Relationships: Applying the Friend-Building Skills You Already Have
By Carolyn Howard-Johnson.
As important as book marketing and promotion is, building relationships is even more important. In fact, it’s really part of marketing and promotion—the most important part. In marketing textbooks, it’s usually mentioned as “networking,” but the word “networking” can obscure the real meaning behind relationship building.
We all know what building relationships is. The thing is, with the advent of the Net, the possibilities for relationships are so much greater than they were. Relationships have become—if not a more important part of a good promotion campaign—at least more widespread. “Social networking” is the new term for some of that relationship building and I don’t neglect that concept in the new edition of my The Frugal Book Promoter (http://budurl.com/FrugalBkPromo). Having said that, the basic concepts and tools of public relations with an emphasis on building relationships are still the drivers behind promoting with any kind of marketing including using new media.
Marketing and all it encompasses (PR, branding, promotion, building relationships, and more!) works. But it works incrementally better when relationships are built and maintained.
You may well ask, “How do I do that?” Fair question, but unneeded. You’ve been doing it all your life so you know how. Parents. Friends. Teachers. The trouble is, too many writers don’t put that knowhow to work when they promote their books. In order to do that “maintenance part,” you will need to keep up your contact lists. But when you think about it, you’ve been keeping lists all your life, too. Think “holiday greeting card list” and you about have it. Continue reading…