Good News for Authors: Marketing is Dead!

In his new book Platform: How to Get Noticed in a Noisy World, author and speaker Michael Hyatt says:

Whatever it looks like, most creatives I know hate marketing. They want to build things, innovate new products, write, speak, or entertain. But they hate the thought of promoting themselves or selling their products and services.

If this describes you, I have good news. Marketing is Dead.

OK, maybe I’m overstating my case.

Marketing may not be dead, but in the world of social media, it’s has morphed. Dramatically.[1]

The social media universe turned marketing inside out. We used to send out emails, buy banner ads, send mailings, or purchase radio commercials. Today’s consumers can block and ignore these traditional ads. We used to do interviews, and plan book signings, attend networking meetings and hope someone would  listen. Who has time? We used to execute a host of expensive and time-consuming marketing campaigns, and hope for a 1-2% return. Experts told us that this was a good return on our investment. I never bought it.

The new media, social media world has turned traditional marketing upside down because now consumers go out to the internet and connect with the messages that are important to them. We consume information to until we approach the point of overload, so we pull back, and focus on the messages and messengers who are important to us. We are tribal in our media consumption, and we pay attention to those in our “tribe” and ignore the rest. If you want to connect with this new world, you have to find and engage your tribe, the group of people who are passionate about your message.

The Visible Platforms Tribal Book Launch Campaign teaches authors and artists how build a social media tribe, and then leverage that tribe with your message to promote your new book or project. What does this mean to you?  Check out our Tribal Book Launch Campaign here, and then connect with Timothy Burns to plan your next Tribal Marketing Product Launch.

[1] Hyatt, M. (2012) Platform: How to Get Noticed in a Noisy World, Thomas Nelson, Nashville, p. 128

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