Here are a few book marketing tips that I had learned while watching TV commercials. I share a great quote from a TV commercial, and then I comment on how that insight applies to marketing books.
You’re free to be and do what you choose. (Always pads) — It’s your choice how successful your books are.
In a world of technology, people make the difference. (Ameritech) — Publishing is a people business. If you treat your customers right, they will come back to buy more. Also nurture your key contacts. They are the source of most of your business.
Touch them with tenderness, and you will give them love. Touch them with love, and you will give them the world. Touch their todays, and you will touch their tomorrows. (Johnson & Johnson) — To build word of mouth for your book, you need to touch people’s hearts, or minds, or inner souls.
The freshest ideas are right under your nose. (Bounce fabric softener) — Most of your best book ideas and marketing ideas can be found right under your nose. Look around.
It’s time to kick back and have some fun. (Cadillac DeVille) — Every once in a while, you need to kick back and relax. Step back, re—evaluate, and reinvigorate your marketing plans.
Part of setting a goal is finding a way to reach it. (Charles Schwab) — You have to create a marketing plan (a way to reach your goal) or your goal is simply a pipe dream.
Finish what you’re doing. (Chevrolet) — The key rule of publicity is follow up. You’re not finished with your media campaign until you’ve done your follow-up.
Relationships can be a gamble. (Clairol Loving Care) — When entering a relationship with a new distributor or special market, be sure to check them out. Be cautious.
Take time to enjoy the magic. (Disney) — But take time to enjoy everything else as well. Otherwise, what’s all the fuss about?
It’s amazing what happens when you change everything. (Dodge Intrepid) — If nothing’s working, change everything. See what happens.
We’re all looking for stories with a happy ending. (Ford) — People like to read about people. They like stories. Make sure all your nonfiction books contain lots of examples and stories. They make the book more interesting. Also write your press releases so they also tell a story.
Simple is good. (Kellogg’s Corn Flakes) — Keep things simple. It rarely pays to complicate things.
The world is calling. Answer it. (Lexus) — Remember: The world needs what you have to offer. Don’t do a disservice to it by not doing your job. Answer the call.
It’s the simple things that make life so rich. (Milkfuls candy) — Simple is good. Enjoy.
We all have everyday needs. (One-a-Day Vitamins) — Meet their needs, and you will sell books. Meet their wants, and you will sell more.
Love doesn’t come in a box. (PetSmart stores) — But it sometimes comes in a book.
Rules to live by: Make waves. Blow your own horn. Have your cake and eat it too. (Pontiac Sunfire) — Don’t expect someone else to blow your horn. You’ll have to take charge yourself.
If you hesitate, you could miss your chance. (Powerball Lottery) — Don’t hesitate when opportunities come your way. But, at the same time, don’t treat your business like a lottery.
Show them where your heart’s at. (Sears) — When writing a book, be sure to let people see your heart in your writing. That makes your writing live. And that’s what creates word-of-mouth.
Be ready for the unexpected. (State Farm Insurance) — Always have contingency plans just in case all your best—laid plans go astray.
When you find the destiny to which you were born, all you need to bring with you is your honor, your courage, and your commitment. (U.S. Navy) — The best publishers hold true to their vision.
Some people have shrinks. Some people have garages. (Valvoline oil) — And every need is legitimate. Every book has class.