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Tuesday, October 25, 2011

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By Kathleen Pickering

jack canfieldJack Canfield spoke on one of Steve Harrison’s marketing webinars on “How to get from where you are to where you want to be.” Listening and taking notes, I couldn’t help but nod like one of those spring-neck dolls in the back window of a California low-rider and think, “This plan can work!”

Most everyone has heard that Canfield’s first Chicken Soup book was rejected 144 times. He also didn’t mind sharing that he’d maxed out his credit cards up to an impressive $400,000 to get his business off the ground. Now, I don’t feel so badly about my marketing debt!

Jack said his success turned around when he applied a marketing mindset to his book sales. By thinking like a marketer, Jack Canfield achieved resounding success. He has sold millions of copies of his books, and enjoys huge notoriety as an author and motivational speaker.

Jack’s webinar was loaded with advice from which I’ve culled ten tips for success by thinking like a marketer. While much of this advice works especially well for non-fiction or how-to books, Canfield’s advice can be tailored for fiction, as well. Here goes:

1. People remember stories. Telling stories is emotional Velcro to the mind. When promoting your book, introduce it with a background story, i.e., the inspiration behind the work, obstacles to publications, happy endings. A story gives your listeners insight to you, your process and gives them the opportunity to become proactive in your success by buying your book.

2. Have a mission behind your work, i.e., why you’ve written your book. Canfield’s Chicken Soup series were written to inspire and empower people to live their highest vision to achieve their personal goals through body and soul. Why do you write your books?

3. Decide to deserve to succeed and EXPECT success, including personal satisfaction as well as monetary growth. (public domain image)

4. DREAM HUGE! For whatever we dream, our subconscious will begin to seek solutions. Can you imagine? What a simple, yet great tool for achieving success.

5. Visualize your goal. Make print-outs of your dream and paste them all over the place! Visualize book stores with only YOUR book plastered in the windows. Jack’s efforts ended up with Chicken Soup for the Soul books having their own section in book stores! Here are more tools for visualization:

- Use vision boards --- put them on your screen saver. (Here’s a link to creating vision boards on my website: Kathleen’s Vision Boards)

Vision Board 2

- Next, use affirmations. Speak out loud positive statements such as, “I am so joyful and happy that I am making millions of dollars a day using my God-given talent to make the world more aware of their relationship as ONE with each other and our Creator.” (This is Jack’s affirmation. What would yours be?)

6. Take ACTION on your IDEAS. Others may have the same thoughts but only a few will act. ACTION brings success.

7. Live your gratitude for your success:

- You can be a go-getter or a go-giver! Be a go-giver! Use the motivation of wanting to give the best for your reader. (Back to the idea of writing a GREAT book. You can’t market junk!)

- Identify a charity to receive a portion of proceeds for all books written. Put that charity in the back of the book. When you give these organizations recognize you and help you market your product.

- Give away chapters from your book.

- Give away articles about/from your book.

- Give FREE talks. Speak to different churches, chambers of commerce, libraries, schools.

8. Become a Joiner. Join associations and pay dues. Your exposure is well worth the expense to be around other professionals in your field where you can network. You never know who you will meet who has a solution to one of your goals. (This just happened for me at the NINC conference in Tampa. While chatting with a man about social media marketing, he gave me a resource for selling a game idea I have. That precious nugget wouldn’t have been delivered if I hadn’t been “out there” to receive it!)

9. Target radio and TV interviews. I can see myself sitting across from Oprah or David Letterman, one day—despite the fact that they both look like they’re laughing at the idea in the photo. But, seriously, can you see yourself in one of those seats?


As we all know, a book is like an iceberg: 10% is writing; 90% is marketing. You have to be out there among people! Books travel word of mouth. But, they can’t travel if no one is talking about them. Take whatever interviews you can get. The more interviews keeps your product before viewers and guarantees sales. How to get exposure:

- Get a directory of direct-marketing companies and call and pitch your book to see if they will sell your book for you.

- Get a directory of radio shows to see who will let you speak about your work. The successful, spiritual motivational speaker, Scott Peck, said he started with three radio interviews/week for a year. Best are to get a one hour interview so listeners can really get to know you.

- Internet radio shows are excellent, too, because that is niche marketing.

10. Never underestimate the useful tool called Bypass Marketing. One out of 7 people go out to buy books. That means 6 folks do not go out to buy. Bypass Marketing is taking the book to where you don’t think people will go to buy a book, i.e., gas stations, bakeries, pet stores, salons, spas, doctor’s offices. Anywhere someone has to wait is the place to leave your book.

Canfield says, when you start thinking differently, visualize and act like a marketer, you attract the audience your require. New thinking brings the audience to you . . . automagically.

Yes, you too can create your own words when you’ve sold over 80 million copies of your books. How big are your dreams? Which of these tips appeals most to you?


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