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I love Copyblogger.
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I love Copyblogger.

Of all the updates that flood my inbox each day, theirs is the one I look forward to the most.

There’s always a great ‘takeaway’ in there. Today’s was “Part of being memorable is knowing who you don’t serve”, in their piece about marketing lessons from cult doughnut shop, Portland’s Voodoo Doughnuts.

(Bourdain loves them. By all accounts, their signature ‘voodoo doll’ doughnut is as terrifying as it is delicious. )

Once you’ve accepted the idea that doughnut shops can be ‘cult’ (and shaken the feeling that you just woke up in Portlandia’s Brunch Village episode), the simplicity of this message hits home. Trying to be everything to everyone is exhausting. Being honest about your book’s unique selling points will help you find your true audience. Once you know who your readers are, identifying the media they consume is easy.

And if you’re going to the right media with a strong message relevant to their audience, why wouldn’t they cover your book?

In short:

  • Be realistic about your book’s features and benefits
  • Craft a strong message that supports your personal brand and make sure you reinforce it in everything you do
  • Don’t waste valuable time and energy chasing the wrong readers.

Happy promoting!

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