The difference between guerrilla marketers and unenlightened authors is that the latter think promotion is over when someone buys their book. The reality is that 68 percent of lost business is lost because of apathy after the sale.
A sale is either part of a never-ending circle of business and communication with a reader, or it is a straight line heading out of your life in the direction of Chapter 11. Guerrillas know that the sale of their books to new readers is only the end of the beginning. They understand the immense potential value of every reader, so their goal is to create customers for life. Guerrilla marketing is based on the belief that the customer is everything, the sale only chump change.
If readers like your first book, they may create an endless circle that they complete every time they buy something you offer.
What your readers buy after reading the first book is what will produce the greatest profits for you.
Excerpted from the book Guerrilla Marketing for Writers: 100 No-Cost, Low-Cost Weapons for Selling Your Work
By Rick Frishman
Reprinted from “Rick Frishman’s Author 101 Newsletter”
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