Friday, 11 January 2013
Is Enough Ever Enough?
I find that strategy and execution don't go well together. I wish it was different, but when I am planning I plan, and when I am executing, I execute. It's not ideal because you need to do both to be successful and you miss opportunities when the balance is off. I realized this (again) when I stopped executing and started thinking about what comes next. I had been busy making final "typo" edits, discussing cover design options and loading content onto the changewithconfidence.com website.
"Next" is the book launch that will be supported by marketing efforts by the Wiley team and me. My questions were, "Are we going to do enough to get the word out about my book?" and "What happens if it isn't enough and we miss the critical launch window?" I am having a party and wondering if anyone will show up.
Jane Russel once said, "Publicity can be terrible. But only if you don't have any." I was aware of authors hiring publicists but wasn't clear what they did or whether it was a good investment.
I asked a couple of authors with successful book what they thought, One author said, "It's important to invest in the right publicist – a publicist with teeth who can build awareness for you and your book." Right. Got it.
My initial discussions with book publicists have been intriguing. I am drinking in their knowledge and experience and developing a clear and realistic picture of how they can help. Now I am reviewing proposals and soon will be starting a new partnership. After a quick strategy session, it will be time to execute again.
Each phase of my journey has involved experts that have helped me find my way. Why shouldn't this be true for my launch? There is never enough marketing and promotion because you can only know the answer when it's too late to change the outcome. That probably holds true for parties, too.