Book Marketing for Thought Leaders: Reviewing 2020 and Looking to the Future in 2021

(Posted on Friday, February 5, 2021)

Let’s say you just spent two years hard at work writing a book. Brainstormed, outlined, wrote, edited, re-wrote, re-edited, and finally had a book you were eager to share with the world. At some point in late 2019 or early 2020, you got your hands on an advance copy…and you were beyond excited for your publication date, which was set for March 2020. This book was to be the key to further establishing yourself as an expert in your industry. In addition to earning royalties on book sales, you were excited to have your book be a critical element of your overall platform and content game plan, opening doors for new opportunities such as speaking and consulting arrangements. Everything’s going great until, exactly one week after your launch, the world stops in its tracks because of a global pandemic. Of all the things book launch-related to worry about, contingencies for a global pandemic were likely not on anyone’s radar.

Let’s recap what happened in 2020:

As it became clear the pandemic wasn’t going to reach a speedy resolution, books started trickling out in the summer and the latter half of 2020. Many meticulously scheduled marketing plans were thrown out the window.

– Live events were canceled. This included speaking gigs, conferences, book talks, launch parties, author readings, and book signings.

– Webinars and virtual events became more crucial than ever for author-reader connection, and many occurred in late spring.

– Content accompanying book launches also became more important than ever. Authors competed with the rest of the digital world for attention and needed to deliver unparalleled value.

– Brick-and-mortar bookstores saw already-declining sales for business and thought leadership titles nosedive. Amazon, on a continuous upward trajectory, became even more important. Amazon keywords campaigns increased in importance.

Case study: Invisible Solutions: 25 Lenses that Reframe and Help Solve Difficult Business Problems (March 3, 2020)

Stephen Shapiro, author of Invisible Solutions, is a highly sought-after professional speaker on the topic of business innovation. When the pandemic hit right as his new book hit the market, he pivoted to digital promotion. This meant virtual speaking engagements and releasing more video content. He created a videobook by adapting information from Invisible Solutions into a YouTube format. He also started a podcast, the Invisible Solutions Podcast. Was it ideal? Nope, but he didn’t let a pandemic stop him in his tracks.

“I was already shifting to virtual events and platforms before the COVID-19 pandemic hit,” Shapiro said. “I accelerated my business plan to more than just replicate the live experience, but to improve it while remote.”

Now, let’s look ahead to 2021:

Nobody knows for sure what 2021 will hold for book marketing, though we anticipate live book launches to slowly start returning toward the end of the year. Though there are too many variables to say with certainty, we do anticipate a stronger emphasis on virtual promotion is here to stay.

What does a good 2021 marketing strategy look like?

A good 2021 strategy should incorporate the same qualities any book marketing campaign does: flexibility, creative thinking, and problem-solving. Be sure to add more virtual elements to your marketing plan. Online events that allow you to talk about the book and make connections should be your focus.

Authors with a 2020 or 2021 release shouldn’t stop their efforts after a few months, either. As the average lifespan of a book is one to two years, marketing should continue post-pandemic. Milestones like cover reveals and release date announcements can continue on social media, and award submissions are active as usual. The more you promote your book beyond its first six months, the more likely it is to reach its target audience.

Launching a book in 2020 seemed an impossible mountain to climb, but authors managed to adapt and carry on. 2021 will likely require authors to meet additional unseen challenges. A return to in-person marketing is hopefully on the horizon, but for now, virtual promotion is key to a book’s success.

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Promotion in a Pandemic?

(Posted on Friday, March 20, 2020)

The comparisons to life in the aftermath of September 11 to the current (and ever-evolving) challenges we face with the coronavirus COVID-19 are unavoidable. One of the post-9/11 moments etched in millions of American’s minds is the episode of Saturday Night Live that aired on September 29, 2001.

Surrounded by Ground Zero first responders, then-Mayor Rudy Guiliani opened the show, with Paul Simon performing “The Boxer.” At the end of this unprecedented cold open, show-runner Lorne Michaels asked Guiliani a simple question: “Can we be funny?”

Guiliani’s reply: “Why start now?”

In times of extreme uncertainty, it’s only natural to ask yourself if now is the right time to resume, especially when it comes to book promotion. The key is authenticity. Does your expertise lend itself to the situation at hand? Could it provide solutions? Or a path to much-needed distraction?

Last week, we gave an inside look into how Melissa Agnes, crisis management expert and author of Crisis Ready, turned on a dime to put her expertise to work. Our other Amplify authors are on the same path, leveraging their thought leadership and further rooting their platform and positioning.

BigSpeak Speakers Bureau compiled a list of top webinar and keynote speakers featuring Invisible Solutions author Stephen Shapiro. “Provocative innovation evangelist Stephen Shapiro knows all about creating high-performing teams that can think outside the box and tackle challenges that seem impossible. For organizations that fear falling behind in rapidly shifting situations, Stephen is an obvious choice. He’s available for pre-recorded keynotes, live keynotes and webinars.” As small businesses to global corporations shift to remote work, Stephen’s approach was made for this.

NBA Life Optimization Coach David Nurse, who’s debut book Pivot & Go will be out this summer, has worked with over 100 NBA players with personal and professional development on and off the court. Recognizing the sudden halt in all sports, from the pro’s on down, David’s offering one-on-one Skype/FaceTime coaching sessions for high school and youth sports coaches.

And not only was P.V. Kannan, author of The Age of Intent, featured in an MIT Sloan Management Review webinar on the future of artificial intelligence, his presentation is now available on demand for free, allowing users access to the content anytime. A working parent now juggling remote work and childcare, for example, has the flexibility to engage with P.V.’s expertise on their time, increasing eyeballs and, likely, book sales.

Our answer? Start now.

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