SEPTEMBER 10, 2024

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Welcome to The Tilt, a twice-weekly newsletter for content entrepreneurs.

Make Your Book More Successful

Now that I’m more involved in the book publishing business, I get to see firsthand authors do some incredible things and make some horrible, cringe-worthy mistakes.

Recently, an author who was despondent about their book launch came to me. Even with thousands of followers, this business author sold only a handful of books. Now, mind you, a good business book can sell for years, but if you don’t get a good running start, it often peters out quickly.

So, I put together some tips and strategies for content entrepreneurs looking to publish a book. These are the things I have done or am planning to do for my next book.

1. Think title

The first thing to do is discuss the title of your book. The title of your book is everything. I’ve learned the hard way on this one.

According to authors like Rory Vaden and Marcus Sheridan, your book title needs to have a payoff for the buyer. They must see it and realize within seconds if the book is for them.

My 2013 and 2023 book is called Epic Content Marketing. The title worked. Anyone interested in content marketing says, “Yes, I want and need Epic Content Marketing.” It elicited a quick response and played on a trending industry phrase – content marketing.

My recent book, The Content Entrepreneur, is a terrible title. I love it because I think the term “content entrepreneur” should be a thing. Content creators should want to become content entrepreneurs. But that thinking doesn’t make a good title.

First, “content entrepreneur” is still an obscure phrase. Its meaning doesn’t have instant recognition among content creators. Second, the title doesn’t give a payoff. Being a content entrepreneur isn’t a payoff. It probably should be something like “creator millionaire” or “creator freedom.”

Crafting a great title requires you to visualize your perfect buyer walking by the book on a shelf and immediately knowing it’s for them. It’s two to three seconds. You've missed the mark if they have to think about the title.

Killing Marketing is a great book that I wrote with Robert Rose — terrible title. No marketer wants to kill marketing. Big missed opportunity.

Now, once you create an amazing title that gives buyers a payoff, you’ve set the stage for the promotion.

2. Craft the elevator pitch

You need a killer elevator pitch to get your foot in the door and spread the message of your book and business.

Let’s go back to my Epic Content Marketing. It has become the cornerstone of driving awareness and business. I can pitch this concept for articles on other websites, to be a guest on podcasts, or to do a ton of webinars. I also parlay it into in-person speaking events where I can really sell the heck out of a book.

My elevator pitch could be something like, “Joe talks about six strategies that help marketers break through the clutter online and actually win more customers by marketing less.”

That line got me a ton of guest spots and speaking engagements around the world.

Or, if I wanted to be more specific about the book, the pitch could be, “Joe breaks down his new book and uncovers six underutilized strategies.”

3. Get fans and peers to help promote the book

Before you publish the book, recruit your super fans to be the “street team.” I’ve done this for every major book launch, and it can work really well. In my newsletter or on social, I ask my fans if they want to be part of my marketing launch team. Fifty is a good number for a valuable street team.

Then, give those fans an early copy of the book. Fill them in on launch dates, programs, etc. Make them really feel involved.

About a month before the launch date, ask each for referrals to podcasts, articles you could write based on the book, webinars, etc. Before you know it, you’ll have dozens of PR opportunities.

As you build the street team of fans, reach out to professional friends in the industry. Tell them you have a book coming up. Ask for referrals and be specific as to the audience you are trying to reach.

You’ll get a ton of referrals from your street team and colleagues, but you won’t get everyone. Some of this homework will need to be done by you.

Research the organizations and event planners who cater to your audience. Reach out to the organizers to speak at the events they host. Contact podcasters, media sites, bloggers, and YouTubers who target your audience.

As I conclude, let me note that I didn’t say anything about putting the book title in your email signature or promoting it to your audiences on social. That’s because you already know you should do those things.

Your fans will buy your book. Your job with a super successful book is to expand the fanbase. A good business book promoted well can generate a whole new group of fans for your book and your business, so the next book launch is that much more successful. Rinse and repeat. Good luck.

– Joe Pulizzi

Ready to start your book adventure? Let us know because Tilt Publishing is ready to help.

supported by: Unleash Your Creative Genius! Ready to transform your writing career? Join us at Author Nation in Las Vegas – the ultimate event for writers! 🌟 180 sessions led by industry experts and best-selling authors. Connect with a vibrant writing community. Discover your best path to success. Join us in Vegas for an immersive five-day experience that will empower you to build a thriving career in today's golden age of content creation. ​ Learn more about our special offer for Tilt readers

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Entrepreneur: Graham Stephan

Tilt: Finance-related education

Scene: ​Website, YouTube (4.84M), The Real Estate Agency Academy, The Iced Coffee Hour Podcast (1M), Instagram (467K), merch, newsletter​

Snack Bites:

• Graham started selling real estate and turned his success in that business into a mega-successful YouTube channel. Then, when he was making six figures a month, he taught others how to build a successful YouTube business.
• His diverse revenue streams center around money-making (and saving) themes, though they tackle different related topics.
• Graham offers an affordable (less than $500) online course targeting real estate agents. It has a great landing page that spells out exactly what students can expect (something all entrepreneurs with online courses should do.)

Why We Stan: Graham achieves success, then he takes what he learns to teach others how to do it, too. Then he does it all over again with a related content tilt.

– Ann Gynn

​Read Graham Stephan’s story.​

Know a content creator who’s going full tilt? DM us. Or email tilt@thetilt.com.

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• If you want to be financially independent, the formula is actually quite easy. (Content Inc.)
• Lauren and Matt tackle the upcoming holiday season. (Publish & Prosper)
• The boys talk about how the licensing model has changed in the past two years. (This Old Marketing)
• Let’s talk consulting as a revenue stream in the weekly Tilt Your Business podcast at 12 p.m. US EDT Tuesday on LinkedIn.
• ICYMI: Creators Can Turn to Kickstarter To Crowdfund Their Content Products​

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