Local Leverage

“Use the power of your community—and the people you know—to gain momentum…It’s often easier to gain traction that way, and encourage word of mouth to ripple further out as a stepping-stone to the more difficult PR wins.”-Jane Friedman

Trying to go too big too soon will only burn you out and burn through your cash. If you focus on successfully marketing yourself within the local community, it is likely that the outside community will eventually take notice and big attention will follow. Start with what you know and who you know and your marketing will be more successful. Here are some questions that Jane Friedman advises you ask before starting your promotions:

● Who will be the easiest group to convince to read or buy this book?

● What events, organizations, or businesses exist (regionally or nationally) that focus on my target demographic?

● What local or regional media outlets regularly cover authors? What does that coverage look like or what is it sparked by?

● What local or regional venues (aside from bookstores) regularly feature authors or books?

I feel that libraries are a great answer and option for this last question. One way you can begin marketing yourself locally is to link up with your county libraries. Libraries are attempting to change the way they are perceived and it is working. They are no longer just a place to check out free books. They are a place of reading events, author signings, exercise classes, study hall, movie nights, concerts, family activities and more.

Marketing doesn’t have to be hard or stressful. Think small and think easy. This concept may seem counter intuitive, but in the author world it’s definitely not.


Mindset of the Marketer

“Selfish marketing doesn’t last.” -Seth Godin

This article is one of the most inspiring I’ve read in regard to marketing and made me think of marketing in a whole new light. Too often the mindset of the marketer is “How is this going to help me succeed, make money, get noticed?” If you are constantly only thinking of yourself and not how your marketing is going to benefit your target audience, then your target audience isn’t going to care. They will unfollow you, unfriend you, and stop buying your product. “How can I help others and what do I want to accomplish?”, should be the mindset of every marketer and every business person. With this mindset your products and the marketing used to promote those products, will be more successful and more enriching.

Seth Godin states, “Sometimes there’s an overlap between your selfish needs and hers [the consumer], but you can save everyone a lot of time and hassle if you begin and end with a focus on being of service.”

The only way your marketing will last long term is if you adopt this new way of thinking. So before every post, every video, every ad, every new book, think “how is this going to help others?”