Category: Promotion
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Make the frontlist and backlist work for each other
Seth Godin wrote a post that often comes to my mind, about frontlist and backlist. He coins and defines both these terms: Frontlist means the new releases, the hits, the stuff that fanboys are looking for or paying attention to. Frontlist gets all the attention, all the glory and all the excitement. They write about…
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Categorization, commoditization, and clarity
When you’re growing your business, one of your biggest challenges is market misunderstanding. When you’re working on a business (as an entrepreneur, freelancer, team, artist, author, etc.), your perspective tends to expand in breadth and depth. You develop expertise and see patterns. You come across better opportunities and bigger markets. In order to grow, you…
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A new story for hobbyist websites
At Twitter, Noah Smith points out that hobbyists aren’t making more websites. The incentives just aren’t there. A website needs a new story for hobbyists: it’s great for organizing and finding your work (try searching a post you wrote at a social media site!), you own the domain name, and you can control other parts…
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Announce yourself quietly
Being noisy is the easiest way to draw attention. That doesn’t mean it’s the best way, and it’s certainly not the only way.
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Find people who need the best idea
The trailer for Thor: Ragnarok closes with Thor bracing himself for his opponent. He finds out that it’s his fellow Avenger, the Hulk. Thor screams in relief and celebration, “We know each other! He’s a friend from work!” That was one of the best lines in the movie, and it wasn’t in the script. It…
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Pay to play vs. paid to play
At a conference, one person will pay $20,000 to get on stage and speak. Another person doing the same thing will get paid $20,000. What does the second person have that the first person doesn’t? There are at least three things: In other words, the organizers of the conference recognize the second person as a…
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Learning to talk to customers, directly
A little bit over a year ago, on the advice from a friend, I put together a philosophy of how I approached marketing. One of the key points was going direct. Here’s how I described it: Start where you are and work directly with your customers. Talk to them directly. Find metaphorically (and sometimes physically)…
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Say what needs to be said
It took Wattpad co-founder Allen Lau decades to learn to speak up, instead of stopping himself when something needed to be said. He writes, “For me, I kept telling myself I needed to err on the side of speaking up too much. Trust me, even with that, the end result is that on many occasions…
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From 0 to 3,000 book sales
I recently found out I’d sold over 3,000 copies of Creative Doing in under two years. My goal is to promote the book until I sell 10,000 copies, a number which represents the point where people are discussing it via word of mouth. I am well on my way towards it. I have been putting…
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On my 366th day at Figma
Today I ran a distribution workshop for the editorial team. To prepare, I also dropped in a dozen thought starters for promoting two posts in a distribution workshop I run. I also promoted a blog post for a feature that our team announced today. I was particularly hands on with this promotion and we tried…