Author Tech Tips » Viral Marketing

Social Media & Authors – An Interview with Dave Evans

Thomas Umstattd — Tue, 10 Nov 2009 18:16:06 +0000

“If I couldn’t interrupt you, how would I reach you?”

This is the question Dave Evans (@EvansDave on Twitter) helps people answer all over the world.

Dave is the author of Social Media Marketing: An Hour a Day and a frequent speaker on social media and emerging technologies.

What are the biggest trends in book marketing over the last few years? What has changed?

Dave Evans>> The ability to promote a book, like nearly anything else, is very different now. Amazon opened this up ten years ago with public, unfiltered reviews. The Social Web has taken it from there.

How have you used social media to promote your book?

Dave Evans>> Yes, absolutely, though I’d re-phrase that question like this: “How has (my) book benefited from social media?” It’s really not about what I am doing to social media–that’s not a channel I can control directly.

Rather, what I’ve done is to respond to both positive comments like “Hey Dave, I love your book!” (I send a ‘thank you’) and negative like “Good book…but where are the worksheets?” (I’d forgotten to put the URL In the book). I’ve tried to build a relationship with people who have bought my book or otherwise come in contact with it.

How have you used your website to promote your book?

Dave Evans>> The website, ReadThis.com, is purely backup. For example, this is where the PDF worksheets are found, and where updates and corrections are listed. The main conversation is “out there” and beyond my direct reach.

What are some of the pitfalls you see authors fall into as they jump into Social Media?

Dave Evans>> Believing they can create a viral event or control a conversation; believing that “social media” is free. A million people talking about your ad doesn’t directly help you on the Social Web. Instead, it’s about slow, decided, steady effort (the time for which has a definite cost) and of course measurement and correction based on what is observed.

What are the common misnomers about social media that you have noticed?

Dave Evans>> The biggest misnomer is something like “Facebook + Twitter = Social Media.” That’s like saying “Cement Mixers + Hammers = America.” It’s not the parts, it’s what the collective does with those parts. Facebook and Twitter are two small components (with lots of members, to be sure) that are very likely part of a solid strategy.

There are also support communities, ideation platforms, applications like Social Vibe, curation platforms like Bazaarvoice…and much more, all of which extend well beyond the big networks while obviously connecting to and leveraging them. It is “social” after all. ;-)

Where should authors focus their time? What social media activities have the highest ROI in terms of time?

Dave Evans>>

First, listen. Use Google Alerts or Techrigy’s SM2 to track conversations about your book, your publisher, competing titles and authors, etc.
Use social tools like Buzzstream to identify and respond to influential voices.
Create a basic presence on Facebook or Twitter or LinkedIn — your audience will tell you which one(s) — and then connect the conversations into these sites.

In what ways does Social Media Marketing: An Hour a Day help authors?

Dave Evans>> My book helps authors (and all small businesses) by providing practical, step-by-step exercises that lead to an understanding of how to apply social media based marketing in business.

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Thanks to Dave Evans for the interview. You can find his book Social Media An Hour a Day on Amazon and or at your local bookstore.

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Marketing Mistakes Top Level Authors Make

Rob Eagar — Tue, 29 Sep 2009 18:45:28 +0000

Best selling authors are not perfect. Here are some of their blunders and how to avoid them. Avoid these mistakes and you may become the next top selling author.

In today’s publishing industry, it is common for 80% of a publisher’s book sales to come from less than 20% of their authors. These “A-level” authors are treasured for their book’s ability to sell 100,000 – 1,000,000 copies or more. Plus, their platforms are so strong that their presence at a book-signing or speaking event can quickly draw hundreds of readers.

Thus, publishers tend to devote more marketing dollars and resources to these writers. Who can blame them? A-level authors represent a safer bet to
produce much-needed revenue, especially in a difficult economy.

The surprising reality, however, is the amount of marketing mistakes that some A-level authors continue to make. Sure, they’ve sold a lot of books. But, they could generate even larger sales if their oversights didn’t hold them back. By making a few simple improvements, these authors could sell an extra 25,000 – 100,000 copies.

So, if you’re a top author, take a moment to examine if you might be limiting yourself. For new authors, pay attention and consider some of the mistakes to avoid in the future. And, if you’re a publisher, make sure your top guns aren’t wasting opportunities to boost book sales.

Mistake #1: Falling behind on new technology.

As our society transforms into an Internet-based culture, it’s imperative for authors to use new technology to reach readers. Fortunately, it’s never been easier to setup a website and use social networking tools to influence large groups of people. But, I’m shocked at how many A-level authors fail to maximize these resources.

For example, I recently spoke with two publishing houses who admitted that some of their best-selling authors didn’t have a website! That’s a major mistake. In addition, I’ve viewed many A-level author websites that haven’t changed in over a year. They look like static, boring brochures.

There are some authors who prefer to avoid technology or hide from their public. But, an A-level author who lacks a web presence is like a pro tennis player who plays with an antique wooden racket. At the minimum, every author needs a website that allows readers to experience the power of their books and provide ways to spread buzz. Even if the author isn’t personally involved, a third-party can manage the system.

Don’t shun technology. Instead, use it to your benefit. If you already have a large platform, then maintaining a website, blog, or FaceBook page will only make you more efficient. These new tools are a great way to capture readers at their emotional peak, generate national word-of-mouth, and empower fans to help market your books.

Mistake #2: Believing that “It’s all about Me.”

Authors who sell over 100,000 copies should be proud of their success. Becoming a bestseller is a rare achievement that most writers only dream about. But, the marketing style of many A-level authors comes across as “it’s all about me.”

For instance, I recently visited over five big-time author websites whose Home page was actually the Store page for their books! From the beginning, their marketing seems to imply, “I don’t care about you. Just hurry up and buy my book.” Other examples include bestselling authors who plug their books throughout an entire speech. The audience wonders if they’re stuck in an infomercial.

You can’t sell books if you don’t let readers know that they exist. But, you can’t endear readers to your message and grow a larger platform if you don’t meet their needs first. The main issue that concerns most people is “How can you help me?”

To establish the value that you offer your audience, consider these two questions:

How is the condition of my audience improved?
What tangible results do my readers experience?

The key to effective book marketing is showing how you meet people’s needs, even if you write fiction. Therefore, your marketing efforts should be reader-focused, rather than self-focused. Examine all of your promotional materials, such as websites, bios, blogs, and brochures. Do they express a selfless desire to help others? Or, do they convey a sense of self-importance?

When A-level authors achieve success, some mistakenly believe that people are flocking to their personality. In most cases, however, the real attraction is to the message that changed the readers’ lives.When authors stop focusing on value, they start churning out fluff that leaves people disappointed. Over time, this mistake erodes trust and respect with their audience.

Mistake #3: Stagnating in the Success Trap.

If an author sells a million books, it can be easy for them to think that they’ve reached their peak. But, this mindset can lead one to stagnate. In the corporate world, leaders are expected to expand their knowledge and increase their skills. Yet, in the publishing world, many A-level authors are treated with awe and rarely challenged.

Worldwide management consultant, Alan Weiss, explains the success trap by saying, “To grow, you must fail periodically so that you are continually aware of opportunities for improvement and for expanding your envelope. This discipline not only will provide for internal stimulation, but it will influence how the external world views you.”

When top authors get stuck in success, they can end up out of sync with their audience. An example is a recent parenting book by a well-known male author who presumed that most mothers weren’t working outside of the home. Or, if they worked, their jobs were mostly administrative roles. Plus, his parenting advice never touched on remarriage and how to handle raising stepchildren. This author’s material is so out of touch with current society that he risks losing credibility and growth potential.

Other examples include A-level authors who fail to improve their public speaking skills. They don’t use fresh illustrations or recent experiences. Their messages lack creativity and original content. The lack of self-evaluation prevents these thought-leaders from speaking at larger events that could dramatically impact book sales. It’s easier than ever before to learn new talents. An author’s platform usually starts to diminish when complacency takes hold.

In a tough economy, A-level authors are the fortunate few who can still touch thousands of readers and sell large numbers of books. They’re in the best position to thrive and keep their publisher growing. So, don’t let simple mistakes undermine platform potential. Utilize new technology, stay focused on reader needs, and avoid the success trap. Enjoy the benefits of a bestseller status, and use it to the full
advantage.

Rob Eagar is the founder of WildFire Marketing and helps authors and publishers sell more books through innovative marketing strategies. For more information, call 1-800-267-2045 or visit: StartaWildFire.com

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How the Creative Commons Can Help Your Book Spread Like Crazy

Thomas Umstattd — Tue, 28 Jul 2009 16:40:09 +0000

In this post you will learn what the Creative Commons is and why emerging authors are using it to promote their books.

The Creative Commons allows writers to reserve some rights and grant others. It is flexible, fair and allows your ideas to spread much faster. It lowers the friction for sharing that can help your book spread like a virus. Remember piracy is not your enemy. Obscurity is.

Imagine if Bible study leaders around the country copied chapter 4 of your book and discussed it on Wednesday night. That would be a huge win for you. By allowing them to share non commercially you have just turned them into your evangelists. And all for free.

How the Creative Commons Works Video

Here is a quick video that explains how the creative commons works.

Creative Commons has several components that you can mix and match:

This is a Creative Commons logo. It tells your readers “some rights reserved.”

This attribution icon comes with every creative commons license. It means that your readers must give you credit.

This “non commercial” logo tells your readers they are welcome to share your work as long as they don’t do it for profit.

This “non derivative” logo means that your readers are not allowed to change your work. Consider leaving this off just to see what people do with it.

This “share alike” logo means that if someone uses your work in thiers they must use the creative commons too.

What do you think?

Do you agree that it is smart to allow people to share and even remix your work? Does the the idea scare you? Leave a comment and let us know.

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How to Sync Your Address Book With Facebook

Thomas Umstattd — Mon, 15 Jun 2009 07:49:35 +0000

Have you ever got a Facebook group invitation saying something like “I lost my cell phone. Please give me your number.” Or “I just moved here is my new address.” What if there were a way to get Facebook to update your address book automatically. You can and best of all its free.

Plaxo is a tool that can connect your address book with Facebook. But it does a lot more than that. It can also purge duplicate addresses and sync your address book with your iPhone or Blackberry.

Here is how to sync Plaxo with Facebook:

Step #1 Sign Up For Plaxo

Go to Plaxo.com and click “sign up now“. Follow the instructions. It’s pretty straight forward.

Step #2 Sync Plaxo & Facebook

You can do this by going to settings -> Facebook or click here.

Step #3 Connect Plaxo With Your Address Book

The true magic comes when you connect Plaxo with your address book. Whether you use Mac’s address book, Yahoo, or Outlook, Plaxo can keep your address book up to date automatically. To sync the address books click here and then click “add sync point” at the bottom of the screen.

Other cool things Plaxo can do:

Purge your address book from duplicate entries.
Keep your address book up to date. When you connect with someone, Plaxo will keep both of your contacts for each other up to date.
Synchronizing your address books. Do you have more than one computer? Plaxo can keep all those computer adress books synced. It even works with the iPhone, Palm and BlackBerry.
Blog re-syndication: Plaxo can re-syndicate your blog and podcast which is great for search engine rankings and helping grow traffic.

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Authors: Piracy is Not Your Enemy

Thomas Umstattd — Wed, 20 May 2009 17:25:44 +0000

Many authors are terrified that someone will steal their work. They don’t realize their true enemy is obscurity not piracy.

If a million people “steal” your book you win. As long as you get credit you win when people share your book with others. Books that sell well spread from person to person like a virus. The harder you make it to share your work the more obscure you will be.

Piracy is Viral

Image if church small group leaders started copying chapter 5 out of your book to study at meetings. Would that hurt? No. Because now people who had no idea who you were before are now reading what you have to say. They are way more likely to buy your book than before it was “stolen.”

Everyone Wins from “Piracy”

You win because your platform grows, you can book more speaking engagements at higher prices.
They win because they can use your work to minister to others.
Your publisher wins free marketing. Your publisher spends a lot of time and money trying to get people to talk about your book. Books sell from word of mouth. Allowing people to share your works turns them into evangelists for free! More talk = more sales.

What do you think?

Do you agree that it is smart to allow people to share and even remix your work? Does the the idea scare you? How do you make it easy for people to share your work?

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