For some time now I have found that podcasts are my most important guide to book buying. Where once I relied on the Saturday newspapers for literary advice, I now keep an ear out for interviews, discussions and recommendations on the couple of dozen podcasts I listen to regularly. And I have found this a much more reliable guide.
This change could be bad news for authors who aren’t very good at chatting. I have certainly been put off a book I was previously interested in because of a pedestrian, grumpy or precious performance in a podcast interview. I have also been tricked. I won’t name names, but on a couple of occasions I have bought books by well-known marketing experts only to find that everything I needed to know about those books had been contained in the interviews that had so impressed me.
Fortunately, Ryan Holiday’s new little book Growth Hacker Marketing does not belong in that category. Holiday is a fascinating figure, and has become something of a cult leader in the field of online marketing. His work with American Apparel and Tucker Max and his fascinating book Trust Me I'm Lying have all lent him a certain amount of glamour and hipster cachet. But this book takes the reader a significant step further and is all about the doing, and not about the pointless speaking. It is packed to the gills with useful, actionable information and there is not a page wasted. It’s probably one of the best-value books I have purchased in a long time.
For those, like me, who may not be down with the latest terminology, “growth hackers” are those people – usually tech-savvy youngsters – who seek to grow their products and make a name for themselves using new technologies and very little money. They are finding new ways to get the word out and to get their customers and users to do the advertising and marketing work for them. Some examples he uses in the book are Instagram, Evernote and the venerable Hotmail (which I still proudly use).
Holiday’s background is in mainstream marketing, where big, expensive campaigns are launched to sell new products in time-honoured ways which are as much about tradition, superstition and ritual than any properly-measured results. He points out that that’s all changing now. As industries have less and less money to spend on those old excesses (and I’m in the book industry, which is suffering hardest of all) we are all looking for new ways to be successful, create popular products and services and let people know how to spend their money on them.
Enter the growth hacker. This book aims to turn us all into growth hackers, and as an author it helps that the principal examples he uses are in the launching of new books. I think that this is a book that every author (and, please God, publisher) needs to read right now.
Here are 5 great tips I got from the book – remember, there are many, many more, so get the whole book:
1. Blog extensively before you publish – if you are putting together a non-fiction book start blogging on your subject now! Take notice of what blog posts get great responses and shares, and make sure those are a bigger part of your book. It’s about being responsive to your readership and giving them more of what they want.
2. Question every assumption – just because you think it’s a good idea, doesn’t mean it is. For too long now we have just soldiered on blindly, hoping like hell people will like what we’ve decided to offer them. How about dealing with humility beforehand and actually asking people what they want? And then asking for honest feedback on what we produce and actually be willing to change it. Ask yourself: why would anyone want to read this? Who is this for? What value am I offering? REALLY ask yourself those questions, write down the answers and keep them in front of you.
3. Create fun videos – videos that talk about your book, videos that instruct people, videos that show some of your personality. He quotes a number of online growth hacking successes that hinged on video content. It’s an area that’s going to grow, so get on the bandwagon now, and don’t worry about elaborate production values
4. Seek out influential advisors and mentors – ask for their advice and guidance and follow it! Stop trying to be a one-man show. Take a risk and ask someone you respect for feedback. If they like what they see they might just become advocates for you and your work.
5. Think viral referrals instead of costly marketing and promotion – give away your product to people who matter and who might influence the opinion of others. He talks about how Uber built its profile by giving out free ride vouchers at tech conferences. This is dirt-cheap promotion, and yet I see so many companies and providers balk at it. Instead of spending thousands on an ad that might reach no-one important, why not drop a couple of hundred on getting to a more targeted audience and building some buzz about you and your product.
My copy of the book is heavily underscored with multiple pages turned down – I simply want to put everything into action and I have made copious notes as well. It is rare I am so excited about a book, especially one with such a potentially dull subject matter. But please believe me when I say this is essential reading that will inspire all kinds of ideas.
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