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Book Marketing is NOT the Same as Marketing with Books
Wrong Question, Wrong Answer
Business Author Wannabe: "I'm thinking about writing and self publishing a book to help market my business."
Me: "Awesome! How do you plan to use your book in your marketing?"
Business Author Wannabe: "I'm going to use Facebook ads to get book sales."
At this point, I just start shaking my head since I realize that either I didn't ask the right question or I'm talking to someone who doesn't really understand this important distinction:
Book marketing is not the same as marketing with books.
What many authors do is confuse the marketing of their books with the marketing of their businesses. Two completely different efforts!
What's the Difference between Book Marketing and Marketing with Books?
These two terms relate to two separate aspects of the business book publishing arena.
Book marketing is a term that describes marketing and promotion efforts designed to increase sales of a book. This can include tactics such as social media, email newsletters and promotional giveaways.
Marketing with books can describe using a book as part of a content marketing program to help build the author's or the author's business' status as an expert resource. Using books in this way is designed to help build sales of the business' regular products and services.
Is One Better than the Other?
No. Both of these efforts have different objectives and both can be beneficial to a business. However, business authors need to be extremely clear about how they will use both functions to benefit their bottom line.
Once business owners or entrepreneurs get the book writing bug, they often go into book marketing mode to turn sales of the book into another profit center for the business. That's certainly an added benefit of writing and self publishing a book. But the danger in putting too much faith in this revenue stream is that royalties and sales can be limited due to heavy competition from almost everywhere, thanks to the Internet. And, as is often the case, book sales can be low dollar volume sales. So these authors end up chasing pennies which can drag a business' revenues down to pitiful levels.
Book (or blog!) writing can become a hideout activity for those who don't like selling. Book writing can make them feel like they're "working." They believe that merely having a book will magically bring regular sales to their doorsteps. While these authors understand that marketing with books can build their reputation, they actually don't do anything but write the book and hope that it will be enough to generate sales.
So the solution to effectively melding book writing and publishing into a one's marketing mix is a mix of marketing both the book AND the business.
Don't confuse the marketing of your book with the marketing of your business. Two completely different efforts!— Heidi Thorne
So What's the Best Way to Integrate Self Published Books into a Marketing Program?
Writing and producing self published books are like any other business efforts. They require these investment and monitoring activities to gain and retain their effectiveness as tools for building sales:
- Monitor Profit Margins for Book Sales. It is usually best to set up separate income and expense line items for books. This can help avoid a "robbing Peter to pay Paul" scenario which can hide sales and profitability problems. Consult a CPA or other accounting professional to learn how to track these items.
- Promote It! As discussed above, some authors think that merely publishing a book will draw people into their sales funnel. Not true! Some book marketing will have to be done with social media, email marketing, public relations, etc. Even though the ultimate goal would be to increase sales of regular products and services, a book will be lost in the glut of Internet information if promotional tactics are not used at all.
- Understand Where the Book Fits into Overall Marketing and Sales Programs. While sales from books can be an additional revenue stream, the primary purpose of writing and self publishing a business book should be to build sales of regular products and services. Thus a book can be a centerpiece of a business' content marketing strategy.
Disclaimer: Both the publisher and author have used their best efforts in preparation of this information. No representations or warranties for its contents, either expressed or implied, are offered or allowed and both parties disclaim any implied warranties of merchantability or fitness for your particular purpose. The advice and strategies presented herein may not be suitable for you, your situation or business. Consult with a professional advisor where and when appropriate. Neither the publisher nor author shall be liable for any loss of profit or any other damages, including but not limited to special, incidental, consequential or punitive, arising from or relating to your reliance on this information.
© 2015 Heidi Thorne