What's Your Plan?

Most business folks spend their days being nibbled to death by ducks.

You want to print the meeting agenda but the printer is out of ink.

Your website manager still hasn't updated your bio.

That new client postpones their call. Again.

The prospect can't meet for lunch at noon so would 1:30 work? Or next Friday?

The path to success requires relentless focus on what's important but that's hard to do with mallards and drakes nipping at your heels.

To Stay on Track, You Need a Track

If you don't know where you're going, you'll probably never get there, and even if you do you won't know it.

In the frantic scramble of the average entrepreneur's workday, marketing your book is one of the first things to fall through the cracks. If it's not a priority, it won't get done, and if it's not part of the plan it won't be a priority.

The Plan

You need to have your own plan, of course, but here is the big picture for a business person who has written a book to support their business:

  1. People engage your services because
  2. they read your book after
  3. they followed your blog, Twitter feed, and other social media when
  4. they saw your insightful generous comment on Linked In, Twitter, Facebook, or another blog, which happened because
  5. it was on your schedule.

Getting Started

My father used to tell the story of little Billy, who told the teacher he was late because he ran beside his bicycle all the way to school. When she asked why he did that, he said "Because I didn't have time to stop and get on."

Make the time to stop and get on the bike. You'll lose a few minutes now, and gain them back manifold in the coming weeks and months.

Write down your plan. Even if, at first, it's as vague as my list above, write it down. What's the path someone will take from total stranger to client?

Until you have that, you're flailing in the dark.

Once you do have it, you're ready to create a formal marketing plan.

If you need help with that, or even with the informal plan that comes first, give Sue a holler. We love helping folks figure out social media.

Vacationing and Working Hand in Hand

We took some time off in August for vacationing in Wisconsin - my husband was born here and his mom and my oldest son live here. We lived here for four years from 2012-2016, before moving to Arizona to be closer to my married daughter. So we're enjoying all the green and cooler weather.

However, we continue to work. Sure we take some actual time off for days to drive and spending time with family and friends. But the business keeps on going. I take a little time every week to keep up on client work and even bring in new clients. In fact I've had three new social media audit & consultations!

One of the most fun things we did here was an outside concert for friends. My husband, Joel, plays guitar and mandolin, our daughter, Fiona, does a bit on the drums and sings, and I accompany with bass notes on keyboard. What a blast!

Vacation in Wisconsin

Did you take some time off this summer? Tell me all about it.

The 80/20 Principle in Social Media Marketing

How does the 80/20 principle apply in social media marketing? In short, it means that about 20% of your messages are self-promotion, ‘buy-my-book’ messages and 80% of your messages are generous, sharing what your audience finds valuable and informative.

This is important for authors trying to promote their books. If your audience sees the majority of your messages are self-promotion, they will quickly lose interest. Turn that around. Make the majority of your messages generous, information sharing.

Ask yourself: what does my reader want? What does my reader need? Then share! What you share can be tips from your book. That will encourage your audience to buy your book whether or not you specifically promote it. Also share links to other helpful information provided from other sources.

The 80/20 numbers are not carved in stone. It's not a rule. It’s a principle. The important thing is to remember this principle in all your social media marketing.

Share more than you promote.

Note from Joel

While this is not really an application of the Pareto Principle wherein most of our results come from a small portion of our effort, it's convenient to reuse the numbers 80 and 20 partly because they'll be easy to remember. But hey, perhaps we'll write another post about applying the Pareto Principle in your marketing efforts, because it definitely applies.

I Don't Hang Out On Twitter

I actually do hang out on Twitter. But not everyone does. A while back I wrote about determining which platform is the best one for you. I suggested setting up a profile on each one and then focusing on just one. So what do you do with the platforms you know you won't be as active on or you won't use at all? Why even have a profile if you're not going to be active there?

People are going to look for you on all social media platforms. If someone is a big Twitter enthusiast, that's where they are going to look for you. If you're not there, they may not look for you elsewhere. So you want them to find you there and then from there go to where you are active online.

… more … "I Don't Hang Out On Twitter"

Is a Book Signing for You?

Is a book signing worth it? That's really up to you to decide. I know some authors who have had quite a bit of success with book signings, selling quite a few books. Other authors say it's not worth it - that it takes too much time and effort with very little results. I say it depends on what your objectives are. A book signing event can be a great way to have your book and face get noticed by people who might not otherwise know you or your book. You can leverage the event on social media - posting about it before hand, during, and after the event.

book signing barnes & nobleRecently we attended a book signing by a local author in Arizona we've known for nearly a decade. Brian K Wright hosts Success Profiles Radio and has written three books. For his most recent book, Success Profiles: Conversations with High Achievers Including Jack Canfield, Tom Ziglar, Loral Langemeier and More, he held a book signing event at Barnes & Noble in Mesa, Arizona. I spoke with him about what it took to get the event booked, and followed up to find out how things went. … more … "Is a Book Signing for You?"