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    The 22 Immutable Laws of Marketing (for Indie Authors)
    The 22 Immutable Laws of Marketing (for Indie Authors)
    The 22 Immutable Laws of Marketing (for Indie Authors)
    Ebook149 pages2 hours

    The 22 Immutable Laws of Marketing (for Indie Authors)

    By Sarah R. Yoffa

    4.5/5

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    About this ebook

    In this business essential for the Digital Publishing professional, Indie Authors will learn the hands-on marketing strategies they never teach you in a creative writing course. These immutable laws are your guideposts on the road to success in the Digital Publishing industry. Choose to read the signs along the way or ignore them at your own risk. The 22 Immutable Laws of Marketing (for Indie Authors) will remain immutable with or without you.

    * Learn how to apply the Law of Leadership and Law of Focus to make your unique Author Voice into a secret weapon.

    * Learn how the Law of Duality and Law of Opposites can move you up the product ladder for your category.

    * Learn what 3 things from the Law of Sacrifice can save you when the Law of Unpredictability comes into play.

    * Learn how to calculate the cost and lead time for production of your next book in applying the Law of Resources.

    LanguageEnglish
    PublisherSarah R. Yoffa
    Release dateDec 8, 2012
    ISBN9781301441976
    The 22 Immutable Laws of Marketing (for Indie Authors)
    Author

    Sarah R. Yoffa

    Sarah R. Yoffa is a Mechanical Engineer and has been an actual Rocket Scientist but her first love is writing. She abandoned a career in IT Management to pursue a career in publishing just as the Digital Publishing Age was dawning.Sarah was raised in a traditional Jewish home but left organized religion behind for most of her adult life. In a miraculous stroke of Divine Intervention, Sarah was led back to God and her Jewish roots by Evangelical Christians at the Faith Fellowship Church (EFCA) in central Florida. She didn’t convert but learned from them how to have a personal relationship with God. Her Jewish God.In the late 1990s, Sarah simultaneously attended both Faith Fellowship and Chabad of the Space Coast, rediscovering what it meant to be Jewish--and sharing that knowledge through Bible study classes in both congregations! By communicating between the two, Sarah was like a “bridge” between them, translating what words cannot convey. Sarah continues to connect with believers of all faiths--and non-believers who seek answers.Sarah made Aliyah (emigrated to Israel) in 1999, and it was the best decision she ever made! Unfortunately, the financial collapse in the wake of 9/11 necessitated her return to the U.S. Sarah’s dream is to return to The Land and retire in Arad, Israel, where she can get up to have a cup of coffee with God in the Holy Desert and write all day--except, of course, on Shabbat!

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    Book preview

    The 22 Immutable Laws of Marketing (for Indie Authors) - Sarah R. Yoffa

    Learn the hands-on marketing strategies they never teach you in a creative writing course.

    In The 22 Immutable Laws of Marketing (for Indie Authors), Sarah R. Yoffa, The Webbiegrrl Writer brings you classic marketing strategies, adapted from selling automobiles and breakfast cereals to the unique challenges of the Indie Author in the Digital Publishing Industry.

    Learn how to apply the Law of Leadership and Law of Focus to make your unique Author Voice into a secret weapon.

    Learn how the Law of Duality and Law of Opposites can move you up the product ladder for your category.

    Learn 3 things from the Law of Sacrifice that can save you when the Law of Unpredictability comes into play.

    Learn how to calculate the cost and lead time for production of your next book in applying the Law of Resources.

    In this business essential for the self-publishing professional, Indie Authors will learn the hands-on marketing strategies they never teach you in a creative writing course. These immutable laws are your guideposts on the road to success in the Digital Publishing industry. Choose to read the signs or ignore them at your own risk. The 22 Immutable Laws of Marketing (for Indie Authors) will remain immutable with or without you.

    The 22 Immutable Laws of Marketing

    (for Indie Authors)

    by Sarah, the Webbiegrrl Writer

    Published by Sarah R. Yoffa at Smashwords

    Copyright 2011-2012 Sarah R. Yoffa

    License Notes, Smashwords Edition

    The material in this book is copyrighted and may not be reproduced, in whole or in part, in print, electronic or other means under any circumstances without the prior express, written permission of the Author. For permissions requests, contact Webbiegrrl Writer (see below).

    All Smashwords books are sold DRM-free, without copy prevention methods or encryption because we trust you, our customers. This eBook is licensed for your personal enjoyment and may be copied to any of the eReading devices you use but only yours. This eBook may not be re-sold or even given away to other people. If you would like to share the material in this eBook with another person, please purchase an additional copy for each of them. If you’re reading this eBook and did not purchase it or receive it as a gift, please return to Smashwords.com and purchase your own copy. Thank you for respecting the hard work of this Author.

    Connect with Webbiegrrl Writer Online

    Follow on Twitter: @webbiegrrl

    Like on Facebook: http://www.facebook.com/webbiegrrlwriter

    Follow on Goodreads: http://www.goodreads.com/webbiegrrlwriter

    Follow the award-winning blog on Blogger: http://bit.ly/WebbiegrrlBlogger

    Read the award-winning blog on your Kindle: http://amzn.to/WebbiegrrlBlog

    Add Webbiegrrl to your Favorite Authors on Smashwords: https://www.smashwords.com/profile/view/webbiegrrl

    ~#~

    Table of Contents

    Preface

    Law 1: Law of Leadership

    It is better to be first than it is to be better.

    Law 2: Law of Category

    The best way to dominate a category is to create a new one.

    Law 3: Law of the Mind

    It is better to be first in the mind than to be first in the market.

    Law 4: Law of Perception

    Marketing is not a battle of products, but one of perception.

    Law 5: Law of Focus

    The most powerful marketing concept is to own one word in the prospect’s mind.

    Law 6: Law of Exclusivity

    Two companies cannot own the same word in the prospect’s mind.

    Law 7: Law of the Ladder

    Which strategy to use depends on which rung of the product ladder you occupy.

    Law 8 Law of Duality

    Eventually, every market race becomes a 2-horse race.

    Law 9 Law of the Opposite

    The marketing strategy you use to move up the product ladder is determined by the leader on the rung above you.

    Law 10 Law of Division

    Over time, every category divides to become two (or more) new categories.

    Law 11 Law of Perspective

    Marketing effects take hold over an extended period of time—not overnight.

    Law 12 Law of Line Extension

    There’s an irresistible pressure to extend the equity of the brand.

    Law 13 Law of Sacrifice

    You have to give up something short-term to get something long-term.

    Law 14 Law of Attributes

    For every attribute, there is an effective, opposite attribute.

    Law 15 Law of Candor

    When you admit a negative, the prospect gives you a positive.

    Law 16 Law of Singularity

    In each situation, only one move will produce substantial results.

    Law 17 Law of Unpredictability

    Unless you write your competitor’s plan, you cannot predict the future.

    Law 18 Law of Success

    Success often leads to arrogance and arrogance, to failure.

    Law 19 Law of Failure

    Failure is to be expected and accepted.

    Law 20 Law of Hype

    A situation is often the opposite of how it appears in the press.

    Law 21 Law of Acceleration

    Success is not built on fads, but on trends.

    Law 22 Law of Resources

    Without adequate resources, an idea won’t get off the ground.

    ~#~

    Preface

    Thank you for purchasing this book. This book is taken from my blog series of the same name, originally published over several months in late 2011 and early 2012. The blog posts were barely proofread, let alone edited (which is a polite way of saying I ramble quite a bit in my blog posts and routinely had typos I missed correcting), so hopefully, this book is a much more polished product.

    Additionally, I’ve done dramatic editing for flow and cohesion and hopefully, any errant typos have been proofread away. Mostly, the content has been tightened, refined and reduced. It’s better, faster, easier-to-read to paraphrase the old saying from my old career in aerospace. The blog series, of course, was directly adapted from the best-selling book by Al Ries and Jack Trout that came out in the 1990s titled The 22 Immutable Laws of Marketing. I believe it’s one of the best little books ever written on the subject of marketing in general.

    The Ries/Trout book was first published in hard cover by Harper Collins in 1993 and the content was directed toward businesses that made widgets (from cars to toasters). The original Ries/Trout book is still selling today, more than 20 years after it was released, so clearly there are some good messages in there. The problem I found with the original Ries/Trout book in 2011 as I started up my Indie Author business was that it didn’t slant easily towards our industry. Publishing has its own unique quirks—and challenges—and the Ries/Trout book focused so much more on the large corporations who had Marketing Departments and outside PR firms making their decisions. An Indie Publisher is typically making all of the marketing decisions herself.

    In this book you’re about to read, I’ll adapt and slant the 22 Immutable Laws of Marketing to the Digital Publishing industry and our Indie Publishing marketplace, in particular. In the Table of Contents (and the beginning of each chapter) I’ll recite the 22 Immutable Laws just as Ries and Trout wrote them, then in my discussion, I’ll rewrite, reinterpret, twist, turn and adapt them to our industry’s specific quirks. I also adapted (albeit not by much) the cover art which was on the original book as designed by C. Linda Dingler for Harper Collins. It’s a combination of my own Webbiegrrl-branded colors with the original layout. You know why I did that? Read my blog series, Branding (for Indie Authors), to find out, but let’s say this:

    I did not create the framework;

    I reframed the work inside it.

    We are never done marketing, nor do we have to start in one specific place. We can start marketing wherever we are right now and we’ll be done when we go out of business. As Indie Authors in the Digital Publishing industry, we are lucky in that we’ll never really go out of business (i.e., out of print). Since digital life is eternal, our eBooks will always need to be marketed, even after we’re not around to do it. Our books—and our Author Brand—will need to market itself after we’re gone. I’m a SciFi fan so forgive me for being such a Trekkie, but I have to say it. This book can help you prepare your Author Brand to live long and prosper.

    Sarah, The Webbiegrrl Writer

    No. Carolina, USA (2012)

    ~#~

    Law 1: Law of Leadership

    It is better to be first than it is to be better.

    As an Indie Author, you’re selling an idea, just like all those people who sell stuff. You’re positioning yourself in your readers’ minds even if you don’t realize you’re doing it. Your books are a solution to their craving, just like Starbucks, McDonalds and [insert your favorite craving here]. In fact, because you're an Indie Author, you’re in control of all of your marketing. Then again, you are in control of all of your

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