even in the farthest, most remote corners of the world, the Kodak brand was recognized, and I was welcomed to pull-up a stump at the table for a hot cup of coffee in a tin cup. After talking to the bearded mountain man at the end of the table, it seemed that tourists to this gold panning paradise preferred Kodak film over Fuji film… all I had to do was show up and write the order.
Branding does more than creating recognition. It builds trust and loyalty among the consumers in your market, allowing you to penetrate future markets with new product offerings more successfully—no matter how remote they are. Successful branding carries awareness and trust, even in a land populated with more bears than people.
So, as you think through the marketing efforts for your book or speaking business, pay attention to your brand. You’ll discover many unintended benefits by crafting a message that will stick in the minds of your audience.
3
How to Get Quality Book Endorsements from Celebrities
IN the realm of book marketing, there’s an axiom that goes like this:
“If I say it, it’s up for debate; if someone else says it, it must be true.”
Third-party validation is a sure-fire method of getting people to draw a conclusion about you or your book. In fact, a well-known endorser has proven to add instant credibility to books and professional speakers.
Do you doubt this? You can prove it for yourself—try this exercise. Decide for yourself which of these statements sounds better if you say it, or if it sounds best coming from a trusted third-party expert:
– This book is the most efficient, effective path to living up to the potential inside you.
– No other author delivers so much yet still leaves the reader hungry for more.
– Each delicious word lolls around on the palette like a chocolate-kissed gem—you’ll want to try these foolproof recipes for yourself.
– The author is clearly the most knowledgeable person of our time and a credit to society.
– Put on your thinking cap—this book is lightning in a bottle. You won’t be able to put it down.
Got your answers? Good.
It probably didn’t take you long to decide that if you had written these blurbs about yourself, you would have stopped at #2 (if you were feeling generous).
But if any of these quotes about your work came from a head of State, a New York Times best-selling author or the winner of a Nobel Prize, you’d probably crack the cover on your book and read at least a couple of lines. (Chocolate-kissed gems, anyone?)
Third-party validation is the most compelling reason to go after book endorsements for your work. It’s also a very intimidating step on the list of things that an author must do to get noticed in the crowded book marketplace. In terms of phobias, requesting endorsements is not far behind root canals, furry South American spiders and that dreaded Numero Uno… public speaking!
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