On a scale of 0 (not at all) to 10 (completely) how comfortable are you “selling” your book and yourself?
On a scale of 0 (pathetic) to 10 (grand master) how EFFECTIVE are you at it?
Whatever your numbers are, this article is going to show you how to improve them.
And you’ll be able to do it instantly.
If you allow it.
That’s because all you have to do is change the way you
THINK about sales, marketing, and promotion.
* * *
Just Snap Your Fingers
Okay, it’s not that easy.
That’s because your “Inner Game” is half of
your success (and failure) as an author.
So, hear me out.
A while ago I was on the phone with one of my author coaching clients. We’d just finished revising his query so I was asking him questions, collecting testimonial material. I do it over the phone. After I was done asking him why he loved his new query… I asked him an unexpected question:
“What reservations or skepticism did you have right before you signed up to work with me? A lot of people overpromise and underdeliver (and my coaching programs aren’t cheap), so… what thoughts were going through your mind? You can tell me, I really want to know. It helps me get better at what I do, and it will help other authors who are on the fence about working with me.”
The author’s response was typical (at first).
He said what most authors say (yawn):
“Yes, I was skeptical. But you have so many great testimonials—they’re very convincing. And you give away so much great content on your site. I knew that your paid content would be even better.”
Now I should have been happy with that, but I get bored easily. So I asked a follow-up question, trying to get the author to say something I’d never heard before.
“But some people have told me they don’t like my website. They say it’s too masculine and marketing-driven. It’s clear that I offer PAID coaching services and some people don’t like that.”
That’s when he gave me the z-i-n-g-e-r.
The game changer.
Not just for me, but for YOU.
Here’s what he said:
“That didn’t bother me at all. I figured… if you can sell YOURSELF effectively… then you can help me sell MYSELF effectively. And that’s what most authors need.”
I got goosebumps.
And I made the author wait while
I wrote down what he said so
I could tell you about it.
Later, I had a SECOND revelation.
This one happened while I was collecting another testimonial from a different author. When I asked her why she signed up to work with me, she said:
“It’s virtually impossible for authors to sell themselves effectively—simply because they’re authors.”
I didn’t have a clue what she meant,
so I asked her to explain.
“Good authors are good at writing long-form. You know, like books. As a result, they’re generally not very good at communicating things in short-form… like query letters and book proposals. It’s a completely different way of thinking–a different skill set.”
I made her wait, too,
while I wrote that down.
Here’s the moral of the story:
If you want to be a successful author, you simply cannot be conflicted about selling. ANY selling. That includes you selling your work, selling yourself, or being sold to.
It will CRIPPLE your writing career.
* * *
Here’s the Thing
Selling is ART.
Yes, it is.
The same way
that writing is art.
So don’t get mad or overly skeptical when people
are promoting things (including themselves).
Try to figure out what
they’re doing and why.
Because you have to sell
* * *
The Best “Sales Advice” I Can Give You
You don’t have to be completely comfortable with the idea of selling yourself and your book. But you’ll greatly increase your odds of being successful if you consciously try to get more comfortable (and effective) selling yourself and your book.
Don’t worry about the 99% of people who don’t want what you have. They don’t matter (at least in the sense that you shouldn’t let them get inside your head). I can tell you from many years of experience in marketing and sales that you need to stay focused on one thing only if you’re going to be successful.
And that is…
The 1% that DO care.
When you send out your queries or talk to someone about your book, you’re doing THEM a favor if you’re a decent writer. Not the other way around. Yes, the 1% (agents, publishers, and readers) are out there waiting for someone like you to come along and tell them about you and your book.
They’re going to see it as an opportunity.
They’re going to appreciate it.
So don’t be shy.
And don’t hate the selling process
because it comes with lots of rejection.
1% is good enough.
* * *
One Last Important Thought
Every time I send out an email to my mailing list, some people unsubscribe. I’m okay with telling you that because EVERYONE with a decent-sized mailing list knows what I’m talking about.
It’s part of success.
Because I’m not writing for everyone.
Just my 1%.
You know… those who are truly passionate about writing and becoming bestselling authors. If that’s you, you’re in the right place. I’m honored to be part of your journey. And I’m going to help you find YOUR 1%.
All my best,