The Best Marketing Plan

By Terry Whalin @terrywhalin

Authors are on a continual search for the best marketing plan. After being in publishing for many years, I will tell you that you plan will be different than mine. A cookie-cutter, one-size-fits-all plan does not exist. There is no formula and if a formula existed then every book would be a bestseller and successful. There are some great books which are not marketed and never get discovered. I've purchased other books which aren't that well-written yet because of excellent marketing, they become bestsellers.

 

To discover the best marketing plan is a process and takes continued effort to try a new tool, use it, then evaluate if the process helped you sell books and if not, try something else until it works. From my experience while there is no formula, there are continued practices such as having your own website, blog and email list. Some people sell many books on the radio and others through podcasts. Others sell books through live events or zooming into book clubs. There are many different ways to market your book. I have a shelf full of these books and each of them have valuable insights.

 

In these articles, I've written about how Jack Canfield and Mark Victor Hansen followed the rule of five when they launched the Chicken Soup for the Soul books. You can read this old post to learn more about this practice. I encourage your perserverance in this area of marketing your books. It will pay off. Once a month I blog for Writers on the Move and several years ago I wrote the story of bestselling author Andy Andrews. Follow this link to learn the story and see the persistence and perserverance that Andy endured before he hit the bestseller list. 

I encourage you to read how-to write books and apply the material to your writing life. Each book will have insights for you. The updated edition of Jumpstart Your Publishing Dreams is available in bookstores across the country. Several years ago I got this image from a reader along with his appreciation. Notice all of the post-its stuck in this book and how he found insights in my book.

 

In 10 Publishing Myths, the conclusion of each chapter includes an MBA (Myth Buster Action). Many things in the publishing process are outside of our control as authors. This book emphasizes the aspects you can control and encourages you to take action in this area. If you haven't read my book, I encourage you to take advantage of this special offer (follow the link).

 

From my experience in publishing, the Best Marketing Plan is a plan that you as the author will execute—and not just once for over and over for the long haul. My biography of Billy Graham was published years ago but I continue to promote it every day. As the author, you have the greatest passion for your book and need to focus that passion into your regular marketing efforts to continually sell books.

 

Where have you found the best marketing plan? Let me know in the comments below.

 

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Where Is the Easy Button for Publishing?

By Terry Whalin @terrywhalin

Writing is easy. You sit at your keyboard, open a vein and bleed. This statement has been attributed to Ernest Hemingway. On the surface, publishing looks easy. You write a book and publish it. People are looking for something easy—an easy button. One of my friends, Joel Comm, was selling easy buttons that you could have on your desk and push when you needed it. Yet the button only went up and down—and didn't do anything. From my decades in publishing, there is no easy button and instead the days are full of many “minor” decisions which will make a huge difference in the success or failure of your book.

 

In the pages of these entries, I've told the story about Mark Victor Hansen and Jack Canfield, co-authors Chicken Soup for the Soul (one of the most successful series of books in the English language). People often forget these books were rejected 140 times before they finally found a small publisher. That is a lot of rejection. Mark tells the story in the foreword to my book Jumpstart Your Publishing Dreams. Just follow this link to download and read the foreword and first chapter.

 

Last year, on The Write Conversation blog, I told the story of Andy Andrews and his struggle to get published and then how he became a New York Times bestselling author. Follow this link to read this article but the key fact is to notice the persistence and perserverance Andy did to finally succeed with his books and writing. There was nothing easy about it.

 

A great deal of publishing is being in the right place at the right time with the right stuff. Those qualities of persistence and perserverance are key elements for every writer. Here's some ideas of action steps you can take—no matter where you are on your publishing journey:

 

1. Write shorter pieces or magazine articles and be pitching them to editors. It takes skill to write a book and it also takes skill to write a shorter article. I would rather be learning on the shorter article than the longer book. Plus you will reach many more people with an article than most books. I continue to write for magazines and have been doing it for many years.

 

2. Be making connections consistently through LinkedIn. Millions of people are on this business network and I ignored it for years but today I have over 19,000 connections. Last week I called a long-time friend's cell number and someone else answered. I checked the number with a colleague—and they had the same wrong number. I went to LinkedIN and found a different number in this friend's contact area—so I called it and left a message. I was reaching him with an old number which was forwarded to him—and apparently dropped during the last month.  Repeatedly LinkedIN has been a great source of information because generally when people move or change positions, they take their LinkedIN account with them. Each of us need the right connection and you can be expanding your network through LinkedIN. If we aren't connected, then send me a connection invitation (use the link) You might not need it today but maybe you will need to connect at a later point.

 

3. Get to an event and make new connections.  After two years of a pandemic, live events are returning. I will be at two of them this month and another in June. In May I will be teaching and meeting authors at a vircual event. Follow this link to see my schedule and possibly meet. This week an author who attended one of my workshops in 2018 reached out to me with some questions. She was going to attend the Write His Answer conference in May (which will be virtual and a combination of the Philadelphia and Colorado Christian Writer Conferences). This author was surprised that I answered her email and questions. Even four years after an event, I continue to be in touch with people that I met.

 

Your persistence and consistency is important—even in the face of rejection like Jack Canfield, Mark Victor Hansen and Andy Andrews. Keep moving forward is my encouragement—whether you find the easy button or not. 

 

If I'm missing the easy button for publishing, let me know in the comments below.

 

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The Best Teacher

Throughout my time in the publishing community, I've had some unforgettable experiences--good and bad. I've written about a few of them in these entries on The Writing Life, which is one of my consistent themes.

When I've gone through some difficult or challenging experience, after it is over, I have often looked back and said to myself the common saying, "Experience is the best teacher."

In some ways, the saying is true because I've personally experienced it I will take measured steps to avoid going through that experience again. But is experience the best teacher?

Last week, I wrote about a new book, The Noticer: Sometimes, all a person needs is a little perspective by Andy Andrews. There are many valuable insights in this little book and in this entry I wanted to write about another one.

Jones, the central person in the book, is a noticer. During a difficult time in Andy Andrews' life, Jones makes a special introduction:

"'Do you read?' he asked. As I nodded, he added, 'I'm not asking if you can read, I'm asking if you do.'

'Yes,' I responded, 'Mostly magazines and stuff, but I do.'

'Good enough,' Jones said. 'Read these.'

I looked at what he handed me in the semidarkness. The titles were all names. Winston Churchill. Will Rogers. George Washington Carver. I glanced back up at him. 'History books?'

'No,' he said with a twinkle in his eye, 'adventure stories! Success, failure, romance, intrigue, tragedy, and triumph--and the best part is that every word is true! Remember, young man, experience is not the best teacher. Other people's experiences is the best teacher. By reading about the lives of great people, you can unlock the secrets to what made them great.'" (page 9)

I readily identified with this section of The Noticer. Why? I've always loved biographies and read many of them. I've learned so much from each one of them. It's part of the reason that I've written magazine profiles about more than 150 bestselling authors. In the process of writing those stories, I learn massive amounts of material about their experiences.

To me, it is a partial explanation why I've written numerous biographies such as Billy Graham, Chuck Colson, Luis Palau, John Perkins and many more.

Have you unlocked the secrets to greatness as you read about other people's experiences?

The Power of Observation

Between last Friday and Sunday, I spent nine hours on an airplane. That's what happens when you sign up to speak at a conference in Baltimore, Maryland and you live in the Phoenix area. Yes, I had a direct flight but any way you travel it is still 4.5 hours each way. It gives you a lot of time to work, catch up on some writing and reading while others are sleeping around you.

The Noticer: Sometimes, all a person needs is a little perspective by Andy Andrews is one of the books that I completed during the flights. Here's a quick read which could become one of the most important books that you read all year.

Andy tells about a man simply named Jones and his profound impact on his world around him through active observation. Jones doesn't just notice his world. He gets actively involved in the lives of different people that he notices--including a profound effect on Andy Andrews at a critical juncture.

When I read any book, I'm always intrigued with where they find the title for the book. Often it is early and other times it is buried deep in the book--like The Noticer when Andy describes an incident from years ago as a young man:

"Jones looked around at me and winked, then said to Jason, "I am a noticer. It is my gift. While others may be able to sing well or run fast. I notice things that other people overlook. And you know most of them are in plain sight." The old man cocked his head. "I notice things about situations and people that produce perspective. That's what most folks lack--perspective--a broader view. So I give 'em that broader view...and it allows them to regroup, take a breath, and begin their lives again." (page 130-131).

I recommend you read The Noticer but also I encourage you to follow Jones example and increase your personal power of observation and how you can impact the people around you.