While promoting your expertise, services, and products online can increase your marketing base and offer many benefits, newcomers to online marketing promotion can also often make costly mistakes that drain their bank accounts.
For over ten years, literary publicist Penny Sansevieri has helped design many effective Internet marketing campaigns for self-published and small press writers through her book publicity firm Author Marketing Experts, Inc. It is quite opposite to virtual assistant reseller program and here we get an example.
In an interview, she provided useful warnings to those seeking to use online marketing promotion. The following is an edited version of her responses.
Interviewer: Have any of your author clients attempted to promote their books on their own prior to working with you?
Sansevieri: We’ve actually had authors who have self-published their books without any assistance – and thirty thousand dollars later they’ve made a ton of very expensive mistakes. And you really want to have somebody – whether it’s us or somebody else – consult with you and tell you what you should do. You want to be very careful because there are so many options out there and you don’t know which one is right for you.
Interviewer: What are the biggest mistakes authors make when creating their marketing campaign?
Sansevieri: I think one of the biggest mistakes an author makes is that they want to go too big too fast. I understand the dream to sell 100,000 copies of a book – I understand the lure of Oprah – but the reality is many authors will spend thousands of dollars going after these goals when there are opportunities for them in their own backyard.
Interviewer: What sort of offers should an author be wary of?
Sansevieri:Lots of people try to make authors lofty guarantee like, “We’re going to get you on television.” Nobody can guarantee that, especially in this market. “We guarantee that we’re going to sell hundreds of thousands of copies of your book.” Run for the hills. Nobody can guarantee book sales. Ever.
I think the biggest mistake authors can make is not asking the right questions. When you get a flyer or email making these outrageous guarantees and think, “This is the big ticket. This is the only thing I need” – you need to step away from that and ask people what the reality is. There’s no such thing as a stupid question in publishing. Because one question can save you thousands of dollars.