Tag Archives: media marketing

WIIFM

Today was spent working with a client on the east coast who has finished writing his book. It’s ready to go for final edit. We worked on his book promotion/media strategy.

Here are some of the things we completed you might also find valuable:

  • Complete a great media kit
  • Polish up your bio
  • Write 3 media releases, each from a different angle.
  • MOST IMPORTANTLY, find what’s in your book that will DO Something for the reader; solve a problem the reader is having.

Finding the benefits to your book might seem like a pretty simple task, but touting that “It’s a great read!” won’t get you very far. To determine what your book will do for your reader, you’ll have to dig deep, sometimes deeper than you thought. Especially if your book is fiction, this task of finding benefits will require some serious brainstorming. The key here is, be different. If you have a diet book, don’t offer the same benefits a million other books do: you’ll lose weight. Instead, offer a benefit that is decidedly different than anything that’s out there.

If you think you can’t find a different approach, go back to the beginning. Why did you write your book? It must solve a problem you could not find solved in the books already written.

Or, try to couch a similar benefit in a different way.

At the end of the day, it’s all about the WIIFM factor: what’s in it for me? If your reader likes what’s in it for them, they’ll buy your book.  Make sure your audience finds the answers to THEIR needs within your book and all of your interviews. If they stop hearing about them and their needs they will drift away and you will lose them.

Be sure to keep the WIIFM foremost in your mind as you write your media release and all your sales materials.

People only care what your book will DO FOR THEM.

The idea of not selling your book also holds true when you’re doing an interview. Never, ever answer an interviewer’s question with: “You’ll find it in my book.” If you’re the author, of course the answer is in your book.

The uniqueness of your benefits can also directly relate to each particular audience. For example, if you have different levels of readers or readers from different backgrounds, it’s a good idea to work up a set of benefits for each of them. Then any interview you do (or speaking engagement) will offer benefits with that audience in mind as opposed to a more generic form of, “Here’s what my book can do for you!”

Creating a list of benefits for your book can aid your campaign in a number of ways: first, it’ll help you get away from a more “salesy” type of approach, and second, it will help you create the tip sheets that can add substance to your media kit.

BONUS TIP:  When you are preparing for your interviews, speak to your audience as if you are speaking directly to one person at a time.  Don’t try to speak to the whole audience…make your answers specific to one person’s needs.

BONUS TIP:  If you’re working on the benefit angle of your book early enough, you can incorporate these into the back copy of your book.

The point is, never, ever sell your book. Be a step ahead of the competition and sell what your book can do for the reader, and let them know why it’s better than the competition.

In the end, that’s all anyone will care about.

Marcia Reece, the inventor of Sidewalk Chalk, is the #1 Bestselling author of Secrets of the Marriage Mouse and The Ultimate Online Media Directory. She serves as the founder of Aspen Support Group. Her latest book is available on her website at www.marciareece.com or on Amazon.com

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Tell the Fed Ex Man Good Bye

We all spend so much money sending out copies of our work via Federal Express. Sending out books for customers, reviewers, and FOF’s gets really expensive.

Let’s all plan ahead and send our books fourth class, or media rate. There’s really no advantage to using overnight services unless we are specifically requested to do so. If it absolutely has to be there overnight, but most times it doesn’t.

Sending via fed ex doesn’t impress like it used to. Back when I was a toy manufacturer, I remember sending samples to my “Big Buyers” via fed ex, UPS red label, and mail. I wanted to make sure they got the samples.

Have stamps made to look like the cover of your book. If you email me, I will give you two great resources I’m happy to share with you.

My printer made Marriage Mouse stickers that were made from the art on the cover of Secrets of the Marriage Mouse and I use those on the outside of the package.

If it’s holiday time, I gift wrap my book in holiday appropriate wrapping paper. I’ve had a few comments on how the recipient enjoys unwrapping their gift.

With some creative thought you can make sure your recipient opens what you send them – without breaking the bank paying for fed ex fees.

What’s the most creative way you can think to send your materials? Share and let’s have some fun being creative.

Marcia Reece, the inventor of Sidewalk Chalk, is the #1 Bestselling author of Secrets of the Marriage Mouse and The Ultimate Online Media Directory. She serves as the founder of Aspen Support Group. Her latest book is available on her website at www.marciareece.com or on Amazon.com

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What Does Marketing Mean to You?

Yesterday I had the privilege to be the speaker for the Denver Literary Ladies. Such a fantastic group of writers, editors, and researchers. I am always re-invigorated around groups such as this.

One point in my presentation I wanted to share was the meaning of the word marketing. No matter where I speak, I hear groans when I begin to talk about marketing and marketing efforts…until I ask the audience to think of marketing as a different word. Marketing equals S A L E S.

It’s that simple. If your business is not marketing effectively, you will not have increasing sales.

Try it on for size and see the difference marketing makes in your sales.

Off to downtown Westin for another fabulous author event. I am truly blessed.

What has been your single greatest marketing success?  Mine has been the companion workbook I wrote for Secrets of the Marriage Mouse. Giving that workbook away free with purchase has grown my book sales through the roof.

Marcia Reece is the #1 Bestselling author of Secrets of the Marriage Mouse and The Ultimate Online Media Directory. She serves as the founder of Aspen Support Group. Her latest book is available on her website at www.marciareece.com or on Amazon.com.

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How Did You Get Involved in Social Media

Yesterday I was asked how I became involved with social media. Here’s my reply…

I am a novice in this world. I am a grandmother of 5 and I don’t want to be left in the dust.

So I am learning and I’m making a lot of mistakes BUT I’m also making some forward progress. Like I’m still learning when to hit the return key and when to let a paragraph just run on so as to not create two separate posts.

Two years ago I wrote a book which became a #1 best seller not because it was brilliantly written, but because I understand traditional marketing. I found traditional marketing would only take book sales so far. I needed to learn about Social Media.

Now I find if I want to keep growing and offering my very best to my clients, I needed to jump right into the “new way of marketing”. It’s fabulous. Challenging; you bet! But it’s great how this works!

I write a blog: it was just a few short weeks ago that I learned from savvy Debra Jason to use the marciaok. (dot) not the marciaok@ (at sign) when directing folks to my blog. Otherwise, they get sent to an email screen.

See it’s a big learning curve for me, but I’m Up For The Challenge!! See you at the top!!

How did you get involved??

Marcia Reece is the #1 Bestselling author of Secrets of the Marriage Mouse and The Ultimate Online Media Directory. She serves as the founder of Aspen Support Group. Her latest book is available on her website at www.marciareece.com or on Amazon.com.

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Social Media is a Waste of TIME!! NO, Its Not!!!!

Are there benefits to social media?

How are those benefits measured?

What are the big mistakes we make?

why? Why? WHY? do this crap at all?

Social media has changed the way businesses communicate with consumers; and the way we communicate with each other. Mobile devices are used far more for social media than for actual phone calls.

Potential clients find all the information they need with just the click of a mouse. Creating a social media presence for you and your business allows you to connect with consumers in a more personal way than ever before. You can meet them on their terms and in the location they feel most comfortable spending time.

It’s not going to go away; it’s only going to evolve.

What’s been your best experience with Social Media? And what has been your worst?

How do you see social media in the next 10 years?

The A-Team and Social Media for Business and Brainstorming. I hope each of you will comment on this and share with your groups. Let’s find out what everyone else is struggling as well as where everyone is having their successes. I know we can learn from both areas.

My biggest area I work on is social media etiquette. I have made several mistakes in this area and have vowed to read more, learn more, and interact more with those who do it right. I struggle to remember to attach tags and use categories.  I even have a yellow post it note check list by my computer to help me.

It’s hard to always remember to use my keywords for SEO.

“Grandma of 5 in Colorado” feeling a bit like a dinosaur but determined to learn!!!

Marcia Reece is the #1 Bestselling author of Secrets of the Marriage Mouse and The Ultimate Online Media Directory. She serves as the founder of Aspen Support Group. Her latest book is available on her website at www.marciareece.com or on Amazon.com.

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46 mornings in a row precisely at 9:00 a.m.

The value of being determined and consistent became Very Real to me many years ago when I was trying to get Wal-Mart (when they had only 66 stores) to buy my product.  I called my buyer every morning, precisely at 9:00 a.m.  I did not call at 8:57 a.m. and I did not call at 9:02 a.m.  I called for 46 mornings in a row precisely at 9:00 a.m.  On the 46th morning, my buyer’s assistant told me my buyer would see me at 11:00 a.m. that day!!  Well, the rest is history and the consistency of that phone call started a chain of events that changed my life and grew my company to 70% worldwide market share … far beyond my wildest dreams.   

This lesson came back to me on Friday while lunching with a group of colleagues. One in the group said he had called a potential client 3 times and he stopped after the third call assuming she didn’t want to do business with him.  I told him my Wal-Mart story hoping it would inspire him to continue his chase.

I do believe today we need to find unique and clever ways to reach those we want to do business with. Maybe 46 consecutive calls won’t work today as well as it did back in the 1980’s.

So many emails…Too many voice mails…Snail mail; what’s that?? 

What about reaching those folks by giving them something that will help with their work load. Send them information they can use with no expectation of getting anything in return – except you implant the thought in their minds that you are someone who is generous, knowledgeable, and helpful. Quietly kill them with kindness and they will take your call and be more receptive to your needs. 

Please share what tips you have that helps you reach hard-to-reach contacts. I know there will be some interesting techniques from which we all can benefit.

I look forward to hearing from you.

My best to you,

Marcia

http://www.marciareece.com

#1 Best Selling Author

Secrets of the Marriage Mouse

The Ultimate Online Media Directory

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A simple act of caring creates an endless ripple

As some of you know, I was berated pretty badly after I made a social media faux paux a few days ago. I have become determined to learn how to use social media correctly and also to learn the intricacies of social media etiquette.

Yesterday…it happened again!  I made another social media mistake. HOWEVER, instead of being drug through the coals and made to feel very badly, Debra Jason took her time to write me an email and kindly and with caring explain to me the better way to do what I was trying to do.  What a difference a simple act of caring made.

Debra, thank you for taking your time to help me learn. I’ve been on social media for about 2 years and am beginning to understand the power of the platforms but also the rules within which it’s best to play.

I will be paying your kindness forward today and will think of you as I do so. What a difference the two differing approaches has made.

Many years ago I was humbled to have Sam Walton (yes, THAT Sam Walton) teach me how to work with distribution centers and all the in’s and out’s. I was a farm girl who had never been in that kind of an environment and his kindness in helping me learn what he knew made a lifelong impact on me and helped to cement my belief to pay it forward.

In contrast to the social media man who berated me when he had an opportunity to help me learn and correct my mistake with kindness and a pay it forward attitude.

Life is full of these moments. It’s all how we choose to handle the moment. Lift someone up and take the chance to teach a lesson, or kick them because they made a mistake and miss that chance to be a lifelong inspiration in their lives.

How will you choose?  Sam Walton and I became lifelong friends and I miss him. The social media man unfriended me and missed out on my generosity in spreading the news about his work.

PS: I have just finished reading Debra’s new book, Millionaire Marketing on a Shoestring Budget (Amazon.com). It’s full of her wonderful wisdom and helpful tips, tricks, and techniques. I’ve reviewed it on Amazon and believe you will also enjoy it.

DAY 1 – TCO

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