger, touch base with them at conferences, send them chocolates, reTweet their posts, etc. If you are nice and professional they will continue to promote you even after your blog tour is done - and you may be able to come back when your next book comes out. Remember you are working with people who are passionate enough to blog. People promote the people they like. Nurture this relationship, as you would nurture any customer relationship. In the end they are readers who buy books, too, and they have a ton of sway withtheir readers (who are also your potential readers).
If you are a pre-published author, start scoping out blogs for your future blog tour, now! Follow them. Load up your Google Reader with a variety of blogs - not just book blogs. Chat with the bloggers at conferences, buy them a drink.
Start building your blogger network, today.
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