Going beyond the sales pitch
Plus: My first week in the office
Plotting: My first week of work
It was my first week of work last week and I loved it! I really enjoyed being in the office, the commute was FINE, and I feel like I am really going to get a lot out of the work. Yay!
A couple of things I did to make life easier in this transition:
Planned my meals so that I had leftovers to eat on my in-office days, so I didn’t need to think about what to eat.
Bought a neck fan for the tube (GAME CHANGER. If you have a sweaty train journey, buy one of these, it’s amazing how much it cools you down).
Reworked my evening routine the week before work started so that I was already in a different rhythm and it didn’t feel like such a huge change.
Really prepped the kids. Maybe overprepped them. But they have been SO lovely and supportive, it’s been a relief.
AND all that said, I’m definitely finding it a new juggle. I got somewhat overwhelmed yesterday by the end of the day.
Despite last week’s email about planning out the series content in advance, writing this email has felt like a lot on top of all the new information trying to find space in my brain.
For all my planning, I might need to change up this weekly email schedule soon. If you don’t get an email next week, you know why!
Spotting: Going beyond the sales pitch
In the last email, I talked about coming up with your sales pitch. This is useful when introducing the book, and should also be shared on a regular basis on your social media channels and newsletter (to remind people what the book is about and reinforce the message as to why they will like the book).
BUT. If you’re promoting a book online, you will also need to come up with heaps of other ways to talk about it beyond a two-line hook. This is a) so that people don’t switch off because all you’re doing is selling to them and b) so that you don’t lose your mind saying the same thing all the time.
I suggest having a list of 3-5 content pillars, inspired by your book, your writing and the personal areas you are willing to share publicly, and brainstorming different topics you could discuss that relate to these pillars.
The topics inspired by your book (or themes from the book) is a great way of promoting the book, and the more personal topics let people get to know you as a person, which will encourage support and community. Having a few different ones means that you are sharing a diverse range of things without veering too far off course.
I have gone into the step-by-step process of how to build a social media plan in the article below (which can also apply to newsletter content), so I won’t rehash this topic here (but do click through and read it if you want a more in-depth piece).
Creating a social media plan for your book
One of the many pieces of advice that you see bandied about online about marketing one’s book is that you should aim to show up on social media regularly and talk about your book. But what does that actually mean?
The main thing I want to say here is: You don’t have to repeat your sales pitch in every post. If you focus on creating content that has some thought and strategy behind it, you’ll have plenty to different things to talk about and you’ll promote the hell out of your book — without sounding salesy.
This also applies if you’re doing any kind of publicity outreach. “Author writes book” is not a story. Lead in with your book, but also consider what else you could speak about. What other angles are there that relate to your book or life which might be interesting for the readers or listeners of whichever publication you’re reaching out to?
If you aren’t already following
, she has loads of helpful resources on this topic, including her book, Hype Yourself, which is probably the #1 book recommendation I share with authors.Next week, use this framework to create your promo content or upgrade your press release, and let me know how you get on with it!
Currently I’m…
Reading: The Women by Hannah Nightingale.
Watching: Nothing at the minute! My friend stayed over the weekend, so I’ve had a bit of a TV break. What are you loving right now?
Listening to: A radio station inspired by The Beaches.
Eating: Green pie from this amazing book by Emily English, but with mushrooms instead of chicken. Full disclosure, I worked on a tiny portion of the campaign of this book and got it free from Orion. But I cook from it at least once, usually twice a week. Favourites are the Green Pie and the egg salad thing (boiled eggs with spring onions, tomatoes and yogurt, served on toast — the actual best lunch).
Enjoying: Swimming in the lido. This might show up every week. It’s probably one of the best parts about Tooting in the summer.
How was your week last week? Are you enjoying any good TV at the minute? I feel very uninspired by what’s on right now!
Try reading Mixing Memory and Desire. It’s a page-turner
I find being in the office overrated. I suppose if you work in a place where people are interested in you, it might be uplifting. But I’ve never worked in a place like that. A lot of the time, people don’t even say good morning or return your greeting.