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Speaking To The Heart Of The Dog

by Michael_Drew

You don�t turn a book into a bestseller by accident. It�s the
result of multitudes walking into bookstores and logging onto
websites with your author�s title in mind. But for that to
happen, your author must first establish himself as a respected
authority whose name comes to mind when the audience has an itch
that needs scratching�and that�s called branding.

Now, there�s a valid scientific background to branding audiences
with your author and his book. Ivan Pavlov won the Nobel Prize
for branding in 1904. Of all things seemingly unrelated to
marketing, he was investigating the gastric function of dogs by
analyzing their saliva. Imagine that. And he noticed they were
salivating before he actually gave them their food. Pavlov found
this �psychic secretion� intriguing because salivating is an
automatic reflex in dogs. So he immediately abandoned his
original experiment and redirected his focus. The new study
entailed ringing a bell and then rubbing meat paste on the dogs�
tongues in an attempt to establish an associative memory between
the two occurrences. Sure enough, the dogs were soon
automatically salivating every time to the sound of the bell in
anticipation of the meat paste!

It�s important to note that Pavlov chose meat paste because meat
is something that always matters to dogs. A bowl of limes would
not have produced the same reaction because dogs simply don�t
have it in their hearts to care about limes. It�s the same sort
of thing with readers. You can publish the best book that�s ever
been written, but if it doesn�t speak to what matters to the
heart of your audience, they�re going to pass it by for something
that does.

What does the audience care about? Does your author�s book focus
on important values of the audience? If it does, that�s a good
start toward a strong marketing platform, and good marketing
platforms lead to book sales. But if you want your author to be
the one people think of first and feel the best about when they
go searching to fulfill a value, then encourage him to utilize
the three fundamental elements of branding: frequency,
consistency, and anchoring.

Frequency is all about repetition. Pavlov rang that bell and
distributed that meat paste day after day after day. He didn�t
take a day off every now and again just to test the dogs�
memories. And neither should an author take a day off when he�s
attempting to build a significant brand or marketing platform for
his book. He has to find creative ways to keep getting in front
of his audience on a regular, frequent basis, such as creating an
online newsletter, arranging interviews on TV and the radio,
setting up an Internet blog where he can have daily interaction
with prospective and current buyers of his book. Suggest these
possibilities to your author to get him into that frequency mode.
And maybe you even know some people who would interview him. A
little helpful info goes a long way.

Consistency has to do with your author always delivering a
valued experience to the audience. Pavlov rang the same bell
before every feeding. He didn�t mix and match between a multitude
of high-pitched sounds. Nor did he vary what came next. He wanted
those dogs to recognize that bell and associate it immediately
with one thing, the taste of meat�just as you want people to
associate your author and his book with a particular valued
experience every time they think of that value. Is his book about
a new management technique? Then suggest he offer to speak for
free at local business college and community colleges, and
encourage him to keep using the keywords and phrases that
encapsulate his insightful business concepts. If he�s got a logo,
then make sure he consistently displays that whenever and
wherever he can.

Seth Godin, author of the bestseller Purple Cow, understands
frequency and consistency in a book marketing and public
relations campaign. He practices frequency and consistency
through��

1. Permission marketing is a process by which marketers ask
permission before sending ads to prospects. Godin pioneered the
practice in 1995 with the founding of Yoyodyne, the Web�s first
direct mail and promotions company. He sold it to Yahoo! three
years later and became VP of Permission Marketing for Yahoo!.

2. Fast Company magazine, where Godin is a long-time
contributing editor.

3. Seth Godin�s Blog is one of the most frequented blogs in
existence.

4. Public speaking. Successful Meetings magazine named Godin one
of the top 21 speakers of the 21st century. Words used to
describe his lectures include �visual�, �personal,� and
�dynamic.�

5. ebooks. In the year 2000, Seth made his new release,
Unleashing the Ideavirus, available to everyone through a free
download. More than one million people responded. And that
sparked huge sales of the hardback copy of the book.

Anchoring, the third and final piece of the branding puzzle,
poses the greatest challenge. Anchoring has to do with creating
an association between your author and something already valued
and rooted firmly in the audience�s heart and mind. Pavlov chose
meat paste because meat already exists as an important matter in
the heart of a dog. This is anchoring at its finest. As Seth
Godin puts it, �Create something they want to talk about and make
it easy for them to do so.�

Because you are publishing his book, you know your author has
something that thousands of people value and are interested in.
To help your author anchor his book in the hearts of that
potential audience, refer him to books by marketing gurus such as
Roy H. Williams (The Wizard of Ads, Secret Formulas of the Wizard
of Ads, Magical Worlds of the Wizard of Ads), Bryan and Jeffrey
Eisenberg (Call to Action, Waiting for Your Cat to Bark), and
Chip and Dan Heath (Made to Stick). As he learns great techniques
for stimulating the attention, interest, and desire of his
audience, he will create book marketing efforts that link and
anchor their values to his book.

What is your author doing to help people think of him first, and
feel good about it, when an important value of theirs comes to
mind or when their itch needs to be scratched? Is he just
irritating the dogs?

Questions about publishers helping authors with branding may be
directed to Michael R. Drew at the Austin, Texas, headquarters of
Promote A Book: 512-858-0040. You can also contact Michael via
email at Michael@promoteabook.com.

Mike Drew � Book Publicist <a
href="http://www.beneaththecover.com/michael-drew">http://www.beneaththecover.com/michael-drew</a>
Mike is a book marketing and promotion specialist. Mike can tell
you just what all the marvelous benefits are that you will get
from becoming the author of a bestselling book; selling a lot of
books is just the beginning.

Syndicated by Top Gazebos - www.topgazebos.net

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