marketing

Category: marketing

What do you do? It’s a simple question, but so many companies screw it up.

Rather than giving a clear and concise explanation, they pontificate and use puffy language. They talk about how many years the company has been in business, or the exciting projects they’ve recently completed.

If a customer can’t understand your brand in 10 seconds or less, they tune out. This is as true on your website, as it is in person. Your customers are craving clarity. In clear, concise language describe your brand and what makes it unique.

 

Tips From Dundurn's Publicity Pros

Posted on January 18 by Kyle in Interview

Dundurn’s Publicity Pros Share Their Tips

We asked Marketer Kate Condon-Moriarty and Publicists Jaclyn Hodsdon, Kendra Martin, and Michelle Melski what makes for the most successful collaborations between authors and publicists (and the most successful books). Here's what they had to say.

 

What advice would you give to authors on how to establish a great working relationship with their publicist and publisher?

Let me begin with a pep talk. No matter how good it is, your book will not sell itself. If your aim is to sell books – either to make money, or simply to share your story with a wider audience – then you must become your book’s best friend, advocate, and business partner.

Through trial and error, I have discovered what works for me – at least, what I think works. There’s a saying that ten percent of all your marketing efforts pay off, but nobody knows which ten percent!

 

1. Do understand your publisher’s role

Jeremy, tell us a bit about your book.

Sticky Branding is your branding playbook. It provides ideas, stories, and exercises that will make your company stand out, attract customers, and grow an incredible brand.

I wrote the book for small- and mid-sized companies. It doesn’t take big budgets and endless resources to grow a Sticky Brand. It’s achievable for any business willing to challenge industry norms and find innovative ways to serve its customers.

Bob Dylan said something about, “The times they are a-changing”. He probably wasn’t referring to the whole notion of promotion of children’s and YA books but the line is certainly appropriate. Gone are the days of the media/book store tour arranged (and paid for) by your publisher. In fact, publishers are very clear on the subject--authors are not merely encouraged, they are expected to play a vital role in the promotion of their books. Not a bad thing really. But the new world order as it applies to book promotion has created a pretty steep learning curve for old school writers like, say…me.
BECOMING MORE HUMAN THE "TOUCH" WAY thumbnail

Pity the IT guy. Tasked by managers to use digital tools to bring productivity gains to the organization, they deploy a wide variety of tools — web chat bots, hiring management apps, phone-tree systems, and more.

And then, a couple of months later, those same managers call the IT guy. “How come our customer satisfaction ratings are plummeting?”

Easy. They used technology to solve a human problem.

This isn’t to say that there’s no role for technology in your organization, but deploying it the right way can make or break a business.

Time for another update on all the amazing things Dundurn authors have been getting up to! 

Looking for a 'great' gift? Outdoor Canada magazine suggests The Great Canadian Bucket List by Robin Esrock in their 'Seven Gift Ideas for Outdoor Families' feature. Perfect for anyone looking for their next adventure!