Wednesday, July 26, 2017

Marketing 101: Get Perspective

It’s a kick to publish a book. Because of that, it’s easy to lose perspective. Here’s the truth. Your book is not your work. Your work has to do with your mission or your purpose. Your book is a tool, something intended to further your work. Depending on the nature of your project, your book might be one of the following:
  • a commodity (a product that you sell for a profit)
  • a promotional item (a marketing device that you give away or sell at a loss in hopes of generating new business; it might be a catalog or an education book or a pamphlet.)
  • a manual (an internal publication designed to improve your operation in some way or an external publication designed to help your customers use your product or service)
  • a workshop tool (a workbook or guide intended to be used by facilitators or participants in a class, a seminar, or a workshop; it might be sold outright or bundled into the cost of the workshop.)
 As you can see from the above, books generally are tools that help you accomplish your work. They should never be confused with the work itself. This does not denigrate your book project all. The right book will do some or all of the following:
  • add to your credibility
  • increase your revenue
  • get you more presentation bookings
  • find you more prospects and/or clients
  • make your business run more smoothly
  • increase customer satisfaction with you, your products, and your services
  • brand your business
Your book is one powerful tool. Nevertheless, your book is not your work. This leads to the secret of powerful book marketing: If you promote your work, you will promote your book.The Publishing Pro

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