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Today, I got a surprising lesson in book marketing.
It began with a LinkedIn Message from a contact I didn’t remember connecting with. He must have written a nice message for me to say yes, though!
His current message irked me at first:
The focus of this book marketing message was definitely, “I need a favor. Help me, please.”
I suppose I just wasn’t feeling generous. I’d bought a lot of books lately, wanting to support both my reading habit and authors during the challenging past few months.
Who was Benjamin Hardy, PhD? Hmmm. A first degree connection on LinkedIn?
He’s never worked with me. I don’t know him. Why should I support him over the thousands of other authors I could support?
Or over buying a second or third copy of a book by one of the authors I work with?
And “Personality Isn’t Permanent”? Do I need that? I’m on a summer novel kick and am waiting for several anti-racism books to arrive. By my bed are two books I’m slogging through bit by bit, Why We Sleep, which is awesome but a bit dense with research and a fascinating qigong biography with way-too-small-print-even-with-my-reading-glasses-on. And, of course, there are my clients’ books.
Sorry, but this brain is full and the bookshelves overflowing!
Still, I did more research.
Quite a few authors I like and respect endorsed the book. They found it valuable.
But I’ve just spent so much money on books. If I were going to spend my money on one more book, shouldn’t it be another book on overcoming racism? There were so many compelling titles and I only bought two.
Still, wow, what chutzpah to reach out to someone he doesn’t know and ask me to buy his book as a favor to help him and help his book become a bestseller.
Maybe it isn’t just chutzpah, though.
The book helps people realize they can change.
Maybe it’s his mission that drives him.
I’ll think on it and decide tomorrow…
I must have been impressed by his book marketing though, because I took a screenshot of his message and tucked it away for the future.
I probably would have forgotten his message but in my inbox this morning was an email:
Hmmm. He’d never emailed me before. I think he (or someone on his team) researched to find out my email address. Wow! Persistence.
This time, he focused more on the powerful potential of the book. Ben shared what others are saying about the book, such as the Linked in comment from Greg Link, above and the cover blurb by Seth Godin.
He brought it back to me and what I might get out of reading his book, as well as what people I loved might gain.
My initial reaction?
I know personality isn’t permanent because mine has changed over the years. I’ve worked on myself. My qigong practice, in particular, has made me calmer, less reactive. So I don’t need this book…
Wait, aren’t there some persistent personality quirks that get in the way of some of my most important relationships? What if this book has information I don’t know? What if it can help me go deeper?
Maybe this book could really help me and people I share it with, in addition to helping Ben achieve his bestseller dream?
So, I bought the book
Yes, from the behemoth Amazon, since that’s where he asked me to get it in order to help his numbers.
Yes, I bought the book. And I think there are a lot of book marketing lessons in here to unpack. Here are a few of my takeaways:
So, here I am, looking forward to delivery of Personality Isn’t Permanent by Benjamin Hardy, PhD. And, just maybe, you are considering buying it too.
What are your thoughts on changing our minds, book marketing and anything else this post brings up for you?