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Screen capture of How I Sold 80,000 Books book cover

How a Book for Authors Applies to Small Businesses & Entrepreneurs

Whether you want to sell 80,000 books or not, Alinka Rutkowska’s How I Sold 80,000 Books (Self Publishing through Amazon and Other Retailers) is a fascinating book with valuable marketing tips even for small businesses, coaches, entrepreneurs and other  email marketers. How she grew her email list from zero to thousands is especially relevant to those of us who want to avoid being accused of spam.

 

The Four P’s of Marketing

Alinka helpfully used the Four P’s of Marketing, Product, Place, Price and Promotion, as her framework for this book.

Product

In the section on Product, she advises making sure you deliver a product applies to any business, any product. While her specifics might not fit you exactly, like her discussion of a book cover, it definitely applies to packaging for any product. Admittedly, there will always be an exception to the rule, but it is amazing how many people buy products based on their cover or appearance.

Screen capture of How I Sold 80,000 Books book cover

 

Place

The “P” of Place fits all of us. There is an old expression that the top three things to consider in real estate are “location, location, location.” The point is relevant in Internet marketing too. It translates though to the advice that you need to go where your ideal prospects hangout on the Internet. If you want to leverage your activities, then you go to the people who already have the market you want to reach and help them. Build a relationship, make a connection with them. Then they will be receptive to helping you in return.

Price

For most marketers, the concern is always the “P” of price. I know that mentors like Gina Gaudio-Graves and Jack Humphrey of Directions University and The Leveragists won’t get tied down to giving you a specific answer on price. The reason is that it all comes down to perceived value and ability to pay. Mentors like Tom Anton and Alex Mandossian can charge 7-figures for their coaching. But they are the rare ones whose perceived expertise is worth it to those for whom one effective tip could be worth tens of thousands because they are already successful. For the vast majority, though, Alinka’s tips on pricing, especially books, is valuable advice.

Promotion

Under the “P” for Promotion, she has excellent suggestions. I was fond of her tip to use Facebook Audience Insights to identify who your ideal prospect is by identifying competing titles and authors. Naturally, the important point is to use your competitors whether authors or not. You’ll be astonished at the volume of information you can get from Facebook Audience Insights, which is a service they offer advertisers.

So, no matter your niche or field, you can benefit from expanding your reading to include Alinka Rutkowska’s How I Sold 80,000 Books.  

HOW I SOLD 80,000 BOOKS: Book Marketing for Authors (Self Publishing through Amazon and Other Retailers)

Just remember, unless you are an author seeking to sell more books, you may have to adapt some of her tips to you own market.

 

Writing to empower relationships,


John written in cursive

 

 

 

 

John R. Aberle, Scriberle

www.Scriberle.com, www.AberleEnterprises.com 

 Scriberle Logo 3 created by Zence Imagery

 

 

 

 

 

P. S. Take advantage of the excellent ideas Alinka Rutkowska shared around the Four P’s of Marketing to grown your own business, whether a offline brick & mortar small business or an online entrepreneurial Internet marketing business. HOW I SOLD 80,000 BOOKS: Book Marketing for Authors (Self Publishing through Amazon and Other Retailers)

 

 

Professional Designer Improves Choices for Scriberle Logo

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Americans have long been enamored with the concept of the entrepreneur, the rugged individual who strikes out on his or her own to build a business and against all odds become a smashing success and wealth. In fact, another term for this self-reliant business person is solopreneur from solo+entrepreneur. The idea behind the label solopreneur is that he or she becomes a business success by doing it all alone. But there is so much more to defying the odds than just a dream and passion. Furthermore, no one who makes it big every really does it all alone.

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Graphic image: "Logo as a Brand"

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To address the challenges of  becoming a survivor and thriver in the entrepreneurial world, Michael E. Gerber in The E Myth and again in The E Myth Revisited defined the problem as the “entrepreneurial seizure. His main solution for  was to put systems in place. Another famous business author, Robert Kiyosaki pointed out in his book The Cashflow Quadrant pointed out that most entrepreneurs aren’t really businessmen or investors but rather people who are self-employed, even if they have employees. Again systems are part of what is missing in their businesses as well as delegation.

As implied with the need for systems and definitely with the need to delegate, making your business thrive requires more than yourself as a solopreneur. When you are bootstrapping the start of your business, it’s hard to see your way clear to paying for knowledgeable help. You’re operating on a shoestring to begin with so you try doing it all yourself. I myself do this with most aspects of my business trying to master a multitude of skills. Recently, however, when it came to a logo for Scriberle.com, I called in help from my nephew, a professional designer. Not only was I able to rely on the family card because Lionel Ochoa is a generous man, Dorothy, my wife, does some bookkeeping for their family so there is a bit of barter involved. The reason I fess up to this barter is to graphically make the point about the difference in quality between what I was able to do so far and what a professional designer did in a fraction of the time. In other words, there are definitely tasks that are better delegated to competent, experts.

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John Aberle’s Examples of Scriberle Scripts

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Image of Scriberle - Script MT Bold font

Scriberle – Script MT Bold font

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Image of Scriberle in Vladimir Script font bolded

Scriberle – Vladimir Script font bolded

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Scriberle Logo Choices from Lionel Ochoa, Zence Imagery

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Image of Zence Imagery's Scriberle Logo 1

Zence Imagery’s Scriberle Logo 1

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Image of Zence Imagery's Scriberle Logo 2

Zence Imagery’s Scriberle Logo 2

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Image of Zence Imagery's Scriberle Logo 3

Zence Imagery’s Scriberle Logo 3

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Image of Zence Imagery's Scriberle Logo 3 with tablet behind the logo

Zence Imagery’s Scriberle Logo 3 with tablet behind logo

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Vote for Favorite Ad

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Please comment on which is your favorite logo choice and, if you are aware of why it’s your favorite, please briefly explain why it is your favorite.

Briefly, the background to this design is as follows:

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On Wednesday, October 22, 2014, on the Directions University Gold Call or “Hug Seat,” Jack Humphrey suggested the Scriberle moniker for me, John Aberle, based on “Scribe” + “Aberle.” This idea came because of their experience with my note taking and my selling Notes for the DU Bachelor’s Calls. Next, Gina Gaudio-Graves gifted the domain name Scriberle.com to me. Then on the Monday, November 09, 2015 Teck Shack call, Shelby Carr suggested a header for Scriberle.com using the word Scriberle written in script with a feather pen at the end of a swoosh that finishes the final “e.” After explaining to Lionel Ochoa of Zence Imagery that Scriberle.com is about writing, like the Kindle eBook How Relationship Selling Rewards Small Businesses, DU Bachelor’s Call Notes (notes on call for a private community) and restaurant reviews, I gave him examples of fonts I liked for the word “Scriberle.” I also suggested that Shelby Carr and I like the idea of the name in a cursive font with a feather pen. I also suggested maybe having the logo on a tablet screen because I’m doing digital writing. Lionel returned with three outstanding logo ideas plus an example of the third Scriberle logo with a tablet behind part of it.

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Do you agree that the logo designs by Lionel Ochoa of Zence Imagery are vastly superior to the simple printing of “Scriberle” using the cursive fonts? What has been your experience as an entrepreneur or small business person with delegating tasks to a specialist? Your opinion will be appreciated. Just leave your response in the Google+ Comments area below this post. 

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Picture of John R. Aberle and Dorothy Aberle at Claremont Restaurant Week 2015 Chamber Mixer and Media Preview event

Marketing Ideas from Vendors at Mixers and Networking Events

Although it was probably never uttered by anyone outside of the 1899 issue of Punch magazine, Charles H. Duell, the Commissioner of US patent office in 1899, allegedly stated, “Everything that can be invented has been invented.” Wouldn’t the people of 1899 be overwhelmed with the number of inventions we’ve had since then. Creativity continues unabated.

Picture of John R. Aberle and Dorothy Aberle at Claremont Restaurant Week 2015 Chamber Mixer and Media Preview event

Picture of John R. Aberle and Dorothy Aberle at Claremont Restaurant Week 2015 Chamber Mixer and Media Preview event

Dorothy and I experienced a few clever touches of creativity from the restaurants and caterers who participated in the Claremont Restaurant Week Chamber Mixer and Media Preview for the 2015 Claremont Restaurant Week. Naturally you might expect them to exhibit creativity in their dishes. And they really did. We were especially impressed with the dessert mini tacos that Pine Haven Cafe gave away.

Begin New Relationships

But from a small business marketing point of view there are two reasons, besides the wonderful food samples, to get out and enjoy networking events like this mixer and media preview event held by the Claremont Chamber of Commerce and Discover Claremont. The first, naturally, is the opportunity to network, to actually meet new people and learn about them and their businesses, to expand your horizons and, ideally, to start building a relationship that might benefit both of you over time.

New Marketing Ideas

The second reason lies in finding new marketing ideas that might spark your own creativity. If you are simply sitting in your office working all of the time, you’ll miss out on these new ideas. At the Claremont Restaurant Week Chamber Mixer and Media Preview, one restaurant had this cute little box for a giveaway. I was surprised to see it there in an age when so many people have given up smoking as this kind of box was at one time used to hold little matchsticks.

Picture of Aim Restaurant Group’s toothpick giveaway from Claremont Restaurant Week 2015 Chamber Mixer and Media Preview event

Aim Restaurant Group’s toothpick giveaway from Claremont Restaurant Week 2015 Chamber Mixer and Media Preview event

Aim Restaurant Group’s boxed toothpicks labeled

Aim Restaurant Group’s boxed toothpicks labeled

Still,  I have a constant curiosity about things and love to see what other marketers are doing so I picked one up thinking that if worst came to worst I would use it use the matches to light candles or piece of paper to start the fire in our fireplace. Imagine my surprise when I discovered that some clever marketer has repurposed these little boxes to package toothpicks in them.

Picture of Aim Restaurant Group’s boxed toothpicks size

Aim Restaurant Group’s boxed toothpicks size

 

Points for Choosing a Valued Giveaway
When coming up with a giveaway for your own small business, one of the marks of a good giveaway is that the prospects value it and hang onto it to use again and again. You want them to see your name whenever they use it so that it helps keep you top of mind in a world overloaded with market messages.

Another thing is that as much as possible you want to tie in and fit with the purpose of your business. For instance, toothpicks fit very well with restaurants. By the way, Dorothy expected it to hold little mints, which would also have been a good idea albeit more commonly done.

The final point about these kinds of handouts is that they are relatively inexpensive so be sure to use the name of your specific business. That is what people are likely to remember, not the group of restaurants that you are part of. In this case, the name of the specific restaurant was on the back of the box with a couple others in that restaurant group, though, is a smart idea to promote the rest by association. 

Picture of Aim Restaurant Group’s different restaurants shown on back with URL of the group on the side of the box of toothpicks

Aim Restaurant Group’s different restaurants shown on back with URL of the group on the side of the box of toothpicks

You might not find a new idea like these boxed toothpicks we found at Claremont Restaurant Week Chamber Mixer and Media Preview at every event, but you may find some other inspiration to boost the impact of your own marketing. One thing’s for sure, you’ll broaden your horizons beyond the top of your desk when you get involved – and you may event meet a future strategic alliance partner.

The restaurant review that was the spark for this is “Claremont Restaurant Week Kicked Off with Mixer at DoubleTree.” You’ll see other marketing ideas in the pictures for that review.

Building your profits through strong relationships,

        John

John R. Aberle, Scriberle, Aberle Enterprises

 

P.S. The restaurant review “Claremont Restaurant Week Kicked Off with Mixer at DoubleTree” is an example of going to an event for one purpose and benefiting because of always being on the lookout for good marketing ideas.

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