Promoting your book (or other product): what marketing REALLY means

I agonised for a long time when a very bitchy and pompous (and dishonest, as it turned out) editor I was working with sneered at me for only writing a few chapters on ‘marketing‘ in my forthcoming book, How To Write A Brilliant Nonfiction Book. article on the four Ps of marketingSurely he knew that marketing is something you do in parallel with creating the book’s concept, right from the start, even – to an extent – with fiction? With his two redbrick university degrees and the conviction that he knew everything?

Nope, he didn’t. What his scathing barbs did achieve, however, was to make me conscious of the fact that I needed to emphasise the real meaning – and importance – of marketing in my book, so I have done just that. The number of times I’ve had to bite my tongue when someone talks about ‘marketing’ when they mean ‘marketing communications‘ or ‘promotion’ adds up to many hundreds. [Read more…]

Swearing: would you open this book to find out more?

Please welcome once again my good friend and colleague Tsufit, from Toronto, whose emails are always interesting and this one, in particular, grabbed my attention. Swearwords are a hot topic in communications of all kinds today and Tsufit – as always – hits the nail right on the head…Sz.

Saw this book on display in a small local library. 

If you saw it on display in a library or a book store, would you open it?

cover illustration to promtoe book

Love it or hate it, one thing is for sure. [Read more…]

Think you’re doing marketing, SME? Sorry. Chances are, you’re not.

When you talk about marketing your small/SME business, do you really know what you’re talking about?

I’ve listened to people running new business startups saying, “oh, we haven’t got much money, so we’ll get a smart student or recent graduate to come in and do our marketing.”

do you know what marketing means

This misinterpretation of marketing and how it contributes to businesses is a BIG problem for them

Just how stupid is that?

Let’s take a good look: this may be something you find surprising but then – enlightening.

Marketing is NOT about writing ads, blogs, press releases, etc.

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Let’s hear it for the Ugly Duckling of marketing

Today we welcome my good friend and fellow scribe Stephen Church – a brilliant, naturally talented copywriter whose refreshing approach has gained many fans in our neck of the woods here in England. In this article Steve laments the way words have become the poor relation of website creativity – something I used to lament, too, when I was working as a copywriter. Over to Steve…

ugly duckling of marketing

Goodbye, ugly duckling. Hello, elegant swan.

Website words really matter – but no-one seems to care

Words. Do you remember them? Those little squiggly things, line after line, neatly laid out across the page. I’ll tell you something. They matter. They really do. [Read more…]

Marketing: are you a solution looking for a problem?

If you’re old enough to remember the corporate business scene back in the 1980s, one CEO’s passing comment revolutionised the entire IT caboodle when presented with another amazing new box of tricks from IBM, or ICL, or …well, it doesn’t matter who. (There were enough of them suffering from the same syndrome back then: being engineering-led, not marketing-led.)

Marketing: are you a solution looking for a problem?

“I don’t give a **** what this IS. What will it DO for my bottom line?”

The IT giant’s sales team had just plonked their engineers’ most recent brainchild down on the client CEO’s desk and told them what amazing tricks it could do, as briefed by the entire engineering team and backed by the C-Suite board wallahs.

The CEO said, “I don’t give a **** what this IS…”

…”But what will it DO for me and my business’s bottom line?”

And there fell, flat on its face, the whole perception of IT and its erstwhile role in the marketplace up until that point.
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UPDATE … see the comments below for more on this, er, interesting period in the marketing of IT…
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How the SO WHAT? test can boost a lot of your writing

Updated January 27th, 2020. Although I devised the SO WHAT? test originally to test the content effectiveness of elevator pitches, actually you can use it to test almost any promotional statement.

Here’s how it works…The basic idea behind the SO WHAT? test

[Read more…]

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