The Lady Thigh Shaper Debacle: Why Unsolicited Direct Mailings Are a Major Fail in the Digital Age

Sorry for the hiatus. I was knee-deep in true crime blogging about the Jodi Arias trial but now I'm back on track with my Zenful blog. So where were we?

A few months ago I was sent a piece of unsolicited mail. That's right, folks. An actual postcard that was delivered to me by the U.S. Postal Service. I didn't even know direct mailings still existed? I was not having the best day so when I read the postcard about "lady thigh shapers"-- evil looking stocking contraptions that reminded me of those horrid circulation stockings (which are not fun to wear--been there, done that!) -- I wasn't a happy camper.

I fired off an email to their customer service rep and basically told them they wasted postage by sending me an unsolicited piece of mail (can you say recycle bin?) and asked them to take me off their mailing list and to never contact me again. First, it is insulting to me as a woman. Did they find pictures of women online and say hmmm, look at the thighs on her, she really needs our vice-constricting thigh shapers, that will not only suck the cellulite in, but will also cut off her circulation? Thanks, but NO thanks!

I'm not going to name the company because I don't want to give them any publicity. C'mon, in the age of the internet and email campaigns, sending unsolicited direct mail is a HUGE waste of money -- not to mention it's a MAJOR fail.

That piece of mail really annoyed me and it only takes one customer, like me, to spread the word--and not in a good way! I told other friends about what happened and posted the information on my social media about my bad experience with this company. As a result, at least 200 plus people read about this company's spammy direct mailing. A lot of my female friends commented on what a lame product it was anyway--why would women even WANT to wear those awful stockings? Sorry, but the lace trim doesn't disguise the fact that they look like shapewear for women FAR older than me.

So word to the wise to all lady shapewear companies, don't send out direct mailings and insult women who never "opted in" and shared their contact information with you. I'm sure they bought my information from a list but the tired tricks of circa-90s direct mailings just don't work--and they definitely DO NOT work on me.

Major fail. You won't ever catch me wearing lady thigh shapers. Ever.

Why Excitement May Hinder Your Book Marketing

Whether you are a small business or a self-published author marketing your book, take a page from Naomi Dunford with IttyBiz. Inauthentic email marketing is a big pet peeve, and Naomi hits the internet marketing nail on the head in her latest newsletter.

Naomi has a great sense of humor and love this excerpt from today's newsletter.

 

"...And when she says "I'm so excited" because she can't think of anything OTHER people would be excited about, but feels obligated to say something anyway? We can tell. And honestly? We're all a little bit embarrassed for her.

 

Your homework for today!

 

Never tell anyone how excited you are about anything that has to do with yourself ever again. It's self-indulgent, self-centred, and makes you look like a moron. 

 

Stop talking about how excited you are and go do something exciting."

 

It goes back to what my high school English pounded into my head: SHOW not tell. 

 

PS -- thanks Naomi for the helpful tips...and for the belly laughs! 

 

 

 

 

 

 

 

5 Email Marketing Traps Book Authors Should Avoid

I know it's tough to market your book these days. With all the marketing tools out there for authors, it can get overwhelming. 

This morning I received a query through my LinkedIn for an ebook. Since I market authors, I assumed it was an author inquiring about marketing assistance. After I opened the email, I noticed the author had included a "free copy" of his ebook and asked me to read his book and pass along to my friends and colleagues. I did not know this person and I didn't know anything about his work or his book (despite the fact that he has 600 plus connections on LinkedIn, that doesn't mean anything to me).

Spam is a HUGE pet peeve so it's important to understand what NOT do when you use email to market your book. This also applies to any product or service and not just books. 

1. Do NOT solicit or sell your book to someone you don't know or has not subscribed to your email list. That's just common courtesy and you want to grow your email list and not lose subscribers. 

2. Offer your email subscribers valuable content, articles, and free reports/downloads. How can you help people and offer assistance? Email marketing is not about pitching your book 24,7. It's about making real connections with people. Think of your sales funnel. Only about five to ten percent of website visitors will actually buy the first time they visit your website. You need to provide them with valuable information so they'll stay interested in you, as the author, and your book. 

3. Do NOT give away your entire book away via email. Many people think this is an effective sales tactic and will generate more interest and will make the book go viral faster. If your book sales aren't a priority and you want to use the book to market your business (specifically non-fiction authors), then you can go that route but that's an entirely different marketing campaign altogether. However, if you are a fiction writer and book sales are your number one goal, provide only a sample chapter of your book. You want to generate interest with your sample chapter - just enough to entice the reader to want to buy your book. Why would someone want to purchase your book when they just read it for free? 

4. Include videos in your email marketing campaigns. Viral video is hot for book authors. If you want to try a visual marketing tactic, create a book trailer video (stay tuned - I will be posting an interview soon about the importance of book videos). You can also take on the persona of your character in your video and talk about the book through the eyes of your character. You don't need to spend a lot of money either. Use your webcam or digital camera. The video only needs to be a few minutes long, and it also puts your face in front of your audience.

5. Be consistent with your newsletters.  If you start an e-newsletter, make sure you send them out on a regular basis so you stay in touch with your subscribers. If you only send out emails every few months, then people won't take you as seriously and they will probably lose interest in your book. With the hundreds of thousands of book choices people have out there, it's very easy to lose people's attention. Your newsletter doesn't have to be long but be consistent - if you send out emails monthly then keep up with that schedule! Automate your newsletters through your CRM software, and implement an editorial calendar to help you stay on track. 

If you are a newbie book marketer, take these tips into account before you blast out emails to your email subscribers. You don't want to see people opting-out left and right -- not a good sign! 

 

 

Dawn's Light Movie Email Campaign Hits Big With Twilight Fans

For Twilight fans, there is huge online buzz circulating around their next movie. This is an example of an innovative digital campaign centered around the next Twilight movie, Dawn's Light. 

I love this campaign idea - VERY clever!

"The email was a "wedding invitation" for characters Isabella Marie Swan (Bella Swan) and Edward Anthony Masen Cullen, sent exclusively to Fandango's previous "Twilight" ticket buyers. Fandango says the unusual email promotion was to promote its advance ticket sales, timed to the fictional birthday of Bella Swan." (Source: www.mediapost.com) 

If you are a fiction writer, implement similar marketing ideas. Take on the persona of your characters AND take it beyond email marketing campaigns. 

• Blog from the perspective of your characters. Get inside the head of your characters: is there a special message or information you could pass along in your character's 'voice'? 
• Hire an actor to do a voice-over or shoot a book trailer with your character(s) as the stars. 
• Use creativity and humor to your advantage - entertain and educate! 

Even if you aren't a Twilight fan, you can take a few pages from their marketing campaigns - innovative and creative! 

 

 

 

 

 

8 Easy Email Marketing Tips for Successful Book Promotions

I'm diving into a big book ghostwriting project for the New Year and was reminded of my book publicity and publishing days.  As you think about writing your award-winning ebooks this year, don't forget that marketing your book is JUST as important (if not more!) as writing it.

If you go the self-published route, you are the best person to promote your book. Email campaigns are one of the easiest ways to market your book - especially if you have a viable CRM list. 

1. Define your audience and target your list accordingly - who will benefit from your book? What problems will your book solve for readers?

2. Give them a good reason to BUY your book - introduce yourself and your book in a compelling way. Make sure your email copy is concise and to the point! 

3. Good grammar is everything - double check your typos and use spell check before you blast out the email.

4. Review other New York Times bestseller book campaigns, emails and promotions for helpful hints and ideas.

5. Keep important information ABOVE  the fold or you will lose your readers (and potential sales!) When you keep information at the top half of the page, you are more likely to capture their attention and readers won't opt out.

6. Use a STRONG Call to Action at the end of your email copy - don't give your readers a reason to opt out. You want them to click for more information and BUY your book!

7. Include a book image and your photo to make your email look more friendly and engaging. 

8. Preview the email in text only and HTML before sending out - send yourself a test email to make sure the images aren't distorted and the email reads well (from a visual perspective).

Remember to take advantage of social media to promote your book - another easy way to blast out information about your book!

For more helpful book promotions' tips, please contact me directly - find out more online publicity tips to get you started in the New Year!