9781988971216_

T-Shaped Marketing for Authors. The New Way to Sell Books.

Online marketing provides todays authors with a vehicle to reach a worldwide audience where, in the past, they were pretty much limited to their own backyards. But to make any kind of real headway in this crowded space full of millions of people doing the same thing as youre doing online, youve got to be Internet savvy to a degree. Youve got to figure out a way to stand out among the rest by combining analytical and creative skills together. Im talking about T-shaped marketing.

Rand Fishkin provides this succinct description of T-shaped marketing on his blog:

T-Shaped basically refers to having a light level of knowledge in a broad
array of skills, and deep knowledge/ability in a single one (or a few).

In other words, your deep knowledge/abilitythe stem of the Tis the content youve written about in your book(s). The flat, horizontal part at the top represents the various creative and analytical skills you can learn to best utilize the Internet in selling your book(s).

Some of todays most recognized companies used their own unique T-shaped marketing strategies (also referred to as growth hacking) to build their businesses quickly when little or no venture capital was available to them: Airbnb used some shrewd background coding to hack the Craigslist platform to boost its own sites user experience; PayPal grew quickly by paying early users for referrals; and Dropbox used a strategy similar to PayPals by giving early users extra storage for referrals. These tactics piggybacked their other online efforts (e.g., SEO, PPC) to supercharge each companys scalability, hence the term growth hacking.

Authors can do the same. They can use T-shaped marketing to their advantage, and many of todays most successful online authors already do. Each ebook in this series will focus on one particular T-shaped marketing avenue so authors can learn to utilize several customized strategies:

Online (paid) and Offline (unpaid) Book Reviews Advertising vs. Publicity
Email Marketing
Advertorials and Blogging
Content Syndication and Guest blogging
HTML Coding for Beginners
Mobile Marketing
Pay-per-click (PPC) Advertising
Search Engine Optimization SEO
Social Marketing
Video Marketing
And the list goes on!

Authors are entrepreneurs, and T-shaped marketing is every entrepreneurs friend. The top authors move more books by getting in front of their customers and communicating with them in a clear and consistent manner; and they do this by virtue of social media marketing, blogging, book reviews, email marketing, publicity/media tours, and all the other T-shaped marketing strategies well be discussing. They do whats necessary to make themselves stand out among all the rest for their particular genres, just as business people do with traditional companies.

The good news is its possible! There are examples right before your eyesright inside these mini ebooksof successful authors who have used T-shaped marketing to sell THOUSANDS and THOUSANDS of books. You can use T-shaped marketing like a pro, too. Ill show you how.

In this book, well be covering various forms of pay-per-click (PPC) advertising and how authors can use it to not only sell more books but also earn incremental writing income on the side. Lets dive in.

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