The launch of your book is one of the best times to get back in touch with people who are in your network:
- Your list
- Your social media connections
- People who have had you on their radio/TV/podcast shows
- Meetup organizers and Event Planners
Look to the people who know you to be your first supporters; they are the low hanging fruit.
These people know you. They are familiar with who you are, what you do, how well you perform and follow through. They are, to varying degrees, your warm leads.
And now you have something new to tell them. It may be another aspect of your business. It may be a new angle or take on something, a new process you’ve developed.
While it is obvious to announce your new book to your list, you also need to talk about your book in terms of the services you offer. If the book highlights a new service or direction for your business, then talk about who this book will help and what problems it will solve.
People are on your list for a reason. They like and need the content you have given them so far which tells you that some (definitely not all) will need your services at some point. Your new book reminds them that you have the information they need.
After your email list, the next group of warm leads are your social media connections. Social media connections are strange beings. Some people have known you for decades, others somehow clicked and connected with you and probably couldn’t pick you out of a lineup. Most of us have an odd mix of social media connections and while having many connections is better than a few, you shouldn’t give the number of social media connections the same weight as the number of people on your mailing list.
One of my favorite sayings is “social media likes do NOT equal sales.” Fortunately, book sales are not the end goal for us. Putting your book and the word “author” on your social media profiles gives you more authority and credibility. Someone who is thinking about hiring you may buy your book to “check you out.” (Or they may just check the reviews of your book.) Use your book to remind your social media connections that yes, you are an authority in your field. (In a later blog post, I’ll talk about repurposing book content for social media posts.)
If you’ve been on someone’s show—whether it’s local talk radio, national TV, or even a podcast—it makes sense to go back to the host (or producer) and let them know you have a book out that can help their audiences. They know you’re pushing a book. What they want to be sure of is that you will give good content and not just try to sell the book. Those people who have worked with you before have a higher level of trust in you: If you were a good guest (you were a good guest, weren’t you?), you demonstrated your willingness to give great content and your ability to do so coherently. You’ve already overcome two of the major hesitations that hosts and producers have when booking a guest.
Local Groups/Live Events
I’ve run several Meetup groups and I can tell you that most group organizers are scrambling for speakers and topics, particularly if the Meetup is held weekly. Always bring copies of your book with you to sell after the event (ask permission, of course) and truly, you should always have a few copies of your book with you wherever you go. Event planners are less pushed than Meetup organizers because they are usually working further ahead, often six months to a year. But if you’ve spoken at an event before, send the event planner or organizer your book’s PR kit and let them know you’re interested in speaking at the event again, this time with a new topic or angle. (Don’t have a book PR kit? Click here to see how to create one.)
When you start the marketing for your book (or your business), start with the low hanging fruit—those people most likely to say yes. The initial push will give you momentum and the all-important positive reinforcement that we all need when starting a new venture.