Amazon.com is America's favorite online bookstore. That certainly doesn't mean it's the best, but in promoting your book it can no longer be ignored.
All two million results that show up when searching for business books happen to be your competition. It is, therefore, important to understand that regardless of how your book was born, the ability to attract the attention it needs and convert that into sales is your responsibility.
Today there are more tools than ever to get your book out to people. But the marketing starts before you even finish the first chapter. You should be able to talk about it, share your stories, get friends and potential readers involved and ask for input. The more your potential readers get involved, the higher their chances of purchasing it. Several channels can make this process easier.
Social Media
The book industry is undergoing a massive change as it embraces social media more and more each day. You have to decide which is right for you without over-extending yourself on too many social media channels. Think of Facebook, Scribd, Squidoo and the Word of Mouth Marketing Association.
Blog Book Tours
Your blog should be named after your new business book. That way, you instantly start branding. Slowly begin to invite readers, authors and other business-oriented professionals to connect with it.
Take your time to visit their blogs or offline events and as you do so, build a relationship and take note of possible review opportunities. Always consider writers that have consistent posting, are able to generate comments and can speak to your expertise even when they write about you or your book.
Testimonials
It's good to have other voices explain why your book would be useful and important. Reach out for testimonials before handing off preview copies of your book - but make it clear you would be happy to provide one. Check with professors in Master of Business Administration (MBA) degree programs, CEOs you have connections with, authors you enjoy reading or popular website founders and let them know you are coming up with a book, then ask them if they could offer you that testimonial.
News Releases
Most news releases today are more than just announcements. In the writing, search engine optimization is always a consideration for attracting potential readers. This means you should start with a killer headline (though one that's still accurate) to get things not thrown away or dumped in your computer's trash.
Local News
Digital marketing has taken a toll on businesses these days to the extent that we might feel mass media is no longer effective. But mass media is online, too. Mass media marketing has never been dead because the news editor always has to find a great story for people.
Having this in mind, send a letter to him or her with an overview of your book as well as the news release. Personalize it, even just to note that you enjoyed a news segment or news article you saw recently. Make it clear you're available for interviews or appearances. This will interest the TV or radio news editor to cover your book at a good news time, when most people are watching.
Book Trailers
Book trailers are a fun and unique way to gain exposure and reach audiences who may not otherwise find your book. It's also more likely to get shared for the "cool factor." Even though this will be more like a movie trailer, it should be much shorter. It should not be salesy but it should quickly highlight why people would want to read your book - not why they "should."
One idea might be to simply use a webcam with background music as you read the introduction. If you do not want to be on camera throughout you should still make an appearance. Readers want to be able to connect with authors.
Standing Out
Being remarkable is part of having principles that make you more beneficial than everyone in the group. Take for instance when your book has a title and you use the same title for its publicity. Definitely, if people search for it, they will generate a lot of results.
As one subtle but effective step, add your book cover and a link to what your book is about to your e-mail signature(s). This makes people think they might be discovering something that others haven't yet. It's a strong urge of curiosity that's hard to turn down.
Different Formats
It's easier than ever to get your book in different formats. E-readers want more titles and they have templates and how-tos set up to make sure you know their formatting needs.
People consume books in different ways, now as well - audio, abstracts - on many different devices. It is important you consider connecting with individuals or experts in this area. You must be able to invest in tools that will build the reading channels; doing so also natural creates more marketing and visibility channels for your book.
Enjoy writing your business book and enjoy letting people know about it. Making money would be great but engaging in effective promotion is equally important.