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Synopsis
Many self-publishers have probably forgotten the power of this marketing strategy – or don’t believe that this method can work for a tech-savvy self-publisher. But, for the authors of non-fiction, especially those that own a business, a book’s marketing plan isn’t complete without some use of direct mail.
What You Will Learn
1. You will learn why direct marketing can be a good marketing tool for the self-publisher.
2. You will learn why direct marketing is still relevant in today’s fast-paced and high-tech world.
3. You will learn exactly how I continue to build my list of names and addresses.
Introduction
When it comes to marketing your self-published book, there are a number of options open to you. But one of the most ignored marketing methods at your disposal is direct mail marketing. For a small cost, you can physically reach your sales prospects in a short space of time.
Many self-publishers have probably forgotten the power of this marketing strategy – or don’t believe that this method can work for a tech-savvy self-publisher.
And, online and social media marketing strategies have, for the most part, replaced what was once viewed as the most effective marketing strategy. But, for the authors of non-fiction, especially those that also own a business, a book’s marketing plan isn’t complete without some use of direct mail.
Isn’t Direct Mail Marketing Dead?
Direct mail marketing might be considered ‘old-school’ by many of today’s high-tech marketing people, but it can still be a powerful marketing tool. And because of this, a self-publisher that wants to sell more books needs to be using direct mail marketing as one part of their overall marketing plan. And don’t forget, not all people have an email account.
But everyone has a physical mailbox – that they visit every day – without exception. In contrast to this, most emails do not get opened. This is because it’s no longer easy to impress us with a few slick words in the message line. Regular mail has a better chance of getting opened.
It might sit around in a person’s home or office, waiting to be dealt with. But eventually, it will be looked at. You, as a self-publisher and marketer, have an opportunity to design your mail piece to wow the recipient and try to get them to open it.
What Is Direct Mail Marketing?
Direct mail marketing is, as its name implies, a way for you to get your marketing materials directly into the hands of your prospects, by using the mail system. Postcards, flyers, and brochures are the most common marketing materials to be sent. Of course, direct mail has its advantages and disadvantages.
But when used properly, and with proper planning, it can be a powerful and cost-effective way for you to make a direct and personal connection with your prospects. The direct-mail marketing plans that have the most impact are only sent to specific people, at specific addresses, at specific times of the year.
How Do I Build A Prospect-List Of Names And Addresses?
There are four main ways for a self-publisher to build a list of names and addresses:
1. Ask Your Followers: Ask your followers on social media to voluntarily sign-up for your mail list;
2. Current And Past Customers: If you already have an existing business and self-publish your book as a way to promote your business’s services, and the book’s subject matter is appropriate for your customers, you already have their home or office address, so add them to your mailing list;
3. Find New Names: Develop your own mail list, by using the internet, for example, to find names and addresses. An example of this would be searching for the names and addresses of all the libraries and independent bookstores and adding them to your mail list. As a business owner, you most likely already know how and where to find new names of those that might be interested in your book’s subject matter;
4. Pay A Service: Make it easy on yourself, and pay a professional group such as the Independent Book Publishers Association to send your marketing materials directly to a list of libraries and book stores – a list that they have already compiled and keep current.
Conclusion
Direct mail has the power to get your marketing material directly into the hands of potential book buyers. Buyers that might not have been able to find you or your book in today’s crowded book market in the first place.
This same marketing material is also your chance to lead them to your website, where you must provide more information about your book, and also wow them with information about you and your business.
Therefore, do not ignore direct-mail marketing for your book. Your book’s marketing plans are not complete without at least some direct-mail marketing in the mix.
Questions For Us To Think About And Discuss
1. Are you using direct mail marketing as part of your book’s marketing efforts? For how long, and what results?
2. Have you noticed your customers/clients mentioning your book to you in meetings or emails? How did they find out about your book?
