Book Marketing and Beyond Book Sales: Marketing and Diversification

I love the internet . . . you can find almost anything and learn just about anything by doing a search. In a webinar provided by Steve Harrison of Quantum Leap, the guest speaker was Jack Canfield. For those of you who haven’t yet hear of him (this would be amazing if you are in the writing field), Canfield is the co-creator of Chicken Soup for the Soul.

Canfield and Mark Victor Hansen had a dream. They would have a New York Times best selling book. But, the road to success wasn’t easy . . . they received 144 rejections from publishers. This did not stop them—they moved forward with visualization and positive projection techniques. Chicken Soup for the Soul came out in 1993. Since they didn’t have enough money for a publicist so they did their own marketing. By 1995, they won the Abby Award and the Southern California Publicist Award.

This was the second teleseminar I had the privilege of attending featuring Canfield. The information offered was geared toward the strategies needed to make money publishing books through marketing and diversification. This concept is very similar to a video clip I watched of Robert Kiyosaki, author of Rich Dad Poor Dad, which was also presented by Steve Harrison.

So, what exactly are the concepts of book marketing and diversification?

8 Book Marketing and Diversification Tips to Make Money

1. Build a platform.

Start your platform when you are thinking of writing a book—don’t wait until you are published. Creating connections, contacts, and readers, and buzz, takes time.

2. Realize you will most probably not get rich writing books.

Yes, that’s right. You will not automatically become wealthy from book publication. But, while you won’t get rich, it will open doors that will not otherwise be open. This is the opportunity for diversification—don’t just look straight ahead—use your peripheral vision.

3. Learn how to market and sell YOU and your books.

Never stop learning about writing and book marketing. Read about the subjects; attend conferences and teleseminars; join writing and marketing groups; and follow blogs that provide valuable and up-to-date information. But, remember, you don’t want to just sell your books, you want to sell what you have to offer along with your books.

4. Research areas you can diversify in.

If you are published there are a number of doors that will magically open. You can create ebooks; you can present teleseminars, webinars, or workshops; you can offer classes or coaching; you can even write a book about your experiences and successes.

Tip: Before you start charging for your expertise, offer some free services. This will help establish you as an expert in your field.

5. Never stop selling.

Find new avenues to sell your books and services. Utilize some of the suggestions in #4 above.

6. Build your subscriber list.

According to pro marketer Jim Edwards, if you don't have a list that's continually growing, you're sunk.

You'll need to develop a trusting relationship with your readers by providing quality information on a regular basis, along with quality products.

7. Believe you can do it.

This is probably the most important tip for success. Canfield is a firm believer in the power of tweaking your subconscious and projection. I am too!

8. Pay it forward.

As the Bible tells us, “There is more happiness in giving than there is in receiving.” New World Translation, Acts 20:35.

Aside from being good for you as a writer and marketer, giving back is good for the universe.

Image copyrighted 2013 Karen Cioffi


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Karen Cioffi is an author, freelance/ghostwriter, and author/writer online platform instructor. Need help optimizing your website and platform? Visit:



Magdalena Ball said...

Thanks for summarising the teleseminar, Karen. It's really helpful to see the key points listed like this. Point 2 about diversifying and using the books as a platform for other activities is a really valuable point. They lend you credentials, but if you want to live by your writing, then you need to use the book to do other things like speaking engagements, which can in turn increase book sales.

Karen Cioffi said...

Maggie, some webinars are information packed and give immediate usable tips. I love those type of webinars - this was one of them.

You're absolutely right! The books can be a jumping board to bigger and better things. And, as you mention, the new elements can lead to a boost in your book sales. Great cycle!

Carolyn Howard-Johnson said...

I love the Internet, too, Karen. But glad to see you picking our real experts to learn from. I do caution authors to do that. There are a lot of....mmmm...inaccuracies going around that can easily lead newbies astray--one more experience authors, too.

Big thanks for sharing what you learned, too.

Carolyn Howard-Johnson
Loving helping writers get read with my HowToDoItFrugally series of books for writers including the multi award-winning second edition of The Frugal Book Promoter ( .

Karen Cioffi said...

Carolyn, how true that is. While the internet is an amazing place to learn through, you do need to be cautious. There are a handful of pro marketers I rely on for sound information.

Anne Duguid Knol said...

Thanks, Karen. I always suspected we write for love but the spin-offs pay the way. Interesting to have the summary as often these webinars don't fit into my lifestyle--need to sleep somewhen. lol
Love your image too.

Shirley Corder said...

This is timely for me Karen. I'm getting to the point of "moving on..." from my book, Strength Renewed, and yet aware that it is still such a needed book. There is SO much cancer around. I have been spending so much time marketing that I wasn't getting time to write new material. Now I'm writing but not marketing . . . have to somehow find the balance.

Karen Cioffi said...

LOL I hear you Annie. I was up 3:30am and online to catch up with my emails. I moved and my new place doesn't have access yet, so I'm going back and forth to go online.

It really is hard to keep up with everything.

Karen Cioffi said...

Shirley, you have lots of company. It seems to be one or the other suffers - I'm still looking for that 'sweet spot.'

My cousin was just diagnosed with ovarian cancer. Over the last couple of years, she had a heart attack, then a stroke, has Alzheimer's, then recently had to have her gall bladder removed, and now this. My heart breaks for her.

There is a great need for your book.

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