If you are a consultant, service provider, or business professional, having a book can become your best form of promotion. A book provides instant credibility, elevating you above the competition who has no book. It becomes a calling card, opening doors and providing opportunities you would otherwise miss. Your book is the ultimate business card. […]
Tag: marketing tips
I hate asking new authors, “What’s your book about?” They panic; they stammer; they ramble. Five minutes later, I’m still not sure. Telltale signs that communication is not occurring are phrases like, “Then in chapter two…” or “Oh, I forgot to mention…” or “I haven’t worked this part out yet.” When my eyes glaze over, […]
In five steps to write back cover copy for your book, I acknowledged that most writers struggle producing compelling back cover copy. I also encouraged you to write two versions and to save unused copy, content you didn’t use, and your brainstorming session. Here’s why: You also need to write promotional material for your book. […]
There are three facets of book publishing: writing the book, producing the book, and promoting the book. This final step of marketing is one that most authors would just as soon skip. But if people are to read what we write, we must promote our work. Here are some articles about marketing to help with […]
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Three Reactions to Economic Conditions
By Peter Lyle DeHaan, PhD As businesses ponder future economic conditions and how it will affect sales and their bottom line, there are three ways to respond: The first response is a quick path to disaster. The second option, while a viable consideration, may not be the best one. It’s the third possibility, however, that holds […]
By Peter Lyle DeHaan, PhD Although the precise multiple varies with who’s doing the telling, the truth is it’s many times more costly to obtain a new customer than keep an existing one. The sad reality is, no one at the giant mega-corporations gets this — or at least their actions belie that they do. […]
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Measuring Marketing Effectiveness
By Peter Lyle DeHaan, PhD There’s an alarming trend among marketing folks, especially those focused on e-marketing. Their perspective is if marketing can’t be measured, then it’s not viable. This is incorrect; some marketing results simply cannot be tracked. Consider print marketing. You can’t count the number of impressions, clicks, or conversions. You have no […]
By Peter Lyle DeHaan, PhD I needed to order some ink cartridges for my printer — the kind I can only buy directly from the vendor. There was a problem with the website, so I picked up the phone to place my order. I told the agent I wanted to order two black ink cartridges. […]
By Peter Lyle DeHaan, PhD I remember reading a notable case study in my college marketing class. It was about cereal rivals Kellogg’s and Post. Prior to the Great Depression, their marketing efforts and corresponding market share was comparable. But when hard times hit, Post reacted by pulling their advertising, whereas Kellogg’s doubled their efforts. […]
Last week, I recorded the headlines of press releases that I received—not the ones I used, but the ones I didn’t use (and many more were screened before they reached me). Many don’t even address the industry I cover, so make sure you only send your press releases to those who actually cover your industry, […]