Don’t expect an outsider, yes marketing professional, to know all the intricacies of your book—you have to guide them with key concepts, phrases, techniques, strategies—you name it. They will (or should) have venues to dive into that spread the word about you and your book. It’s not just the know-hows of marketing; it’s the contacts that come into play. Marketing (and publicity) pros should have plenty of them.
Since the great majority of authors are on the side of the fence where they would rather not do it themselves … along with not paying someone to do it for them … my advice is simple and blunt: get over it.
Marketing books, and self, is huge work. The results can be staggering when you know your core message and connect it with the ideal reader. Book sales result. Reprints happen. Requests for your appearance at an event come forth. Media is generated. Speaking fees and sponsorships are created.
Not everything will work. Don’t toss aside a strategy if it doesn’t hit the first time—maybe the timing was off; maybe the wrong people were on your team; maybe you didn’t have your 15 second spot-on pitch of what exactly your book is about; what it will do for the reader; and for that matter, exactly who your reader is.
It doesn’t happen overnight … it’s one book at a time.
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