This morning, I found two different emails from book authors in my box (no, neither was from Darren Rowse or Chris Garrett). I get pitched to check out books all the time (which is awesome, because I read LOTS of books. In fact, if it’s an interesting business book or leadership / self improvement, send MORE pitches, but read this first. I need to tell you what works well and what doesn’t.
My first email came from a guy who was personable, sent a plain text email, addressed it to me, and had a few funny lines in the first paragraph. One was where you’re supposed to talk about all the amazing press you’ve received for your books, and he mentioned all the same old places, but he said it like this, “…was reviewed by the New York Times, the Wall Street Journal, blah blah blah blah blah.”
I laughed out loud (or more of a blurting snort) at that.
It was polite, brief, simple, personable, and funny.
The other email came from an author who blasted me with a fairly standard Constant Contact email marketing template with no personalization, all kinds of graphics, and a reasonably blathery bunch of marketing speak that she copied from all the other book releases. I can’t honestly remember a single word that was written. Honestly, I can’t even remember the book title and I *just* read the email.
Brevity and originality trump well-crafted copy any day. Personalization, even if very minimal, at least gets my attention. And here’s the complexity.
This doesn’t scale really easily. It’s not easy to mass-market books this way.
BUT THAT’S THE POINT, DAMMIT
Be personal, be one-on-one, and learn how to do it in a way that reaches the people who will take your book and run with it.
Watch out for my next post, where I review a book that was pitched to me nicely.