Marketing That Defies Gravity: Rebel Brown Talks Book Launch
This guest blog post by Rebel Brown describes the marketing behind her book launch for Defy Gravy. I first heard about Rebel’s book while writing an article for Forbes.com, and I’ve been following her (and her book launch process) ever since. Discover more about Rebel at the end of the post.
I’ve launched over 100 companies and products in my 20 years as a consultant. Most folks view me as a launch expert, among other things. Yet launching a book in today’s market makes every other launch I’ve created seem simple.
For one thing – there are over 500 books launched every day in the US alone. Read that again. When was the last time you had that kind of competition for a launch?
My book, Defy Gravity, is a guide to challenging your status quo and reevaluating your business, your value and your markets. It’s all about thinking differently. And that’s exactly what we’re doing with the launch of the book.
Not Your Ordinary Book Launch
Traditional book launches – make that successful book launches – can cost upwards of $500,000. Most experts tell you that you need that much money, as well as a team of six to eight people full time, to be successful. These same experts will also tell you that many bestsellers actually buy their own books to gather the sales volumes they need to be deemed a bestseller.
Once they get bestseller status, the real orders start coming in. After all, everybody wants to read the bestseller.
I’m not doing any of that with Defy Gravity. First of all I’m not going to buy my book to make it a bestseller. That really feels like cheating to me. Secondly, I don’t have $500,000 spend on a launch, nor do I have a staff of six to eight people to help me.
Instead, I’m working with a master marketing maven and Flock Builder, Thom Scott, to create a viral launch, built heavily on social media and relationships. Thom is a master and has taught me so much about the world of speaking and books.
The Book Launch Plan
Our launch plan is really pretty simple. We’re focused on sharing the content of the book, along with my own personal expertise, to sell Defy Gravity. What a concept! We’re trusting that the book is good enough that it will sell itself when people are exposed to the lessons.
That means we have two legs to our launch strategy: content and exposure.
From a content perspective, we’re creating multimedia opportunities for folks to experience the lessons within Defy Gravity, business leaders sharing their perspectives on Defy Gravity and my own personal teachings. That includes 10+ videos, free chapter downloads, interviews across a variety of social media audiences and more.
But all that content needs to be seen for the book to sell. And that’s where social media and relationships come in. We’re using the power of social media, combined with the power of the relationships I’ve built, to promote Defy Gravity. As a result, we expect over 3 million people to read about, see or experience Defy Gravity in the month, and especially the weekend, before the book publishes.
The Book Launch Giveaway
We’ll be giving away a free 80 page workbook for Defy Gravity on launch day, along with a few other bonus gifts. That’s the same workbook I use with clients, so it’s really valuable. If you’re interested in Defy Gravity and getting your free workbook, get your copy today.
Defy Gravity publishes today. So I can’t tell you how successful the launch is as I write this article. What I do know is that everyone who’s read the book loves it, and they all think it deserves to be a bestseller. Thanks to the power of social media and relationships with great people – we’re giving Defy Gravity the chance to soar.
About Rebel Brown
Rebel Brown consistently challenges the status quo to deliver optimum solutions and high velocity growth for her clients and readers. She combines the strategic expertise and tactical savvy of a global Corporate Strategy, Launch and Turnaround Expert, along with the leadership and motivational skills needed to get the job done.
As an international consultant, Rebel has worked with over 100 clients – from larger companies to smaller, more entrepreneurial concerns – in a variety of stages – in both the B2B and B2C markets. When she’s not busy powering up corporate growth, Rebel enjoys her pursuits as an avid horsewoman, expert skier and outdoorswoman who tends an orchid greenhouse, hikes coastal mountains and kayaks the Pacific Ocean.