You Must Sow to Reap

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.

Related Posts:
Your Next Big Break
Are You Riding a One-Trick Pony?
Are You Looking for a Formula?

Don’t miss out on any of the great information shared in this blog. Subscribe to receive each post in your email box. Just click here.

Photo courtesy of skeeze.

Why You Should Use Micro-Influencers

Last Sunday, the pastor at church mentioned a book in his sermon. He even went a step further and said that if the congregants had not read the book, that he recommended we do. I thought the book sounded interesting, so I acquired a copy.

That, my friends, is micro-influencing at work.

micro-influencers

Micro-Influencers

Marketing with micro-influencers has recently become a hot topic. Social media has given rise to a new brand of micro-influencers, but smart marketers have always worked with micro-influencers.

A micro-influencer is anyone with a smaller audience (it’s a relative number). These include:

  • Bloggers
  • Podcasters
  • YouTubers
  • Church leaders
  • Ministry leaders
  • Community leaders
  • Librarians
  • Retailers
  • Professors and Teachers

Why Micro-Influencing Works

Micro-influencers are more effective than any other category of influencer marketing. Why? Because people trust recommendations over advertising.

A study conducted by Nielsen in 2015 found that 80% of respondents said that they trust opinions or recommendations of family and friends. Often the audience of a micro-influencer considers these people as part of their trusted circle.

This is why another study found that nearly one in three Christians have purchased a Christian product after hearing about it in a sermon in a church, while only one in six having made a purchase after hearing about a product on the radio. This study demonstrates the difference between micro-influencers (pastor) and macro-influencers (radio).

The key with micro-influencers is not the size of the audience, but how much trust these individuals have with their audience. The micro-influencer may only have an audience of 200, but if that audience is highly engaged with him, then his recommendations carry clout.

audience size for influence marketing

Micro-Influencer Marketing

Targeting micro-influencers is a marketing strategy that authors can adopt. Here are a few ideas:

  1. Give review copies to micro-influencers to increase the likelihood that these individuals will read and recommend your book to their audience.
  2. Authors with an audience (think social media following or newsletter subscribers) can partner or collaborate with other author micro-influencers for cross-promotional purposes. For example, authors with books in the same genre can pool together to create a multi-book giveaway with each author promoting the giveaway to his or her own audience.
  3. Ask a micro-influencer to write a guest post for your blog. The influencer will then let her audience know that she is making a guest appearance on your website and her followers will visit, exposing you and your books to a new audience.
  4. Partner with a ministry that focuses on people who would benefit from your book’s message. Be a sponsor for one of the ministry’s fundraisers or events in exchange for some promotion for your book.

Remember, micro-influencers are not just online. They are also present in the physical world. Partnering with micro-influencers both online and in your community can bring increased awareness and sales for your books.

Related Posts:
Enlarge Your Audience with Micro-Influencers
Don’t Overlook Micro-Influencers
Marketing Your Christian Novel Like a Pro

Don’t miss out on any of the great information shared in this blog. Subscribe to receive each post in your email box. Just click here.

Photo Courtesy of Ben Konfrst.