March 2023

Solving The Four Most Common "Book Relaunch" Mistakes

Part One: Mistakes #1 And #2

You may have heard us talk before about the four common mistakes many authors make when they are relaunching their book. We'd like to help you avoid those problems, so you can truly unleash the power of your book and your message.  

These mistakes are not only made by first-time authors; we've seen experienced authors make these mistakes too - and we've definitely seen PR firms, branding consultants, and marketing agencies stumble into these traps.

The good news is, every one of these missteps is truly easy to avoid, once you recognize them and put these success strategies to work. 

Today we are going to highlight the first two mistakes and provide you with our favorite success strategies for overcoming those mistakes.

So, let's get to it!

Mistake #1: Solving a problem your audience doesn't know they have. 

As we like to say, you may have the greatest "mousetrap" in the world, but if your audience doesn't know they have mice in the attic, they won't buy your mousetrap!

Success Strategy:  Pretend your ideal reader is sitting across the table from you, explaining their problem. 

Now imagine they start the explanation this way: "I don't know why, but..."  In our mousetrap example, they might say: "I don't know why, but I have this weird, scary, scratching noise in my attic."  That's their problem!  The weird noise.  You know it's caused by mice - but they don't! 

Bottom line: Put yourself in your reader's shoes, and imagine how they would describe their problem.  Most of the time, their problem is expressed as a feeling or a desire; whereas your description is probably an explanation of the cause of the problem.

Think of this as a 3-step process:

Step #1: scary noise = their problem

Step #2: mouse in attic = cause of problem

Step#3: your mousetrap = solution to their problem.  Don't skip a step!  

Your unique value to your readers is to pinpoint the cause of their problem and then offer a solution. But they will never get there if you don't start with the problem they think they have.

Mistake #2: Believing you aren’t an “expert” because you don’t have the right credentials.

Remember, there are many different types of experts, and not all of them hold a PhD. In fact, some of the best experts learned by doing, and some of the best advice comes from walking in your reader's shoes.

Success Strategy: Clearly identify which category of expert you fit into.

Are you an expert because you studied your subject? Because you've taught your subject to others? Because you have worked in the field? Because you've "been there, done that" and can now guide your readers on that same journey?  

Embrace your unique style of expertise - lean into it and share the details with your readers.  This will build rapport and trust with your audience and your readers. They want to know you understand them, whether it’s because you have studied the problem or had the problem (or both!). They want to know you “get” them… and that’s what makes you an expert. 

And the media? They’re looking for someone who has both “authoritative knowledge” and empathy.  That’s you!   

So don't apologize. You truly are an expert -- after all, you wrote the book on it!

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These two success strategies help ensure you have an effective answer to the questions: “What’s the problem you (and your book) solve?” and “Why you?” 

Watch for next month’s newsletter, when we’ll give you our success strategies for answering the questions, “Who is your ideal reader?” and “Why now?”  

Until then, remember, it’s never too late to unleash the power of your book!

Our best to you, 

Marji and Karen