Free Time with Jenny Blake

271: Specific Road-Tested Tips for Book Sales and Marketing with Todd Sattersten (Part Two)

Oct 15, 2024

53:40

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.