Written for Writers in the Storm
What can an author learn from a pair of Spanx? A lot.
I was in a mall last week with my aunt and, as we walked through the pantyhose department, I noticed that one brand stood out. Spanx.
How Spanx got noticed and the unique marketing of this product is a brilliant lesson for all authors. Small is the new big.
1. Fill a void.
As an entrepreneur you want to stand out from everyone else who has a book. Spanx was CREATED to fill a void. Ask yourself what VOID your book can fill – where can it be presented, signed or stocked where it will be noticed.
2. Packaging matters.
People DO judge a book by its cover. Spanx created a recognizable brand image that stands out. Simple and red. Keep it simple – it will be read.
3. Small is the new big.
Spanx has become an internationally known product without ever spending a dime on advertising! They did it by reaching their small core group of friends, family & people they worked with and the word spread like wildfire from there. You MUST have a great product (book) for this to happen. Who is your core audience? Get in front of people who know you.
4. In this world of technology, social media and too many choices there is a fragmented audience. In an attempt to reach EVERYONE – you end up reaching NO ONE.
Think smaller. Think locally. It’s like dropping a pebble into a pond. When you reach the group that cares about you and your message, they will spread the word for you. The buzz will build. You will leverage each interview, media hit & book event to your advantage. Author Hugh Howey is the perfect example of this.
5. Never stop evolving.
Once your book is published consider spin-off items and events that tie in with your book’s title or characters. Your book is your calling card. Think outside the book! Give stuff away with your book at signings. Or online. Give your readers a reason to follow you. Create an online newsletter.
Spanx is an example of never resting on their laurels. They are still creating new lines and new customers. They do it by thinking creatively.
Go ahead, stretch your imagination.
(**Spanx, for you guys out there, is an undergarment that makes women look like Twiggy only shapelier. Great news, they have a men’s line now – check it out, dude!)