Tag: Audience

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Marketing Sense

if you only have one marketing goal in 2022, make this one

Marketing sense

If you’re already deeply connected to your audience…if serving them up close and personal is already your priority…and if your email list numbers are all you want them to be, skip  this month’s article. Otherwise, read on!

FACT: Our Message Has No Value Without An Audience

God gifted us to write and speak His truth. But if we don’t spend time in one-on-one engagement with our audience, our message won’t spread far. It may be perfect but few will read it or hear it. Fewer still will apply it, so lives won’t change.

Why? Because a critical element will be missing: our audience won’t know us personally. They won’t know what makes us laugh or what makes our blood boil, so they won’t care about us or our message. We won’t make the impact Christ intended.

Don’t let this travesty happen to you. You are the only one who can prevent it. Here’s how.

Build An Online Community

If you have only one marketing goal in 2022, build a community where your audience can find you, engage with you, be helped by you, and get to know you. The works offline but is easier online. Whatever’s best for you and your audience is the perfect choice.

The Primary Way You’re Connected to Your Audience Even Before Publication

You and I know our audience in ways that others don’t because we are like them; they are like us. That’s God’s Master Plan. We know what makes them tick. Their fears. Their questions. What causes that acrid taste of fear in their mouths or that dream that fills them with anticipation.

Others who also want to serve this specific group create surveys to discover what this group needs, so they can offer it. But you and I don’t need surveys. God’s called  us to serve those who’ve experienced one or more of the traumas we’ve experienced from which He’s delivered us. Or perhaps one or more of the “impossible” goals He’s helped us reach.

Our message is the hope that He can deliver them, too, but we don’t stop there. We go on to share how He helped us, such as the steps we took–that they can also take–and so on. As they apply the principles He first taught us to apply, their lives change, too, and He is glorified.

This creates a deep, common bond between our audience and us. It’s time to solidify that bond in 2022 and build upon it.

Get face-to-face with your audience. Develop a community for them…with them.

It Doesn’t Have to be a Facebook Group

There’s a cornucopia of ways to engage with each other digitally or in real life. The first step is to make the commitment, then invite those audience members you already know to join you at the appointed time–you choose where–and bring their like-minded friends with them.

Serve them. Laugh with them. Connect with them, being your natural self. Create a safe space for them to speak their mind, ask questions, and get to know each other, too. Build a community together.

Some ask about serving online, “What if I say something wrong or my Internet connection goes crazy?” Rest easy! You WILL say something ridiculous and your Internet connection WILL go kablooey! And guess what? The world will keep right on spinning because those things happen.

Learn how to handle the ups and downs of “live” service and get over yourself already!

Before Internet days, I wrote and taught over 1,000 classes combined–each one different–at my job, church, and elsewhere in my local region.

Online, I’ve hosted over 500 (60-minute) Facebook Live interviews and over 200 live trainings on Zoom.

In all, I’ve survived some wacky experiences, and my audience was right there supporting me, eager to learn what I offered. We always made it through together. The snafu that tried to separate drew us closer instead. That’s God’s way.

Your Audience Will Support You, Too

They want the information, solutions, inspiration, or education you offer. Deliver it to them and they’ll be back. The Holy Spirit will draw others hungry for your message, too. You do your part. He’ll do His.

It’s amazing to watch your community transform from a random group of strangers with no apparent commonality into a strong band of followers who are loyal to you and each other.

Intentional fellowship changes everything, increasing both your clarity and passion as you see first this and then that person’s eyes light up and their burdens lifted, sometimes, because they know your story so well, too.

You’ll miss these tangible benefits if you don’t connect with real people in real time, whether online or off, in Jesus’ name and for their sake.

Make COMMUNITY your number one marketing goal for 2022!

Patricia Durgin

Patricia Durgin is an Online Marketing Coach and Facebook Live Expert. She trains Christian writers and speakers exclusively, helping them develop their messaging, marketing funnels, conversational emails, and Facebook Live programs. Patricia hosted 505 (60-minute) Facebook Live programs from 2018-2020. That program is on indefinite hiatus. She’s also a regular faculty member at Christian writers and speakers conferences around the country.

Website: marketersonamission.com
Facebook: MarketersOnAMission

Categories
Authorpreneur

Supercharge Your Reach, Part One

 “Ah! I’ve had too many sales!” said no author ever. The truth is, sales are directly tied to what marketers call your reach. Your reach is basically your sphere of influence. Whether traditionally or indie published, authors must consistently strive to increase their reach in order to maintain or boost sales. Reach has become even more important as sales have become more difficult to obtain from paid online advertising. The big question is, why should consumers buy from you and not someone else? As the number of consistent readers continues to decrease in the United States and the number of authors continues to increase, committed writers need to be prepared to devote more time and effort to increasing their reach.

Over the next few articles, I’ll focus on free or low-cost ways that authors can increase their reach. In our first post on this topic, we will focus on the power of stages. What are stages? Why are they essential and how can you get them?

What are stages?

Now, when I say “stages”, I mean a physical or virtual space where you can get an audience. This can be as informal as a gathering of friends, a tuxedo-worthy event or anything in-between. Speaking at conferences, leading workshops, representing a cause are all good examples. But a stage can also be a virtual experience. Podcasts, “going-live” on social media, or broadcasting digital content on channels like YouTube are great examples of a virtual stage. However you do it, once you have a stage, you are taking the next step to growing your reach—and that’s a good thing.

Why are stages important?

If you think about it, humans have been influenced by stages for millennia. From the old oracles of the ancient world to our televised national debates, stages are an opportunity to influence your audience and to build relationships. Research indicates that most people purchase books if they have a relationship with the author—heard the author speak, follow the author’s social media—or if they have a friend who has a relationship with the author and speaks highly of his/her book.

 Why is this?

Well, the answer may lie in our subconscious. According to Harvard professor Gerald Zaltman, most purchasing decisions are made based on emotion (Chierotti, 2018). Therefore, as you speak to audiences and make emotional connections, or relationships, you increase the likelihood of a sale.

Stages also serve to boost the credibility of the speaker by association. We humans are hardwired to learn by association. If we see a certain author on stage with someone we already respect or trust, we are likely to extend a certain measure of trust to that author. By developing key relationships and earning a place on stage with people who already have the respect of their audience, you dramatically increase your own chances of success.

Finally, stages give you an opportunity to bring happiness, because the heart of sales is the pursuit of happiness. I’ll explain what I mean in a moment but first, let’s talk about why people buy. The truth is, no matter what you’re selling, if the consumer does not think it will make him or her happy, there will be no deal. The key to selling anything is simply finding out what people want and giving it to them. As word spreads, consumers will come to you because you have what they think they need in order to be happy. Without your product, they’re missing out.

I know that might sound rather cold, and I’m sorry if that’s the case, but it is a core business principle. Let’s take an example that’s not related to books to make this a little more clear. Consider pocketbooks for a moment. Why do shoppers pay more for luxury brands of pocketbooks simply because it has the name of the manufacturer printed all over it? In reality, you’re paying to advertise someone’s brand. But it makes consumers happy to do so. Perhaps they want others to notice that they can afford a luxury item. Perhaps they simply think it’s a great product. Regardless of the reason, the consumer is willing to give money up for the pocketbook because she believes it will make her happy.

Now what does this have to do with stages?

Everything.

When you’re on stage, you have the unique opportunity to present a problem and share how your book presents information that can help the audience solve the problem. You don’t want to present your book as being the solution—your book is there to help the audience solve the problem. This is true for fiction as well as non-fiction. You just have to develop your message in a way that will speak to your audience.

How can you win stages?

Start by thinking about what the core message is in your book. What did you want people to learn? Then move from that point to identify a few groups in your town or nationally that might benefit from the themes you discuss.

For example, if your book discusses domestic abuse, racism, or forgotten veterans (even slightly), you might be able to connect with a group that has an interest in those topics. If your book is geared toward a Christian audience, try speaking to small church groups that might benefit from its themes.

But think bigger than your direct audience. Can you partner up with a local charity and speak at their event while donating a portion of your proceeds to their cause? The publicity you gain can make it worth your time.

In short, stages are a great way to increase your reach, ultimately boosting sales. For personalized information, or to identify stage opportunities for your work, connect with me online at JPRobinsonBooks.com.

JP Robinson gained experience in the marketing field doing promotional work for multi-million dollar medical facilities and non-profit groups over the past decade. He is an international speaker, educator, and prolific author of both fiction and non-fiction.

JP also conducts writing seminars in various parts of the country and heads Logos Publications, LLC, an emerging publishing and book marketing team.

When he isn’t writing or teaching, JP loves spending time with his wonderful wife and children.

Categories
Guest Posts

Collaborative marketing—the future for authors

It’s never been easier to get your book published. But easy access to publishing creates challenges of its own.

With millions of titles uploaded to various self-publishing platforms on a regular basis, authors must radically reshape their approach to book marketing in order to see an increase in sales. An innovative approach to increasing exposure is collaborative marketing.

There’s nothing new about the idea of collaboration. It’s been a key element of writing for centuries. But the idea of marketing collaboratively, instead of individually, is a successful business technique that authors need to embrace.

Simply put, collaborative marketing, or co-marketing, is a strategy that involves working with similar companies or individuals to promote a brand while driving down costs.

Evidence for collaboration’s power in the business world is all around us. An appliance manufacturer rents space from a wholesale retailer. A certain brand of sneakers teams up with a sports drink manufacturer to advertise their product more efficiently. When the cost of advertising is shared, the potential profit for both parties increases dramatically.

While many authors may collaborate, in the sense of doing a guest blog or endorsing the book of another author in a similar genre, our vision of collaboration needs to be expanded. Co-marketing must become a major tool in the writer’s toolkit in order to more effectively convince readers to purchase a book.

For authors, collaborative marketing can largely take two forms: working with readers and working with other authors.

Let’s look at working with readers first.

The age of social media has fundamentally revolutionized marketing by putting consumers—or, in our case, readers—in the driver’s seat.  Huffington Post writes, “marketers {think authors} now need to develop deep relationships with their core consumers so they can easily inform an idea with them and motivate people to advocate for their brand.”[1]

We are all aware that readers (consumers) wield immense power that can encourage, or discourage, other readers from making a purchase. But what about engaging readers beyond the book? Getting readers to engage with your characters, or the topics you present, exponentially increases your ability to reach your target audience.

For example, if your book offers strategies for time management, you might consider holding contests in which entrants share how they boost productivity during the holidays. By engaging with readers in a way that directly relates to your book, you create a unique partnership with the consumer that can result in user-generated content, more online chatter about your book, and ultimately, more sales.

User-generated content is a prime example of collaboration with readers. Can you provide opportunities for readers to engage with your characters or post pictures relating to themes from your book on YouTube, Instagram, Twitter or their blogs? Even better, encourage them to share content with you so you can repost their content on your social media channels. Be sure to secure their permission.

When your readers are generating content about your book, they’re promoting your brand, leaving you to do what you love best—writing more books!

The alternate form of collaboration is to form partnerships with other authors.

Think, for a minute, about a concert you attended or perhaps a song you listened to recently. Chances are there was more than one musician playing. You could argue that each musician is in competition with the others as they all want to be heard. But, by working together, the musicians create something more solid and mask any imperfections.

The same can be said of collaborative marketing among authors.

This year my company, Logos Publications, launched a revolutionary collaborative marketing strategy called Catch Fire TM. Catch Fire TM is a subscription-based, marketing program that promotes a website on which all author-subscribers can list up to three books.

Catch Fire TM promotes collaborative marketing by sharing adverting costs and by creating a community of authors which can result in stronger products and potential sales. For more information, visit www.logospub.com.

As the efficacy of competitive marketing dwindles, author-entrepreneurs must look to the future. And that future’s name is collaborative marketing.

JP Robinson gained experience in the marketing field doing promotional work for multi-million dollar medical facilities and non-profit groups over the past decade. He is an international speaker, educator, and prolific author of both fiction and non-fiction.

JP also conducts writing seminars in various parts of the country and heads Logos Publications, LLC, an emerging publishing and book marketing team.

When he isn’t writing or teaching, JP loves spending time with his wonderful wife and children.

[1] Klepic, J. (2017). The Age of Collaborative Marketing Has Arrived. [online] www.huffpost.com.  

Categories
Specs: Speculative Fiction

3-Step Plan for A SPEC-tacular Audience

3-Step Plan for A SPEC-tacular Audience

By now you have already noticed the play on words, and I’ll admit…It is certainly dreadful. But perhaps you’ve seen past it and have realized: this post holds the secrets to gaining an audience and achieving your wildest dreams!

Well…sort of. I mean, I’m not an expert on the subject, but this is what I’ve been learning, and I think it’ll make sense to you like it did me. Sure, it’s a little difficult, but I’ve discovered the three “secret” steps to successfully gaining an audience.

Oh...the humble beginning.
Oh…the humble beginning.

 

 

 

 

 

 

 

 

 

Step 1 Aim for the Tribe
Identify your audience. Ask yourself:

“What kind of content do you make? And who would be interested in it?”

“Well I’m glad you asked, Kaz! On my YouTube channel, humor and a slice of life—especially for those who enjoy clever banter and proper etiquette. I write speculative fiction—both cyberpunk and industrial fantasy. I’ve found that people who enjoy reading it are, in fact, also fans of witty conversation and the high moral ground.”

monocle-155626_960_720

Step 2 Enter the Village
The Audience is an incredible group of people, and these smart individuals hold a lot of power. However…there are some things we cannot expect them to do. Find us, for example. The interwebs are sprawling. How can you get your target audience to notice you hiding in the bushes? Of a very dense jungle? With a pilot who is even now betraying you? (Maybe that’s just me.)

[bctt tweet=”How to build an audience: Be where your audience is, Be heard, Be prepared for their appearance. ” username=””]

  • Be where your audience is. You may have thought the jungle was a one-time metaphor, but Oh no! Here it is again. If you have something that you think a certain tribe needs, you will go to them, to their…jungle gym, if you will, and spend time with them. You certainly wouldn’t want to be viewed as a traveling salesmen, but if you cultivate relationships, become a useful part of the community, your ideal audience will eventually know you.

 

  • Be heard. In the real world, (because jungles don’t exist in the real world) you should frequent blogs they like. Comment regularly. Ask questions. Perhaps, once you are at least an acquaintance, ask the blogger to do a guest post for you. Their followers, then, may visit your virtual establishment. Build a great body of content first, and have enough of it ready to go that you can impress anyone you approach and pitch.

 

  • Be prepared for their appearance. When they visit you, that is your primary opportunity to offer them something they’ll enjoy. If, in this jungle, someone stopped by my dugout, I would welcome them with a tray of hors d’oeuvres and a spot of tea. How daft would it be to say, “Come in and sit down, but I’ve got nothing, man. Nothing. Can I interest you in…a spoonful of peanut butter?” (I jest. Peanut butter would be delicacy in the jungle.) My point here is, have something to offer. Content, people. Content them with your content.

rustic-334080_960_720

Invest in your real estate.

I mentioned my dugout before. But know this. I intend to have a nice place in the jungle. There shall be landscaping. There shall be real chairs. To accomplish this, I need to spend jungle currency. (Earning and saving it is another matter entirely.) The point is, I have to spend money. Investing in your virtual presence will work. Pay for your domain name. Dress it up. Place an ad, boost a post on social media. Have snazzy business cards. You don’t need to lay out a fortune to accomplish this. Setting aside $50 here and there at key moments will do the trick.

Request an audience with the village leaders.

There are some people who have pull in this grand village. Your target audience knows them, loves them, and follows their lead. Learn the village hierarchy, and spend time being a learner. You’re not there to push your agenda. You’re there to learn from the masters. They have achieved what you have not. I have found that it is best to approach them humbly, as pupils. (Not the eye kind.) In time, the relationship may evolve from master/pupil to wise colleague/well-respected amateur. One can go places from there. At that point, you can ask whether they might be willing to mention you, share your posts, use their influence on your behalf. You will not have simply used them; you will have built a relationship with them.

And that is something that can last whether your career is ultimately successful or not.

A Gent who's been at this a long time.
A Gent who’s been at this a long time.

“Has anyone given these a shot? If so how’d it go? Add your experience to the comments below.”

      (I found this rhyme carved into a rock wall in the village’s “Magic cave.” Is it a prophecy? Will folks actually comment on my post!)

Thanks to: ClkerFreeVectorImages, for the edited photo of Specs. And thanks to: Wikipedia , Graham Campbell, OpenClipartVectors, and rebel68, for the unedited images.

Categories
A Pinch of Poetry

5 Ways to Keep Your Poetry Simple

Simplicity is extremely valuable when it comes to communicating through poetry. I’ve always wanted my poems to positively impact the reader rather than turn them away.

From my experience, here are five things to keep in mind as you craft your own poems that will allow readers to appreciate them fully.

1: Relatable Subject

First, choose a recognizable subject that will resonate with your audience. If the reader can relate to the subject, he or she will appreciate the poem that much more. Many poets, if not all, write from the unique inspirations of everyday life. Example

2 : Simple Language

You might be tempted to use academic words or jargon in poetry, but I recommend that you do this sparingly and only for a certain effect, such as humor or reverence. Your ideas can still be complex, and you should use unique words and phrases. Just make sure your poem on the whole is decipherable. Example

3: Comprehensible Message

What meaning do you want to convey through your poetry? Whatever it is, try to make sure that it fits our common experience. People understand themes such as beauty, death, joy and disappointment. Choosing a simple message will make sure that the reader “gets it.” Example

4: Clear Imagery

Every poet should use figurative language and poetic devices to create imagery and mood in their poetry. That’s where the true complexity and skill comes into play. Whatever techniques you use should create easily visualized images that touch one or more of the five senses. Example

5: Familiar References

Allusion is a powerful poetic tool, but it can often leave the reader confused. If you make references, try to allude to people, places, events, etc… for which most of your readers will have some knowledge. If you make an obscure reference, the readers might miss the entire point. Example

Knowing Your Audience

Most of these suggestions have to do with knowing your audience. As you consider these ideas, also keep in mind your readers. If they will understand academic vocabulary, obscure subjects and references and extraordinary topics, then by all means use them.

Warning: Simplicity Doesn’t Mean Easy

[bctt tweet=”If it’s too easy to write, then you probably didn’t try hard enough. #writers #poets”]

I want to be very clear about what I mean by keeping poetry simple.

When writing poetry using my suggestions, you may be tempted to simplify the techniques. For example, forcing rhyme in a poem at the expense of your diction (word choice). Or using clichés instead of coming up with original similes, metaphors, etc…

Be reminded that writing poetry shouldn’t be an easy task for you, the poet. It takes much skill to craft a commendable poem that resonates with a reader. If it’s too easy to write, then you probably didn’t try hard enough.

Just saying.

Because poetry is an art, we want it to be worthy of appreciation as well as accessible to the world. We want our readers to understand it, but not oversimplify it so it loses its aesthetic value.

And I’m not suggesting that you should never write poems that have mystery and depth—both add value to poetry.

I simply believe that the complexity should mostly challenge the poet rather than the reader.

Do you have any other suggestions for writing understandable poetry? Tell me below.

[bctt tweet=”Let the complexity of poetry challenge the poet rather than the reader. #poets #poetry “]

Categories
Blogging Basics

Six Questions for Effective Blogging

Very few people take a trip without a destination in mind. When we travel, good planning makes for a good trip. When it comes to blogging, there are key questions to planning an effective blog.

[bctt tweet=”Defining purpose, audience, and style creates a foundation for successful blogging.”]

Purpose and niche keeps bloggers focused and consistent with content.

When I started blogging, my purpose was to discover voice, learn craft, and share inspirational thoughts. As I got started, I learned the value of having a plan and a focus.

I would have benefitted from understanding the value of defining purpose and audience. With today’s massive volume of how-to information on blogging, it is worthwhile to do some research and planning before you get started.

Six questions to build a strong foundation for your blog:

1. Why am I blogging?

Begin with the why. Effective blogging requires commitment, time, and effort. If you don’t have strong reason for writing, you won’t stick with it. Answering the why, is the cornerstone of a purposeful blog.

2. What is the purpose of my blog?

Purpose gives focus to blogging. Are you creating a community, teaching ideas, inspiring action, selling a product, encouraging hope, sharing truth, swaying opinion, expressing passion, or exploring ideas? A strong purpose attracts an audience. Purpose also provides motivation to keep writing on the hard days.

3. What is my niche? 

Motivation and purpose relates to the niche, or the topic of your blog. What are you knowledgeable about? What are your interests? Passions? Needs? In today’s world you can find a blog on nearly any topic, so choose something that you  enjoy writing about.

4. Who is my audience?

Designate your audience. Who are you writing to? Why should they be interested in your blog? Audience relates to topic, tone, and perspective. Are you writing to men, women, or a mixed group? What is the demographic and age range of your target audience? What are their needs and interests? What will compel them to read? Understanding your audience is key to creating relevant content for your reader.

5. What 3-5 topics will I write about?

Choose 3-5 main categories for your blog. Choose topics broad enough that there are plenty of ideas in each topic. Understanding your audience is helpful in refining the scope of your content. People who read mommy blogs are not reading for technology how-to’s or stock market tips. They are looking for content that relates to parenting. Audiences of food bloggers don’t want to read political opinion or unrelated book reviews.

Brainstorm ideas that relate to your topics and are of interest to your audience. Keep a running list of possible ideas and prompts. Use your list to plan content. It can also be a resource list to overcome writer’s block. I frequently use my list of ideas to inspire my writing when I struggle with what to write about.

6. How will I present myself (voice/personality/tone)?

What is your voice? What persona will you use? Think through the personality you will present to your audience. Are you an expert on your topic? Do you want to come across as a friend or confidante? Are you marketing a product?

Whether you are starting or refining your blog, take time to build a strong foundation. [bctt tweet=”Purpose, topic, audience, and personality are crucial to good blogging that appeals to readers.”]

Which of these questions will be most helpful for you?