The Insider's Guide for the Invisilign Patient
Social Media professional groups
- Dr. Glaser is a member of several orthodontist-related social media
professional groups where he regularly participants. Key point: participation.
Don't join groups, stay dormant, and then do what I call "hit-and-run" advertising.
Social media failure point no. 1: using your social media as a simple
means to an end. I actually hate it when people use my Facebook page to
advertise their products or services. So, don't use a professional group
to simply advertise and walk away. Become an active member. Contribute
to discussions. Build real relationships with other members. Then when
the time is right, mention your book. Do not gratuitously use the group
to promote yourself.
Join discussion groups
- many online discussion groups exist regarding particular subjects.
Join some discussion groups related to your book's theme. Again, the key
is to become an active member. You must never think of social marketing
endeavors as a straight-up method to advertise. All "social" media
should involve "socializing" - that is the exact point of social media
itself.
Linked-In has many discussion groups related to all kinds of subject matter.
Do a search and see what's available. I am a member of several writers'
groups and public relations groups. I have to admit I'm not always
active. It depends upon time management. Like all social media, don't
get too sucked into it. You can also waste a lot of time with very
little return on investment.
Be brilliant in your techniques
- huge compliment to Dr. Glaser who has been clever in what he's doing
to generate sales. He came up with a contest that if other members of
his group posted reviews of the first book, they would be eligible to
win FREE copies of the patient-related version. This tactic immediately
generated not only reviews, but also more sales.
Use key relationships to spread the words through discussion groups
- again Dr. Glaser cleverly identified a colleague whose review would
spur sales. This method solved a problem too. He didn't want to
aggressively promote his book to this group. By enlisting the help of
his colleague, he relied on another person to promote it, which gave it
more credibility. This method once more generated sales.
It's
been fun to watch how this book is selling. Hundreds of pre-sales were
made for a book sight-unseen, which was remarkable in and of itself.
Then the book orders began being filled, and the receipt of the actual
book continued to generate buzz. It's a marketer's dream. Word of mouth
buzz generating sales! We call this in marketing the "snowball effect" -
and it's the goal of all marketing and public relations. You want your
formal promotional efforts and traditional media campaign to roll up
into a huge ball of success that keeps building.
Books
that are a flash in the pan don't last. These kinds of books get one
key book review or media placement, but the product isn't good enough to
sustain the momentum. Luke warm reviews and general disinterest mean
sales wane. But when your book is needed and wanted and well done, the
sweet spot of "buzz" and "he/she told two friends," etc. is a marketer's
dream come true.
Dr.
Glaser has nearly sold out his first print run on just the first wave
of social media. He's been active, smart and aggressive in his
activities. It's paid off. He's an ideal case study of what TO do!
Now go market your little hearts out ... OR hire me to help you!
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