Tuesday, January 31, 2017

10 Marketing Do's and Don'ts for the Year (Part 2 of 3)

--By Rob Eagar (used with his permission)

4. Do Launch New Products
For every good book, product, or service, there are usually three or more spin-off opportunities. For instance, turn a printed book into an e-book, live event, or video curriculum. Take your top-selling products and offer them into larger or smaller sizes. Doing so helps you attract a wider audience and expand sales more efficiently.

5. Don’t Let Your Website Get Stale
Are you guilty of going through last year without updating your website? If so, you’re implying that your business is stagnant. This year, add new content on a monthly basis, such as new articles, stories, samples, testimonials, products, case studies, etc.

6. Do Raise Your Fees
When was the last time you raised the prices on your products or services? Inflation is always going up, and if your fees don’t rise with it, you’ll fall behind. You should be smarter than a year ago, so you should be worth more. Raise your fees.

7. Do Attend Major Conferences in Your Field
Where do influential leaders gather? At major conferences and events. If you want to meet them, you’ve got be in the same room rubbing shoulders together. Pick at least one new conference to attend and put it in your budget.

As you read these 10 Marketing Do’s and Don’ts, pick two or three issues and work on them this week.

Rob Eagar is the founder of WildFire Marketing and a broad-based marketing consultant who helps authors, publishers, and organizations spread their message like wildfire. http://www.startawildfire.com/

Tuesday, January 24, 2017

10 Marketing Do's and Don'ts for the Year (Part 1 of 3)

--By Rob Eagar (used with his permission)

1. Do Grow Your Email Newsletter List
My most successful clients all have large e-newsletter lists with at least 50,000 subscribers. If you don’t have a newsletter, start one today. If you do, maintain consistency and focus on growing your database. Encourage signups by offering an exclusive resource to attract new subscribers. Set a goal to add at least 100 new subscribers per month.

2. Don’t Stop Asking For Referrals
Last year, over 50 percent of my revenue came via referrals. Obtaining referrals is the most efficient and cost-effective way to increase your business. Generating referrals is simply asking current customers, “Who else do you know who needs my value?” or “Could you introduce me to _____?”

3. Do Enhance Your Brand
There are so many voices competing for America’s attention that it’s imperative to be seen as an object of interest. If you have no brand, or your brand is bland, make this your year to resolve the problem. For expert advice on this topic, see Chapter 3 in my book, Sell Your Book Like Wildfire.

As you read these 10 Marketing Do’s and Don’ts, pick two or three issues and work on them this week.

--Rob Eagar is the founder of WildFire Marketing and a broad-based marketing consultant who helps authors, publishers, and organizations spread their message like wildfire. 

Tuesday, January 17, 2017

Write Tight (Part 7 of 7)

Rid your writing of clichés. Although I've mentioned it previously in my blogs, writers don't seem to grasp the banality of hackneyed phrases. I can easily provide a list of 50 tired, overworked statements, but the better way is to point to the principle.

Think of it this way: If the phrase or term we use is something we've heard or read before, revise it. Careful, creative writers find new expressions for old ideas.

In most pieces of advice by writers on clichés, they usually write, "Avoid clichés like the plague." Someone said it, others found it humorous, and copied it. By the time writers have encountered the phrase 900 times, the humor has been sucked out of it.

Here's an exercise I devised for myself early in my writing career. I looked for clichés in my writing and in what I read. I copied them and tried to devise a better, sharper way of making the same point.

Don't we want readers to think of us as clever? Original? If our writing is like everyone else's, why do we write?

I am a growing writer;
I learn new ways to say old things.

Tuesday, January 10, 2017

Write Tight (Part 6 of 7)

We are authorities. When our articles or books appear in print, we are the know-it-person on that topic. Once we recognize that we are authorities, we tend to write tight. That's why we're published.

Therefore, we can write, knowing our words carry weight. Too often I see limp phrases such as I thinkI feelperhapsprobablymaybein my opinion, or even IMHO. If we're unsure about what we want to say, avoid such statements. We don't want to end up as looking ignorant or foolish.

At times, we need to express an opinion, but we do that to state a conclusion based on our expertise that we can't prove.

When my words appear in print, 
readers consider me an authority.

Tuesday, January 3, 2017

Write Tight (Part 5 of 7)

Words slip into our language in casual conversation and before long, they weaken our prose. And weaken is correct. The best writing keeps readers moving from sentence to sentence without stumbling over needless words.

Awesome! Absolutely! Those two expressions have sneaked into our writing. In fact, (I used those two words as a transition to the next sentence) I deleted both words as I reread an email this morning. Awesome, when used properly, refers to an overwhelming emotion, which can be negative or positive. Too often it means only that is good or I'm impressed—but not overpowered.

Absolutely means without restriction or condition. In casual conversation, it's usually meant for emphasis—but it sounds as if we've misused a powerful word.

If we ask ourselves what we want to communicate,
we can excise meaningless words.