Social Media for Authors – The Author Hangout (Episode 1 w/ Jason Wiser)


>>SHAWN: As they sat there, mourning the
death of their son Jimmy, my mind raced knowing I just lost my brother. Why didn’t I spend
more time with him? Why was I so scared? Did I really think I would catch what he had just
by taking some time to say hello, hold his hand as he died? At that moment as my brother
Jimmy, 28, laid there cold, no longer breathing, I didn’t have answers to console my breaking
heart. But it was his heart that I broke. Because I feared something I knew nothing
about. He was gone, and I would be haunted by his last words to me.>>SHAWN: You know, stories captivate, they
inspire, they change us, they challenge us. Books, they help educate us. They take mere
students and transform them into masters of their field. But there’s a problem. In writing
great books, any book that’s marketed poorly will never reach the audience that it deserves.
Hi, I’m Shawn Manaher, host of The Author Hangout, and welcome to the show!>>SHAWN: There’s a vision I want to fulfill.
That vision is to equip 100,000 authors to have the tools, education, and community that
they need to market their books better. The Author Hangout is here so that we can connect
you with advisors and experts in their given marketing fields to help you navigate how
to market your book online. Today we have the awesome opportunity of Jason Wiser to
be on the show. He’s our first guest for The Author Hangout. Excited to have him here.
He owns ontracktips.com, he runs a weekly hangout on air called Get On Track, Stay On
Track. He runs a great community, Christians in Business. He’s a social media activist
and all around great guy. Jason, welcome to the show.>>JASON: Hey Shawn, thanks for having me,
I really appreciate it.>>SHAWN: It’s really great to have you. You
know, there’s actually 2 guests on the show. Jason, our on air guest, and also the audience.
What we’re doing today, if you’re on twitter, Facebook, or all around the web, we’re going
to be monitoring your comments and tracking them through the hash tag #TheAuthorHangout.
We’ll also monitor the Q&A or the questions that are coming through on Google plus. I
look forward to your participation in this as well. In today’s show, what we’re talking
about is social media for authors. And Jason here is going to help us to navigate 3 topics.
Those 3 topics are why authors need to be on social media, how authors can best utilize
the main social media platforms for social media, and finally, how to find readers using
social media. Jason, we’re going to jump right in. and my first question really comes around
that author individual who has decided, I want to jump on a platform, but they really
need to understand how long it takes to build a real presence online. Why don’t you share
with us how long does it really take to build a real presence online?>>JASON: There’s a couple different ways
to answer that question, how long does it take. So there’s so many people, yourself,
myself, and others, we’ve been on social media for several years, and it takes quite a long
time to build an audience. Now it doesn’t take hardly any time at all to buy an audience.
And I want to make a clear distinction here, that there are easy ways, there are a lot
of marketing strategies that are out there that will help you to amass these huge followings.
I want to be very careful to encourage authors especially to build your audience, and so
slow and steady definitely wins the race. That cliché is very real, very true. So it’s
going to take some time, but you’re going to do it by being genuine, you’re going to
do it by communicating 1 on 1 with your audience, it’s not easy, don’t take the easy road because
to sell books you need to get into the hearts and minds of your readers, you need to have
that relationship, you need to have that connection. In order to do that, you need to get to know
them as a person, it takes time. It’s not an overnight success.>>SHAWN: And with that then, if I’m an author
and I want to promote a book or build a readership, do I always have to promote exactly what I’m
sharing, like my particular book? Or should I mix it up and do some sort of formula to
keep that engagement going?>>JASON: What I do at on track tips, is I’m
a small business strategy consultant; I encourage people to look at their goals, their strategies
(short and long term), and to build out the steps it’ll take you to reach your goals.
Part of those goals is to establish those, your social media plan. Your question is or
the answer to the question is as you’re writing your book, I want to encourage people to build
that audience in tandem with that. So don’t expect to just write your book and then say,
“Okay, I’m going to start shooting it out to an audience.” I want to encourage everybody,
build your audience as you’re writing your book, and do them together if that’s an option,
if that’s a possibility. Go back and re-ask your question, Shawn. The last part of it.>>SHAWN: Yeah, Should somebody always talk
about what they are writing about, or should they mix it up and include other stuff. Some
people, where they’re all focused on their book, can they basically limit their audience
by just talking about the same, their same stuff over and over again, so for instance,
I have a business book. If I was constantly sharing my business book information, how’s
that going to impact the audiences?>>JASON: So there’s a couple different things
you want to consider here. First you want to consider, you want to be approachable to
your readers. There’s different people to do this differently, there’s some people that
post to social that very niche specific articles, comments, content. Myself, I’m one of the
people that does the other thing. Whatever’s on my mind, I kind of break the mold. Whatever’s
on my mind, whenever it’s on my mind, I post it. Which means that I’m talking about, like
even today. There’s a very big event happening in Ukraine, that’s where my family lives.
So I’m posting a lot about a revolution in Ukraine, intermixed in there is a post I put
up today is about hosting a live event from one of my hangout on airs. You’re going to
get social media, some from my life, just whatever’s on my heart, and then of course,
what’s happening the Christians in Business community. So I allow my people, my readers,
I want them to know me, and all of me, and I’m not going to just feed them this part
of me. So in terms of what do you post about when you’re building this audience, decide
the strategy you want to be. Some people really want to take a more aggressive, especially
if you’re a business. You want to take a more aggressive approach to be focused specifically
on business. Politics and religion don’t work well in marketing when you’re marketing business.
I’m branding a person, I’m branding Jason Wiser. If I were branding a company, then
I might want to be more careful on what I choose to share with others. It’s a personal
decision. Some people, you want to spread the fan wide, others you want to keep that
fan nice and close to the topic you’re talking about, and really keep tightly focused on
your niche in terms of the content you’re producing.>>SHAWN: I think I want to drop that marketing
a book, I think is like a business, right, and you have a product, it’s your book that
you’ve written, and you’ve poured your life into your business, like you’re doing, you’re
pouring yourself into it. It’s not any different. There’s a lot of applications across the board.
With that said, your business and how you promote it, how have you promoted, ontracktips.com
and what are some ways that you’ve done that though social media.>>JASON: You’re exactly right. Writing
a book, that process it is a business. So a lot of the concepts that apply to how do
we manage good social media, how do we manage a business, how do we brand, all of these
concepts are going to play into your marketing of your book. Specifically asking about how
did I market On Track Tips, let me say here’s some things I did that would also work for
authors. Number 1, understand who your reader is. And so what I would do if I’m marketing
my book, I would like imagine who is my avatar, that means who is the person that’s going
to read this book? So, for example, I write a book about social media and I’m going to
write it for Get On Track, Stay On Track. My niche or my target is baby boomers, I picture
the person, he’s 50 to 63 years old. And he’s a successful entrepreneur, he’s got a brick
and mortar, he’s just now making the transition into the digital space. I have to visualize
him, let’s call him Dave. So Dave, 55 years old, he’s going to read the book, he wants
to know how do you use social media to market my business. Where is he going to read that,
is he going to read it in print form, is he going to read it on a tablet, or read it on
a desktop? And once he gets there is he going to see things like QR codes and links and
know what to do with those things? Now, as you put yourself into the seat of your avatar,
your reader, that will help you define the business plan by which you can build out and
then expand from there. You see what I’m saying? So here’s Dave, I picture Dave, he’s going
to be on a tablet, so I want to pour some resources into tablet friendly events, so
I nana make sure my website is responsive, for example. He probably doesn’t know what
a QR code is so I’m not going to put that up front and prevalent, but in my eBook, he
might not understand what that is, so just think about all these things and you’re going
to get a lot of advice about how to, the best 7 ways to optimize your Facebook for marketing
a book. Well first ask yourself is Facebook, is my reader, is Dave on Facebook? If he is,
great. Then definitely build out a social media strategy for Facebook. But if you find
the top 20 ways to hyper put your business into hyper drive on Pinterest, well Dave’s
probably not on Pinterest, so I’m not going to invest in that product, I’m not going to
invest in trying to get Dave to Pinterest. I’m going to start there, now as you start
to build out, again, you need to pay close attention to who your readers are. You want
to make sure that you have an active email marketing campaign. Encourage your people
to ask questions, answer questions, all of your posts. Continuously, and I do this on
track tips, if anyone watched my show, I always so go to ontracktips.com press the big red
button and that will get us into a relationship and you tell me what it is you’re struggling
with, and I’ll find you an expert and interview them. Do the same thing with your book. What
problem pain point is your book solving, is it fiction or nonfiction. If it’s fiction,
we’re going to go back to Dave’s illustration, go back to fiction, and Dave needs to understand
how to transition from brick and mortar into the social media space. So Dave, I just lost
my train of thought there. Catch me up there Shawn, I started looking at the comments,
turn these things off.>>SHAWN: That’s okay, talking about. That’s
okay. Building out your strategy to promote your book.>>JASON: The real takeaway I want everyone
that’s here listening take the time to decide which piece of the puzzle are best for you.
Start with, start with what is your goal, what is your book about, who is your reader,
know your target audience, know your brand and stay focused on them. As your book begins
to sell, as you get more broadly known, then you can start to open that fan. Keeping this
communication open, asking them questions, that helps you redefine who that avatar is.
Maybe Dave isn’t your avatar. Maybe you were hoping to reach Dave, but Dave’s not interested
in your book. Instead it’s Fran, or Jenny, and Jenny is 25 year old college student,
and all of her friends. So now you have to make a shift and market to jenny instead because
that’s where you’re getting your comments. You have to poll your audience. You have to
ask them who are you, why are you here, what are you struggling with, what are your pain
points, what can I solve, why did you read the book, what did you like about the book,
and get that kind of feedback. That’s how you’re going to fine tune your marketing strategy.>>SHAWN: I think that the allure of the self-publishing
revolution that’s happened over the last number of years has given away to the understanding
that you need to really know how to market your book and I think the things that you
outlined in strategizing, and thinking about here’s your target market, where are they,
find the locations, listen to find out where they are. What kind of tools, you’ve been
doing this for a while, but are there any tools you use to listen in on the conversations
that you may not be part of to understand where your audience is?>>JASON: So I want to bring up a question,
I don’t know if you have a comment checker. Sally Sue Ember just asked a good question,
please talk about fiction authors, not just business, nonfiction authors. Again, it’s
still another niche, although I’m using nonfiction and social media as the illustration here,
the point the takeaway is who is your niche, so what is your nonfiction, write in the comments,
tell us your book if you have one. Tell us what it’s about. Is it, are you reaching out
to a younger teenage audience, is it kind of a Nancy Drew sort of thing, I don’t read
much fiction, so you’ll have to forgive me. Are you catering to a younger crowd, the teenage
crowd, head over to Facebook, head over to Pinterest, young teenage girls. If your fiction
is religious in nature, maybe you’re going to want to go in a different direction, the
point is it’s all about understanding your niche, defining your niche, and marketing
to them, that now brings us to your question about how do we find that audience, is that
what you just asked me?>>SHAWN: Yeah. Exactly.>>JASON: So one of my strategies that I teach
and we go into more detail on it, but this strategy works. I call it Twitter client mining.
And the basic essence of Twitter client mining, and it really can be applied to any social
media that has a good search function, and really they all have a good search function
if you know how to use them correctly. Now that you’ve defined who your avatar is you
know that in Sally’s case you’re going to be looking for that teenage girl that’s
15 to 18 years old in my case I’m looking for Dave he’s 53 and a business owner. So
now to find them, I’ve defined who he is, I know how old he is, I know he’s a he or
she, so now I can start to go to twitter and with that information and just start through
this strategy, scroll through bios, and you literally do research, it’s no different than
going to the library, and pulling out a book and flipping through the pages, and trying
to find research, you start digging through periodicals and that’s why I love twitter
for this. On Twitter, people tell you so much about themselves in a quick flash. And it’s
easy to scroll twitter bios up on the screen, I can look at 200 twitter bios, I can look
at their name, their avatar, how many people are following them, active all in one big
spreadsheet basically using this tool, and scroll through it, and I can put those people
into lists; once they’re in a list, then there’s different ways I can let them know, hey I
see you’re interested in this topic, now you can start commenting on their blogs, you can
let them know that you’re here, not direct marketing, you’re not going to go to them
and say I see you’re a 15 year old girl who wants to read Nancy drew books so come read
my book. Do not do that, that’s the last thing you want to do. What you want to do is you
want to go over there and say hi, you’re interested in that, so am I, let’s talk about it. Once
you open up that discussion with them and talk about eh common interest, let them go
wow, this person is so interesting, who are they? Here’s where the good, tip take away
number 1, get your pens and paper ready this is it. Make sure that whatever social media
profiles you are on, it sounds so simple but so many people miss this. But whatever social
media profiles your on, make sure everything is optimized to a T. When I land on your twitter
bio, I want to see your name, a blurb about your interests, maybe 2 or 3 different types
of interests, I want a link to your website or whatever digital property you want to drive
traffic to. Probably, the best thing I encourage is a landing page on your website. Go to a
landing page where it can outline a little more about me. Make it very easy for people
to wow, you’ve made the engagement with what’s her name? I forget, sally, but our fiction
reader of Nancy drew, well let’s go back to Dave. So Dave, I want to make it so easy for
Dave to go wow, Jason’s really interesting, who is he? If I can get someone to ask that
question, who is this person? Then they’re going to go and I want to make it easy so
they’re where am I finding them? I am finding them on twitter, that link’s going to take
them to a landing page, the page is optimized to tell people who I am, what I’m up to,
what are my interests, and try to take a 1 step further down that connection funnel or
in business terms, sales funnel.>>SHAWN: Yeah, and there is a process I believe
in all of this, where you start with your end goal, you start with a strategy around
that, you build your product, you look at your target audience, you then begin to listen
in on what they’re saying and where they’re at, and then you begin to provide the content,
and you do have to create, even as an author, fiction or nonfiction, you have to create
that sales funnel so that at the end of the day, that you are moving somebody from hey,
I’m interested to a raving fan, so that when you release your project, they’re going to
say, I want to buy this, not only want to buy this, I want to share it with other people
because it’s so amazing, and it’s not amazing just because of the book, but because of you
and what you’ve done to engage and connect with people. Sam brings up a good question
and I’m not sure if that’ll come up or not, or if it’s too long. It says, if a new author
with a good book and large online following approached a publisher, could that help to
get them published? You know, the interesting thing about this is that whenever you go to
a publisher, they won’t have an instant following for you. What they will have and what they’ll
ask you is, who are your followers? And do you have an email list already built up. So
what they’re looking to do as a publisher is to leverage your list. And so instead of
looking at okay, yes, so to answer your question, yes, that’s a good thing, but at the same
time, there’s a lot more opportunity, I believe, in the self-publish realm for you to go on
to Amazon and other publishing platforms that you can not only leverage what you’ve already
done, but make a lot more money doing it as opposed to giving your rights to somebody
else.>>JASON: Yeah, and I want to speak to that
too, Sam and everybody on the call. Look I’m not an expert in “author”. I’ve only had
a few clients but my strengths are in social media and digital strategy, so any questions
about publishing or specific to books and authorship, I’m not the guy to ask on that.
So forgive me, Sam, I really can’t answer your question.>>SHAWN: That’s okay, that’s why we’re here.
So The Author Hangout is a creation from Book Marketing Tools, the goal of Book Marketing
Tools, what we’re trying to do, create the tools, education, community, do things like
this so that authors that have a book or an idea for a book can leverage our experience
in that way too.>>JASON: Okay, so I want to make this quote. Go ahead and tweet
this. But it’s not about the book. It’s about the brand. Okay? Pay attention to what I just
said there. It’s not about the book. So many marketers think I just wrote this book and
I got to get it marketed. But if you try to do this kind of frontal assault and drive
all these people, here’s my book, read my book, check out my book. Never say check out
by the way. When you go through this sort of process. It’s not about the book, it’s
about the brand my point is when you build an audience, when you take the time to build
an engagement, they’re going to endear themselves to you, and the book is going to be something
they’re going to want because they want you. Like I said, with the frontal assault, here’s
my book, buy my book, people get so turned off because frankly, let’s face it, self publishing
is so easy today. The tools are everywhere, everybody can self publish, so what is going
to set you apart from everybody else? And what’s really going to do that is being willing
to go in for the long haul.>>SHAWN: And with that Jason, we’re going
to take a quick break on the segment and bring up something that we want to do for the show.
But basically, RJ, why don’t you put up a great reads by great authors, this is the
segment in the show, we only have 5 minutes left but we want to take a minute to recommend
a couple books that will be really helpful to authors as they look to market the books.
Jason, share a
little bit about your recommendation, “Maximize Your Social”.>>JASON: I had the distinct privilege to
interview Neal Schaffer very recently and this guy is one of my mentors, really. From
afar, and was recently able to meet him. Neil does a fantastic job in his book, what I love
about him is he doesn’t attack social from purely a tips and tricks angle, he really
comes at it from a business strategy angle. Why are you using this? Do you know why you’re
on Facebook, do you know why you’re on Pinterest, do you know why it doesn’t fit in your model,
have you taken the time to walk through this process? Have you had a social media audit?
Very important. Have you sat down and invested in an expert or coach that will help you walk
through the process of understanding why you’re getting onto social media and then helping
you to understand, in his book he breaks down the different chapters of the different social
networks, and helps you to kind of think okay, this network would be really good for my business
or my book marketing. And in your case, or maybe it won’t. and then he wraps up with
this wonderful discussion of the ROI of social media which is a huge topic, everyone wants
to know what is the ROI, the return of investment of social media, so I absolutely five stars
big thumbs up, social recommend this book.>>SHAWN: Awesome, so the next book I’m going
to recommend is social media 101 by Chris barbet. His book is really good in terms of
2 ways that I believe it’s going to be very helpful. Number 1 if you’re just getting into
social media, I know we’re all on a hangout, we’re all experts in social media, but this
gives a really broad brush along what’s involved with social media, what are the platforms
that are involved with it, where you should be and why you should be on it. What’s the
recommendations of maybe this is a good platform for x y and z similar to Neil’s book but it
gets into a lot of specific detail, he covers a number of top platforms at the time he wrote
the book, released the book in early 2013, so there’s not as much emphasis on Google
plus as I would like to see, but that’s my recommended read, so again, great reads by
great authors, these are 2 books that we’re recommending. They’re on the right hand side
if you’re looking to get them on today or whenever. So in wrapping up, so we have about
3 minutes, Jason, so an author is somebody who’s looking to connect with individuals,
readers, they’ve created their list, there’s a question on here somebody asked, how do
you, how do you use email, I believe, to connect with your readers, how do you do that? What’s
the use of email in your strategy?>>JASON: So the very first thing I say about
email, how do you use email, is USE email. And what I mean by that is make sure you have
a place where you can capture emails. Make it, have a lead capture system in place, either
Mail Chimp or Aweber, or there’s a number of them out there. So first have that in place,
second of all, use that to communicate with the readers, and remember this is one of the
highest levels of investment next to giving you money, this is one of the highest levels
of investment someone can give you is their email address, so cherish that. Honor that.
Do not abuse that because this is a very valuable asset. There are some marketers that will
say that 1 lead capture different numbers are different for different niches can be
as much as 5 to 10 dollars per lead. Now it’s hard for people to put that into perspective,
but the point is and I would also say this, I believe that in especially in the case of
selling a 12.99 book. I would rather have the person’s email and have them on my list
than have him buy my book. Do you hear me there? That sounds counter, right? Because
you think oh I’m just trying to sell my books, no what I want to do is again, it’s about
the brand, not about the book. I want them to keep coming back for more, I want them
to buy more books, join webinars, and etc. so absolutely leverage your email marketing.>>SHAWN: In talking about coming back for
more. Seriously, we are almost at 30 minutes, so Jason, I just want to say this is awesome.
I really appreciate your participation and your experience of being able to help authors,
now everyone don’t go away, a couple things, number 1, we’re going to watch the comments,
we’re going to feedback on the comments that you have there, if you have any additional
questions, Jason, myself and RJ will be happy to answer any questions you have related to
what we know. If we don’t know we’ll put you to someone that knows. Number 2, anyone who
wants to participate in marketing your book online at BookMarketingTools.com we have an
ultimate author checklist of marketing your book online. So go to BookMarketingTools.com
you’ll be able to sign up and get the checklist that will help you. A lot of what Jason has
been saying is exactly what we have on our checklist and you can get that for free. I
just want to say thank you to everyone in the audience, RJ for producing the show today,
and again, Jason I really appreciate your time here.>>SHAWN: Now in 2 weeks we have a special
guest, Tara Meyer-Robson. She’s an international bestselling author, she’s a motivational speaker,
creator of “Bestseller In 1 Day!” which is a program that helps you to leverage joint
ventures in your book. In 2 weeks we’ll be having her on the show and this has been a
fast 30 minutes 30 seconds, but thank you everyone I really appreciate you being here,
we’ll see you next time.>>JASON: So I just want to say to everyone
thank you and with the book that you mentioned, Chris Brogan, we’re going to be discussing
that on On Track Tips. That’s ontracktips.com, get on track stay on track podcast ill interview
Chris brogan about that book. March 6th, you can head on over there if you want to hear
more about that book.>>SHAWN: That’s awesome, great. Thank you
Jason, thanks everybody, take care.>>JASON: Bye now.

7 thoughts on “Social Media for Authors – The Author Hangout (Episode 1 w/ Jason Wiser)

  1. Great advice. I have been using social media in a parallel way so far. With my next book I'll be using some of the tips here.  So glad to hear you say "never say Check Out my anything"

  2. Want to check out a HOA that captures your attention from the get-go and never lets go? #winkwink   Check out @Shawn Manaher 's premiere of his The Author Hangout show. 

    The screen opens to a solemn Shawn reading a story. I was on Pinterest – nonchalantly pinning with one ear 'to the show' – but his narration gripped me and I immediately came back to check out what was going on! 

    "Stories Change Us, They Challenge Us"

    THIS is how you debut a show, friends! Bravo Shawn! #HUGSdarling  

    Of course, it only gets better when #MYFavoriteHost  @Jason T. Wiser comes on. In his trademark style, Jason throws out one great tip after another, making sure that you watch this video more than once to assimilate their combined 'bottomless' knowledge, REGARDLESS of whether you are an author or writer! #LOVEyaJason  Like Jason so eloquently put it, "It's not about the book. It's about the BRAND" #MarketingStrategy   

    Some Gems: I am GOING to summarize this show during my #31DaysofHOA  April Challenge, but these are just brief pointers

    a. Get connected with your readers from the very beginning. Do NOT wait until after writing the book to promote it. 
    b. Define your 'audience avatar' – WHO is going to be your IDEAL or PRIMARY reader? Knowing this will help you understand which social media platform will be your 'first choice'
    c. Learn the various social media platforms to clearly understand their demographics: Jason recommended @Neal Schaffer's Maximize Your Social and Shawn recommended Social Media 101 by @Chris Brogan 
    d. Do not promote, promote, promote: Marketing your book – fiction OR non fiction – is like marketing a business. Talk too much about yourself and people will get repelled. Always make your promotion FOR the audience and OF the audience. If you chase profits, profits will run away from you. Stay true to your passion and be genuine, and those same profits will run TOWARDS you! 
    e. Shawn brought up a very interesting point about building social media relationships on every stage of the Sales Funnel because the goal of every author is to create loyal readers who don't just buy or talk about their book, but SHARE their book with their loved ones. #BrandEvangelists  

    These are just some 'takeaways' from this ah-mazing episode…I am definitely going to watch it again when I summarize it for my blog! LOVELY job, @Shawn Manaher – you now have a fan in me for LIFE #HUGS ! As for @Jason T. Wiser – I am YOUR evangelist #Muaah  

    Please watch, friends!

    PS: Check out this AWESOME article about 10 Social Media Tips for Authors by @Guy Kawasaki : http://www.linkedin.com/today/post/article/20130613174637-2484700-10-social-media-tips-for-authors 

  3. Hey! Have you tried – Azyinger Ultimate FB Marketing (do a search on google)? I’ve heard some great things about it and my cousin got great money with it. 

  4. .well they Kindle/Scout did not pick up my book so I am wondering ,how do I market a book I am not computer savvy and need help.https://www.amazon.com/dp/B01JDBO5ZM#navbar

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