Today non-fiction author Natasha Brooks talks about the problems she faced with publishing her book. She also explains how she’s promoting Offered and Accepted: A Recruiter’s Guide to Sales.
Natasha, did you have assistance from any publishing professionals, eg an editor?
I’m lucky to have a friend who used to work as an editor. He reviewed two chapters for me and gave me some very valuable advice. I also paid around $2000 to a Sydney based proofreading company who market themselves as a group of editors, working for corporate clients. Unfortunately, their work – and subsequent customer service – was appalling. They admitted that they provided me with a ‘below standard’ service because I wasn’t a major client. It took me two days to go through the text again and pick up the things they had missed … very annoying!
How will you tackle promoting the book?
My initial promotion has been through industry contacts, LinkedIn and word of mouth. I wanted to gauge reaction and ensure my website worked before embarking on the second stage which is a direct marketing campaign targeting team leaders, managers and business owners in the recruitment industry. I decided to go for direct marketing because my target market receives hundreds of emails a day – quality direct mail stands out.
I absolutely understand what information my target market wants and how they want it … because I have been that target market for 15 years
By default, I also promote the book when I’m working, and I am in the process of increasing my online profile. (I’m attending a course at the Sydney Writer’s Centre to help me do this.) I expect it to be a slow burn process … as people read the book and post reviews, more people are encouraged to buy it and so on.
What promotional tactics have been effective to date? What hasn’t worked?
It’s very early days but I sold just over 50 copies in the first three weeks, through sending emails to contacts and posting details on LinkedIn, and that includes orders from South Africa and the UK. I probably could have sold that amount by holding a launch party but the costs involved didn’t justify the return, and would have left me no budget for any other promotion. The direct mail campaign started this week so I’ll have to come back to you on that one!
At the moment, how can people buy the book?
Directly from my website, with payment through PayPal.
What next? What are your future plans for writing projects?
The first draft of my novel is still marinating in a draw and I’d like to go back to it at some point, albeit alongside my commercial work. I also think there is scope for a follow up to Offered and Accepted that targets recruitment managers, rather than consultants.
What is it that differentiates you from other writers?
I absolutely understand what information my target market wants and how they want it, because I have been that target market for 15 years. So many of the books aimed at recruiters are written by academics or people who spent a couple of years at most working as a recruiter sometime last century. I know that sounds harsh, but it’s true! I’m not suggesting those books don’t hold some value, but what differentiates my writing is its absolute relevance.
If you could travel back in time to the moment before you started your publishing project, what advice would you give yourself?
• Expect it to take longer than you think.
• Plan the book before you start writing (but don’t use that as an excuse not to start writing!)
• Choose a different proof-reading company!
About the book
Practical and easy-to-read, Offered and Accepted introduces a simple sales process designed for recruiters. From generating candidates and clients, to negotiating rates and closing offers, it covers every aspect of the recruitment process and provides you with the know-how needed to achieve outstanding results in a competitive market.
Click here for Natasha’s website.
And here for Natasha’s blog.