In an earlier blog post, I discussed the concept of T-shaped marketing and how today’s authors are using it to sell more books online. To briefly recap, your deep knowledge/ability (the stem of the T) is the content you’ve written about in your book(s) whereas the flat, horizontal part at the top represents the various other creative and analytical skills you can learn to best utilize the Internet in selling your book(s). Email marketing is one of the skills you can learn and use as part of your T-shaped marketing plan.
Books are perfect for email marketing. They go hand in hand. Why? Because email marketing is all about sharing, promoting, and selling information … and a book is an information product.
Here is a fantastic resource regarding email marketing (e.g., finding your perfect niche, setting up your opt-in page, getting email addresses, auto-responders, campaigns, statistics, you name it): The Circle of Profit by Anik Singal. It is a free .PDF that you can download, and it contains all the information you will ever need regarding how to run a successful email marketing business. I’ve read it three times, myself. I get something new out of it every time. That’s how detailed it is.
After reading this book, I adopted email marketing as part of my overall T-shaped marketing strategy. I think you should, too. And I’ll tell you why with this excerpt from Anik’s book:
Who do you trust more: a friend or a stranger? The answer is obvious: Your friend. And when your email list subscribers start seeing you more as a friend than some random person sending them emails, you’ll get the best response.
Email marketing allows you to reach people in a more direct and personal way than most other kinds of advertising and publicity can. This is your opportunity to really engage with your readers. Become their friend by letting them know a little more about you, the person, rather than just advertising your book(s) to them in an impersonal way. Spend some time getting to know them a little better, too, by replying to their emailed questions with thoughtful answers.
The readers who know and trust you will be your most responsive buyers each and every time you contact them to announce a new book. But this trust must be earned over time by providing quality, valuable content to your subscribers on a consistent basis so they stay engaged with you over the long term. Always remember there are no easy or quick fixes in the world of book sales and marketing.
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