If you've been involved with marketing for any extended period of time, you've probably heard common adages and axioms, such as: It costs 5 times more to win a new customer as it does to stop one from leaving. The best way to grow revenue is to target your top customers for repeat sales. Advertising works best when it's focused on the segment most likely to purchase. Most word-of-mouth happens from the most loyal customers. Did you know that there is no empirical evidence to support any of these statements? In fact, all four are wrong according to marketing science researcher, Professor Byron Sharp, in his amazing book, "How Brands Grow." If you don't believe me, I highly recommend that you read his book. The video below gives … [Read more...]
About Rob Eagar
Rob Eagar is the founder of WildFire Marketing, a consulting practice that helps authors, businesses, and non-profit organizations spread their message like wildfire. He has consulted with numerous publishing houses, non-profits, and trained over 400 authors, including several New York Times bestsellers. Rob is the author of "Sell Your Book Like Wildfire," which is considered the bible of book marketing. Find out more at: WildFire Marketing. You can follow Rob on Twitter and connect with him at: Google+ or email at: Rob@StartaWildFire.com.
I’m excited to announce a rare achievement in the field of publishing. For the past 18 months, I consulted with Zondervan Publishers to help revive sales of a classic book called, “Boundaries.” Last week, the book became a New York Times bestseller for the first time in its 23-year history! In addition, “Boundaries” made the ECPA “Best of 2014” Christian Bestseller List. I’m extremely proud of this success, because it’s very difficult to get old backlist books onto the current bestseller lists. Usually, new frontlist books get the lion’s share of media attention and sales. However, the team at Zondervan and I proved that it’s never too late to resurrect excitement for a good book. How did we do it? We used the … [Read more...]
There is a group of non-profits and authors, especially writers of religious books, who unknowingly hinder their book sales due to the belief that marketing is evil. They feel that a truly spiritual person would never stoop to the level of “self-promotion.” I’ve met people who believe that drawing attention to their work smacks of arrogance or a lack of faith in God’s provision. However, nothing could be further from the truth. In fact, I believe that genuine marketing is one of the most spiritual activities that an author or non-profit can undertake. That’s because the principles of marketing and precepts of ministry have more in common than most people think. All too often, though, marketing a book gets misconstrued as a … [Read more...]
Last week, I received a bulk order on my website for 20 copies of my book, “Sell Your Book Like Wildfire.” It’s always nice to wake up in morning and see a confirmation email that says a couple hundred bucks were just deposited into my bank account. How did I get a large order for my book? A little marketing secret…I make bulk orders available and obvious. If you visit my book’s purchase page on my website, you’ll see an “Add to Cart” button that says “Buy a Case of 20 Books.” I offer a substantial discount for bulk purchases and make it easy to see. I don’t get a ton of bulk orders, but I get more than I would if that “Buy a Case” button didn’t exist. Here’s the principle to remember: you can’t sell … [Read more...]
The more I consult with literary agents and book publishers, the more I hear them say, “We want authors who can bring a large online audience to support their book sales.” I’ve even heard some say, “We want authors who are list-building machines,” which means building an email list with 10,000, 50,000, or 100,000+ subscribers. Gone are the days when authors just write a book and turn it into the publisher. Authors with a platform are viewed as a vital part to a book’s marketing plan. The same principle applies to many businesses and non-profits, too. Here’s five reasons why you should make building an online audience a top priority: 1. It’s the best way to mass communicate with a lot of people both inexpensively and … [Read more...]