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Tuesday, December 16, 2008

Book Marketing 101: What Works and What Doesn’t


by Michael Hyatt, President and CEO of Thomas Nelson.

Part 1: Start with Great Content
This is the beginning of a series of posts I am calling, “Book Marketing 101: What Works and What Doesn’t.” I have wanted to write this series for a long time. There are so many opinions when it comes to marketing books. I certainly don’t have the last word on this topic, but I do have some experience.

I have been involved in the book publishing industry for 30 years. My career has included working at three different publishers, serving as a marketing director, marketing VP, acquisitions editor, editor-in-chief, publisher, chief operating officer, and now, of course, chief executive officer. I was also a literary agent for six years and have written four books, including one that was on the New York Times bestsellers list for 28 weeks. I am currently writing a new book called, The How of Wow.

I’ve been able to experience first and second-hand what works and, mostly, what doesn’t. But before I give my perspective on the various marketing tools and vehicles, I would like to set forth a few basic principles based on my own experience. These are generalizations and there are definitely exceptions to every rule. But I think these apply 95% of the time.
Let’s start with content. What does content have to do with marketing books? Everything.

Several years ago, when I was the publisher of Nelson Books, I had a button made for my staff. It said, “It’s the product, stupid.” I am still convinced that this is the most fundamental truth about publishing. It all starts by acquiring great manuscripts.

Read the rest here!

1 comment:

lynnrush said...

HI. Thanks for posting this here. It was a great story. I caught some of it on Mr. Hyatt's website as well.

I love his BUTTON....that's fun.