“One day the phone rang. I picked it up and Ross Perot was on the line. He said, ‘I love your book.‘”
I was talking with a writer who was telling me about a book she published in the 1990s. It was a politically conservative title. She wanted to get the word out about her book, so she mailed copies to a large number of conservative politicians including Ross Perot.
Ross Perot paid attention to this unsolicited book that he received. He read it, liked it, and contacted the author. He then helped this author get additional media coverage for her message.
This author talked about the new book she was hoping to get published and then commented, “Now you have to do your marketing online.”
I quickly laid that myth to rest. While there is much talk about author platforms and using social media to promote books, the Internet is not the only marketing strategy an author has at her fingertips.
Much like cold calling, cold mailing is an acceptable marketing practice. Mailing copies of your books to appropriate influencers can pay off.
When my anger management book for teenagers was published, I mailed copies of the book to middle school and junior high school counselors to help spur sales. I also sent copies to counseling center directors. These influencers all worked with the target audience for my book.
I looked at mailing these copies of my books as sowing seeds. The goal was to raise awareness for my book. Farmers know that without sowing seeds, there is no harvest. Seeds grow into plants, and plants produce fruit.
2 Corinthians 9:10 says, “Now he who supplies seed to the sower, and bread for food will also supply and increase your store of seed and will enlarge the harvest of righteousness.” I figured that my job was to sow the seeds, and God’s job was to make those seeds grow.
I believe that when we publish books that bring Glory to God, that He does cause the seeds we sow to grow into a harvest. Sow seeds with your books. Mail copies to influencers and reviewers who can help spread the word about your book.
The Biblical principle that “Whoever sows sparingly will also reap sparingly, and whoever sows generously will also reap generously” (2 Corinthians 9:6) applies to all areas of life. So, sow your marketing seeds generously.
To seed your marketing efforts, I encourage you to make a list of influencers in your target audience you can give copies of your book to. Then mail some books and trust God to bring a harvest.
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Photo courtesy of skeeze.