Get Scrappy: Smarter Digital Marketing for Businesses Big and Small by Nick Westergaard is directly applicable to book marketing. What’s a smaller business than an author trying to sell his or her books? Often authors have a pretty good handle on talking to bookstores and libraries, getting appearances, holding signings, etc.. They may have varying degrees of success, but they at least know the concept well. However, they are often at a loss of how best to market their books online. Get Scrappy will not give you specific tactics on how to market your books online, but it will give you actionable steps about how-to clarify your overall strategy and goals in that effort.
Though all three of the book’s sections can be applied to book marketing, I happened to have my most “aha” moments while reading the first section: “Smart Steps You Can’t Skip.” It helps you get into a healthy mindset and think about the foundation of marketing and your goals; particularly, your brand’s goals. It then offers a way, using the classic, who, what, when, where, etc. to create your “marketing map,” helping you decide on which objective you should focus. If your objective is market research for writing your books, you can ask questions of your readers, having them vote on the next book cover or a subplot they’d like to see incorporated. Knowing why you’re using digital to market your book (objective) and knowing who you’re trying to reach (readers), will help you decide what to do to market your book.
The end of part one gives the basics of the current and most-used online marketing platforms. Nick purposely doesn’t explain how all of the available platforms work to reinforce his advice of avoiding being distracted by “shiny new things” As in other industries, there are always these shiny new things popping up to help you market your books. Chapter three helps you decide which shiny new thing to try and which to let go, giving you a framework for evaluating shiny new things that may pop up after Get Scrappy’s publication.
Part two provides advice to help you do more with less. As an author with a likely tiny marketing budgeting, doing more with less is essential. This naturally leads into part three which helps you decide how to do more with less by simplifying your efforts, including by connecting your online marketing to your offline.
Get Scrappy is more than just a book to read, it’s more of a marketing movement, a new way to approach marketing. It’s essentially a new way to think about marketing, including book marketing.
(I received a free copy of Get Scrappy for review purposes.)