Think Like a Rock Star is now less than three months from hitting stores. So as you might guess, these last few months have been a crash course for me in how to effectively market a book and help it be successful.
Most of the information I’ve found and advice I’ve received from other authors has focused on The Launch. The idea is to sell as many copies of your book as possible into a small concentrated window, typically the week that your book comes out. You want to sell as many copies as possible during that launch week because typically those bestseller lists from sources like The New York Times and others reset each week. And focusing in sales on that one-week launch period might be the difference between forever being known as a published author, and being a New York Times Bestselling author. For the author, it’s a really huge deal.
So as you might expect, I’ve got a ton of stuff planned to help Think Like a Rock Star have as successful of a launch as possible. And over the next few weeks I will be asking for your help in seeing that successful launch take place.
But the thing about a book launch is that it’s mostly focused on what’s best for the author. As I was researching this, I realized there was a parallel to my book, in that really the launch is all about acquiring new customers. Getting as many new sales as possible so that it helps the book’s ability to hit all those bestseller lists and all that jazz. So in a way, if I strictly focused my book’s marketing on The Launch, I was really undermining one of the core lessons of Think Like A Rock Star.
Focus on New Customers or Existing Fans?
The thing that really separates rock stars from most brands is who they market to. While most companies focus on acquiring new customers, most rock stars focus on delighting their existing fans. Rock stars focus most of their time and energy on connecting with their existing customers, not their new ones.
This prompted me to rethink my marketing plan for this book a bit. There’s no doubt that The Launch is insanely huge to a book’s eventual success. But in my opinion, even more important than marketing to new customers is finding ways to support your existing readers.
So over the next few weeks while I prep for the book’s launch, I will also be launching some efforts to support the readers of this book. For example, starting within the next 7-10 days, I will be launching an email newsletter to compliment the book. This newsletter will also be a tool to help readers learn how their businesses can better connect with their fans. It will be an ongoing effort, and it will provide the most value to people after they buy the book. I also have a couple of other projects that I’m not ready to announce yet.
But for now, I am going to end this post by asking for your help. If you have or did buy Think Like a Rock Star, what could I offer you after your purchase to help support your brand’s efforts to better connect with its fans? Maybe a place where readers could connect and get advice from me and each other? Or what have other authors done for his/her readers that you really liked, that added value to you as a reader?
I saw where someone, I think it was Seth Godin, said that one of the best reasons to write a book was to start a conversation. That was really the driving force for me to write Think Like a Rock Star, I wanted to start a conversation about how companies can better understand who their fans are, and connect with them. Part of that conversation is finding ways to support the people that want to find ways to do just that for their companies.
What are your thoughts? What could I do as an author to create more value for you as a reader after you buy the book?
PS: I’ve started sending out copies of Think Like a Rock Star to a few colleagues and I recently got feedback on the book from Paper.li’s Community Manager, Kelly Hungerford. Here’s what Kelly thought: “Simple, jargon-free and true to Mack Collier’s authentic style, this book explains exactly why your brand need fans and not customers, and how you can turn your most enthusiastic ones into powerful brand advocates. Mack delivers his passion for brand advocacy, knowledge of customer-centric marketing and in-depth understanding of what makes the most devoted of fans tick in a language we can all relate to: rock stars and fans.
I love this this book for many reasons, but mostly because that for every “why” in this book, there is a “how” to back it up! The case studies, tips and social media advice are perfectly aligned with Mack’s underlying mission of helping brands understand the true value of their most passionate customers. It’s a must read for modern day marketers and I highly recommend you purchase two copies: one for you and one for your team.”