I have lost count as to how many people have stated that social media is a great way to sell books (or any product, for that matter), and then wonder what is wrong with their campaign when there is little to know conversion. It’s simple really. Social media is a great amplifier, but it is not a sales tool and far too many people are trying to use these channels as a way to sell.
Think of one of your friends who seems to really understand how social media works. Someone you admire and you find yourself wondering, “Gee, how have they become so successful using social media?” He or she seems to always post the right pictures and the right content. Do you have someone in mind? Good.
Now, think of someone who doesn’t have a clue. You know the one I mean. He or she keeps posting about their book or business and they’ve turned into Mr. or Mis Sales Job. Got it? Good.
Now for the big question: Have you ever seen someone who seemed to have social media down until they came out with a book or product or business, and suddenly they turned into a sales machine? The person you wish would disappear from your newsfeed? In fact, maybe you hide their posts or even unfollow? Yeah. I know. We all have. It’s sad.
We don’t ever want that to happen to you, and it won’t if you remember this: Publicity and visibility are not the same as sales. They are different, and if you don’t understand that distinction, some big mistakes will be made.
Social media is about amplifying your message. It’s about good content that educates or entertains others. It’s about sharing your values, and purpose, and some of the issues that are important to you so that others like and trust you. It’s about sharing what you do in a way that isn’t salesy and high pressure. It’s about elegant sharing. Sharing as a art form.
How do you do this?
For some it seems to come very naturally, and if that is you, then good on you. That’s wonderful. For others, there is a bit of a learning curve.
Here’s a suggestion:
Study people who use social media well, particularly when they have a book or business. Count how many posts have value and are about giving versus how often their posts contain some kind of call to action. It can vary, but many successful people have about a 5 to 1 ratio (5 content driven versus 1 call-to-action post). And even when they have a call to action, they do it in a way that seems easy and natural, not forced and awkward.
I created a little video about it if you’re interested in hearing a little more about this.
And by the way, if you’re interested in how to get some great publicity for your book or business, be sure and take the How Media Savvy Are You? Assessment to discover how you can secure the kind of media attention you want. The questions will give you an excellent idea of what you should be prepared for.
As usual, if you have topic ideas for videos or blog posts that you’d like me to cover, please send me an email at joanne@joannemccall.com.
I’d love to hear from you.
To your success,
Joanne