BOOK PUBLISHING AS MARKETING STRATEGY
Author Marnie Green Discusses the Launch of Painless Performance Conversations
As the second in a series of interviews with Mix clients, I spoke with management education consultant Marnie Green. Marnie has recently published her second book, and we’ve been working with her team to promote it. I asked Marnie some questions about her experience:
Q. Why did you select to write and publish Painless Performance Conversations?
A. After publishing my first book, Painless Performance Evaluations, it didn’t take me long to learn that what was really painful for leaders were the day-to-day workplace conversations with employees, not just evaluations. So first and foremost, the book was driven by a need I saw from my clients. But also, the book is a tool to leverage my consulting services. It establishes credibility and market presence for myself and my company.
Q. What steps did you take in marketing your book to present a brand that’s consistent with your company, Management Education Group?
A. It started with the content itself: everything in the book supports the principles I teach in my workshop, so the book links back to my business. As far as design, I provided the publisher with my brand’s fonts, colors and other design elements to consider when designing the cover of the book, so it felt consistent with my company’s branding.
Q. How is marketing this book different from the last you published in 2006?
A. I put a lot more into the marketing of this book than the last one, partly because the publishing world has changed and now there’s an expectation that the author will sell the book. Part of it is what’s available now, too. We’re marketing this book in social media, it has its own web page, there’s a video trailer on our site and on YouTube and we published it both in paperback and as an e-book.
Q. How is book marketing different from marketing your business?
A. The difference is that this is a tangible product, so I have to think about price and partnerships with others to provide incentives. I’ve never had to do that with my business, which is service-focused. Yet, both rely on websites, e-newsletters and social media strategy to add value and create a following.
Marnie E. Green, IPMA-CP, is principal consultant of Management Education Group, Inc. and the go-to expert on development of public sector leaders.