You Know Enough
Are you an author or an author-to-be?
First of all, I want to congratulate you!
It’s a beautiful, challenging, maddening, and transformative experience to write your book...whether you’re in the throes of the writing process, or holding a final copy in your hands.
Although there’s a magical sense of completion and elation, your journey has only just begun.
Because (if you’re like me) your book is just one piece of the puzzle: your business.
Now, don’t get me wrong.
For most of us, the book is the key.
The foundational piece. The ultimate exposition of who we are and what we’re about.
But as you know, most authors don’t make much (or any money) from just their book.
The book is often the gateway to other offerings: speaking, consulting, coaching, teaching, more books, products, services, trainings, and / or workshops, just to name a few.
Because that’s our chance to help more people, in more ways, with what we offer.
Therein lies the both the challenge, and a beautiful opportunity.
How do you get people to buy and read your book?
And from there, how do you get them to take the next steps with you?
It all comes down to marketing. And marketing by repurposing content that you already have, is the easiest path of all for an author to take.
And no matter how you may feel about marketing, I invite you to take a step back and consider this perspective.
Marketing is how you can reach more people by multiplying your message.
It’s how you can develop relationships that are based on trust. (And it’s not just the relationships with your readers but also with others who can help promote you.)
It’s how you can create positive impact in the world, help more people, and make more money.
It helps you express who you, what you’re about, and how you are unique (which is vitally important in such a crowded marketplace).
Marketing helps people realize that what you offer (you, your book, and your products / services) are available...and will make an impact on their lives.
Without marketing you have nothing.
So where do you start?
You start with something that you’ve already created!
Start with your book.
You have a book (or a manuscript), right?
You have content, content, content (and probably even more content...that didn’t even make it into the book).
You can use this abundance of content to sell your book, get people on your list, and grow your business.
Don’t write more.
Use what you already have and put it all over the web (because you’ve put your heart into it...and it’s good).
But there’s an important key concept here...
A REALLY important one.
The goal here is NOT to dump all of your content onto the internet and just cross your fingers..
Instead, you’ll want to choose one piece of content (each week) and publish it. This should be a piece of content that stands as a self-contained topic (even if it’s part of something bigger).
Start by creating a blog post (from your book, manuscript, or extra material) that’s 1,000-1,200 words.
After you publish that blog post, you’ll want to repurpose and syndicate it to all the places where your audience (reader) is likely to consume this information.
This is a simple, proven strategy and offers multiple benefits because you:
deliver value to the reader;
go deep (enough) on the topic;
position yourself as an expert or authority;
give your audience an opportunity to know, like, and trust you; and
create multiple avenues for people to find their way your website.
Here’s how to do it.
(And, I strongly recommend, have your assistant or outsourcer handle this so you can focus on what you do best.)
1. START with some content from your book (or manuscript). [This becomes...]
2. your blog post (or a guest blog post) [which becomes...]
3. your video script for YouTube [which becomes...]
4. your LinkedIn post [which becomes...]
5. your email message [which becomes...]
6. your Facebook post [which becomes...]
7. your Google+ post [which becomes...]
8. your LinkedIn update [which becomes...]
9. your Pinterest 'Pin' [which becomes...]
10. your 'Tweet' (on Twitter)
And if you want to take it even further, you can use your content as the basis for a podcast, webinar, or both!
Start repurposing content from your book as soon as you can -- and syndicating it strategically across the web. People will have more chance of finding you. Not everyone is on facebook. Or LinkedIn. Go to your audience where they are -- let them find you, get on your list, and invest in your books, products, and / or services.
If you’ve followed the 10 steps above, you’ll increase your exposure by 1,000%...if not more.
And more exposure means more impact, more people helped. Something I know will be as close your heart as it is to mine.
This post was written by Ben Gioia ('joy-a'). "All marketing is leadership...so make it a win-win for everyone your business touches," says Ben, the premier speaker, author, and authority from MarketingWithAHeart.com.