Avanti Entrepreneur Avanti Entrepreneur Magazine Fall 2017 | Page 9

ADD YOUR BOOK
TO YOUR E-MAIL
SIGNATURE
Your e-mail signature is
prime marketing real estate.
According to a recent study, the average person
sends 95 e-mails per day. Over the course of a
year, that’s over 30,0000 impressions of your
e-mail signature.
2
There’s no need to get too complicated with the
language. Here are some examples:
•
•
•
Honorée Corder: Have you read my
new book, You Must Write a Book?
Get two free chapters at honoreecorder.
com/youmustsample.
Shep Hyken: New York Times and
WSJ best-selling autho r Shep’s latest
book, Amaze Every Customer Every
Time, is now available. Learn more at
www.AmazeEveryCustomer.com.
Me: Trying to write a book but
struggling to make it happen?
Download my new book, The Book In
A Box Method.
If you have a team, it’s also worth encouraging
them to do the same. Deb Gabor’s team at Sol
Marketing have a line in their e-mail signatures
that says the following:
•
Check out our CEO’s new book:
Branding is Sex: Get Your Customers
Laid and Sell the Hell Out of Anything.
Available on Amazon.
3
media.
ADD YOUR BOOK TO
YOUR SOCIAL MEDIA
Once you’ve added your book to
your e-mail signature, it’s time
to get it listed on your social
Which social networks are most effective will
depend on where you are most active (and
where your readership spends their time), but
here are a few no-brainers:
•
Change your main bio on LinkedIn
to include the fact that you are now an
author—you want to ensure that your
book is front and center.
• Add the book to your LinkedIn profile
as a “publication.” This will provide
more detail about the book on your
profile and, as an added bonus, will
also notify your connections of the
book.
• Create a pinned tweet about your
book so that it stays at the top of your
Twitter profile.
•
Include the book in your Twitter bio.
SET YOUR CONTENT
MARKETING ON
AUTOPILOT
Buying a book is a big step.
Despite the relatively low price
of a book, buyers are reluctant to dive into a
book without building trust with an author
first.
4
As a professional, your goal is to not only sell
more copies of your book but also spread your
ideas freely and build up your reputation as an
expert in your field.
One of the best ways to accomplish all of these
goals is to give readers a shorter taste of your
content for free. Since you just finished a book,
you have tens of thousands of words of quality
ideas to work from. All you need to do is make
them online-ready.
Go through your book and pick out the 15
sections that provide valuable information and
could stand alone as blog posts. Put them into
separate documents, add an introduction and
conclusion, and now you’ve got 15 blog posts.
Set a weekly schedule to release one of these
articles per week for the next four months.
There are many places to post them, each
with their own pros and cons, but for most
professionals, the simplest and highest-value
place to post this content is on LinkedIn.
To encourage book sales, add a link to your
book at the end of each piece with a call-to-
action to read more great content.
5
BECOME A MEDIA
SOURCE
Most authors know that
securing media attention is one
of the keys to driving awareness
to themselves and their books, and yet many
aren’t sure exactly where to start to bring in the
media.
There are many long-term options available,
but the first thing you should do is subscribe
to HARO (Help a Reporter Out). HARO is a
service that connects journalists with valuable
sources for their stories. Journalists write up
a brief description of what they need, and
HARO e-mails a collection of these briefs out
to their sources three times a day. You can sign
up to be one of these sources for free.
As an expert looking to get your name
and book out there, this is an incredible
opportunity.
Once you’ve subscribed to HARO’s e-mails,
you can scan through them as they arrive and
look for appropriate situations to provide
insight. Respond to journalists with a concise
pitch explaining your expertise (make sure
to mention your book!), and if it’s a good fit,
they’ll get back in touch to feature you in their
articles.
It can be hard to break through on HARO, but
it can also lead to some great opportunities.
Last year, a response to a HARO inquiry
landed me in the Wall Street Journal.
Book marketing isn’t something to rush
through. As an author, your book is now a
tool in your tool belt, and book marketing
will intertwine with your personal or business
marketing for years to come.
Zach Obront is the co-founder of Book
In A Box, a publishing company focused
on allowing busy experts with important
messages to create their books without the
usual barriers.
9