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Don_t_Be_An_Expert__Be_A_Filter__secrets_To_Selling_More_Books_ by ScribdDoc

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									Title:
Don't Be An Expert, Be A Filter (se
crets To Selling More Books)

Word Count:
1034

Summary:
So, how much would you pay someone
to sift through your email each mor
ning, deleting the garbage and pres
enting you with the 5 (out of 500)
emails you need to respond to? If y
ou already have someone like that,
lucky you! But if you don't, I bet
this sounds like a dream. In the ag
e of a constant flood of informatio
n, consumers will pay good money fo
r a filter. So if you want to sell
books, be the go-to person for your
 market.

If you're wondering how to become a
filter, giv...


Keywords:
books, book promotion, writing, boo
k publicity, book marketing, Dan Po
ynter, John Kremer
Article Body:
So, how much would you pay someone
to sift through your email each mor
ning, deleting the garbage and pres
enting you with the 5 (out of 500)
emails you need to respond to? If y
ou already have someone like that,
lucky you! But if you don't, I bet
this sounds like a dream. In the ag
e of a constant flood of informatio
n, consumers will pay good money fo
r a filter. So if you want to sell
books, be the go-to person for your
 market.

If you're wondering how to become a
 filter, give some thought to the f
ilters you may not even be aware of
. For example, in the book publishi
ng market I can think of two major
ones: Dan Poynter and John Kremer.
Both of them are filters. Why? Well
, they have zeroed in on their focu
sed market and have become the go-t
o people for everything publishing
and marketing. We have structured A
uthor Marketing Experts the same wa
y: all book marketing, all the time.

While you'll find filters in differ
ent markets, they share a lot of th
e same characteristics. Filters are
 out there weeding through informat
ion so you don't have to, and then
they are posting their findings on
their website, blog, or talking abo
ut it in their podcast. Sometimes t
hey're doing a combination of all o
f these things to keep their reader
s informed.

Next, filters are so laser focused
in their market that not only can t
hey filter out the "noise" for you
so you don't have to, they can then
 compartmentalize the noise into su
b-filters. These sub-filters become
 even more significant, and here's
why. Increasingly, we are living in
 an age of customization. I mean wh
en was the last time you bought an
entire CD or read an entire newspap
er? More than likely you're buying
your music one song at a time on iT
unes, or you're reading your news s
electively or, in many cases, throu
gh RSS feeds that allow you to tap
into only the content that you want
. We'll put all of this together in
 a moment, but for now, start think
ing about the customized element to
 what you're doing.

The tools we have at our disposal (
many of them free) make becoming a
filter extremely easy. Blogs, podca
sts, RSS feeds, all of these help u
s to build our filter and therefore
, build our audience. But before yo
u launch headlong into filtering, c
onsider these quick tips:

Becoming a filter requires dedicati
on, but the benefits will pay off i
n ways you can't imagine (and many
that will fill your bank account).
When I talk about dedication, what
I mean is *you* must read every pub
lication that's out there on your t
opic so your reader doesn't have to
, and more than that, you should re
ad outside of your area of expertis
e because you never know where the
big ideas will come from. Take an a
fternoon, once a month, and devour
your reading material. I read an av
erage of 27 magazines a month. Yes,
 it can be overwhelming (at times),
 but the upside is that you are con
stantly staying dialed into your ma
rket. That's the first step to beco
ming a filter.
Be crystal clear about what you're
filtering. If you're sitting in a h
uge market like, let's say automoti
ve, you probably don't want to talk
 about every single car that's out
there or being developed. Perhaps y
ou want to focus only on hybrid veh
icles. Now your direction is clear.
 Once you have this direction, your
 website should reflect that. Your
website should be the first marketi
ng piece you look at as you're deve
loping your focus.
Next, ask yourself if your book is
a filter. If it's not, it should be
. Being a filter is tougher for fic
tion authors of course, but you non
-fiction folks should have no troub
le leveraging this into your books.

Blog, podcast, and write, write, wr
ite on trends, reviews, hot new ide
as and things that are so-so. I alw
ays tell people that I am my own te
st lab. If you want to try somethin
g new in marketing, check with me f
irst. It's likely that I've already
 tested it on myself. In fact, all
of our programs are built from thin
gs I tried first. If I don't like i
t, or it didn't work, I won't sell
it. That's a filter. And I'm not ju
st talking about filtering stuff yo
u can offer to a client, be objecti
ve! Be a filter for the competition
, too, and by all means, send peopl
e to other vendors if they can offe
r what you can't. Remember, the cus
tomer/reader came to you first.

Make customization your best friend
. So, let's use our car example aga
in. Let's say you wrote a book on h
ybrid cars and your site is all abo
ut hybrids as is your blog, newslet
ter and podcast. But now you have b
uilt your brand sufficiently, and i
t's time to break out into new area
s. How about this: ebooks for focus
ed markets. Quick and easy tips, li
ke "Buying a hybrid for seniors" or
 "Buying a hybrid for families." Th
e key to remember is that each of t
hese markets has its own specific n
eeds. When it comes to buying a car
, the needs of a family are differe
nt from those of a senior or single.

What's your brand? Everyone's a bra
nd, even Nora Roberts. Becoming a f
ilter will help you brand yourself.
 Remember that people don't buy a b
ook, they buy a brand. If you're cl
ear on your brand, you'll sell more
 books. Figuring out your branding
doesn't need to be complicated, but
 it does need to be focused. I'm no
t talking about the kind of brandin
g that requires hours of logo devel
opment. I'm not even talking about
a brand that's necessarily original
. Yes, you want to be unique, but t
he key isn't doing something no one
 else is doing, the key is doing it
 better.

So how can you become a filter? Wha
t's your market and focus? Perhaps
you're thinking that you can apply
some of these principles, but not a
ll of them. That's OK! The thing to
 remember is that being an expert i
s passé. I don't know if you've not
iced, but these days everyone's an
expert. They're a dime a dozen. Wha
t you want to be is a filter.

								
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