Tag: Karen Jordan

In Part One, I talked about the importance of subject, title, and content for writing nonfiction books that sell. All of these are key elements. Missing just one could mean the difference between a publisher’s bite on your bait, or their swimming away.

Equally, if you neglect the power of your marketing strategy, including future books you can write, a publisher might say no instead of yes. Short-cutting is not worth the risk of losing a book deal.

So let’s talk specifics.

• Intriguing marketing strategies are an integral piece of your non-fiction book proposal. Every author’s heard it, “You must help promote your own book.” But most, even those of us with sales and marketing backgrounds from other industries, can feel overwhelmed at how to effectively boost book sales on paper or in application. So what’s an author to do?

Think outside the industry. How do movies and TV programs promote their wares? What are the big producers doing to move sales? Think Coke, Wal-Mart, Apple, Under Armor, Cabelas, or others you see frequenting the air and radio waves, or filling store shelves. Learn from the big boys while creatively using your small budget.

For instance:

• Build human curiosity into the heart of your sales tactics and specify samples in your book proposal. i.e. Six Secrets to…, How to…, What ______ Want, Three Things Most People Forget that Could Cost You Sales. See the pattern?
• List all of your speaking events, including those you volunteer for, or that may feel more like family than a professional gig. Any exposure to a potential buying public counts — and those with built-in fans increase the odds of book sales.
• Look at conferences, organizations, businesses, that don’t immediately seem like a fit for your message. Is there a way to connect your book to their needs? For Getting Through What You Can’t Get Over, I’m promoting the impact personal issues have on the workplace and vice-versa. I’ve booked new speaking opportunities as a result.
• Include something unique. *Talk about the psychology of color and how you can use it in your marketing materials. Note your intent to attract those looking for peace through shades of green, your strategy to pursue passionate responses with strokes of red, or your ability to stir deeper thinking by adding blue.

*After you’ve made the sale, don’t forget to work with your publisher on appropriate colors when considering cover art for your book.

• Future books you’d like to write are like adding scent to the lure for a publisher ready to bite. After writing your proposal on a subject matter readers are interested in, brainstorming a dynamite title, writing clear content, and adding unique marketing flavors, offer a list of intriguing future titles, true to your brand. This shows the publisher you are more than a one-hit-wonder. You are an author readers will follow for a long time to come.

In conclusion, I must stress the need for a teachable attitude and patient demeanor. Two common challenges we must overcome if we want to succeed. There is no place for arrogance or impatience in any professional venue. Be a turtle, not a hare, and in time, you will write a nonfiction book that sells.

Have you sold books and if so, can you offer insights I missed?

You can have the greatest book idea in the world, but if it won’t sell, what’s the point in writing it? Unless you simply want to leave a legacy for your family and friends with no concern for sharing the message with anyone else.

As a Christian author, I’m driven to offer lasting hope to those who might read my words. So it’s important I wisely choose the subjects, the titles, the content, the marketing plan, and the future books listed in my proposals. There’s a lot I still don’t know about this process, why some titles are purchased while others languish, but I’ve certainly picked up a few secrets. Some of them, I wish I’d known earlier. Maybe what I’ve learned will help someone else in the place I was a short time in the past.

• The first and most important thing is choose your subject(s) wisely. But with so many books in existence, and a plethora of authors scrambling for attention, how do you find a fresh subject to write about? Here’s one of my secrets. I listen to others, but I also listen to myself. Both of my initial book titles came about that way. With First Hired, Last Fired, someone said to me, “Anyone can be replaced.” I automatically replied, “Is that really true?” Voila, the subtitle, How to Become Irreplaceable in Any Job Market was born as Greg’s variation from my first take on the idea of being irreplaceable at work. My second title happened when I heard myself say to someone, “You know, there are things in life we learn to get through, but no matter what anyone says, we just won’t get over.” A little tweaking and tightening later, Getting Through What You Can’t Get Over became a book that a lot of people say they or someone else needs to read.

Listen to your own conversations. What scares us? What are we complaining about? What confuses us? What aha moments do we encounter and why? What works and what doesn’t? How have we discovered hope and healing? For Christian authors, what does the Bible say that’s relevant to 21st century issues, in the here and now?

• The second most important thing is titling. I’d say the process you use to choose a topic works as well for picking a title. What grabs you? Can you turn a cliché upside down? Is there a pithy quote you can tweak to make your own and spread the message in your topic? What do you hear yourself and others say?

For subtitling, follow the advice of Alice Crider, my former coach and agent with WordServe, “Make a promise you can keep to the readers in every subtitle.” Anytime someone offers us a solution to a big problem, we’re interested. Right?

• For this segment, I’d conclude with the power of valuable content. Slapping a few words together will not provide opportunities to grow your career as a professional author. Do your homework by reading books on writing well. Hone your craft constantly. Connect with other professionals and barter for editing/critiquing services; look for that rare mix of honesty and encouragement. Karen Barnes Jordan deserves credit for every book of mine that’s sold. You can have the best concept in the world, but if you can’t communicate it clearly, it’s lost on potential readers and they will tune you out.

In part two, I’ll share insights about marketing and future books. No proposal worth its words will sell without showing you have great message promotions in the hopper. There’s a basic formula to writing a non-fiction book that sells, the key is in following it all the way through.

What obstacles are you hitting in your efforts to sell your projects?