Mitch Joel, president of Twist Image, an award-winning digital marketing and communications agency, warns individuals and organizations seeking to market their books that they might not want to look to the music industry as a model for marketing in the digital age. “The thing is this: Even if people steal music, they’re still buying tickets to the show, T-shirts, ringtones and more, but when it comes to a book, that’s all the author has (in most cases),” Joel explains. He acknowledges that some authors also have speaking engagements, audio programs, and additional products, but for the most part the real money comes from selling books. “Maybe authors need to do the opposite of what the music industry is doing,” he suggests. “In the music industry, it seems like most artists have given up on really trying to sell the music, and acknowledge that their future income will come from concerts and merchandise. In the case of books, maybe the idea is to give everything else away, but encourage people to buy the book.”

Authors and publishers need to create value and build their readership by leveraging whatever relevant online social channels work within to an overall marketing strategy, Joel continues. So, for example, when it comes to blogging and Twitter, “authors need to be building up readership and interest long before their book ever hits the store shelves. In providing this value (and that should also include taking part in other relevant spaces, contributing to some mass media publications and being active – both offline and online – in the niche communities) and by continuing to give content and value abundantly (think a free PDF document, etc…), they need to literally (and virtually) flood the market with free, great insight and, at the same time, let people know (in a non-pushy) way that there is a lot more where that came from in the book.”

In short, says Joel, authors “need to be pushing out so much great stuff that not getting the book would be a terrible mistake for all of those who are following, listening and engaged. On top of that, their online and offline engagement has to be sincere, real and powerful; otherwise people won’t care.”

Go to: Twist Image

Posted June 16th, 2009 under Intellectual Property Marketing

Write a comment