There are three reasons best-selling authors sell millions of books.
1. They have already created their brand
2. They have created exposure for their brand.
3. They have a national and possibly international platform for their brand they can leverage for the release of their new book.
When Mr. Chopra releases a new book, it sells overnight. That is due to the fact that people are familiar with his work, they like what he has to say and he has created a sense in his marketing plan that they need what he has to say. He shows clearly how it can make a difference in people’s lives in a meaningful way.
It takes years of hard work or perhaps an Oprah appearance to create that kind of awareness. There are many authors who have done very well however without ever sitting in the illustrious leather chairs in the Harpo studios, and that is because they build their brand. They make sure people know who they are and what they have to say.
I am going to assume you have something unique and relevant to discuss in your upcoming book, so let’s focus on the brand. Wouldn’t it be wonderful if you could book The Today Show, Good Morning America and be interviewed by every newspaper in the country BEFORE your book comes out, but sadly traditional media just doesn’t work like that. The big shows will book you only when your book is released. So building your brand through traditional channels is all but impossible and thus creates a real challenge for new and upcoming authors or anyone who has a product or service they want to promote.
The solution is the Internet. Many experts, authors and companies have come to the realization that working with both prominent and strategic websites on a continual basis before their work is even published can make a huge difference in the reception of their book. The public has an awareness of their name, they have built their websites up and polished them over time, and they have created the one component that can turn site visitors into customers…they create a reason to buy..a sense of need and urgency.
The Internet offers the perfect stage to work out all the bugs for your media campaign and get your message across clearly and in a variety of ways. After a period of months dozens of websites could be publishing and promoting your work. Each site then archives your content, leading to rankings in top search engines, giving you tremendous visibility. You can secure expert status with several websites, making the traditional campaign easier due to the credibility you have established.
A strong online campaign takes time and strategy. This form of publicity is not like television and radio shows, where you have one shot to make your impression. The Internet is a permanent record, a lasting connection to anyone who comes across a website or search engine hit that represents your work. Its success does not lie in simple visibility and exposure. Its success lies in well thought out content that is presented repeatedly and over time to create and promote your brand and message in a way that will define your work and remain memorable for all who have had the good fortune to discover it. And when you are working with the Internet, you are often talking about millions of people, often within just one website.
Take the time to plan and make those impressions are effective by ensuring the components of creating and promoting your brand and connecting to your demographic are present and when your book, service or product is released you will likely see a real impact on your sales.
© Copyright 2010 Anne Leedom
Anne Leedom is the founder of Net Connect Publicity. Anne works with authors in the parenting, health and spirituality fields to develop their Expert Internet Publicity campaigns. Anne has created campaigns for such authors and experts as Dr. Laura Schlessinger, Dr. Michele Borba, Joan Borysenko, Armin Brott and Academy Award Nominee Diane Ladd. Working as a passionate advocate on behalf of her clients, Anne creates powerful results that have become a trademark of Net Connect Publicity. Anne is also the Founder and Publisher of www.parentingbookmark.com. For more information visit www.netconnectpublicity.com.