Metrics? We don’t need no stinkin’ metrics! (pt 3)

Social Equations

This is the third post in a thread on author marketing metrics, specifically regarding some fascinating advice I got through a Facebook group (that spawned these posts). Part 1 provided a cantankerous but realistic intro to the subject of author marketing metrics. Part 2 started an analysis of the advice along with a few suggestions re selecting keywords on Twitter and Amazon and closed asking how one demonstrates their story-telling and -crafting ability in a tweet.

Here we continue the analysis.

Try to post at different times and different days during the week. – Hmm… a lot of marketing is repetition. The more people encounter your marketing material the more likely they are to respond to it. Much of that repetition involves always having your material in the same place at the same time. People see it often enough in the same place at the same time they know where and when to look for it when they’re ready to act.

And much of repetition is touching the prospect out of sequence. We’re now in the realm of marketing psychology. The general rule is you need to touch someone a minimum of five times before they’ll act (I’ve also heard 7-10 times before they’ll act). Let’s go with “The more you touch the prospect, the more likely they are to act.” To that point, marketing is like voting in Chicago; do it early and often. Be the first thing someone sees, the last thing someone sees, and make sure they see it in between often.

And definitely be sure you’re offering them something they want to see.

To that end I’ll agree that proper keywords make a difference. Selecting keywords as I suggested in Part 2 is one way. People who follow you have already stated you offer them something they want to see via the ever popular “vote with your feet” method; they’re following you therefore they’re interested in your tweets.

If you only go on Twitter once a week and blast away, it won’t work. Agree. See comments above about repetition.

Like and retweet, not just from this group, but go into your Twitter page and like and retweet, especially stuff that’s fun. I definitely agree with the “especially stuff that’s fun” part. I don’t Like things because, to me, it’s doesn’t demonstrate commitment. Commenting and retweeting demonstrate commitment, and those I do. I also post news (signings, appearances, promotions, releases, et cetera) from people I know.

But my twitter philosophy’s not a marketing philosophy. I tweet, comment, and retweet what I do because 1) I enjoy helping people succeed and 2) something catches my eye.

And I know enough about personal psychologies to understand my marketing philosophy involves helping people succeed and sharing what amuses and/or intrigues me. I don’t call it a marketing philosophy but that’s what it is, because I am the product and before you can market anything else you must convince your target audience to accept yourself.

I’m the product, not some book.

That realization makes a difference. I’m the product, not some book, and I like doing what I can to alleviate people’s pain where and when I can.

Am I going to sell a lot of books? Don’t know. Am I going to smile and make others smile? So far, yes. I’m good with that.

I just go in aperiodically and hit a few posts. That makes you look like you care and it makes you accessible to friends of people you follow. You do things because you care about the outcome. Humans are designed to perform millions of social equations in the brains during the day, each equation deciding “What’s in this for me?

Basically, if the equation resolves to “There’s nothing in this for me” then you won’t do it. This is why altruism is great. What’s in it for you may be you feel good about yourself. Often that’s enough.

I also have a challenge with “That makes you look like you care…” Caring makes you look like you care. A caring facade eventually gets discovered and any social collateral you’ve built up gets blown away instantly.

Here I’ll share with you what works for me 100% of the time: Be yourself. You will be anyway, might as well be intentional about it and save yourself future headaches should your facade get blown.

Besides, every now and again somebody will do the same for you. And if this is your goal, decide what you’ll do when it fails to materialize or materializes demonstrably less than you expect; an effort-reward problem that deals with experience and expectation and is another challenge

At this point I asked a killer question:

Okay, you use a unique keyword of your own devising. Excellent! How many people respond to it and how do they respond?

That’s for the finale in this series.