Whether you like it or not, you are being judged. From the moment you make your book available for sale, potential clients or readers are making judgments of your brand, or lack of a brand. With the increasing noise and distraction in the marketplace today, it is absolutely imperative that you stand out above your competition. For this reason alone, you want your branding to start off on the right foot. You want to avoid some of the big branding blunders listed below.
1. Not being consistent with your author brand
You want to be very consistent with your messaging to your client here. Whether it is in communication emails to your clients or readers, your social media posts, or in articles you write for directories, your branding message must remain consistent. And it’s not just the messaging, your corresponding website for your book should have a similar feel, same logo and color scheme.
2. Relying on social media alone to maintain your brand
Your brand is a combination of the message you put out to the world, and how the end reader actually perceives it,… how they feel about you. It goes much further beyond social media alone. You must build a list, and maintain regular communication with it. Consider posting as a guest on other blogs and submitting some articles for a directory. (Like EzineArticles.com for instance)
3. Having the firm belief that your brand is perfect for every single reader out there
I know what it’s like to write a book, and believe in your heart that it’s good for just about everybody out there. The sad and hard truth is that not everyone is going to be interested in your message. That’s OK. Remember who you wrote your book for. Speak to those people specifically in your posts, emails, and any advertising that you do. Do not be concerned that you may be suggesting your book is not the right fit for certain kinds of people. This will actually bring you closer the people who are the right fit to hear your message. They will feel closer to you, when you push away other people.
4. Not being clear about your USP
There is an extremely great chance that there are many books about your topic already out there. If there are not, don’t expect too many sales. Your job now is to set yourself apart from your competition. Establish firmly your unique selling proposition, or ultimate sales position. Yes, there are many books out there on the same topic, but none of them were authored by you. Articulate your USP eloquently, and you will attract a following.
5. The belief that once you set up your brand, you are finished
So you have written your book, you set up a corresponding website, and now are attempting to bring traffic to your site. I guess your branding efforts are over right? Wrong! Branding succeeds only with consistency. You cannot merely “set it and forget it.”
6. Believing that branding is just for large companies or famous authors
Only the large companies have the budgets large enough for branding right? Only the super famous authors like Stephen King can do it correct? Wrong again. Whether you have one book or a dozen, you have a brand. It happens whether you do it intentionally or not. So put some thought into it, and start with the right foot forward.
7. Making very unrealistic claims about what benefits your book offers
We said earlier that you need to establish a unique selling proposition. It is a tremendous mistake to stretch the truth too far however. If your claims are far too unrealistic, readers will look elsewhere. After all, claims for courses to earn a few $100 extra per week attract much more attention than claims for information on how to earn millions. Remember what it was like to be where your target audience is now. How must your potential reader feel in order to decide to purchase your book?
Of course there are more branding mistakes’ that you can make, but these are the top seven. Avoid these ones, and you will be well on your way to establishing a memorable brand that will serve you well into the future. Writers rise.
Al Bargen
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