Are you using the 80/20 RULE when it comes to marketing your books?
Hello, my lovely SBMs, SBMs-in-training, and soon-to-be SBMs!* Today’s tip is quite simple, but please do not mistake simple for unimportant.
Chances are, you’re familiar with the 80/20 Rule. I used to hear it from my personal trainer: “Eat well 80 percent of the time; eat whatever you want the rest of the time.” I’ve heard it said about our closets: We wear 20 percent of our clothes 80 percent of the time. I’ve encountered it in productivity discussions: 20 percent of the people do 80 percent of the work. It just seems to be a breakdown that works in many situations. Book marketing is another really good example.
We’ve been talking over the last few posts about the need to BALANCE relationships with selling. This has never been more true than across the ubiquitous social media platforms. Want proof? How fast do you “unfollow,” block, or “unfriend” people who constantly spam your Twitter feed or Facebook wall with ads for their businesses or products? If you’re like me, the answer is: Immediately! Someone may have the best damn tire shop in Toledo, but if all they do is post ads for their wheels/rims specials and all-terrain tires, I’m just not interested. Especially since I live in Arizona!
Somehow, with all the buzz about the need for authors – and sellers of all stripes (a.k.a. just about every entrepreneur/business owner in existence) – to get into the social media game, one little details seems to be frequently overlooked: the first word in “social media” is SOCIAL!
Of course, each person’s concept of social – and therefore social media – is going to be a little bit different. However, there are some universal truths. Would you marry someone after the first date? Probably not. So why would you even consider trying to sell your book to a brand new online friend, unless you already have a relationship with them? One of the most beautiful aspects of social media is its global reach. Remember the ancient days of pen pals? Today, we can interact with friends all over the world!
But interaction means just that – getting to know them on a one-on-one basis. Exchanging conversations with them. Sharing news, ideas, and information. And … if and when the timing is right … marketing your book to them. Take a look at your personal campaigns as well as your overall strategy, and keep the 80/20 rule in mind!
See you Monday!
*Savvy Book Marketers
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