“If a window of opportunity appears, don’t pull down the shade.” ~Tom Peters
I love this quote. I see many independent authors doing just what it says not to do. They pull down the shade on publicity opportunities.
Publicity is any information, article, or advertisement issued to secure public notice or attention. Publicity is a marketing activity. Marketing is any activity that draws people’s attention to your product.
There are two ways I frequently see independently published authors pass up publicity opportunities:
- They don’t seek out publicity opportunities.
- They pass up opportunities offered to them.
Why do these authors pull down the shade? I think it often boils down to feeling inadequate. Following are some of the statements I hear from authors passing up a free publicity opportunity:
- “I only have one title—with plans for future/additional titles. I’m not sure that this is appropriateness or right for me.”
- “Having only published one book, I don’t feel that I have much to say.”
- “I am just too busy right now.”
None of these statements are true. If you are an author, you always have something to say. If gaining more sales for your book is important to you, you make the time. If someone asks you to talk about your book or company, it is always appropriate or right.
Sometimes authors will pass up a publicity opportunity because they feel that it is “too small”. No opportunity is too small if you are seeking more sales for your book. Yes, authors selling thousands of books can be more choosy about their publicity opportunities, but most independent authors who are passing up publicity opportunities do not fall into this category.
Maybe you are reading this and thinking: “I wish more free publicity opportunities would drop in my lap.” You don’t have to wait for them. You can go seek them out. Free publicity opportunities are presented to you every day. Some of these include:
1. Commenting on blogs that speak to your target audience on your subject.
2. Offering to write a guest blog post for a blog that speaks to your target audience.
3. Offering to be a guest on Blog Talk Radio shows seeking guests with your expertise.
4. Writing articles for publications including placing them for others use in article banks online (like ezinearticles.com).
One study by Microsoft found users needed to be exposed to a message between 6 and 20 times before it sunk it. Publicity gets your message before your audience. Your potential readers need to hear your message again and again before it sticks.
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