Staying “Top of Mind” While Marketing Your Book

Anyone who has authored a book knows that there are a million ways to market it. Some tactics are subtle and friendly, while others are more “in your face.” A solid marketing strategy for your book includes a careful mixture of both. You have to let people know your book exists, but then gently remind them as time goes on. It’s a fine line between being enthusiastic and being nauseating. Enthusiastic is good, but don’t be a turn-off to your prospective readers by beating them over the head with it.

Today’s tip will show you one of those tactics intended more to remind people that your book exists rather than directly tell them about it. The nice thing is, if they want to learn more, they can click through and do just that! But I’m getting ahead of myself…

Watch the video below to learn how you can add the Facebook page for your book to your work history in your profile. If you don’t have a Facebook page for your book yet, give us a call and we’ll help you get one set up.

You can do the same thing for your LinkedIn profile. (Once again, if you don’t have a LinkedIn profile, we’re here to help!)

By linking to your book in both of these places, you’re leaving a subtle reminder for people connected to you that directs them to where they can find more information about your book.

Remember, one of the rules of marketing is to stay “top of mind.” You want your book to be the first thing they think of when they go to pick up a new one, and you can subtly do that by keeping the title visible wherever you interact with people.

At the same time, this additional visibility for your book title helps to grow your platform, enabling more people to be aware of what you’re working on and generating potential interest in your future projects.

What are some of the other subtle ways that you stay “top of mind” for your readers?

Book Review: What Color Is Your Parachute?

Parachute Cover

As a child back in the early ‘70s, I can still remember my father coming home with a book one day whose title jumped out at me. It was a title that seemed silly and compelling all at the same time. “What Color Is Your Parachute?” I’d never been interested in one of my Dad’s books before. But this one caught my attention… Did the color of parachutes mean something? Was there some great mystery that would be revealed as the final pages of this book were read? I have to admit, I didn’t find out the answer to that question until much later…

I recently had the opportunity to review the 40th anniversary edition of “What Color Is Your Parachute?” by Richard N. Bolles, and decided to follow up on that missed opportunity from decades ago. And am I glad that I did!

Dick Bolles has revised and updated his book almost every year since it was first released, ensuring that it remains current and relevant to today’s job seeker. But this book is also a book for truth seekers, which is why my Dad had first picked it up. He was employed, and wasn’t looking for a new job. But he recognized that his young life hadn’t gone exactly as he’d hoped thus far, and he wanted to figure out the reasons why.

As Dick Bolles walks you through the things you need to know as part of a modern-day job search, he also provides exercises that help you to know yourself more, and in so doing, to find that job that is ideally suited to you. He covers how to find hope, deal with depression, and survival skills you need in today’s world, how to deal with handicaps (real or imagined), how to find job vacancies, whether or not resumes are still relevant, how to network using social media and in real life, tips for interviewing and salary negotiation, what you need to know before you start your own business, why being inventive is key to survival, and how to choose a new career. Exercises help you to look closely at the skills that you enjoy using the most, finding your mission in life and coming to know yourself better, and then figure out how to transfer those skills into a career. But it doesn’t stop there, because then you need to teach someone else how to do the same.

One of many statements that jumped out at me was that the key to hope is that, in every situation, we have to have at least two alternatives. So long as two alternatives exist, there’s always a reason to hope. The greatest thing about that is that hope gives you wings, persistence and energy to face whatever challenge you may find before you.

After reading this book, I can understand why my father turned to it when he was trying to figure his own life out. We all go through periods of doubt where we wonder why our lives didn’t turn out the way we’d planned on, and how to get back on track to living a fulfilling, meaningful life. While Dick’s book is specifically geared towards the job seeker, the same principles can be used by the entrepreneur, the student working on college entrance applications, the retiree, and anyone else interested in discovering a more satisfying life.


Musical Chairs and Slippery Slopes

In the fall of last year, I found out that I would be losing my job working for a family-owned company that I loved. My job loss was due to no fault of my own. The company was restructuring, and in the game of musical chairs that took place as a result, I lost.

I had a counterpart in another country that I had worked with very closely throughout the six years I’d been there and I was grateful that, if one of us had to go, it was me.  While we lament the 10% national employment rate we’ve been experiencing in our country of late, his country had dealt with 16% in recent years.  He’d also been with the company much longer than I had, so his experience working in other companies and adapting to distinct corporate cultures was much more limited than mine.  To me, it seemed that I’d have an easier time redefining my career yet again.  Why is that?  Well…  I’d had to do it before, many times.

Prior to this last job, I’d owned my own small consulting firm for 16 years. That had been my first “real” job, started at the age of 19. As a result, I’d been in and out of a variety of companies in totally different industries. So, my exposure to corporate cultures and small businesses alike was vast compared to many other people. I counted more than 30 companies as my clients, ranging from your large, international corporation to the small local utility company to the even smaller local garden club.

Imagine my surprise when I couldn’t figure out how to get started this time. I was out of the loop in terms of where to find jobs now. On top of that, I was finding that to apply to job postings, I had to pick and choose from my skill sets. The totality of the experience I’d gained over the years needed to be compartmentalized and parceled out depending on the job I wanted to apply for. It seemed the same to me as letting people know that I had two feet, but not the legs to move them; or two hands, but not the arms that they require to be useful. I have both a heart and a head, and they work in combination. Why would anyone want to employ one part, and ignore that the others exist?

At that point, I had the good fortune of learning that social media had changed the way the people find work now. While the job boards still exist and there are still recruiters to call, social media enabled job seekers and business owners alike to show what they are made of. The availability of social networking sites and the visibility of the internet allow us to share who we are to the wider world. We can establish our expertise in our chosen profession, make connections with people, and give a sense of what we value without ever having to leave the comfort of our own homes.

Now that sounded great to me. But I quickly realized that without answering certain questions for myself, I could never give a clear impression of who I was to anyone else. Things like the age-old question of “who did I want to be when I grew up?” as well as “what did I want to be doing with the next 5 years of my life?” and “what was I willing to do to support my family?” Some of these questions were easily answered, but others were not.

For instance, I knew that I did not want to discount any of my business skill sets, but it seemed that if I didn’t focus on just one of them, my chances of finding employment would be much slimmer. So, that led to the next question. “What happens if I refuse to be less than who I am?” Amazingly enough, the answer came very quickly (much like sliding down a slippery slope)… I’d have to figure out how to make them a marketable package, which most likely meant offering them as consulting services. Oops…  Had I just talked myself into starting a new company? It seems I had… For it was only in that way that I could be true to the sum of my work experience and life passions.

While I had originally seen social media as a means of marketing myself as a prospective employee in someone else’s company, I soon saw its value to starting my own. So my initial use of social networking was purely to let people get to know me, to see my servant leadership, and to appreciate my expertise and knowledge. All of these things would be beneficial for my growing company as well as for potential employers to see.

Then I began using my network as a means of communicating what my business was doing, and as a means of sharing useful, relevant information with my audience. However, my main focus is still on building relationships, because that’s what “social networking” is all about. And whether this leads to a burgeoning company or an offer of employment somewhere, the exercise will never have been wasted; for I am richer for coming to know all of you…

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