Modeling Aerosmith’s Magic – or Dusting Off an Old Release
Inspired by the recent concert he took me to for my birthday, my musician husband has been working for the last week or so to master Aerosmith’s “Dream On.” He mentioned the other day that the song was initially released in 1973 on the band’s eponymous first album, which sold a dismal 30,000 copies. According to AerosmithTemple.com, “For the next year, the band built a fan base by touring America, supporting groups as diverse as the Kinks, Mahavishnu Orchestra, Sha Na Na and Mott the Hoople.”
It was Aerosmith’s third album, Toys in the Attic, that finally saw commercial and artistic success, putting them on the map as a rock band to be reckoned with. And they are still amazing in concert! The iconic first single from Toys in the Attic, “Sweet Emotion,” hit the Top 40 in the summer of 1975, and the album reached number 11 shortly thereafter. This success prompted Columbia Records and the band to re-release “Dream On,” which rocketed into the Top Ten in early 1976. After that, it was only a matter of time before their first and second albums (Aerosmith and Get Your Wings, respectively) made their way back up the charts.
So what does a rock band have to do with you? Maybe everything – especially if you published a book a while ago that didn’t do so well on its initial release. What have you done since then? Have you written more books? Built a bigger platform? Begun speaking around the country? Started a podcast? Been blogging weekly for the past three years?
Maybe it’s time to consider re-releasing your book – or at least reenergizing your marketing campaign for it. Perhaps the first time out, you were new to marketing and wrote crappy news releases. Maybe you didn’t write news releases at all. Maybe you were just stepping your big toe into social media, and now you have a fairly significant following. How many great reviews did your book garner? A dozen? One? None? Time to get some!
Did you receive feedback that your book could have used some editing? Guess what – there are plenty of qualified freelance editors out there looking for work. Certainly one of them can help you out.
The great news is that as long as your book is about an evergreen topic (i.e., it’s not so time sensitive that it’s no longer relevant), your marketing and sales options remain wide open. First, you need to identify your audience and figure out where and how to connect with them. Then, it’s time to dust off your marketing plan. If you’ve never made a book marketing plan, it’s not too late to write one. After that, all that remains is to put it into action – tweaking it as you go.
There’s no silver bullet for publishing and book marketing success. One thing is true, though: you won’t sell one more copy of that book that’s been sitting on your shelf if you don’t follow Aerosmith’s lead by dusting it off and putting it back in circulation.
Here’s to your re-release success!
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