Danny Iny is the Founder of Mirasee, host of the “Business Reimagined” podcast, and best selling author of multiple books. These books include, Engagement from Scratch, The Audience Revolution, and Teach and Grow Rich. In addition, he is the creator of the acclaimed audience business master class and course: Builders Laboratory Training programs. These programs have helped over 5000 value-driven entrepreneurs, making them graduates of the program.
In his recent interview with Chandler during the 2016 Self-Publishing Success Summit, Danny spoke about the the value of genuinity and content in marketing your product. Here’s what he said were the most important key elements:
People Over Product
Danny talks a lot about the value there is in helping people over selling product. He says, “People look at things differently when they’re looking at you to learn from you and when they’re looking at you as someone who’s trying to sell something.” Mutual trust is built when helping someone is viewed as greater than simply selling a product. Relationships are an important aspect of any business, and very often they prove more beneficial than simply pushing product at a customer.
Pay it Forward
Along with elevating people over product, Danny talks about the importance of paying it forward. Giving value to those who help you is important to remember (in business or even outside of business). Being genuine and presenting what is realistically in it for another person is vital to positive relationships. We shouldn’t exaggerate or belittle what one can/cannot get out of something. In terms of helping them, being that realistic and genuine person is a must!
We Won’t Make Money from Books
Most people do not make a living from their writing. Unless you are a big name author, meaningful money will not be made from simply selling books. For every person who wants your book enough to buy it, there are 10-20 people who would download it for free. Finding other ways to market through the sales, or even free downloads, of your books is a big step in the right direction.
A book in and of itself will likely not bring in meaningful money, but using it as a piece in a larger puzzle can be extremely helpful to your business.
Content, Content, Content
Being able to produce content is a must as a writer, but being able to produce good, quality, high-value content is another story entirely. Danny stresses the importance of delivering content with a high level of value. If the value is high, your audience and other people will genuinely promote your book for you in return. This is not only good for your customers, as they are receiving good content, but it is also a way to get free marketing. Both of these factors are important. A happy customer equals free marketing. Delivering valuable content, then following up by subtly reminding people where and how they can access your book, is a smart marketing choice.
Craft that Email List!
People are all about connections, and in the world of writing this is no different. Creating an email list is a great opportunity to nurture your relationship with your customers. Keeping them up to date on your latest writing, your new book that is coming out, or even some of your own, unique writing habits, helps nourish the relationship. More than just giving “fun facts” about your writing journey, well-crafted emails can provide more value and content that may interest customers. Valuable content doesn’t need to be restricted to only books or blogs, strong content can even be woven into a simple email. Doing so will make your customers love you all the more!
Helping people understand the value of a product and exactly why they would benefit from it can build customer relationships. Honesty is an important factor to have in this type of conversation. People will be surprised when they find there is actually a unique benefit to your specific product. Many people follow the format of providing three free videos, then working the videos into a sales pitch format. But again, surprise people by being unexpected. Get people engaged in understanding the value of paying attention to the content itself, not simply because a sales pitch will come at the end. This will in open their minds to the following product you intend to promote.
And as Danny says, always remember, “The book becomes the first big piece of marketing in the launch of a product.”
Writing a book is truly just the beginning!
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