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Why I want to be a TroubleMaker

 

Live-wired, straight-shootin, dirty-mouth'd, pelvis-pushing juke music ...

Live-wired, straight-shootin, dirty-mouth’d, pelvis-pushing juke music …

Here’s a portion of the bio of a band called Vintage Trouble, taken from their website Bio page, written by Nick Faigen:

Vintage Trouble formed in 2010 out of the ashes of a few other bands, and not by chance, Ty Taylor (vocal) and Nalle Colt (guitar) teamed up with drummer Richard Danielson and bassist Rick Barrio Dill. They entered The Bomb Shelter Studio, recorded an album’s worth of material in three days, which was intended to be demos and ended up being pressed into CDs. The Bomb Shelter Sessions became Vintage Trouble’s first album. Selling it at their gigs was easy and not surprisingly so were the calls to feature their music in several commercial media.

But they were just getting started. Unified in their decision to stay in Los Angeles to build the band’s musical foundation, the group quickly collected a lot of fans, who became known as “TroubleMakers.” Such underground buzz led legendary manager Doc McGhee to take notice and sign Vintage Trouble after hearing only a single chorus. Doc’s first order of business was to break the band in England, right away. Their first venture overseas resulted in a similar groundswell, with Music Weekly naming them 2011 Breakout Artist of the Year and HMV hailing them as their “Next Big Thing.”

Their accomplishments go on from there:

  • The band appeared on Later… with Jools Holland. This performance was one of the most talked about of the year, blowing up Twitter as the 6th most tweeted topic worldwide just hours after the show. The very next day, their self-released debut, The Bomb Shelter Sessions, entered the charts, becoming the No. 1 “R&B Album” and No. 2 “Rock Album” on Amazon UK—No. 6 on Amazon overall and No. 13 on iTunes, charting in the “UK Top 40” by the time it was officially released in July.
  • Vintage Trouble went on to play 80 shows in 100 days before an estimated 400,000 people throughout the UK and Germany.
  • The next three months brought them the opportunity to open for Bon Jovi in stadiums and arenas on the UK, Ireland, and German legs of the tour, playing to over 200,000 people in just under two weeks.
  • Guitarist Magazine ran a feature about Nalle, and The Bomb Shelter Sessions was named one of the “Top 25 Guitar Albums of the Year” by Total Guitar Magazine.

And last night, they continued their current tour, opening for The Who! at Jobing.com arena in Glendale, Arizona.

So why did this band catch fire as it has? Perhaps it was a case of being in the right place at the right time. But I think it’s more than that. It’s authentic talent. It was the decision not to wait for the results of a demo, but to release their first CD independently because they knew what they had was gold. It’s their retro look and sound. It’s the awesome photography and stage presence they have for a band so newly formed. It’s the catchy name for the fans – who wouldn’t want to be a TroubleMaker? After their set last night and at the end of The Who’s show, the band held meet-and-greets with the fans, willing to mix and mingle with anyone who wanted a chance to chat and/or shake their hands.

What does this have to do with you and marketing your book? Nothing and everything. You could say, “Yeah, but it’s different with music” or you can take inspiration from these four amazing guys. Visit their website and listen to the free track. Study the images and read their whole bio. What are they doing that you could mimic? How can YOU create a tribe of TroubleMakers that will help you sell more books and put you on the map?

Inspiration surrounds us daily. Are you noticing?

Laura

__________________

We welcome and encourage your thoughtful, courteous comments below.

__________________Microsoft PowerPoint - Create a Fan Page 2013 ebook

Need help creating – or updating – your Facebook Fan Page? At nearly 200 pages, this eBook is chock-full of screen shots and details about how to create or improve your Facebook Fan Page. Includes details about adding a MY BOOKS feature to your page. Grow your Fan Page and grow your list of potential readers! Get Using Facebook Fan Pages to Market Your Book and/or Build Your Business today!

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56 ways to use video to promote your book and/or business

Marcie with video camera

We haven’t paid much attention to video yet – but trust me, we will! Of course we reviewed some of our favorite book trailers, which is one very important way for an author to use video. However, there are many others.

The list below, much of which is borrowed from Media Pro Productions, includes a wide variety of video uses. Some of these may or may not directly apply to you as an author. If your book is an extension of your business, many will apply. However, if you’re the author of a novel, memoir, or other less business-oriented title, you may have to stretch to find applications. The goal isn’t for you to take this list and go out and make each and every video on here. It’s to get you thinking about new ways to use video that may never have occurred to you before.

If you’ve been using video for a while, please share the link for your YouTube channel (or other website feed) below in the comments section. And if you’ve got great ideas that aren’t on this list, please share those, too!

Customer-Oriented Videos 

1.   Video testimonials
2.   Video success stories
3.   Video case studies
4.   Man-in-the-street interviews
5.   Prospecting presentations
6.   Follow-up after meeting a new prospect
7.   Thank you for the opportunity
8.   Putting a name with a face after a phone call

 

Product and Service Promotions

6.   Product presentations
7.   Service demonstrations
8.   Product reviews
9.   Mini documentaries
10. Subject matter expert commentary
11. Product comparisons

 

Corporate Videos

12. Company overview
13. Executive presentations
14. Staff presentations
15. Virtual facilities or equipment tour
16. Board of Directors updates
17. Ongoing corporate communications

 

Training and Support Videos

18. Training videos
19. Instructional videos
20. Sales support “expert” videos
21. “Brown-bag” learning
22. Post-sales support videos
23. Maintenance videos

 

Internal Communications Videos

24. Internal communications
25. Event/conference/trade show communication
26. Employee orientation and “get on board” training
27. Health, safety, and legal issues

Advertising, Marketing, and Promotions 

28. Commercials/infomercials
29. Humorous video
30. eMail video
31. Content marketing
32. Landing pages and micro sites

 

PR Support and Community Relations

33. Video media releases
34. PR support materials
35. Community relations video

36. Public service announcements

37. Cause-related promotions

 

Event Video

38. Event presentation video
39. Roundtable sessions
40. Expert Q&A sessions
41. Highlights or “red carpet” video

 

Author Uses

42. Author bios for signings/events
43. Video blogs
44. Book trailers and promotions

45. Contest and giveaway promotions

46. Partnering with other authors

47. Speaking promotions

48. Tie-ins for holidays or special events

 

Other Uses

49. Recruitment videos
50. In-store videos
51. Company lobby/waiting room videos
52. Mobile videos
53. Market research/focus groups/polls
54. Website FAQ videos
55. Video white papers
56. Video magazines

 Laura

__________________

We welcome and encourage your thoughtful, courteous comments below.

__________________Microsoft PowerPoint - Create a Fan Page 2013 ebook

Need help creating – or updating – your Facebook Fan Page? At nearly 200 pages, this eBook is chock-full of screen shots and details about how to create or improve your Facebook Fan Page. Includes details about adding a MY BOOKS feature to your page. Grow your Fan Page and grow your list of potential readers! Get Using Facebook Fan Pages to Market Your Book and/or Build Your Business today!

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Why should a salesperson think about publishing an eBook?

Yesterday, I had the privilege of being a guest on the BlogTalk Radio show of my friend, the elite sales coach and trainer, Connie Kadansky. Connie specializes in teaching sales people to “get their ask in gear” and helping them overcome Sales Call Reluctance®. It’s something almost all of us who are in sales (yes you, my dear SBMs*, are in sales!) face at one time or another: the fear of prospecting and/or self-promoting.

Connie interview

The topic of our conversation yesterday was “Build Your Credibility with Prospects by Publishing an eBook!” As many good talk show hosts do, Connie offered me the list of questions she would ask in advance so that I had time to prep my responses. Her questions and my prepared answers are below. However, you should still listen to the interview: (a) to see how closely we stuck to (or varied from) the script, and (b) because she threw in a couple of great examples that were unplanned.

I think that’s the key to a great talk show – preparation that allows for flexibility and impromptu questions and responses. It’s also why when you’re preparing to do live radio or TV, you’ve got to be ready to answer any questions the interviewer might throw your way. I had a client one time who wanted to know how to be “absolutely sure” she would know in advance all of the questions the interview would ask. She was extremely worried that she might receive a question to which she did not have a prepared answer, and she was quite unhappy when I told her there would never be such a guarantee. You always have to be prepared for anything because a cagey interviewer may hit you with something utterly unexpected. (I understand Phoenix’s own Pat McMahon has a reputation for this type of surprise questioning.) Generally, though, the interviewer wants the show to go well, which is much more likely if the interviewee has an idea of what’s coming.

Here are Connie’s pre-planned questions and my planned responses:

1. Laura, the first thing that comes to mind when salespeople think about writing anything is anxiety around not being a good enough writer.  How can you ease the anxiety so people will open up to the opportunity to write an eBook that could put them on the “map” so to speak?

Writing is the technical skill of putting words together so that they make sense and properly convey our ideas. But we do that – put words together and convey ideas – every day when we talk to people. So if you can talk, you can probably put a book together fairly easily. It’s just a matter of getting someone to help you organize the words once they’re on paper. I think that putting the book together is the easy part. I – and lots of others out there – can help you with that. But what I cannot do is give you a meaningful message if you don’t already have one.

2. How important is the “why” behind what they are wanting to accomplish?

Many people will tell you that they’re in business to make money. But money, while important, is ultimately an empty motivator. Being emotionally connected to the “why” gets you energized – you can’t wait to go out and talk to people about what you’re selling, and they will see your genuine enthusiasm and respond. Even if they don’t buy from you, they’re more likely to recommend you to someone else who might need your product or service.

3. You indicate that salespeople must know what their message is. . . how do you help salespeople get clarity on that message?  They just want more customers and to sell more of their product or service.  How do you help them dig deep into understanding what their market wants?

The first thing I do is ask questions. Then I listen to the answers. There are three important ones to focus on first: (1) Who is your audience? (2) What is the ONE thing you want them to know – the thing they’d go home and tell their spouse about, or post on social media? (3) Why are YOU the person to share this message?

4. You indicate that people need to know who their audience is – audience meaning who is going to read their material – what are the different components on knowing who the audience is?

Most authors’ goals are to sell books – to lots of people. Makes sense, right? But the best way to hone in on your audience is to know the ONE person you’re trying to reach with your message. Studying their demographics and psychographics. Demographics are the measureable things like age, education, and marital/parenting status. Psychographics, on the other hand, are the things that make your reader unique, such as their personality traits, values, and attitudes. I encourage my authors to know that they are writing to Jane Kowalski – a 32-year-old teacher, no kids, master’s degree, who lives in a Chicago suburb, attends church occasionally, works at an animal shelter on the weekends, and aspires to climb Mt. Everest.

5. This eBook can be a PR tool – it connects them with the “outside world” so to speak – a credibility tool. How important is it that they be specific on what they want to accomplish going back to “they just want more customers?”

It’s essential. The thing is, we all want more customers. We wouldn’t be in sales – or in business, for that matter – if we didn’t. But we need to get underneath the thing we’re selling to the reasons we’re selling it. What will it do for the customer? How will their life benefit from it? How will their life change? What will they be able to do after buying your product or service that they couldn’t do before? Your eBook will answer those questions – or it will explain why you are the best person to provide them those answers. Hopefully both.

6. How does someone share value without “giving away the store?”  Recently, I heard a marketing coach telling people to stop blogging, because they are solving all the customers problems and people don’t need to buy from them.  What are you thoughts on this comment?

I hear this all the time and I couldn’t disagree more. This is a perspective that comes from lack. “If I share what I know, you won’t hire me because I just gave it to you for free,” rather than “If I share what I know, it demonstrates my expertise so you will know I’m good enough to hire.” Not to mention that a typical blog post can only scratch the surface. If all you know is what you can put into a 500-word blog post, you’re not very good at what you do, are you? Your eBook should demonstrate the problem and offer the answer in broad strokes. The customer will still need to hire you (or buy your product) for implementation of the solution.

7. If someone were to call you today with a vague idea of an eBook, what process would you put them through and how long would it take?

I would arrange a phone interview with them and begin by asking the 3 questions I mentioned above. I would ask them what, besides “Do Business With Me” would they want their prospect to do after reading their book? What information does their reader need to know? In what format do they already have that information? Is it written down somewhere? Could they dictate it? Put it into bullet points? Write it as one long 6-page paragraph? Would a series of recorded interviews be the best approach to getting it down? What call to action would they want to leave with their readers/prospects? Depending on the author, it can be a few weeks or a year. We’ve turned around eBooks – cover design, content, editing, layout – in 3 weeks for the right clients.

8. Do you have an offering for our listeners so that they can connect with you?

Your listeners should check out http://bit.ly/Anatomy_Launch for access to a free special report I’ve written to guide them through the launch of their book. Don’t do what far too many new authors do and wait till you have your book in your hands to begin marketing it! Read this report so you can learn how to start marketing the second you start writing.

Laura

* Savvy Book Marketer
__________________

We welcome and encourage your thoughtful, courteous comments below.

__________________Microsoft PowerPoint - Create a Fan Page 2013 ebook

Need help creating – or updating – your Facebook Fan Page? At nearly 200 pages, this eBook is chock-full of screen shots and details about how to create or improve your Facebook Fan Page. Includes details about adding a MY BOOKS feature to your page. Grow your Fan Page and grow your list of potential readers! Get Using Facebook Fan Pages to Market Your Book and/or Build Your Business today!

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Are you organized for success in 2013?

Marcie juggling

OK, then. It’s the first Monday in February. How are YOUR book marketing plans for 2013 going? I was battling a fierce cold for the first two+ weeks of January. When I finally stopped coughing long enough to be able to hold a reasonable phone conversation, I looked up, and January was g-o-n-e. Now, I find myself back in work mode – and the ideas are swirling fast and furious.

I’ve been reading great stuff, meeting fantastic people, developing new projects, one after the other – all of which is very exciting, but I’m realizing that if I don’t rein it in a bit and organize these thoughts, they could be lost in the whirlwind of energy that carried them to me … and wind up going nowhere.

If you’ve ever heard of the Enneagram personality assessment, I’m a 7 – THE ENTHUSIAST. “Sevens are extroverted, optimistic, versatile, and spontaneous. Playful, high-spirited, and practical, they can also misapply their many talents, becoming overextended, scattered, and undisciplined. They constantly seek new and exciting experiences, but can become distracted and exhausted by staying on the go. They typically have problems with impatience and impulsiveness. At their best: they focus their talents on worthwhile goals, becoming appreciative, joyous, and satisfied.”

Some coaches refer to this as Shiny Gold Object Syndrome. Or using my catlike reflexes to chase a bird, eat food, climb on the dresser, sit in your lap, and bat at dust bunnies … all simultaneously. I think many creative types fall into this category. The goal is to work on that last line, “At their best: they focus their talents on worthwhile goals, becoming appreciative, joyous, and satisfied.” They say the teacher teaches what the teacher needs to learn … so trust me when I say I’m not necessarily the best-equipped person to tell you how to manage the 1,000 new ideas that may barrage you daily.

The following are a few things that are working for me. Please know, these didn’t come easily and I have yet to master them completely. But since I’ve been incorporating them, I’m definitely more productive, focused, and calm.

  1. WRITE IT DOWN. No matter how good the idea, quote, tagline, website, suggestion, or invitation may be, it’s not going to stay at the forefront of your mind for long. Because if you’re active and interested, another great idea, quote, tagline, website, suggestion, or invitation is going to come along right behind it. And then another. Do you really want to trust your memory to recall all of those opportunities, or do you want to be sure to be able to examine them again, when you have some time to focus on them?
  2. Which leads to the next point. MAKE SOME TIME. I used to have a really bad habit of not reading email as it came in. “Oh, that sounds interesting. I’ll look at it later when I have more time,” is what I told myself. Two hours pass. Another 137 emails poured in on top of the one I was going to “get to,” and before you know it, it was buried, deadline all but forgotten. And it wouldn’t come up again until someone mentioned having attended the event, met the speaker, or in some other way taken advantage of that email that I was going to get to. Now I schedule time to read – and ATTEND to – email every two days.
  3. PRIORITIZE. Try as you might, you cannot do it all. At least not all at once. This means learning to put an order to your goals and ascribing deadlines to them, too. You might think about creating a physical or virtual file for the things that are interesting but don’t practically apply right now. Then calendar some time (once a quarter, once a month, whatever works for you) to look that file over. At that point, you can reassess your current plans and determine whether the things in your Future Folder might have more relevance now.

One thing is true: it’s impossible to be successful if you’re overwhelmed. 2013 can be your best year yet – as long as you stay somewhat organized and VERY focused. Please share your suggestions, ideas, and experiences around what’s worked for you in the comment section below!

Laura

__________________

We welcome and encourage your thoughtful, courteous comments below.

__________________Microsoft PowerPoint - Create a Fan Page 2013 ebook

Need help creating – or updating – your Facebook Fan Page? At nearly 200 pages, this eBook is chock-full of screen shots and details about how to create or improve your Facebook Fan Page. Includes details about adding a MY BOOKS feature to your page. Grow your Fan Page and grow your list of potential readers! Get Using Facebook Fan Pages to Market Your Book and/or Build Your Business today!

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A Superbowl Challenge for book marketers

Last year for the Super Bowl, we re-ran a post from 2011:  Top 10 Lessons Authors Can Take from Watching the Super Bowl. Here’s the thing … neither my husband nor I are huge fans. We’ll be watching, but we’re anything but rabid followers. And since Marcie has followers and readers all over the globe, I’m sure there are some of you out there who are even less interested in American football than we are.

Nevertheless, it’s good to be able to go where the crowds are. If you can find a way to tie your book to the Super Bowl (or topic du jour), by all means, get in on it! But you’ve got to do it with some aplomb and grace. If you’re forcing the topic, it might simply be better to make the Big Game the focus.

Here’s the thing to keep in mind: every Facebook post, Tweet, or blog needn’t be about your book! In fact, if all you ever write about is your book, you may bore people. Your interest in the Super Bowl, Valentine’s Day, or the latest season of American Idol gives you something to write about other than your book, creating the appearance of a well-rounded author – not an author whose every waking utterance is in promotion of your book.

So here’s my challenge:

Keeping in mind the 10 Lessons from last year’s post (BELOW), what clever, creative, or interesting observations about today’s game can you make on Facebook, Twitter, or your blog?

Sure, everyone else may be commenting, too, so what do you see or notice that’s a little different?

And how can you extrapolate this to life at large? How can you bring details from your ski vacation into your marketing efforts? Grandma in the hospital recently? Did you learn something from that experience that could benefit your online audience? Make chocolate chip cookies with your little ones recently? How about sharing your recipe or memories from your own childhood with your readers? The idea is to be relatable. Tell stories that make you, the author, a real person to your readers, friends, and followers.

Here are our 10 Super Bowl Marketing Lessons for Authors:

  1. It takes guts and conditioning to make it to the top.
  2. The best team doesn’t always win.
  3. Good coaching matters.
  4. Getting on the field and making it to the endzone … two entirely different things.
  5. Sometimes you have to take a risk.
  6. When you fall down, get up quickly.
  7. Rabid fans help enormously.
  8. Get creative with your advertising.
  9. Throw a big party!
  10. The whole world is watching you.

Happy Super Bowl Sunday! If you accepted the Challenge, come back and share your posts with us in the comment section below!

Laura

__________________

We welcome and encourage your thoughtful, courteous comments below.

__________________Microsoft PowerPoint - Create a Fan Page 2013 ebook

Need help creating – or updating – your Facebook Fan Page? At nearly 200 pages, this eBook is chock-full of screen shots and details about how to create or improve your Facebook Fan Page. Includes details about adding a MY BOOKS feature to your page. Grow your Fan Page and grow your list of potential readers! Get Using Facebook Fan Pages to Market Your Book and/or Build Your Business today!

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Groundhog’s Day book marketing messages from Punxsutawney Phil and Phil Connors

Marcie - Groundhog Day

When you hear the words “Groundhog Day,” who are you more likely to think of? Punxsutawney Phil, THE groundhog for whom the day is named, or Bill Murray, star of the ubiquitous movie of the same name?

There are book marketing lessons to be drawn from both.

First, all is not as it might seem. The way Punxsutawney Phil is said to determine if winter is on its way out and spring is around the corner is by whether or not he sees his shadow. To me, it’s always seemed counterintuitive that Phil’s not seeing his shadow (cloudy day) means winter’s at its end, while seeing his shadow (sunny day) means 6 more weeks of winter.

So where might all not be as it seems when it comes to your book marketing? One place is in your results with things like blogging or social media. When you’re just ramping up and you’re not seeing many results (it feels like no one’s reading your blog and you’re not attracting many friends or followers on Facebook or Twitter), it may seem as though the effort is futile. On the contrary, my dear SBMs!* Push through the “it’s not working!” thoughts and keep on keeping on. Far too many bloggers quit, just as they were about to turn the corner on the traction they were seeking. Keep blogging. Keep Facebooking and Tweeting. Do your research, and get better at it, to be sure. But don’t quit.

Phil Connors (Bill Murray’s character in the movie), on the other hand, offers a seemingly opposite lesson. In realizing the futility of his effort to break the cycle of the recurring day (he wakes up every morning and it’s 6 a.m. on Groundhog’s Day AGAIN), he turns caddish behavior into an art form, seducing women, stealing money, driving recklessly, and eventually getting thrown in jail. Yet nothing changes.

You’ve more than likely heard the “definition of insanity”: doing the same thing over and over again and expecting the same result. I’ve always thought it’s much less the definition of insanity than human nature; in clinging to what we know, we remain in our comfort zones. There’s only one problem with remaining in our comfort zones: It’s pretty much impossible to grow there.

So the second lesson is to selectively stop doing what you’ve been doing. Yes – I said keep blogging and keep posting your tweets and Facebook updates. But stop looking for reasons people won’t buy your book. Stop telling yourself there are lots of other books out there like yours, so why should people buy the one you wrote? Stop hiding behind the safety of exclusively promoting your book online and get out there to meet real, live people! STOP the thinking and behaviors that are sabotaging your success.

It’s not necessarily the best books – or products in general – that rise to the top, although a high-quality book sure helps. It’s consistency of message. Consistency of marketing. Consistency of posting. Consistency of touching your mailing list. Being there, being there, being there. Stay the course. Tap all the resources you have – and if you don’t have any resources yet, go out and get some.

Happy Groundhog’s Day to you – whether or not spring comes soon to your little corner of the World of Books.

Laura

*Savvy Book Marketer
__________________

We welcome and encourage your thoughtful, courteous comments below.

__________________Microsoft PowerPoint - Create a Fan Page 2013 ebook

Need help creating – or updating – your Facebook Fan Page? At nearly 200 pages, this eBook is chock-full of screen shots and details about how to create or improve your Facebook Fan Page. Includes details about adding a MY BOOKS feature to your page. Grow your Fan Page and grow your list of potential readers! Get Using Facebook Fan Pages to Market Your Book and/or Build Your Business today!

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A skincare company’s Times Square lesson for book marketers

If pressed, I guess I’d have to admit my husband and I are more homebodies than going-out-bodies. We thought about going to Niveafind some live music on New Year’s Eve but decided we’d enjoy our own company (and that of our dogs and cat) more than screaming to be heard at a club or toasting with happy drunks at a bar. So we joined many around the world doing what I never did in person all the time I lived in the NYC area: we watched the Times Square ball drop.

If you watched the same scene (this year or last year),  you likely noticed a sea of blue, in the form of balloons and felt hats provided to New Year’s Eve revelers by the skincare company Nivea. With this kind of creative marketing (OK, so they biffed on the Rihanna idea, but even that was definitely a clever plan — and you can’t succeed if you’re not willing to take some risks), it’s no doubt why this company has a significant global presence and market share.

They even have a great YouTube video explaining the process involved in prepping and disseminating the New Year’s goodies.

squeeze balls from PrimoPromos.biz

What’s the takeaway for you, a self-published author? OK — so you don’t have a multimillion dollar marketing budget to get yourself in front of an audience of billions. But how can you replicate this idea on a smaller scale? What kind of giveaway might you distribute to a sizable crowd at an event with media coverage? What would get the Tweeters in your audience buzzing? Whether it’s giving T-shirts with your book cover and LINK to a group of volunteer trash collectors  along a busy roadway (an investment of less than $100) or putting your book cover and LINK on a faux baseball that you hand out after an MLB game in your city (an investment of less than $500), you can garner more visibility than you may think.

It’s the start of a brand new year, the perfect time to put on your SBM* hat and get busy coming up with some creative ways to market YOUR book. Watch this space … I feel a contest coming!

Happy marketing …

Laura

*Savvy Book Marketer
__________________

We welcome and encourage your thoughtful, courteous comments below.

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Ready to make your dream of writing a book a reality? The Empowering Women Writers program will walk you through all the steps, at your pace and on your schedule! Launching January 15, 2013!

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