271: Specific Road-Tested Tips for Book Sales and Marketing with Todd Sattersten (Part Two)
Oct 15, 2024
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Todd Sattersten, publisher and owner of Bard Press, shares invaluable insights from his journey in the publishing world. He emphasizes that advance copies are a marketing event, not just a preview. Discover the significance of the Table of Contents as a sales tool and how to attract ideal readers with a concise three-sentence problem statement. Todd discusses innovative strategies for engaging audiences pre-launch and highlights the importance of brevity in chapters to keep readers captivated. His approach is a roadmap for authors aiming to amplify their book’s impact.
Advance copies serve as essential marketing tools, requiring proactive engagement with potential readers to ignite interest in the book.
The strategic importance of the Table of Contents and chapter one is underscored, as they should effectively function as compelling marketing copy.
Building relationships with bulk buyers and influencers is crucial for amplifying a book’s reach, prioritizing meaningful connections over scaling efforts.
Deep dives
Affordable Wireless Options
Premium wireless services can be obtained at a fraction of the usual costs, illustrated by a mention of Mint Mobile, where customers can enjoy plans starting at just $15 a month. The emphasis is on the unnecessary expenditure associated with traditional wireless plans, encouraging listeners to reconsider their choices. By highlighting a practical alternative, the discussion promotes a cost-effective approach to everyday technologies that can lead to substantial savings. This might resonate particularly well with consumers looking to reduce monthly expenses without sacrificing service quality.
Running for a Cause
A moving narrative unfolds around an individual running the Boston Marathon to raise funds for the Dana-Farber Cancer Institute while living with stage four cancer. This personal story emphasizes the transformative power of participating in such events, not only for the individual but also for the community that rallies around them. The act of running becomes a symbol of hope and resilience, showcasing how sports can unite people for a common purpose. Through this, listeners are encouraged to reflect on their own capabilities to make a meaningful impact.
Book Launch Insights
The conversation delves into the intricacies of launching a book, drawing on expertise from a publishing professional who discusses the long-term planning required for a successful rollout. It highlights the necessity of engaging potential readers before the launch, implementing strategies to sustain interest over an extended period. Listeners learn that the timing and method of marketing can have lasting effects beyond the initial release. This insight normalizes the idea that book launches are not just single events, but ongoing processes that require effort and adaptation.
Building Audience Engagement
Strategies for cultivating an audience prior to a book launch are explored, bringing attention to the importance of personal connections in marketing efforts. Specific tactics include reaching out to potential bulk buyers or influencers who can amplify the book's message through their networks. The discussion underscores that effective outreach can lead to impactful relationships, emphasizing qualitative interaction over quantitative scale. This proactive approach encourages authors to actively seek connections that may lead to greater outreach and advocacy for their work.
Utilizing Feedback for Improvement
The importance of feedback from early readers post-launch is emphasized, showcasing how insights can refine marketing strategies and better align messaging with audience expectations. This process is illustrated with examples of reader comments that illuminate desired aspects of the book, prompting ideas for future revisions. Emphasis is placed on interpreting critical feedback to enhance the book’s appeal and effectiveness in conveying its core message. The conversation suggests that authors continually adapt their approaches based on reader engagement and responses throughout the book lifecycle.
Hi Friends! Although the podcast is still paused, I'm dropping into the feed this week and next with two very special conversations :)
Today is a bonus episode from February for paid subscribers with Todd Sattersten, publisher and owner of Bard Press, and next week features Seth Godin and his new book, This Is Strategy.
If you haven't already listened, check out part one here (episode 261) first. Todd is so committed to helping his authors succeed that he only publishes one book each year. Today he's sharing how to investigate and possibly reposition a book when a launch isn’t gaining traction, his three-sentence problem statement to attract ideal readers, and why the Table of Contents and first chapter are essential parts of the marketing process.
🌟 5 Key Takeaways
Advance copies are a marketing event: Will they do something with the physical book?
Two B’s for categories of people that can be most helpful: bulk and broadcasters.
Most book launch activities don’t scale:You are the beacon for people to find the book.
Title should always be a change function: show the change that they will experience reading the book with the title, subtitle, and book description. 1) State the truth. 2) What's the surprise? 3) Twist to drive the point home.
The Table of Contents is marketing copy! It should read like sales copy to draw people in. Chapter one is also marketing copy, and be sure to include a quick win, because most people won’t finish (sadly). Write short chapters! Give the reader payoffs.
📝 Permission
Drop the idea that your launch day is 24 hours. Taking a page from Tim Grahl’s Your First 1000 Copies, just do one thing a week. Use the HBO model of a little bit every week, not the Netflix binge release-watch.
