336: Crafting a Winning Marketing Campaign in a Crowded Market

Guest Frank Zaccari is a TV/podcast host and keynote speaker with a background in the U.S. Air Force and over 30 years as a high-tech executive & business owner. A five-time Best-Selling and two-time Award-Winning Author, he has written nine impactful books and co-founded the “Trust the Process” Book Marketing Program. Frank mentors at Arizona State University and the University of California Entrepreneurship Academy and guides veterans through the Veterans Treatment Court. Summary

In this episode, Jeff and Frank discuss the challenges of promoting books and creating a successful marketing campaign. Frank shares insights from his experiences, emphasizing the importance of planning and consistency. He discusses the need for authors to promote their work well in advance, outlining a 90-day pre-launch strategy involving social media, email campaigns, and targeted messaging to build awareness. Frank’s “Trust the Process” approach consists of understanding the author’s goals, creating compelling content, and using multi-channel strategies to gain traction in an oversaturated market.

The conversation also touches on the parallels between book promotion and public relations, highlighting the difficulty authors face when competing for attention in a crowded space. Frank underscores the need for resilience and adaptability, urging authors to invest in a strategy that can consistently keep their work visible.

Three Takeaways:

1. Early and Consistent Promotion: Frank emphasizes a 90-day pre-launch campaign to build momentum for a book’s release, utilizing social media, email, and podcasts to keep the book top of mind.
2. Importance of Storytelling and Engagement: Beyond the content, Frank notes the importance of personal stories and interactive elements to make campaigns memorable and relatable.
3. Resilience and Adaptability in Marketing: Frank stresses that successful campaigns require resilience and a willingness to adapt to audience reactions and market conditions.

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