Re-endorse the Endorser. Or How to Market Those Rave Book Reviews

Recently I came across a Facebook post of an article from the Tennessean called, Ex-CFO who slammed Chick-fil-A now on food stamps (article here). I had originally read the article to learn of this Adam Smith's fate and see how he fared after being held accountable for his actions; I learned much more.

The post described how an executive fell from grace after recording himself verbally abusing a Chick-Fil-A employee. The article told the story of how he had been immediately fired from his high paying job, moved to a new state to take a new job, only to be fired from that one as well.

The interesting nugget is buried at the bottom of the article. Apparently Adam Smith is also learning the fine art of marketing. A lesson hard to learn, but necessary none the less. In the last paragraph Smith talks about his book A Million Dollar Cup of Water, a memoir of his professional collapse.  Smith describes (tongue in cheek) how he is surprised at how his book can have many 1 star ratings and so little sales. It got me thinking of a solution for new authors who focus so much effort on collecting celebrity endorsements and getting books reviewed.

As an author, I want my books to have 5 star ratings. Anything less is kind of heart breaking. Additionally, we authors also want ratings that are relevant to the book content and not someone's pet pieve.

However, as a publisher, I am not so much impressed by book ratings. I am more concerned with sales. I also find that there is little correlation for converting reviews to sales. Marketing is the most influential part of the book selling formula. For example:

•  Marketing = sales
•  Book reviews do not = sales
•  Book ratings do not = sales

But

•  Book reviews + Marketing = sales
•  Book ratings + Marketing = sales

 Reviews and ratings don't lead to sales, but help seal the deal.

There is a Field of Dreams type misconception about the book business. Authors mistakenly believe that the world needs their book. "If I write this book, the world will buy it".

Publishers are left with determining which books have marketability. Publishers are not so much interested in how many reviews, recommendations, ratings, or endorsements a book has. The truth is, a book can have the endorsement stamped on the cover of genre celebrities, and not sell more than a handful of books.

The problem is arises as potential customers may never know about the book reviews unless led there. Otherwise, how will the audience know the book is endorsed? Out of the millions of books available, how will the potential buyer know that President George Washington wrote a great blurb recognizing you for your hard work? F

or example, suppose George Washington wrote a glowing review of my book. I post it on my book's cover, website, and points of sales.

Then what?

Nothing. No search engine would ever find it.

How would it?

There is no magic that will lead a customer to a celebrity endorsement; only hard marketing. You can let them know your book is available and that it is in fact endorsed.

Marketing Idea #1: Get a Real Endorsement:

Usually what happens is an author writes a celebrity for an endorsement. The celebrity provides the endorsement privately, the author beams, and puts it on the book and unless something is done, it pretty much dies there.

Now, what will catch the eye of your potential audience is when that Pulitzer prize winner, top chef, spiritual guru, or even President George Washington blogs, tweets, posts, or otherwise lets their millions of followers know that they read your book and highly recommend it. An influential person who regularly posts and notifies their followers about your book with the website point of purchase will definitely rack up sales for you.

I follow Dan Miller, Author of 48 Days to the Work You Love. He actually endorsed my book on self-publishing "Get Rich in a Niche".  You can see it here: However, in and of itself, it's not going to lead to sales. Not unless I can get him to announce my book on his website and social media posts.

Lately he has been posting on Facebook links to the classic best seller Think and Grow Rich. Do you think sales will increase?

I do; now that's a real endorsement.

Marketing Idea #2: Endorse the endorsee

Immediately after receiving endorsements from Dan Miller and Brian Tracy, I posted on every social media venue with proper hash tags thanking them for their endorsements. Brian Tracy's social media shared my thanks with their followers. Guess what? They just re-endorsed the endorsement for the public to see.

The lesson, get those endorsement, but continue to work hard marketing your book. Speak, present, write articles, blog, post, share useful information from your book, and provide a point of sale. You have to create a stir that will generate interest in your book. A glowing endorsement from a celebrity will help at the point of sale, but it won't lead to sales.

On a good note, even though Mr. Smith, author / publisher may not have marketed his book to his fullest capability, the article definitely stirred an interest. I'm sure the information and link from a respected news source is giving the book the push it needs. This article in itself presented a marketing opportunity.

Adam Smith is the author and publisher of the book. As such, he bears 100% responsibility for sales. According to his bio, he is a speaker and coach. So, he has a platform that he can use to publicize his books. H

ow about you? What's your marketing strategy?

Jeffrey W. Bennett, ISP is the owner of Red Bike Publishing.




                                    


Jeff is an accomplished writer of non-fiction books, novels and periodicals. He also owns Red bike Publishing. Published books include: "Get Rich in a Niche-Insider's Guide to Self Publishing in a Specialized Industry" and "Commitment-A Novel". Jeff is an expert in security and has written many security books including: "Insider's Guide to Security Clearances" and "DoD Security Clearances and Contracts Guidebook". See Red Bike Publishing for print copies of: Army Leadership The Ranger Handbook The Army Physical Readiness Manual Drill and Ceremonies The ITAR The NISPOM