Seth Godin Didn't Use Traditional Marketing, So Why Should You?
Last year in January, Seth Godin released "Linchpin: Are You Indispensible?" As of this post, the book is at #3 on two of Amazon's best sellers lists and #11 on another. It's been over a year and his title is still highly regarded. More notable to me are the details surrounding his launch. Did you know Godin didn't spend a dime on traditional media marketing channels? It's true. And because of the internet's reach, it can be true for you as well.
Godin's process works but it's more of a long view. Instead of targeting which traditional outlets to make ad buys, you're going to target the top bloggers.
"I haven't gone to any traditional media for the launch of my new book – no pitches to newspapers, magazines, or television," Godin blogged. "Instead, I went directly to my readers and the many intelligent voices online"
Who are the thought leaders blogging about your genre? Those are the one you should be reaching out to right now.
Godin appeared on 40 guest blogs prior to his launch and he was sure to tailor his approach to each blogger's unique audience.
He also appeared on multiple channels. He did not simply write, but appeared on podcasts and video interviews.
Finally, he circumvented traditional book critics and has his book reviewed for free by thousands of his loyal readers.
"Bypassing professional critics and allowing real people to use the newly powerful platforms available to them is faster, more direct and gives you far more feedback on your work," he blogged.
Quite honestly, each blog post and every appearance on a podcast or video chat takes valuable time. But the more appearances you make, the deeper you will penetrate the market by your launch date. So if you plan on using this proven method, I'd suggest that you start planning ahead right now. Start connecting with the top bloggers, learn their audiences and then tailor your responses to satisfy what their readers most expect to read. And do it now. If you wait until once prior to your release, you've waited too late. But if you're willing to invest the time it takes to reach your potential reader directly, you will save money at the outset and generate book sales in the long run.
