SoloBusiness Marketing

You’ve done it. Your book was reviewed in the newspaper. Congratulations! But now what?

That’s right; now what? Today’s newspaper or magazine is tomorrow’s recycling, but that doesn’t mean that the life of your review is over — far from it, as a matter of fact.

That piece written about your book, a top 10 list, book review, article, or “think” piece (like an editorial or letter to the editor), still has lots of promotional juice left in it if you know how to squeeze it out.

According to marketing coach Carol Naff, here are just a few things you can do with your published works. Obviously, the rest of the world moved on to the next edition of whatever periodical has published your piece. Use this opportunity to drive traffic to buy more books.

Tell the world about your published status by posting your piece on your website. You can either post a PDF of the article, or a link to the publisher’s website (assuming it is on their website), or you can post the original copy you submitted along with a mention of when and where it was published.

Email signature. Add a link in your email signature to automatically inform everyone about your review. Use it to drive traffic to your website.

Frame it. That’s right; make a nice clean copy on archival paper. Lay it out nicely to fit on a single page, and frame it like a photo. Hang it proudly in your office, home, or reception area, so your visitors who missed your piece when it was published can see what it looked like. They might be just as impressed (if not more so) than the readers who stumbled over your article in the first place.

Copy it. You can use the layout you created to frame your article or the PDF you made for your website to make copies. Include the banner of the paper or magazine, along with the date, so it is obvious when and where your piece originally appeared in print. Be sure to add your contact information as well, because you never know who might end up with a copy (and they might want to contact you). Use both sides of an 8.5×11″ sheet of paper if you need to, and make it look nice.

Use the copies in your press kit (which is now growing with the addition of your published pieces). Now that a third-party recognizes your expertise, it is proof that your book deserves recognition (such as the publisher).

Mail copies of your article to your clients with a short note and a special offer. For example, you might write: Did you see my review in Sunday’s paper? I’m celebrating my fame with a special two-for-one offer (coupon enclosed).

Copies will come in handy for selling more books, too. Include a copy with your proposal for speaking to demonstrate your expertise. Show copies at book signings to indicate positive reviews.

You might also use it to get back in touch with prospects that haven’t committed to buying your book. Just send the copy with a business card and a short note that says something like: Hi Prospect, Did you happen to see this article in the Business section of the Times on Saturday? I know you are interested in [whatever you wrote about], and thought you might like to see this. I’ll be in touch soon! Best regards, Your Name.

Write and submit articles for publication in other media. Yes, absolutely, once your book it is noted in one publication, others might be interested in reprinting it. Be sure to mention the review when you distribute an article about your book to online article banks, ezines, and information sites for reprinting. Or submit it to the newsletters of your trade associations or networking organizations. Very often, they are looking for content, and since your book has the endorsement of the publication that published the first time, it might look mighty good to others.

Send it out as a press release. At the very worst, nothing will happen, but other media could pick it up to use as a filler piece. And there is always the possibility that an editor might be looking for an expert with your background and may call you for an interview. Your local newspaper looks for community members to highlight in the news. Be certain to submit photos and news releases to them.

So whatever you do, don’t just let your published article fade away. Use it again and again to get the most from your work. You’ll raise your credibility and visibility in the eyes of your clients, prospects, and the world. And you’ll have something to remind yourself of how good you can be when you put your mind to it. Visit my blog at carolnaff.me for more ideas to market your books, your business, and yourself in a career search.