Becky Robinson's Blog, page 18

Episode 35: What does it mean to be a thought leader?

Click here to listen on your device and subscribe!

Welcome to the first episode of Season 2 of the Book Marketing Action Podcast with Becky Robinson, where we give you the information you can immediately implement to increase your influence and market your books more successfully. In this episode, we are joined by Peter Winick, Founder and CEO of Thought Leadership Leverage. Peter shares the difference between a traditional thought leader and an online thought leader, and the steps someone can take to become one.

What is a thought leader? 

Becky: This month, we are talking all about thought leadership. So I thought it would be great to do some basic information for beginners. Peter, I’m wondering if you could do some definitions for us and explain what you mean when you say thought leader or thought leadership? 

Peter: Yes, I think it’s a great question because what happens is people say, “let’s have a conversation around thought leadership,” and they start talking. If you and I had a conversation about lunch, we know that is the second meal of the day. But thought leadership to some is this amorphous thing. Some people think it’s really content marketing. Content marketing is great, but it’s not thought leadership. Other people think about it and what they mean is subject matter expertise. 

The way I define thought leadership is I split it into two parts. 

Thought. What is it that you’re saying that is really thoughtful? Thoughtful can come from your opinions as well as data, research, and experience. How are you adding to that? It’s not just repeating tidbits and best practices, there’s gotta be something thoughtful there. Leadership. This is where it really gets fun. You have to have the courage to lead the conversation and direction into uncharted waters and new terrain. It’s not a popularity contest. Not everyone has to agree with you because that’s not the goal. 

Thought leadership is the combination of the thoughtfulness and the courage to lead. 

Why would someone want to be a thought leader?

Becky: So tell me, why would someone want to be a thought leader? 

Peter: I think there are lots of reasons. When we work with clients we talk about their goals in terms of three categories. There’s an intrinsic motivation, for example, it’s gratifying to be on stage and get applause. Other goals might be income, this would be the way you want to make a living with your own work. The other piece that not a lot of people think about is you can develop assets. No one has ever bought anybody’s speaking business, but if you’re really smart about how you configure the business side of your thought leadership, consulting firms might buy it, and there are so many other ways to monetize that content. 

Is there a difference between a traditional thought leader and an online thought leader?

Becky: People might be listening today and they have invested in building traditional thought leadership and I’m curious, do you draw a line between someone being a traditional thought leader and an online thought leader?

Peter: Yes, and no. The no would be online is just another model. If you email your accountant, is he suddenly an online accountant? No, that’s just a mode of communication. However, what I have seen a lot of that ISN’T thought leadership is that internet marketing, direct to consumer, influencer thing. That’s not thought leadership. Kim Kardashian is a lot of things, but she isn’t a thought leader. 

Becky: Do you think it requires someone to share their content and thoughts online to be a thought leader? 

Peter: Yeah, I think you need to be able to clearly articulate what your thoughts are in a variety of modalities. I think that’s a big challenge for many. You have to reach people where they are, and that takes courage and trying new things/modalities. 

Becky: Well, that sounds like it’s the leadership side. The courage to go to places and share your thoughtful ideas with the world. 

Peter: It’s the leadership, and also the marketing side. If you really want to connect with a specific audience, the burden is on you to meet them where they are. 

How does someone know if they are a thought leader?

Becky: How can someone know if they are a thought leader? Can I just declare I am a thought leader? When do you know you’ve achieved that thought leader status? 

Peter: Yeah, so it’s interesting. I’ve been at this for about 15 years, and when I started the business the term that made me cringe was guru, and thought leadership is almost there. So my rule is number 1, don’t ever give yourself that title. It is for others in the field to bestow upon you. 

What are some steps someone can take to become a thought leader?

Becky: What are some steps someone can take if they aspire to become a thought leader?

Peter: Yeah, so everyone wants the three steps for success. I think the way you have to think about it is: What’s the strategy? What are the goals and objectives? And everything else is quite frankly a tactic. Why is it that you want to be a thought leader? What does that mean to you? Get really clear about what it means to you, what the outcomes are, and what you’re willing to invest. Once you’re clear about that, then everything else is a tactic. 

For example, I have a lot of clients come to me and they get obsessed with writing a book. Great, but what are the goals? And if they don’t have any clarity around that, I feel comfortable telling them, maybe now isn’t the time for you to write that book. I think it’s the same with a thought leader. If you want to be one, what does success look like? Oftentimes I think people get too focused on, “I’m going to be a Twitter expert or a LinkedIn influencer,” or whatever. Okay, but to what avail? 

Becky: Yes, what’s the end goal and what are you working towards? I talk to our clients a lot about that, so it’s helpful to have that reinforcement. 

What are the most important consistent actions for someone to take to build thought leadership?

Becky: I’m curious, what are some important consistent actions for someone to take that aspires to build thought leadership? What are some of those tactics you recommend? 

Peter: I think a couple of things. The key issue is consistency. Oftentimes what happens is I can actually take a look at what someone has put out into the world and probably lay that over their calendar and find the gaps. “When I have the time to, I’ll do a lot of stuff.” You’ve got to be methodical and you’ve got to be consistent. In terms of action, the first step is to define what you are. I call this the solve for X. There are a lot of people out there in the leadership space. The world doesn’t need another book about what you are writing, it needs a good book with a different perspective. You have to define what your platform is. Once you do that, the action steps are to get out there and continue to do it consistently. And to listen louder than you speak. The market will tell you what it wants from you. 

Action StepsGain the RIGHT followers. What can you do to consistently grow the right followers? It’s not a numbers game. People get obsessed with the number of followers they have, but it’s not about number of followers, it’s about having the RIGHT followers. Define who the avatars are that you care most about with a high level of specificity.Learn how to articulate the pain points your work solves. Listen loudly and meet people where they are. ResourcesYou can email Peter directly at Peter@thoughtleadershipleverage.com. Connect with Peter on LinkedIn here and Twitter here. Click here to learn more about Thought Leadership Leverage. Check out Peter’s podcast interview with Becky Robinson about helping thought leaders publish their books and using social media to market it. 

We hope you take advantage of the resources above and let us know if you take Peter’s advice and implement one or two of his ideas. If you have any questions or topics you’d like us to cover, please email Becky Robinson here.

Click here to tweet about this episode!

The post Episode 35: What does it mean to be a thought leader? appeared first on Weaving Influence.

A Decade Later – Christmas Thoughts

It’s just a few days before Christmas. A few weeks ago, Aubrey, my colleague, discovered a Christmas blog post I wrote in 2010. She thought it would be fun for me to compare and contrast my life over the last decade. 

In 2010, I had not yet launched my business; I started Weaving Influence in 2012, so the blog predates the company. The journey of launching and growing my business is radically different from the work I enjoyed before the start of my business. Not sure which growth is more profound, the growth of a business or ten years in the life of kids as they grow up: from 9, 6, and nearly 4, to 19, 16, and nearly 14.

From 2010:

It’s the night before Christmas Eve. Throughout this season, I have been reflecting on how different my life is this year than last: I am living in a new home, a new state; I started a new job with a new team; I am writing this new blog.

Christmas 2010 and I still sit outside my daughters’ bedroom while they fall asleep. Our hallway is carpeted here, and bedtime finds me leaning against the wall, working, with my netbook on my lap.

And from 2009: 

I have a new favorite place to write. It’s an odd place, not the most comfortable spot in the house. I’ve adopted this spot, though, because my youngest daughter is learning how to fall asleep on her own. 

As long as I am sitting nearby, she will lie quietly in her bed and eventually go to sleep. So, here I sit, on the hardwood floor, leaned against the wall outside my daughters’ bedroom, and use the stolen minutes to catch up on my work.

Back in 2020,  I’m sitting in the dark, in my basement. My dog is in the crate nearby and my nineteen-year-old is sleeping. It’s morning. I’m sitting vigil again, for nearly opposite reasons than ten years ago at Christmas. 

I’m sitting so the dog will be quiet while renovations happen upstairs, so my oldest can stay sleeping. Instead of waiting for a child to sleep, I’m waiting for a child to wake up. 

I’m in a different home, in yet a new spot, reflecting on the years between then and now. 

So many things have been different in 2020 than in the intervening years. We’ve adapted to work from home, after years in an office; my kids have adapted to school at home, with Zoom calls and independent work. My oldest lived in a dorm for a few months, only to return home for the rest of the year.

In 2009 and 2010, I marveled at the reach of my blog’s words around the globe. In the intervening years, Weaving Influence has continued to reach around the world and I love the regular interaction with people who attend our webinars and receive our emails. How amazing that the chance to build connections worldwide could begin with a few strokes on a keyboard. 

Words from 2010 but for now, as well: 

It’s an awesome honor to type these words here and to know that they will reach you where you are. Thank you for the privilege of sharing community here together.

I am overwhelmed with gratefulness for each of you. You have been incredibly supportive and encouraging during this journey. I wish you every joy and blessing in your lives this Christmas and in the New Year.

The post A Decade Later – Christmas Thoughts appeared first on OLD Weaving Influence.

A Decade Later – Christmas Thoughts

It’s just a few days before Christmas. A few weeks ago, Aubrey, my colleague, discovered a Christmas blog post I wrote in 2010. She thought it would be fun for me to compare and contrast my life over the last decade. 

In 2010, I had not yet launched my business; I started Weaving Influence in 2012, so the blog predates the company. The journey of launching and growing my business is radically different from the work I enjoyed before the start of my business. Not sure which growth is more profound, the growth of a business or ten years in the life of kids as they grow up: from 9, 6, and nearly 4, to 19, 16, and nearly 14.

From 2010:

It’s the night before Christmas Eve. Throughout this season, I have been reflecting on how different my life is this year than last: I am living in a new home, a new state; I started a new job with a new team; I am writing this new blog.

Christmas 2010 and I still sit outside my daughters’ bedroom while they fall asleep. Our hallway is carpeted here, and bedtime finds me leaning against the wall, working, with my netbook on my lap.

And from 2009: 

I have a new favorite place to write. It’s an odd place, not the most comfortable spot in the house. I’ve adopted this spot, though, because my youngest daughter is learning how to fall asleep on her own. 

As long as I am sitting nearby, she will lie quietly in her bed and eventually go to sleep. So, here I sit, on the hardwood floor, leaned against the wall outside my daughters’ bedroom, and use the stolen minutes to catch up on my work.

Back in 2020,  I’m sitting in the dark, in my basement. My dog is in the crate nearby and my nineteen-year-old is sleeping. It’s morning. I’m sitting vigil again, for nearly opposite reasons than ten years ago at Christmas. 

I’m sitting so the dog will be quiet while renovations happen upstairs, so my oldest can stay sleeping. Instead of waiting for a child to sleep, I’m waiting for a child to wake up. 

I’m in a different home, in yet a new spot, reflecting on the years between then and now. 

So many things have been different in 2020 than in the intervening years. We’ve adapted to work from home, after years in an office; my kids have adapted to school at home, with Zoom calls and independent work. My oldest lived in a dorm for a few months, only to return home for the rest of the year.

In 2009 and 2010, I marveled at the reach of my blog’s words around the globe. In the intervening years, Weaving Influence has continued to reach around the world and I love the regular interaction with people who attend our webinars and receive our emails. How amazing that the chance to build connections worldwide could begin with a few strokes on a keyboard. 

Words from 2010 but for now, as well: 

It’s an awesome honor to type these words here and to know that they will reach you where you are. Thank you for the privilege of sharing community here together.

I am overwhelmed with gratefulness for each of you. You have been incredibly supportive and encouraging during this journey. I wish you every joy and blessing in your lives this Christmas and in the New Year.

The post A Decade Later – Christmas Thoughts appeared first on Weaving Influence.

The Effectiveness of Email Marketing

Open up your inbox and you’ll probably find at least one, if not several, newsletters. They come at us fast and furious. From thought leaders to food bloggers, it seems like everyone has a newsletter. But, why, with so many other content sharing outlets, do we choose to create, sign up for, and engage with newsletters?

It’s because newsletters provide a unique opportunity to connect with your audience authentically while still remaining true to your brand. Social media tends to be focused on the  promotional aspects of a brand, and while you’ll see some promotion in newsletters, there is a more personal element where many brands feel comfortable sharing what they wouldn’t in other online spaces.

“Email has an ability many channels don’t: creating valuable, personal touches – at scale.” – David Newman

WHY IT WORKS 

There are currently 3.9 billion email subscribers and this number continues to increase, year-after-year. According to marketing experts, email newsletters are the best way to nurture leads, with 88% of the top-performing newsletters prioritizing the audience’s informational needs over the organization’s promotional needs. Authenticity over sales adds value to the relationship you’re establishing with your audience, and that’s important.

An added benefit to email marketing is that people opt-in to receive your brand’s messaging. Your audience wants this information. Mapping out the customer journey and using personalized content are considered the most effective ways to optimize marketing automation. With direct, conversational emails to “Betsy,” you can establish long-term loyalty and nurture leads in a way that cannot be done elsewhere.

GETTING STARTED 

Like almost anything, there is a lot of advice on how to get started with email marketing. Chris Brogan offers some helpful tips, with his number one secret being: “I put my BEST content in my newsletter.” This is powerful advice and ties into the concept of adding the most value that you can to your audience. Don’t send a newsletter just to send a newsletter. And remember, be authentic in what you’re sharing. Don’t force it.

Here are some additional best practices to keep in mind:

Develop a consistent cadence, but do not send more than one newsletter a week.
Personalize your messaging and your subject when possible; “Dear reader” won’t cut it.
Follow CAN-SPAM laws; this means being honest about sender information and email contents, and honoring unsubscribes.
Monitor your deliverability rate; 95% or higher is a healthy rate.
Periodically clean up your list to remove unsubscribed and hard bounces; sunset disengaged users.
Monitor engagement rates; you want messages to resonate with your audience.

A FEW OF OUR FAVORITES 

As a marketing company, we receive a few email newsletters. And, in most cases, we’ve opted into them based on the fact that they provide value to our lives, and even allow us to serve our clients better.

Here are a few of our favorites, and why:

Amy Lynn Andrews writes a weekly “Useletter” that I always open. It’s numbered items with links and all things that she found useful as it relates to working online. And the font is large enough to make it easily readable. – Karin T.

I love Whitney Johnson‘s newsletter and Chris Brogan‘s newsletter. I like both for the same reason. They show up—they share how they are doing personally while sharing valuable content. – Becky R.

I enjoy Seth Godin‘s newsletter. It’s daily. It has no design elements, but it always has content that gets you thinking. – Christy K.

THE BOTTOM LINE 

Email marketing is good for business. The connection you create with your audience is invaluable, helping build your brand in a way that other marketing avenues simply don’t. Helpful, personalized content is the most valuable and it allows you to have FUN with your brand. Who wouldn’t want that?

Do you have a favorite newsletter? Share it with us in the comments below!

The post The Effectiveness of Email Marketing appeared first on OLD Weaving Influence.

The Effectiveness of Email Marketing

Open up your inbox and you’ll probably find at least one, if not several, newsletters. They come at us fast and furious. From thought leaders to food bloggers, it seems like everyone has a newsletter. But, why, with so many other content sharing outlets, do we choose to create, sign up for, and engage with newsletters?

It’s because newsletters provide a unique opportunity to connect with your audience authentically while still remaining true to your brand. Social media tends to be focused on the  promotional aspects of a brand, and while you’ll see some promotion in newsletters, there is a more personal element where many brands feel comfortable sharing what they wouldn’t in other online spaces.

“Email has an ability many channels don’t: creating valuable, personal touches – at scale.” – David Newman

WHY IT WORKS 

There are currently 3.9 billion email subscribers and this number continues to increase, year-after-year. According to marketing experts, email newsletters are the best way to nurture leads, with 88% of the top-performing newsletters prioritizing the audience’s informational needs over the organization’s promotional needs. Authenticity over sales adds value to the relationship you’re establishing with your audience, and that’s important.

An added benefit to email marketing is that people opt-in to receive your brand’s messaging. Your audience wants this information. Mapping out the customer journey and using personalized content are considered the most effective ways to optimize marketing automation. With direct, conversational emails to “Betsy,” you can establish long-term loyalty and nurture leads in a way that cannot be done elsewhere.

GETTING STARTED 

Like almost anything, there is a lot of advice on how to get started with email marketing. Chris Brogan offers some helpful tips, with his number one secret being: “I put my BEST content in my newsletter.” This is powerful advice and ties into the concept of adding the most value that you can to your audience. Don’t send a newsletter just to send a newsletter. And remember, be authentic in what you’re sharing. Don’t force it.

Here are some additional best practices to keep in mind:

Develop a consistent cadence, but do not send more than one newsletter a week.Personalize your messaging and your subject when possible; “Dear reader” won’t cut it.Follow CAN-SPAM laws; this means being honest about sender information and email contents, and honoring unsubscribes.Monitor your deliverability rate; 95% or higher is a healthy rate.Periodically clean up your list to remove unsubscribed and hard bounces; sunset disengaged users.Monitor engagement rates; you want messages to resonate with your audience.A FEW OF OUR FAVORITES 

As a marketing company, we receive a few email newsletters. And, in most cases, we’ve opted into them based on the fact that they provide value to our lives, and even allow us to serve our clients better.

Here are a few of our favorites, and why:

Amy Lynn Andrews writes a weekly “Useletter” that I always open. It’s numbered items with links and all things that she found useful as it relates to working online. And the font is large enough to make it easily readable. – Karin T.

I love Whitney Johnson‘s newsletter and Chris Brogan‘s newsletter. I like both for the same reason. They show up—they share how they are doing personally while sharing valuable content. – Becky R.

I enjoy Seth Godin‘s newsletter. It’s daily. It has no design elements, but it always has content that gets you thinking. – Christy K.

THE BOTTOM LINE 

Email marketing is good for business. The connection you create with your audience is invaluable, helping build your brand in a way that other marketing avenues simply don’t. Helpful, personalized content is the most valuable and it allows you to have FUN with your brand. Who wouldn’t want that?

Do you have a favorite newsletter? Share it with us in the comments below!

The post The Effectiveness of Email Marketing appeared first on Weaving Influence.

Plan the Work, Work the Plan

Peter Drucker famously said, “What gets measured, gets managed.” We have our own version of his maxim: “what gets planned, gets done.”  Without a plan, all of our great ideas are just great ideas.  

So, if we understand that a plan is important, why are we all so resistant? There are generally three things that stop us from planning: time, overwhelm, and self-discipline.  But it’s not too late to overcome these obstacles and get started now on a holiday book promotion plan and your 2021 action plan.

I Don’t Have Enough Time

None of us has enough time to do all the things we need or want to do.  Now, more than ever, life is demanding and exhausting.  A plan can help you relieve some of the stress and accomplish more, but you have to make planning a priority.  Our team recently scheduled two 4-hour meetings to roll up our sleeves and work on a 2021 plan. It was a challenge to wrangle all the schedules and client needs in order to create this planning space, but it was a priority, so we made it happen. 

If you are going to create a plan, the perfect time will never come.  Pull out your calendar right now and schedule planning time.  You may be able to plan long-term during one session, or you may need monthly or even weekly planning sessions.  Find what works for you and schedule it.  

Where Do I Begin?

Planning can feel overwhelming.  There are so many areas to address, but we suggest that you plan the same way you would eat an elephant—one bite at a time.

Start with your end result in mind.  What do you want to achieve? 

Next, brainstorm all the ideas that will help you get where you want to go.  Make a list and capture all the ideas, then go back and prioritize and organize. What will you really do? What should you get help to tackle?  What’s just not worth the time?

This process will set you on the path to planning success!

But it’s so Boring…

That’s where self-discipline comes in. Planning IS boring.  We are all resistant to doing things that don’t feel engaging or quickly rewarding, but investing in your long-term success will pay more dividends than binge-watching The Home Edit (though we are 100% in support of the organized life!).

If you consider your goals and get excited about them, planning will feel less like a chore.  Get help if you struggle to focus. Planning with a team is rewarding and energizing and may be the way you have the most planning success.  Plus, you have people to hold you accountable, and accountability always improves outcomes.

Now it’s your turn!  How are you planning for holiday book promotions?  What ideas do you have for 2021?  It’s time to record your plan, so you can turn all those great ideas into reality…and book sales!

The post Plan the Work, Work the Plan appeared first on OLD Weaving Influence.

Episode 34: All things PR with Mike Onorato

Click here to listen on your device and subscribe! 

Welcome to The Book Marketing Action Podcast with Becky Robinson and Christy Kirk. This is the final episode for the first season and we are grateful for you listening to us over the last few months. If you are a newer listener, don’t worry. We have 33 other episodes for you to catch up on before our new season starts in January 2021! For this final episode, we are pleased to have Mike Onorato from Smith Publicity. Mike shares everything you need to know about media relations, how to set expectations, PR myths, and more. 

Becky: Mike, as we dive in today, will you tell me a little bit about the work you’ve done/are doing with authors?

Mike: Thank you for having me on the final episode! I’ve been in book PR since 2002 and the majority of that time was spent in-house at Wiley. I worked with a lot of authors on crafting their message and pitching to media. At Wiley, all of the books we did were nonfiction and I specialized in the general interest consumer space. So basically, anything that wasn’t business or cooking. I was there for 12 years and it was great. 

It’s been 4 years since I’ve been at Smith Publicity and it’s a lot of the same work, again a lot of media interaction. A lot of representing authors to the media, but now I’ve folded in more of the fiction work. We also consult with authors on things like book cover design and what their platform should look like, and it’s been incredible to continue to work with authors. Publicity has changed drastically from when I first started, but not the way we interact with media—that will never change—it’s the way we are talking to them that has changed. We’re still trying to tell the world about a good book and interesting authors, and that has not deviated since 2002. 

Expectations when investing in PR

Becky: Publicity and media relations are a core offering of Smith Publicity, and I know Smith Publicity as a company has 20 plus years of serving authors. So, I’m curious if you can shine the light on what authors can expect when they invest in publicity/media relations?

Mike: Yeah, that’s a great question. What it looks like first off is they can expect us to get as familiar with their book, brand, and message as we can. Besides combing their book, website, and socials, we are going to try and get a really strong sense of their messaging. Sometimes they come to us and they don’t know what their message is, and we will help them develop that. And what we’ll do with that, in essence, we’re looking back and combing back through our mental Rolodex of pitching media all these years to find out what works. They can expect effort. We are going to represent and show their book to as many people as we can. And we’ll talk about how we are doing that and what angles we’re using. Publicity is a challenging field because you can’t guarantee anything. The only thing I tell our authors and clients is that you can guarantee effort. We will do what we can and if something isn’t working, we’ll pivot. We also try and be very transparent. If something isn’t working, we’ll communicate that to the author. Lastly, and maybe most importantly, they can expect communication. We want to be talking and interacting with them about what we are hearing, what we are seeing, and what the landscape is. We’re the media experts, we are monitoring the media all of the time. So we’re going to report back what’s getting a lot of attention or what we need to stay clear of. 

Becky: That’s really helpful, Mike! So they can expect honest communication, that you’re going to know their content well, and that if needed you’ll pivot. Those are all very powerful things to expect. I’m wondering what myths do you hear authors express about PR and what it can accomplish?

PR Myths

Mike: Often times authors will think that just getting 5-15 media wins will result in a bestseller. And we all know that there are so many factors, publicity being just one component that makes a book a bestseller. That’s one myth. The second one is just the fact that they’ve written a book it makes it newsworthy. One thing that I always tell my team is don’t rely on a news hook being “Hey, new book by…” unless of course, it’s James Patterson or someone at that level. That’s myth two. Myth three is people just want to hear from someone because they have a different perspective. Yes, of course that’s true, but what it all boils down to is what else are you doing? What have they been writing about? What have they been commenting on? If the Google results are blank, that’s a problem. So we need to build authors up. Sandy Smith, our president, has a wonderful phrase that I always steal, and that is when you’re dealing with national media you’re talking about the world series. If you are an unknown, you have to be known first in little league. And then we are going to build you up, but you need to take those steps seriously. You can’t just hit the ground and want to be playing in the big leagues. 

Becky: So it’s a myth authors can jump straight to the big leagues?

Mike: Big time. Now listen, there is always going to be the one exception when the book, author, and pitch just hit it. And that’s great, but for the most part, it’s going to be a build. It’s not a bad thing, you just need to be patient. We need you to trust the process and have realistic expectations. 

How to set reasonable expectations 

Becky: That leads to our next question. How do you set reasonable expectations with your clients?

Mike: We used to get this a lot, and we still do about other shows, but back when I first started in PR it was, “How can I get on Oprah?” Whatever show it might be, I would always say watch the show for a week and tell me how many authors you see in a similar topic or genre. And 9 out of 10 times they aren’t going to see that. So another way we set expectations is really just educating our authors. They don’t know media; it’s not their gig, it’s ours. The other thing is the timing of it. Some authors think, “My book comes out next week, I’m starting to work with you right now. So which tv shows will I be on when my book launches?” You know, Becky, how long it can take to build up a book. For example, at The Today Show, they get those galleys 3 to 6 months before the book comes out and so they are able to plan what that looks like 3 to 6 months out. If we are just coming to you a week before, not much can be done in that regard. That said, we will still pitch other places. Another big expectation setter is when there is a negative review. Because sometimes authors think, “Oh no! Everyone is going to be negative.” We know there could be an anomaly, who knows why that reviewer felt that way, but it’s the kind of thing where you know how many books don’t get reviewed. Yes, it’s a bummer you got a bad review, but you still got reviewed. That’s an important thing to remember. 

Easiest books to get press

Becky: Certainly. So let’s talk about something positive. Let’s talk about what books are easiest to get press for? Especially now with all the noise of the Coronavirus and the election. 

Mike: This is going to sound odd, but a really well-written book. And what I mean by that is we are going to do our darndest to get that foot in the door and get the book in the hands of readers, but the book needs to stand on its own. They need to be able to read it and say, “Yes! I want more.” So those are the books that are the easiest to get PR. Also, I think a really willing author, someone who is going to work with us and brainstorm angles and topics, makes our job easier. Listen, books about current events and politics are very difficult right now. Lifestyle and health and wellness are not as hard. Fiction is working pretty well for us thankfully. The fiction genres are more removed from the pandemic and the election. I would even take it a step further and say people are seeking out more fiction. Those are the books that are easier for us to work with. 

Smith Publicity’s criteria to become a client

Becky: That’s very helpful. The first time I met Sandy Smith she mentioned to me that there are many authors who come to you seeking services who aren’t a great fit for the work that you do. 

So, what is your criteria for deciding if an author is a good fit for your organization’s services?

Mike: Yes. First off, we look at the book and we look at the cover. We look at the topic and the title. We look at the author’s platforms and community and we get a sense of that. Lastly, and most difficult to measure, is their willingness to work with us and know they need to build their book up. What we look at, especially if the book is in health and wellness, is what are their credentials? Because that matters. We also look at their social media. Are they going to be able to get that word out and amplify the wins they do get? We do this vetting process because we want to make sure we are doing right by our authors. 

Becky: That’s really helpful, Mike. It occurs to me that it would be great to let our listeners know about your podcast. So before we outline some action steps as we do at the end of every episode, maybe you can give a quick plug for your podcast. 

Mike: Thank you! My latest guest is your host today. It’s the All Things Book Marketing podcast, and I’ve only been the host for less than a year. We’ve had some authors, clients, agents and media, and industry partners on. We really just try and talk about a different aspect of publishing or PR, that authors might not know. It’s a lot of fun, and we try and do it a few times a month. 

Action Steps

Becky: Before we wrap this episode and the first season of The Book Marketing Action Podcast, I’m wondering if you can identify a couple of action steps authors can implement after today’s episode to be prepared to leverage media relations and publicity in a more effective way? 

Mike: Great question! 

Update your website. Get your website updated and up and running. Make sure you have a press section with your most recent media wins listed to show people you’re out there doing things and active in this space. 
Take a stance on something. What I mean by that is, if you have a book that touches on the news, be prepared to think when something happens that is related. And think of 1, 2, or 3 things that are unique about that. Always be prepared to write down why your point of view or perspective is different. 

Resources

Click here to learn more about Smith Publicity.


Listen to the All Things Book Marketing podcast here.
Connect with Mike on LinkedIn or Twitter. To get in touch with Mike, you can send him an email at mike.onorato@smithpublicity.com. 

We hope you take advantage of the resources above and let us know if you take Mike’s advice and implement one or two of his ideas. If you have any questions or topics you’d like us to cover in the next season starting January 2021, please email Becky Robinson here and Christy Kirk here. 

Click here to tweet about this episode!

The post Episode 34: All things PR with Mike Onorato appeared first on OLD Weaving Influence.

Episode 33: Holiday Letters with David Greer

Click here to listen on your device and subscribe! 

Welcome to The Book Marketing Action Podcast with Becky Robinson and Christy Kirk. We are happy to reconnect with David Greer, an old friend, and client in the early years of our business.  During the episode, David shares his passion for holiday letters and the process of how he’s incorporated book marketing into each letter he sends. 

Becky: Before we get started, I want to give David a chance to introduce himself. David, could you tell us a little bit about yourself, your work in the world, and about your book?

David: Thanks, Becky! I’m an entrepreneurial coach. So when I was still at University, 22 years old, I joined a young software startup and built that into a very successful software company. After that, I become an angel investor for startups. And then for the last 5 years, I’ve been an entrepreneurial coach, working 1 on 1 with entrepreneurs and their senior teams on strategic planning. 

What I’ve discovered in 35 plus years of being an entrepreneur is that there are a lot of patterns that get repeated. I eventually decided that I really wanted entrepreneurs who haven’t been through it before to have a resource where they didn’t have to wear or earn all the scar tissue that I earned. So I conceived my book, Wind In Your Sails: Vital Strategies That Accelerate Your Entrepreneurial Growth. I’m a very passionate sailer, so I used sailing analogies throughout the book. I interviewed 45 entrepreneurs for the book and featured 10 entrepreneur case studies. Over a third of the book is other people’s stories, so you not only get the advantage of my scar tissue, you get the advantage of 10 other people’s scar tissues. I definitely wrote it as an evergreen book, so it’s intended to have a lot of ways to think about your business, but very practical ways to apply it for a long period of time. 

Holiday Letters

Becky: If we have any entrepreneurs listening to this podcast, I hope you’ll check out David’s book and his work. 

David, I reached out to you about this podcast because this month we are focusing on holiday book promotions and how you can use the holidays as a means to get the word out about your book. I know by being on your email list for many years, that one of the things you do is send out a holiday letter. Let’s talk for a moment about holiday letters. Some people call them brag letters, what are other names we use for letters that come at the end of the year? 

David: Yeah, other names used are the Christmas letter, holiday letter, holiday newsletter, and family letter. 

Becky: Because it’s been so long since I’ve last sent one, I especially wanted to invite someone on the podcast who’s been sending holiday letters. David, share with us, how long have you been sending them? 

David: I can’t remember exactly, but at least 30 years. 

Becky: Wow! Tell us a little bit about your process, the types of information you include, and who the letters go to. 

David: For me, the Christmas letter is a very personal letter, so it goes to family and friends. It also goes to a few entrepreneurial friends who I have a close, personal relationship with or I feel I’ve connected to them in some way. 

The way we’ve written them is fairly consistent for 30 years. My wife and I always write them together. I always write the first draft and think of any photographs to include, because I’m a photographer. Part of the process is getting the whole family together for a picture. I usually keep it to two typewritten pages so single sheet, double-sided. After I write the first draft, my wife adds her part and then edits and revises it. 

Becky: Wonderful. David, you did say you send these in both a print and digital format? Talk to me about that. 

David: I love getting Christmas cards and letters. Especially from the people who I don’t keep in touch with enough, and people who I see on social media on a regular basis but they don’t share details such as their husbands changing jobs, their moving in a new direction, different stage of life, etc. I have some people who’ve sent me their family letter for 30 years. It really helps me stay connected to those people, and I always read the letters when they first come in. It’s something that’s very special to me. 

Becky: It sounds like a very important tradition in your life. As I’m listening to you, I’m wondering if our listeners are thinking, well what does this have to do with book marketing? So let’s talk about why we are bringing this topic of holiday letters into a book marketing podcast. To do that David, tell us about how you’ve incorporated your book and business offerings into the holiday letter. 

David: So we have three children and there is always a section about each of them. And then, the section on my wife and I almost always has an aspect that talks about our work, what we are doing, and what’s new or different. In 2015, the Christmas letter definitely included the announcement of the launch of Wind In Your Sails. I’m sure the digital version of the letter included links to Amazon. Last year in the Christmas letter, I had openings for more clients so I let everyone know, and actually had a personal friend reach out to me and became a client of mine. We also mention our daughter and son-in-law’s landscaping business in the letter, which generates them more clients. 

Becky: That’s amazing and so great you’ve been able to help fuel that success for your kids. I love what you’re saying about making sure there is awareness so that your family and connections really understand what you’re up to in the world. I think sometimes we make the assumption that if we include something about our new book or work in our letter, that it’s self-promotional. I always try to reframe that with authors on a few different levels. One is that if you have a book that can make a difference, you’re not promoting yourself, you’re promoting your message. I think one thing that we underestimate is the way that our letters are received. And what I hear you saying, David, is that you love to receive these letters and are hungry for insights into your friends and family’s lives. If we can imagine the recipient of our holiday letter, well, of course, your book deserves a place in that letter because it’s a huge accomplishment. 

David: That’s correct. Absolutely! Why would you not include something so significant in your life? How many people can say they’ve written a book? Yes, a lot of people have written books, but in the huge scheme of the global population, it’s still this massive, massive achievement to get a book finished and published. 

Becky: Yes! And so would your connections want to celebrate that with you? 

David: Yes! And then for me, there is also a cultural alignment piece. In that, one of my deepest, cultural core values is massive family connection. To me when I send the family letter, even to the people who I’m connected to from business, it’s just consistency about what I really stand for. 

Action Steps

Becky: That’s very powerful. So reinforcing through your routine activities the values that you stand for in your life and work. Every time we finish the podcast, we always wrap up with some action steps. We want you to be able to take action based on what you hear. So we have three action steps from today’s podcast:

Include your book in your holiday letter. If you currently send a holiday newsletter, what we’d like you to do is consider including your book this year. 
Consider sending a holiday letter. If you’ve never sent out a holiday newsletter, consider sending out a holiday newsletter this year and start to identify recipients.
Share the good and the bad. Include the challenges and the wins in your life in your newsletter, because it helps people connect to you on a human level. 

Resources

Click here to learn more about David and the work he does in the world. 
Get your copy of Wind In Your Sails: Vital Strategies That Accelerate Your Entrepreneurial Growth . 
View the Greer Family’s Current Newsletter here. 

We hope you take advantage of the resources above and let us know if you take any action steps today. If you have any questions or topics you’d like us to cover, please email Becky Robinson here and Christy Kirk here. 

Reminder: We are going to conclude the first season of the podcast at the end of October. We are taking a break over November and December before coming back with fresh episodes in 2021. 

Click here to tweet about this episode!

The post Episode 33: Holiday Letters with David Greer appeared first on OLD Weaving Influence.

Episode 32: Holiday Book Promotions with Barb Roose

Click here to listen on your device and subscribe! 

Welcome to The Book Marketing Action Podcast with Becky Robinson and Christy Kirk. We are thrilled to be joined with our friend and Becky’s high school classmate, Barb Roose! In this episode, Barb shares her best book marketing secrets and ideas for promoting your book during the upcoming holiday season. 

Becky: I’m so glad you could carve out some time to talk with me today. Welcome, Barb! Tell our listeners about you, your work, and your newest book in case they haven’t met you yet.

Barb: Thank you! One of my very favorite things in life is equipping people of all stages and ages, but particularly women, to overcome their fears so they can live beautifully strong and courageous. I believe that everyone has a great adventure of purpose for their lives and so I love creating, whether it’s writing or speaking, and giving people inspiration and tools to overcome fears so they can get to that great adventure. 

I live in northwest Ohio. I am the proud mom of three adult daughters and for me, watching them live beautifully strong and courageous is super fun and exciting. I absolutely love writing and speaking at conferences around the country when I am not managing a book deadline. 

Becky: So talk to us about how many books you have so far and tell us the title and information about your latest one. 

Barb: I am grateful since 2015 I have published a total of 8 books and Bible studies. I have a great publishing company out of Nashville, and I think the interesting part of my story is in the last 12 months, I’ve had 3 book contracts as well as 3 book releases. 

Becky: Wow! It has been quite a whirlwind for you, Barb, and I know I was very excited to see the latest book release. So talk a little bit about that and then we are going to talk in general about book marketing and some of your favorite tools and tricks. I am also excited to share with our listeners some ideas you have for holiday promotions. 

Barb: I’m excited to get to those as well. My most recent book is a devotional and it’s titled, Surrendered: 40 Devotions to Help You Let Go and Live Like Jesus. I wrote this book during the quarantine season when we were all staying at home, and this project is all about letting go of the things we can’t control. It is a faith-based book with 40 brief devotions on topics we struggle with, such as letting go of worry, negative thinking, and toxic people. All of these topics I love writing about because they are the real thing in life. I also have books and Bible studies about anxiety, winning our worry battle, and self-image, as well as books about learning how to be patient in long seasons. I write from a Biblical perspective about a lot of the things in life that I’ve had to overcome. 

Becky: Well, I have had the pleasure of participating in a few Bible studies based on your content, and I’ve always learned so much from you. That’s one of the reasons why I wanted to bring you on. Before we dive into some of your favorite tricks and tools for marketing, talk to me for a moment about how marketing a Christain women’s book is different from other book marketing. 

Barb: When we talk about book marketing, it’s based on the audience as well as the connections we’ve made. I do have a background in business. I actually still speak at leadership events and work with companies on individual management coaching. So I read a lot of business books and love business books. 

When it comes to Christian marketing, when I look at that and how to reach women, most of my audience is on Facebook, and a growing number on Instagram. My approach has been to create connections with other Christian women speakers and authors. When it comes to actually marketing the books, there is a little bit of tension we have to manage, at least from my perspective, because when you are writing about God, people do not like you to put the hard sell on them. There was this old phase when I was a sales rep, called “sell the features and the benefits.” So a lot of my approach is very much selling the features and benefits about what it is I’m writing about, versus saying you must buy this. 

Becky: You and I were talking a little bit about that before we began recording. I was telling you what I always tell my authors that when you don’t ask someone to buy the book, they’re not going to buy the book. So tell me some of the ways you get around that when you’re marketing to Christain women. 

Barb: Let’s be clear, I need them to actually buy the book because there is not magic fairy dust that keeps these book contracts coming. It has to actually be sales. So we end up using language like “hey, check this out” and I still provide web links on my website to all my books and Bible studies. I find that I have to be careful about using the language of “you must buy this book” or “buy this book right now,” it’s more of a softer language of “I believe this could be a great next step” or “you can pick this book up at…” so it’s different ways of saying buy. 

Marketing Tools

Becky: Got it, thank you so much for sharing that, Barb. It’s interesting to think about the approaches different genres might require. So tell us your best-kept secrets for book marketing. 

Barb: Well, I’m hoping this first one isn’t a secret, and it’s a tool online called Canva. I know this is not the first time your listeners have heard about Canva. When you think about connecting with the people in our audience and the people we want to reach, visual media is the name of the game. Canva does not just give you the ability to create graphics on all digital platforms, but they also provide desktop publishing services for items like ebooks and powerpoints. You can schedule your social media posts and order handouts and t-shirts directly from Canva as well. You can even make videos now from Canva! So it is a complete marketing tool for those of us who have to do our own book marketing. 

Becky: Thank you for sharing some of those newer features. I know you also have another tool you wanted to share with our audience today. 

Barb: I do, and this is a fun one. Again, I have a traditional publisher, but for anyone who is self-published or traditionally published, we still carry the weight of creating connections with our audience. One way we can do that, especially as authors, is to actually let them hear our voice, even if you don’t have an audiobook. I’ve been using Wavve.co to create audiograms. An audiogram is essentially a graphic with an audio file embedded in it. When someone is scrolling through social media, they hear my voice, they see my book graphic, and it becomes a very personalized way for them to connect with my content. 

Holiday Book Marketing Ideas

Becky: Barb, I love that you’ve been making those audiograms because it is such a fun way to connect with your audience. And speaking of fun, we’re focusing this month on the topic of book marketing ideas for the holidays. I know that you had a really exciting and creative approach with your first book. Could you tell us more about that? 

Barb: I would love to! For anyone out there, I’ve given books as gifts for years. I still give books to my kids. I did borrow an idea from a fiction author and this idea was creating an experience box. This was with my first book, Enough Already: Winning Your Ugly Struggle With Beauty, and what the experience box entailed was a copy of the book, but then I went through the book and several of the themes. I then took those themes and I matched a gift with each of them. 

This was a book about identity and inner/outer beauty, so there was a necklace, a framed photo of one of the quotes from the book (beautifully designed in Canva), chocolate, a magnetic bookmark, and a couple other items. These were all items I could order in bulk or I could produce them at a very low cost, and I wrapped each of them individually. I also included a letter with the book that outlined for the reader which pages to open up each gift. 

I didn’t do thousands of these but I did a fair amount, and then I was able to sell them. I had some local events and women loved buying them as gifts for friends. It was a gift already done, it was already wrapped and they could give an experience and not just a book. 

Becky: Wow, I just love that idea, Barb. Especially now that a lot of authors don’t have the opportunity to do events because of COVID and all the challenges that presents, in what way could you shift that idea of an experience gift to make it easier to ship? 

Barb: This entire year is about learning to adapt. There is an abundance of ideas we just have to be willing to shift. So one of the things I’m thinking about is in my new devotional there is this concept called Kintsukuroi, and this is a beautiful type of Japanese art. You might be familiar with Kintsugi, or you can Google it. There are all kinds of Etsy jewelers who will make Kintsugi jewelry. Right now I’m considering creating a Kintsugi piece to go along with the Surrendered book, because both are small and easy to ship. This is a high-end item with low weight that I can actually pair with the book and somebody could give it as a meaningful gift. 

Action Steps

Becky: Well, I love that idea. I also love we are recording this conversation at the end of September and you’re already thinking about Christmas gifts for the holidays. And just a side note if anyone is beginning to plan their holiday promotions, it’s not too soon to really think strategically about what you might create as a complement to your book, and a gift package you might be able to offer. 

So Barb, one of the things we always do is we always leave folks with a couple of action steps that they can take to implement this week, and supercharge their book marketing efforts. I know you have a couple of ideas for our listeners. 

Barb: I do! Thank you again for having me as a guest and thank you, everyone, for hanging out with us today. Here are a couple of action steps for people to think about:

Get familiar with Canva. If you are not familiar with Canva, go to Canva.com and learn from their tutorials. Canva can radically change how you connect with your audience. 
Pay attention to other authors’ book marketing ideas. When I see book marketing ideas, I take a screenshot and if I see a campaign or marketing concept that I think is cool, I contact the author and ask for more information. 

Resources

To learn more about Barb Roose, you can visit her website here. 
Browse her books and bible studies here. 
To sign up for a free Canva account, click here. 
Click here to learn more about audiograms on Wavve.co website. 

We hope you take advantage of the resources above and let us know if you take any action steps today. If you have any questions or topics you’d like us to cover, please email Becky Robinson here and Christy Kirk here. 

Click here to tweet about this episode!

The post Episode 32: Holiday Book Promotions with Barb Roose appeared first on OLD Weaving Influence.

And: Making a Difference by Leveraging Polarity, Paradox or Dilemma

Often, when trying to solve a problem, we unconsciously lean towards or-thinking: choosing between one argument, or point of view, over another. In doing this, we create a tension, also called a polarity.  A polarity is two-interdependent pairs that need each other over time and generally require and-thinking to come to a solution or make a change. This week, we’re excited to launch a new book addressing how to supplement or-thinking with and-thinking to create lasting change.

And: Making a Difference by Leveraging Polarity, Paradox or Dilemma

AND is a resource for people who want to make a positive difference, regardless of the size of the system that you want to change. How? Through a clear five-step process to replace or supplement, or-thinking with and-thinking. 

You will learn when and how to bring And into your efforts to make a positive difference. When done well, supplementing Or-thinking with And-thinking will help you convert the wisdom of those resisting change into a resource to support a more effective change. 

And-thinking will help you join polarized groups and convert a vicious cycle into a benefit for all. The results will benefit both groups and the larger system of which they are a part.

Meet the Author

Barry Johnson is the creator of the Polarity Map®, a founding partner of Polarity Partnerships, and the author of several books, including Polarity Management: Identifying and Managing Unsolvable Problems, Managing Polarities in Congregations: Eight Keys for Thriving Faith Communities, and his most recent And: Making a Difference by Leveraging Polarity, Paradox or Dilemma.

Praise From Readers Like You

“Both/And thinking allows for the recognition that two seemingly contradictory

things can both be true at the same time. Within equity, inclusion, and justice work,

the Both/And lets us be honest about our privileges without descending into guilt or

shame, recognize urgency while understanding that growth takes time, and focus on

the concerns of marginalized communities while uplifting our shared humanity.” 

— Shelly Tochluk, Author, Witnessing Whiteness: The Need to Talk About Race and How To Do It and Living in the Tension: The Quest for a Spiritualized Racial Justice

“Polarity Thinking is the most elegant approach to dealing with the critical issues

that we wrestle within institutions, organizations, and groups the world over.”  

— David Magellan Horth Director of Innovation Venturing and Partnerships / Senior Fellow, Center for Creative Leadership

“And: Volume One and And: Volume Two takes us step by practical step to

understand and dismantle the exclusionary paradigm that we are so used to,

and builds an inclusionary paradigm with one simple tool, And.” 

— Rev. Dr. Shanta Premawardhana President, OMNIA Institute for Contextual Leadership

Learn More

Visit the Polarity Partnerships website to purchase a copy of the book
Watch the recent webinar to learn more about And-thinking

The post And: Making a Difference by Leveraging Polarity, Paradox or Dilemma appeared first on OLD Weaving Influence.