About WheelMan Press

In the last week, three of our titles, Phoenix Tales: Stories of Death & Life, The Summoner, and The Self Publisher’s Quick Start Guide, has broken into the top 100 in their respective categories. Although admittedly we are not talking about humongous sales numbers (nor budget-busting profits), sales are sales, and the increased pominence these temporarily high rankings gives our titles can only serve to promote our brand all the more.

I’ve recently begun studying marketing, and am in the process of learning the mindset and methodology that goes into building a brand and promoting oneself and one’s product. As the first book I read, The New Rules of Marketing and PR says, the Internet has changed the rules of marketing, leveling the playing field so that promotion is no longer the dominated by mighty corporations with tons of disposable cash to throw wantonly at the problem. Now the little guy can and often does outperform the big guy, but it takes time, attention, and most importantly the ability to put yourself out there as the face and voice of your product or brand.

People are tired of the hard sell, and of promotions that treat them as if they aren’t smart enough to choose for themselves. The consumer has the ultimate power, and all they want is honesty and integrity, and to feel like they are thought of individuals rather than stereotyped target on carbon copy marketing template. Customers want to not only know you, but if you have knowledge to share, they want and need to feel like you are always happy to provide it to them. It’s not enough to hang an open sign on your door and wait for patrons to come in and visit, now you need to go out on the sidewalk and greet people as they pass by. Engage them in conversation, talk about the things that you have in common, make friends with them, real friends, not the “I’ll be your friend as long as it’s potentially useful to me” kind. You have to love people, and love giving to them. All of them won’t buy your wares today, but some will, and others may return tomorrow, or direct their friends to come check you out. You no longer build a customer base en masse, you build it one person at a time.

I’ve always loved being a part of online communities, and lately I’ve found the Amazon Discussion boards to be a particularly great place to hang out. Lots of great people, especially in the Kindle product forums. I’m sure that the time spent there, particularly getting to know many other authors who are also very giving of themselves, has helped with the sales of my Kindle offerings. But most importantly I’ve made new friends and who knows where such things may lead one day?

The bottom line is to get away from the impersonal corporate mindset or the brute force methodology of marketing that has consumers buying DVRs to skip commercials or cursing every time they receive a piece of unsolicited spam in their inbox. Instead, it’s time to go back to the old fashioned sense of community, the kind you have when you live in a small town and no every resident’s first name. Get to know your customers and let them get to know you. Give of yourself to them in any way you can and they will return the favor in ways that you may not even expect.

Turn your marketing swords into social ploughshares, and in time, you will reap the rewards.

Posted on June 28th, 2008 by admin
Filed under: Commentary