T-Shaped Marketing for Authors. The New Way to Sell Books.
Online marketing provides today’s 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 you’re doing online, you’ve got to be Internet savvy to a degree. You’ve got to figure out a way to stand out among the rest by combining analytical and creative skills together. I’m talking about T-shaped marketing.
Co-founder of Moz, Rand Fishkin (2013), provides this succinct description of T-shaped marketing on his company’s 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/ability—the stem of the T—is the content you’ve 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 today’s 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 site’s user experience; PayPal grew quickly by paying early users for referrals; and Dropbox used a strategy similar to PayPal’s by giving early users extra storage for referrals. These tactics piggybacked their other online efforts (e.g., SEO, PPC) to supercharge each company’s scalability, hence the term “growth hacking.”
Authors can do the same. They can use T-shaped marketing to their advantage, and many of today’s 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:
- Affiliate marketing
- Book reviews (paid and non-paid)
- Content marketing
- Digital advertising
- Email marketing (including email signatures)
- Event marketing
- Google Adsense
- Mobile advertising
- Pay-per-click (PPC)
- Publicity and PR
- Push Notifications
- QR codes
- Search engine optimization (SEO)
Authors are entrepreneurs, and T-shaped marketing is every entrepreneur’s 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 we’ll be discussing. They do what’s 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 it’s possible! There are examples right before your eyes—right inside these mini ebooks—of 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. I’ll show you how.