Guest Post: Ten Ways to Use Audio to Sell More Books by Penny C. Sansevieri

We all know that audio can be a powerful way to engage your audience,
but can it really help you make a book sale? You bet it can. Though
with all the focus on eBooks is there any room for audio-anything? Yes,
and in fact in February of this year the Audio Publishers Association
announced that audio books were a $1 billion dollar industry - and
growing. Don't overlook audio. Here are some ways you can use audio to
help sell your book: 












Audio book samples: Do a reading from your
book, maybe a chapter or two and load it onto your website (if you don't
think you're a good reader, have someone else do it or hire some
voice-over talent).
Audio on your website: While I'm not in favor of
having an audio file load when your website does, there's some merit to
having a short little audio (or video) "hello, welcome to my site
message;" for an example of this, check out the Author Marketing Experts
site at: http://www.amarketingexpert.com(you'll see our video on the home page).
Daily/weekly Podcast: Podcasting is powerful,
there's no two ways about it and it's here to stay. Creating your own
podcast that you update daily or weekly is a great idea and a terrific
way to draw some interest to your book. You can do this easily through
BlogTalk radio or you can record it on your own and upload it to iTunes.
Super easy. Don't believe me? Check out this great article on
podcasting: http://addicted2success.com/success-advice/6-ways-to-create-a-world-famous-money-making-podcast/
Teleclasses/webinars: I've personally done webinars
and teleclasses for years and I love them. They're not only a fantastic
way to promote your message, but you're also educating on your topic
which is always a great idea. Remember: record every teleclass you do so
you can use it as another sales item on your website.
Audio series: Consider creating an audio series
based on your book's topic. Remember though, if you're just rereading
the content from your book then these cd's aren't necessarily an added
value item but an audio book. Your audio cd needs to be different from
your book in order to entice the reader to buy it in addition to the
book. For example, if you finish your book and you say, "Gee, I wish I
had included a chapter on XYZ," now you can create that additional
chapter (or chapters) in your audio series.
Freebies: Offering any of your audio products as a
freebie to add value to a sale is a great idea. Something I'll do at the
end of a speaking gig is offer a free download to anyone who buys a
book after my session! I also capture their email by doing this so I can
market to them again.
Speak up! It's not always about a recorded product
or podcast, get out and talk about your topic in front of a crowd.
Passion sells, and if you speak passionately about your topic, your
audience will resonate with your message and (hopefully) book sales will
follow. Not sure where to speak? There are tons of places you could
start locally. Trade shows, rotary club meetings, networking events.
Consider starting in your neighborhood and then when you're ready, you
can branch out.
Book trailers: Well, maybe that's cheating a
little, technically it's audio and video, but we're still talking about
hitting the same sensory targets. Book trailers are hot, if you don't
believe me just Google them and see what I mean. Getting your book into a
visual medium can be powerful. They can also be pretty easy to do
thanks to programs like iMovie for you Mac lovers and Microsoft Movie
for the PC crowd. If you have an eye for this, you can do one yourself.
Check out this video, which was made by the author: http://www.youtube.com/watch?v=r90INxcl1bc
Radio is another powerful way to sell books. Keep
in mind that one radio show often doesn't sell books but doing many
shows might. Also, if you're going to do radio, get some media training
so you're spot-on in your presentation and can relay your most important
points in succinct, bulleted, benefit-driven points. These will help
engage the listeners and encourage them to buy. Not sure where to pitch
yourself? Here's a listing of radio shows around the country: http://www.radio-locator.com/
And we just got done talking about podcasting, right? Why
not pitch yourself there, too? There are tons of online shows looking
for guests and often you can find even more niche topics so you can
really target your shows and your readers! Here's a directory to get you
started: http://www.podcast411.com/page2.html

Using audio to promote your book is a powerful way to gain additional
reader attention. Not only that, but you never know who will respond
better to audio than to a printed review, ad, or article. Putting the
audio element into your sales arsenal can make for a powerful
partnership, and the good news is that every day, audio and the creation
of audio products becomes more accessible.