Book Marketing, Author Publicity, Branding

Sunday, May 6, 2012

The Terminator's Book Platform

Regardless of how you feel about action movie star and former California governor Arnold Schwarzenegger, authors could take a few cues from the Terminator. 

Arnold has always been a shrewd businessman.  He earned his degree in business administration from the University of Wisconsin-Superior and put that knowledge to use in the 1970s, starting his own mail-order business.  He was a millionaire by the age of 30, long before he became a Hollywood actor.  That kind of money was unheard of in the world in the competitive bodybuilding at the time. 

Now he is putting his marketing sense to work again, on a new book that is due to be released in October.  Sure, Arnold is a celebrity, but that doesn't mean bestselling book sales are guaranteed.  That is why he is working on building the platform for his book early by getting potential readers involved in the production process for his book and by connecting to them through social media. 

Last month, Arnold and his publisher released the book cover and a synopsis of the book.  It was blasted out to Arnold's 2.4 million Twitter followers. 

The back cover photo is being left up to his Facebook followers, who will get to vote on which photo should be used.  He also launched a Pinterest page to solicit photo suggestions. 

I have mentioned previously in this blog that marketing a book should begin as early as possible, to help build buzz and word of mouth.  Getting readers involved in picking a book cover or an author photo is a great way of doing that.  Of course, you may not have 2.4 million Twitter followers, but authors should work on building a presence on social media the moment they decide to become an author, share the production process with readers, maybe even a sample excerpt or two and get them excited about the book. Do this successfully, and by the time the book is released you'll have an audience eagerly waiting to buy a copy. 


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