When you publish your own book, it’s easy to focus your marketing strategy on only online efforts. While it’s true that the internet is a great place to spread the word, you can’t forget about finding your offline audience. Even though the web offers you a lot of opportunities to gain new readers, offline events can be even more credible and more effective.
Step #1 – Contact local organizations
Find out what local organizations have upcoming events and offer your speaking services to them. Try to locate organizations that have members that are a good match for your audience. For instance, if your book centers on a political topic then you may want to speak at a local politician’s fundraising event. If your book is about a business topic, consider speaking at a local Chamber of Commerce meeting. Try to imagine what kind of people will be there and make sure they would be interested in your book.
Step #2 – Write out a few speech ideas related to the content of you book
Prepare a few short speeches that relate to the content inside your book to establish yourself as an expert. Consider weaving a few quotes directly from the text of your book into the speeches. You don’t have to write out an entire ten-minute long speech, just jot down an outline or two. Think about what your book really says and communicate this in your speech. Practice in front of the mirror and be prepared to deliver it in front of an audience.
Step #3 – Have copies available on site
Depending on the event that you’re speaking at, you may be able to sell copies of your book directly to the audience. If they like what you have to say, then they are very likely to purchase. This gives you book sales and allows you to stay top of mind as they take your book home and set it on their tables and desks. You will be seen as the expert on your topic, even when you’re not by their sides!
Step #4 – Expand your range
Once you’ve spoken at a few live events, you’ll be ready to expand your area. Instead of looking for local events, start looking at what’s happening throughout your state and region. Speaking at live events throughout the country is a great way to build up your credibility as an expert in your field. Think about building yourself as a brand. And always keep in mind that you need to speak at events that relate to the audience of your book.
Always remember the importance of an offline audience. Appearing at live events as a featured speaker will increase your book sales dramatically. Be ready and prepare yourself; the writing of the book is merely the first step. Put on your thinking cap, and consider the many ways offline that you can market your book. The possibilities are endless!
Kristen Eckstein is a highly sought-after publishing authority, two time best-selling author and award winning international speaker who has started 45 publishing companies and published 133 books and eBooks. She is founder of the “I am Published!” Ghost Publishing program, the Self-Publish On Demand training program and the “21 Ways” book series.