Tag Archives: marketing book review

(Writer) Freaks Shall Inherit the Earth

Like Think Like a Rock Star, I picked up The Freaks Shall Inherit the Earth at Brand Driven Digital’s 2014 Social Brand Forum, the second day of the conference after I’d heard Chris Brogan speak. I’ve always felt like a freak, so a book to tell me how I could inherit the whole Earth sparked my interest. Then the subtitle: “Entrepreneurship for Weirdos, Misfits, and World Dominators.” Weirdo and misfit are how I feel many times when I answer, “Writer,” or “Author,” to the question, “So, what do you do?”

Find Your People

This book, especially the chapter about connecting with your freaks, reminded me of a conversation I had once with my author-friend, Joanne. She talked about how wonderful it is when you “find your people,” those you feel at home with and who understand you. For me, those people are writers, and it took me a long time to find them. Over the years, my family and other friends have been great – always supportive – but I still have this sense that they really don’t “get me” or they still think I’m a little bit strange. Other writers understand my freakiness and I can carry on conversations with them like I can with nobody else.

In addition to embrace-your-inner-self, be-true-to-you, self-love encouragement, The Freaks Shall Inherit the Earth, offers some practical advice for, if not how to take over the whole world, at least how to successfully run your business. I’ve applied a couple of ideas to running your author/book business:

Define Success Your Way

Chapter three talks about defining your success; you need to do this with your books. What will it take for you to be considered a “successful” author in your own mind? Make a best-seller list? Get picked up by a traditional publisher if you’re self-published? Sell a million copies? Sell a hundred copies? Get featured on the news? Or have someone tell you how your book positively impacted his life?

Book success comes in many different forms; decide what that looks like to you. Similarly, chapter six addresses goal setting. For books, you need to decide how many you want to sell and in what time frame and then figure out what you need to do today and who you need to connect with to make that happen.

Play to the Market – Just a Little

In most businesses – or even almost every business – you have to match your offerings to what the market wants. This is true for books to a certain extent. I don’t necessarily advocate for writing for today’s book market because it takes time to write a quality book. By the time you’ve finished, the market might be onto the next big thing. Instead, I think it’s better to write your story and then find the market for it.

Even though you are a wonderful freak, chances are there are at least some other somebodies like you out there. It may not be enough somebodies to get rich, but keep trying and tweaking your work until you find a large enough market. If you’re lucky, what you write will be timed perfectly with what the market wants – and that’s when big things will happen. The key is to know the characteristics of that market, defined right down to the underwear color of that one ideal reader.

The Book Math Test

I like to spin Brogan’s mortgage math test to that of a book test. In The Freaks Shall Inherit the Earth, Brogan advises calculating the amount you need to cover your mortgage and other expenses, and then planning your work, time, and expenses around that number. You can use a similar concept for marketing books. For example, if you have to pay $2.75 every time someone clicks on one of your social media ads, but your royalties are only $2.10 per book (70% of a $2.99 Kindle version), assuming if everyone who clicks the ad buys the book (which they won’t), you still lose $0.65 with every click.

I only use this for deciding on paid advertising, though, and not things that only use my time. It’s so hard to measure return on investment and put a definite dollar amount on the exposure you get from participating in social media conversations or attending personal appearances.

If you ever have any doubts about your book life (and who hasn’t), The Freaks Shall Inherit the Earth is worth the read. It goes quick and offers helpful advice and encouragement. Once you read it, you will be ready to take on the world and proudly fly your freak flag.

THINK LIKE A BOOK STAR FOR BOOK MARKETING

Think Like a Rock Star (photo from Amazon)
Think Like a Rock Star (photo from Amazon)

Being famous. People waiting in line for hours to buy your book and get your loopy signature on its title page. Readers scrambling to get your next copy. Volumes of pre-orders. Admit it, as an author, deep down, that’s your ultimate dream, isn’t it? Don’t tell me you’ve not been the least bit envious of J.K. Rowling or Stephen King? (My hand is sheepishly raised.) Don’t get me wrong – I’m happy for all those book-star successes, but there is that teeny, tiny bit of bitterness.

Think Like a Rock Star by Mack Collier is a general marketing book with the subtitle, How to Create Social Media and Marketing Strategies that Turn Customers Into Fans. (I bought it at Brand Driven Digital’s 2014 Social Brand Forum.) The book studies rock stars and provides helpful advice about cultivating fan relationships with any brand. As an author deep in book marketing, your brand is more similar to a rock star’s than many products.

The book is good; not preachy. It presents case studies to illustrate real-world points. It also includes a backstage pass in each chapter with action items for putting the ideas into immediate practice.

Listen

The main takeaway is to listen to your customers. In your case, listen to your readers. Listen to what they engage with the most, what excites them, and give them more of that. If they rave about the way you describe your characters, repeat it in your next book. Don’t try to make your book appeal to all readers – the only people you need to please are your fans. Fans attract more fans.

Cultivate Fans

One specific idea for cultivating fans includes giving them an identity. For example, Fiskars® calls their website/forum members Fiskateers®. One of my author-friends has a series of books called the Greyhound Lady Walking series; she could call her fans the Greyhound Walkers (if she wanted to).

Take care of your fans. If someone takes the time to praise your book on social media, respond and thank them. Make your fans feel special. Give them backstage or insider information that only those who follow you on social media get to see. Do something special for them like hold a contest related to your book, perhaps a video, essay, poem, or writing prompt contest.

Let some of your trusted fans be beta readers. They already know and like your work so they can tell you exactly what works and doesn’t for your target audience; plus being a part of the product might make them want to tell their friends and family about their work, increasing readership.

Bad Reviews

Most of the advice in Think Like a Rock Star apply perfectly to book marketing, except for one. For brands other than books, responding (and empathizing with) negative comments is important. If you liken a negative comment to a negative review about your book, I believe it’s important to not respond. It’s especially important to not defend your book. If someone mentions a typo, respond, say thank you, and that it will be corrected in future editions. If someone has a problem with receiving an order or a book arrives badly printed, of course, respond and make it right, sending them a copy from your inventory if you need to, even if they ordered from a third-party vendor. However, if someone simply says they didn’t like your book or criticizes your writing, do not respond. Everyone is entitled to their opinion and the fact is, not everyone is going to like your book or writing.

Trolls

What if it’s a troll, you ask? Yes, you occasionally see a reviewer who simply likes to give scathing reviews for fun. It’s mean. But your true fans are not going to care. And most readers are intelligent enough to determine when someone is just being mean-spirited and when someone is giving a thoughtful review. If a reader is going to believe such crap and avoid your book because of it, is that the type of reader you want anyway? If someone’s really out to get you and posts numerous such reviews, you need more help than I can provide in this post (and I’m going to assume that’s not going to happen). If you’re really lucky, your true fans will respond to the review for you, singing your praises. Most likely, though, you will have several positive reviews which will negate the bad review. Plus, people get suspicious if a book has 100% 5-star reviews, so it might actually make your overall rating more credible.

This is just a small sampling of general marketing principles you can apply to your book in Think Like a Rock Star. If you enjoy marketing in general, need to learn about using social media, or if book marketing is one of the things you like most about being an author, this would be a good read.

I’d love to hear your thoughts. What would it be like if you were a book-star? If you are a book-star, tell me how you made it happen (please)! Do you have additional ideas for cultivating fans?

Just pop in a comment below.