I once spoke with a gentleman who had written and published a book on terrorism’s threat to our water supply. As we discussed avenues for marketing his book, this gentleman remarked that mostly academicians had purchased the book, which he found scary. Here was an individual who had the knowledge and the foresight to write a book on an important subject of concern to our country, and yet he did not recognize the position this placed him in. The first thing this gentleman needs to do in marketing his book is to accept the fact that, since he wrote the book, he is now the expert on the subject of how terrorism could affect our water supply.
The same is true for you. When you author a book on a particular subject, you become an expert on that subject. In marketing your books, you must accept this and proceed as an expert.
1. Think Like an Expert
Experts don’t wonder who might want to read their books. Rather, they think, “Who needs this information?” “Who would benefit most from this information?” and “Who can help me access my book’s intended audience?” Thinking like an expert opens doors of opportunities for you. Experts seek out other experts in their field. They find others who are writing or speaking on the same subjects and network with them. Experts also think, “The world would be a better place if more people knew about this,” thus they take and make the most of every opportunity to educate and inform others about their subject of expertise.
2. Act Like an Expert
Our actions flow from our thoughts. What you think influences what you do. If you are thinking like an expert, then you will begin to act like an expert. Experts approach others with confidence. Confidence engenders respect and trust. Experts make the most of every opportunity to alert others to new information without being overbearing. There is no need for arrogance or dominance when you know you possess knowledge, only a determination to help others learn the information also.
3. Talk Like an Expert
Experts speak with authority. They don’t lead conversations with “I believe,” or “I feel that.” Instead, experts speak with conviction. They invite people to see and believe what they are presenting through clear reasoning. Experts say things like, “Five reasons you need to know this information,” “Studies show" or "research indicates,” or “history reveals.” Speaking with conviction to an audience invites and encourages people to learn more on your subject.
You are an expert on your subject. Whether you are approaching a radio station to book a guest interview, speaking at a local bookstore on your book, or writing an article for a magazine or blog, when you think, act, and talk like an expert, people will sit up and take notice. When you conduct yourself as an expert, doors of opportunity open for you to promote your book’s subject and increase your book’s sales.