In a recent speaking engagement, I mentioned cross marketing and watched the many writers and authors in front of me blink their eyes.
“Cross?” said the multi-published author in the second row. “You mean like…angry?”
It was my turn to blink, and laugh a bit. It is, after all, the first place an author’s mind goes when faced with marketing. Marketing equals frustrating, complicating, time consuming aggravation, right? It’s an unfortunate knee-jerk reaction based on the common experiences of authors who really don’t understand marketing at all.
It’s time to recognize and appreciate the creative simplicity of smart marketing. I’m not talking about the kind of marketing authors are already doing, shouting “Buy my book!” and slashing prices. I’m talking about marketing the way it’s meant to be—logical, practical, connected, and powerful.
Here’s something that will blow your mind. The only thing an author needs to know to market well is…wait for it…THEIR OWN BOOK. Think about it. Knowing everything inside your book—every unique element and hook—means focusing on the many possible audiences for your book. This also means approaching marketing in an entirely new, different, and effective way. It changes everything. The question is, are you up for the challenge?
Cross Marketing isn’t magic, it isn’t a surreptitious pass-worded process where you need to know the secret handshake or swallow live gold fish to learn the strategies. It isn’t something only highly educated and experienced professionals use when you pay them boatloads of money to make you famous. Cross Marketing is simple and you can do it all by yourself. It’s a way of finding multiple markets for your book, no matter the genre or basic target reader. It’s a way of diving into your book to mine new readers you never thought about. It’s a way to develop an instinct about writing your next book that allows you to build in a few viable markets other authors may not have thought about. After all, isn’t that the ultimate goal? To gain more readers, more book buyers, more fans?
Your book is your product and as grand as it is to reach the standard reader—mystery lovers for your mystery, or paranormal lovers for your werewolf adventure—it’s even more exciting to see your readership expand and grow into areas you hadn’t originally imagined. We’re talking about creative, financial, and emotional gratification, and all you need to do to expand your book buyer base is follow a few strategies.
Mastering the simple strategies for Cross Marketing isn’t difficult. Every industry in the world, no matter what they produce, does the same thing. There’s no reason why authors shouldn’t take advantage of these simple processes.
It’s all about understanding your target audience based on the elements inside your book, and uncovering alternative markets where a million other authors aren’t shouting “Buy my book!” Cross Marketing is creative thinking and resourcefulness. It’s about doing things very differently than you have been doing.
Cross Marketing is one of the most effective ways to market to already established audiences. However, if the author really doesn’t know their own book, how can they identify those cross market audiences? It’s time to think of your book as more than just a book to be promoted and marketed to book buyers in book environments. Trust me, book buyers do far more than buy books, and spend a LOT more time doing those other things in places other than book promotion websites and social networks.
Want to know the secret to breaking out of the average book sales doldrums? New published authors, re-read your book. Multi-published authors, choose a book from your back list that you know should been more successful. Read it cover to cover and familiarize yourself with that story.
And finally, sign up to learn how to create broad awareness, bigger sales. Who knows, along the way you may discover the fun of marketing. Take the leap into the world of Cross Marketing, a creative, mind expanding, and exciting way to become a successful selling author.
February 8 – March 5, 2016
Without book sales we fail, but there’s no reason to imagine you’ll be one of the losers. There is real power in every author’s arsenal; you just need to know where to find it and how to turn it into more book sales!
- Creative “Sales” Thinking,
- Expanding your Platforms
- Identifying Broader Markets
- Approaching and Maintaining Alternative Markets
- Evaluating Your Successes
Bridging the Gap between Creative Writer and Marketing Author
Marketing is a very scary prospect for authors. It seems like a foreign language meant to be spoken in a far off land without an embassy to help explain the culture. None of this is true. It isn’t marketing that’s the issue—it’s a fear and general misunderstanding of marketing in relation to an author’s talents and skill set.
Authors are creative people who solve problems within their imagination. Just because they’ve never been creative within the marketing universe does not mean they can’t. In fact, the more creative a marketing author is, the further they step away from the competition, and the more book sales success they will find.
Write Brain/Left Brain is the goose with the golden egg. These pages open doors to thinking outside the box and away from the noisy competition. It encourages authors to see the bigger book buying world, imaginatively seek out broader audiences, and always trust their creative nose to accomplish their book sales goals. This book is designed to remove an author’s fear of marketing and replace it with the inventive possibilities specific to the book marketed.
Authors, open your mind and take the empowering leap into the astonishing, imaginative marketing playground.