The 22 Immutable Laws of Marketing (for Indie Authors)
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About this ebook
In this business essential for the Digital Publishing professional, Indie Authors will learn the hands-on marketing strategies they never teach you in a creative writing course. These immutable laws are your guideposts on the road to success in the Digital Publishing industry. Choose to read the signs along the way or ignore them at your own risk. The 22 Immutable Laws of Marketing (for Indie Authors) will remain immutable with or without you.
* Learn how to apply the Law of Leadership and Law of Focus to make your unique Author Voice into a secret weapon.
* Learn how the Law of Duality and Law of Opposites can move you up the product ladder for your category.
* Learn what 3 things from the Law of Sacrifice can save you when the Law of Unpredictability comes into play.
* Learn how to calculate the cost and lead time for production of your next book in applying the Law of Resources.
Sarah R. Yoffa
Sarah R. Yoffa is a Mechanical Engineer and has been an actual Rocket Scientist but her first love is writing. She abandoned a career in IT Management to pursue a career in publishing just as the Digital Publishing Age was dawning.Sarah was raised in a traditional Jewish home but left organized religion behind for most of her adult life. In a miraculous stroke of Divine Intervention, Sarah was led back to God and her Jewish roots by Evangelical Christians at the Faith Fellowship Church (EFCA) in central Florida. She didn’t convert but learned from them how to have a personal relationship with God. Her Jewish God.In the late 1990s, Sarah simultaneously attended both Faith Fellowship and Chabad of the Space Coast, rediscovering what it meant to be Jewish--and sharing that knowledge through Bible study classes in both congregations! By communicating between the two, Sarah was like a “bridge” between them, translating what words cannot convey. Sarah continues to connect with believers of all faiths--and non-believers who seek answers.Sarah made Aliyah (emigrated to Israel) in 1999, and it was the best decision she ever made! Unfortunately, the financial collapse in the wake of 9/11 necessitated her return to the U.S. Sarah’s dream is to return to The Land and retire in Arad, Israel, where she can get up to have a cup of coffee with God in the Holy Desert and write all day--except, of course, on Shabbat!
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Reviews for The 22 Immutable Laws of Marketing (for Indie Authors)
3 ratings1 review
- Rating: 5 out of 5 stars5/5Great book, with practical strategy and steps to establish a market strategy
Book preview
The 22 Immutable Laws of Marketing (for Indie Authors) - Sarah R. Yoffa
Learn the hands-on marketing strategies they never teach you in a creative writing course.
In The 22 Immutable Laws of Marketing (for Indie Authors), Sarah R. Yoffa, The Webbiegrrl Writer brings you classic marketing strategies, adapted from selling automobiles and breakfast cereals to the unique challenges of the Indie Author in the Digital Publishing Industry.
Learn how to apply the Law of Leadership and Law of Focus to make your unique Author Voice into a secret weapon.
Learn how the Law of Duality and Law of Opposites can move you up the product ladder for your category.
Learn 3 things from the Law of Sacrifice that can save you when the Law of Unpredictability comes into play.
Learn how to calculate the cost and lead time for production of your next book in applying the Law of Resources.
In this business essential for the self-publishing professional, Indie Authors will learn the hands-on marketing strategies they never teach you in a creative writing course. These immutable laws are your guideposts on the road to success in the Digital Publishing industry. Choose to read the signs or ignore them at your own risk. The 22 Immutable Laws of Marketing (for Indie Authors) will remain immutable with or without you.
The 22 Immutable Laws of Marketing
(for Indie Authors)
by Sarah, the Webbiegrrl Writer
Published by Sarah R. Yoffa at Smashwords
Copyright 2011-2012 Sarah R. Yoffa
License Notes, Smashwords Edition
The material in this book is copyrighted and may not be reproduced, in whole or in part, in print, electronic or other means under any circumstances without the prior express, written permission of the Author. For permissions requests, contact Webbiegrrl Writer (see below).
All Smashwords books are sold DRM-free, without copy prevention methods or encryption because we trust you, our customers. This eBook is licensed for your personal enjoyment and may be copied to any of the eReading devices you use but only yours. This eBook may not be re-sold or even given away to other people. If you would like to share the material in this eBook with another person, please purchase an additional copy for each of them. If you’re reading this eBook and did not purchase it or receive it as a gift, please return to Smashwords.com and purchase your own copy. Thank you for respecting the hard work of this Author.
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Table of Contents
Preface
Law 1: Law of Leadership
It is better to be first than it is to be better.
Law 2: Law of Category
The best way to dominate a category is to create a new one.
Law 3: Law of the Mind
It is better to be first in the mind than to be first in the market.
Law 4: Law of Perception
Marketing is not a battle of products, but one of perception.
Law 5: Law of Focus
The most powerful marketing concept is to own one word in the prospect’s mind.
Law 6: Law of Exclusivity
Two companies cannot own the same word in the prospect’s mind.
Law 7: Law of the Ladder
Which strategy to use depends on which rung of the product ladder you occupy.
Law 8 Law of Duality
Eventually, every market race becomes a 2-horse race.
Law 9 Law of the Opposite
The marketing strategy you use to move up the product ladder is determined by the leader on the rung above you.
Law 10 Law of Division
Over time, every category divides to become two (or more) new categories.
Law 11 Law of Perspective
Marketing effects take hold over an extended period of time—not overnight.
Law 12 Law of Line Extension
There’s an irresistible pressure to extend the equity of the brand.
Law 13 Law of Sacrifice
You have to give up something short-term to get something long-term.
Law 14 Law of Attributes
For every attribute, there is an effective, opposite attribute.
Law 15 Law of Candor
When you admit a negative, the prospect gives you a positive.
Law 16 Law of Singularity
In each situation, only one move will produce substantial results.
Law 17 Law of Unpredictability
Unless you write your competitor’s plan, you cannot predict the future.
Law 18 Law of Success
Success often leads to arrogance and arrogance, to failure.
Law 19 Law of Failure
Failure is to be expected and accepted.
Law 20 Law of Hype
A situation is often the opposite of how it appears in the press.
Law 21 Law of Acceleration
Success is not built on fads, but on trends.
Law 22 Law of Resources
Without adequate resources, an idea won’t get off the ground.
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Preface
Thank you for purchasing this book. This book is taken from my blog series of the same name, originally published over several months in late 2011 and early 2012. The blog posts were barely proofread, let alone edited (which is a polite way of saying I ramble quite a bit in my blog posts and routinely had typos I missed correcting), so hopefully, this book is a much more polished product.
Additionally, I’ve done dramatic editing for flow and cohesion and hopefully, any errant typos have been proofread away. Mostly, the content has been tightened, refined and reduced. It’s better, faster, easier-to-read
to paraphrase the old saying from my old career in aerospace. The blog series, of course, was directly adapted from the best-selling book by Al Ries and Jack Trout that came out in the 1990s titled The 22 Immutable Laws of Marketing.
I believe it’s one of the best little books ever written on the subject of marketing in general.
The Ries/Trout book was first published in hard cover by Harper Collins in 1993 and the content was directed toward businesses that made widgets
(from cars to toasters). The original Ries/Trout book is still selling today, more than 20 years after it was released, so clearly there are some good messages in there. The problem I found with the original Ries/Trout book in 2011 as I started up my Indie Author business was that it didn’t slant easily towards our industry. Publishing has its own unique quirks—and challenges—and the Ries/Trout book focused so much more on the large corporations who had Marketing Departments and outside PR firms making their decisions. An Indie Publisher is typically making all of the marketing decisions herself.
In this book you’re about to read, I’ll adapt and slant the 22 Immutable Laws of Marketing to the Digital Publishing industry and our Indie Publishing marketplace, in particular. In the Table of Contents (and the beginning of each chapter) I’ll recite the 22 Immutable Laws just as Ries and Trout wrote them, then in my discussion, I’ll rewrite, reinterpret, twist, turn and adapt them to our industry’s specific quirks. I also adapted (albeit not by much) the cover art which was on the original book as designed by C. Linda Dingler for Harper Collins. It’s a combination of my own Webbiegrrl-branded colors with the original layout. You know why I did that? Read my blog series, Branding (for Indie Authors
), to find out, but let’s say this:
I did not create the framework;
I reframed the work inside it.
We are never done
marketing, nor do we have to
start in one specific place. We can start marketing wherever we are right now
and we’ll be done
when we go out of business. As Indie Authors in the Digital Publishing industry, we are lucky in that we’ll never really go out of business
(i.e., out of print). Since digital life is eternal, our eBooks will always need to be marketed, even after we’re not around to do it. Our books—and our Author Brand—will need to market itself after we’re gone. I’m a SciFi fan so forgive me for being such a Trekkie, but I have to say it. This book can help you prepare your Author Brand to live long and prosper.
Sarah, The Webbiegrrl Writer
No. Carolina, USA (2012)
~#~
Law 1: Law of Leadership
It is better to be first than it is to be better.
As an Indie Author, you’re selling an idea, just like all those people who sell stuff.
You’re positioning yourself in your readers’ minds even if you don’t realize you’re doing it. Your books are a solution to their craving, just like Starbucks, McDonalds and [insert your favorite craving here]. In fact, because you're an Indie Author, you’re in control of all of your marketing. Then again, you are in control of all of your