How do you sell your book?
This is a question I get in my inbox from writers or just curious people.
The answer is always, I do most of the marketing myself.
I am a trained marketer, with a Diploma in Digital Media Management.
I
also studied Business Administration in my younger days, and the Marketing class was my favourite.
We had a teacher who knew his stuff. His lessons were interesting because we didn’t write notes. He gave us practical examples of what happens out there.
And he really really defined the difference between being a marketer, and a Salesman.
I’ll get more into that in another post.
But one example I remember from about 16 years ago was.
You have two weddings,
In one wedding they buy Coca cola products.
In another wedding they decide ah, soda ni soda, and they buy Pepsi, babito and Mirinda. (I don’t remember the other name, but there was a funny soft drinks company that had Soda that tasted like the then,Super dip (now we have Juice Cola) Softa- I heard this on Ngoni wa Thuita and Gathaiya's program.
So at the end the day the guests that were served Coca-Cola are happy and go home excited.
The other party didn’t even finish their sodas. So you have to pick up half finished bottles, and also many many crates of Soda still untouched.
I don’t remember the point exactly. But it was something about.
Yes, it’s good to sell and use low prices as customer bait, but the product also has to meet the customer’s desire.
While quantity may be good, quality also matters.
I’m not saying Mirinda is a bad soda. In fact, drinking the Tanzanian Mirinda and Fanta Passion is like sipping straight from a fresh spring. It’s balanced right and hits the spot like a Savanna would on a hot day in Nanyuki.
He is also the lecturer that taught me that just because a muindi has priced Buy three get one free geisha soaps at 299 shillings doesn’t mean it’s 200 bob.
He told us that when you buy shoes at Bata for Kes 1999, you should always ask for your balance.
I also studied Journalism, digital film and tv at Limkokwing University of Creative Technology.
So yes, apart from the book knowledge, I have listened and attended many many marketing symposiums.
When I got into business, my friend bought me a course by the famous what’s his name. Simon Sinek.
She also got me the book :
The Bootstrap Entrepreneur . I highly recommend it.
I have done short courses on Copy Writing, digital marketing. I watch Ted videos and marketing tutorials.
I read about Jack Ma, Ali Baba’s founder, and read Seth’s blog everyday
But I also listen to people. I go to the market and listen, I listen in the matatu, when I come on Facebook I listen to discussions, and read the financial pages.
I also observe.
I observe how hawkers interact with their customers, how supermarkets merchandise their stock and when I’m at the salon. I watch how seasoned salon owners manage to keep clients for five, 10, 15,20 years.
And I come and test these with my books.
9/10 times, marketing, rather than selling works every time.
Watch this video that talks about Marketing vs Advertising.
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