As an author, before you invest substantial time and money in the writing, publishing and promotion of your book, you need to plan how you intend your book to work for you as a sales and marketing, revenue-generating tool.
Most authors don’t get rich from the sales of their book. That’s why it’s so important to view your book as a platform that works for you by:
- Positioning you as an authority in your field,
- Opening the door to other promotional opportunities such as speaking engagements,
- Boosting sales of your other products and services, and
- Giving you content to re-purpose into other products you can sell at a higher price.
These are just some of the ways you can use your book as a marketing tool for your business. And that’s why I’m so passionate about books. A good book gives you the kind of credibility money can’t buy – similar to how publicity works to establish you as an authority.
US book publicist and publisher Rick Frishman says before you write a non-fiction book, make a long list of all the ways you can use that book as a springboard to other products and services. “Too many authors view the book as the end product. Then, if the book doesn’t sell, they’re stuck,” Rick said. He and other successful book authors and publishers know that books need to upsell readers to other products and services.
Two years ago I heard Rick speak at a book marketing conference in LA where many book experts such as Alex Mandossian talked about how you can repurpose your book content for CDs, DVDs, workbooks, courses and seminars.
The fact is there is more money to be made in how you can re-purpose your information than there is in book royalties and sales.
Smart authors view their book as a platform with an end purpose in mind to drive awareness towards their real reason for writing their book in the first place.
Yours in book publicity
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