January 13, 2021-As we continue our Best Seller Bootcamp this month, we’ll focus on a number of topics. Today we’ll be chatting about Guerilla Marketing and what it is, how to use it, and why it matters to your best-seller success.
What it is: Guerilla Marketing is defined as innovative, unconventional, and low-cost marketing techniques aimed at obtaining maximum exposure for a product. So, if that’s the definition, how do we use this as authors to promote our books? And to top it off, there is so much noise online right now, how do we cut through it so that our stuff gets noticed?
How to use it: Imagination is more important than budget. The purpose of Guerilla Marketing is to generate buzz-worthy word-of-mouth that is repeatable. You want to get people talking about your book. A word to the wise, ensure that your message is clear because mysterious, muddled messages will get people talking about the wrong thing. Some great examples of Guerilla marketing for authors include things like:
- Dress up as a character from your book and hand out samples, press releases, and promotional items that are clearly branded with the cover of your work and where people can find your books!
- Think outside the bookstore. Years ago, when Neal Pollack released his first book, “The Neal Pollack Anthology of American Literature,” he did a reading in the bathroom of a train station; 15 people showed up to the reading, but the story of an author doing a reading in a bathroom went viral and helped sell more books.
- Make it fun and interactive. If your book is a mystery or a middle-grade adventure novel, why not create something fun like a treasure hunt in different parts of your city! Get people to send in photos of the treasures you’ve hidden in order to be entered into a draw for a grand prize.
Why it matters:
- It gets people talking. Your biggest problem as an author right now is people not knowing who you are. Guerilla marketing tactics, when deployed correctly, get people talking about you and your books. And most importantly, they’ll tell others!
- It builds your brand. You, and everything you do, are part of your brand. Guerilla marketing allows you to connect with your readers and audience in a meaningful way. ONLY when people like you and trust you, they’ll buy from you. If you create your Guerilla marketing campaign with your readers in mind, you’ll make an unforgettable impression.
Take a chance on Guerilla marketing, you’ll be glad you did! And for more in-depth info on this subject, please click here: Best-Seller Bootcamp January 4th-31st – Pandamonium Publishing House
October 27, 2020– You can also find this blog post topic on our Podcast today click here to listen: https://jidwkx.podbean.com/e/social-currency/
What is Social Currency? In the most simplistic terms, it’s information shared by people as they go about their lives talking about brands, products, services, and events. We use social currency to make ourselves seem more educated or knowledgeable, more interesting, more attractive, more fun, and more influential to others that we come in contact with.
Social currency is what people say about our books, brand, and business when we aren’t around; it’s what they talk to their friends, neighbours, acquaintances, and colleagues about. For example, when is the last time you talked to someone about toothpaste, coffee, or an oil change? Those things probably don’t sound that interesting and probably don’t make you seem any more educated, attractive, or fun, but each day 100,000 conversations consist of people talking about such items and brands. Why does this matter for authors? Because social currency is what can make or break your books and business. If people aren’t talking about your books, they certainly aren’t buying them. Tip of tongue=top of mind. You want people to talk about your books, to get excited about your new releases, to say good things about you to their friends and family, and to spread the word about your business. So, how do we get people to do this?
- Give them something to talk about. Let’s say that you are looking for readers to review your newest thriller; you send them out one copy of your book, but also send an extra one for them to pass on to a friend who might be interested in the same genre. Why? Becasue the story of getting 2 of the same book in the mail (when you were expecting 1) and giving it to a friend is a repeatable, talk-worthy story. It also gives the book reviewer social currency by making them feel important and telling people that they are trusted to provide an honest review of your work. It makes them seem like an expert or that they’re privy to inside information.
- Guerrilla marketing. Do something big. Something totally unexpected. Like the time McDonalds painted a gigantic box of french fries on the street at pedestrian crossing; imagine you’re walking across that intersection with your kids and they see a massive box of fries…guess where you’re going? To the nearest McDonald’s to get a Happy Meal. For an example of what I did for my own Guerilla marketing campaign, listen to the latest episode of my podcast here: https://jidwkx.podbean.com/e/social-currency/
- Out of the box thinking. Remember Snapple? The juice drink that came in a glass bottle with a metal lid? Under the lid hid fun facts such as Kangaroos can’t walk backward and a glass ball will bounce higher than a rubber ball. These facts (all true) are fun, repeatable, sharable, and interesting. The same kind of thing needs to be done for your books; could you include a few fun facts at the end of your story? Could you create a contest online that gets people talking and sharing? What if you had an online treasure hunt with a massive prize where the clues could only be found within your books?
People love to talk, but only 7% of word of mouth marketing happens online. The real publicity of your brand/books/business happens in person. Remember that advertising is what you pay for, publicity is what you pray for and social currency is what customers “Hurray” for.