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The Steve Laube Agency

The Steve Laube Agency

Helping to Change the World Word by Word

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Home » Marketing » Page 11

Marketing

The Damaged Reader

By Dan Balowon October 17, 2017
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Not like I am some overly sensitive guy, but often when I hear a sermon in church or some Christian presentation, I cringe when a pastor or speaker might say something to the effect, “Raising a family is the most important thing a married man and woman do in their lives.”

I agree it is very important, but I also think about the middle age couple four rows in front of me who had multiple miscarriages and spent much of their relationship in emotional and spiritual pain, wondering why God was taking them through this valley of shadows.

And then I see a book in the bookstore proclaiming, “Raising a family is the most important thing a married man and woman do in their lives.”

I feel like hiding it.

Probably because I have been in the communications business my entire working life, I have taken the communication maxim of, “know your audience,” to an extreme. In general, I tend to think of the audience first when determining what I should say or write and change my presentation to fit them.

I communicate differently to aspiring authors than I would to people who work at a publishing company.  Same general message, just with a little different tone and angle.

You have an idea for a book, you write it, it’s published and sells well. You get emails (no one sends notes anymore) through your website about how helpful your book was, how it made them see a new aspect of Jesus, a new way God is working in their life. You feel like God has used you and you are faithfully working for his purposes. That’s because you are.

What they didn’t tell you in their note was they are a damaged reader. And not because they were the victim of some terrible thing from years ago, or they overcame some unspeakable tragedy in their life.

Some readers are the person who did a terrible thing from years ago or caused an unspeakable tragedy in someone else’ life.

Do you personally know anyone who is a registered sex offender? In American society, this is lowest caste of all. No one is more hated. They would be classified as damaged readers.

Some RSO’s read the Bible and Christian books.

God is not finished with them and neither should Christians be finished with them. Recognizing that some of your readers are actually part of the problem and not the solution makes this very complicated.

Many people write books about overcoming the effects of abuse as a child. God works miracles in lives every day allowing people to deal with the damage caused by it.

But there was an abuser who needs the presence of a loving God in their life. The guilt they may carry follows them all the days of their lives.

The damaged reader is a tough issue to grasp. It is not simple. Most books for damaged readers are written for the victim-readers, not the sinner-readers.

Parents need to know how to help their children deal with bullies at school. But bullies have parents too and they need something a little different.

Women who have been victims of domestic violence need strong and swift help to get out of danger and rebuild their lives.

The perpetrators of the violence need to be punished, then told of God’s grace and forgiven if they want it. This is not easy.

Whatever you write, it is going into a damaged world where unexpected audiences are reading what you write.

Often we feel like one group of damaged readers should be handled with great care and spiritual maturity and another group of damaged readers should be shown the gates of hell.

The abusers. The predators. The killers. God has no room for them.

Or does he?

What, then, shall we say in response to these things? If God is for us, who can be against us? He who did not spare his own Son, but gave him up for us all—how will he not also, along with him, graciously give us all things? Who will bring any charge against those whom God has chosen? It is God who justifies. Who then is the one who condemns? No one. Christ Jesus who died—more than that, who was raised to life—is at the right hand of God and is also interceding for us. Who shall separate us from the love of Christ?  Shall trouble or hardship or persecution or famine or nakedness or danger or sword? As it is written:

“For your sake we face death all day long;
we are considered as sheep to be slaughtered.”

No, in all these things we are more than conquerors through him who loved us. For I am convinced that neither death nor life, neither angels nor demons, neither the present nor the future, nor any powers, neither height nor depth, nor anything else in all creation, will be able to separate us from the love of God that is in Christ Jesus our Lord.
(Romans 8:31-39 NIV)

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Category: Marketing, Reading, TheologyTag: Audience, The Writing Life, Theology

What Makes a Great Hook?

By Tamela Hancock Murrayon October 12, 2017
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Lately, smart publishing professionals have been saying “it needs a great hook” to describe  books they seek. Recently I wrote about the all-important first page, which of course should seize the reader and not let go. However, that’s not the same as the story hook itself. The hook must make the consumer say, “I’ve got to read this!” even before she turns to page one. Nonfiction: The …

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Category: Book Proposals, MarketingTag: book proposals, Hooks, Marketing

Marketing vs. Publicity

By Steve Laubeon September 18, 2017
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by Steve Laube

Recent I have run into a common misunderstanding. Some writers use the words "marketing" and "publicity" (or P.R. "public relations") as synonyms when actually one is a subset of the other.

There are marketing departments that have a publicity division or a marketing department that outsources their publicity. The two go hand in hand and should compliment each other.

The …

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Category: Book Business, Marketing, SteveTag: Book Business, Marketing, Publicity

Dress for the Job You Want, Not the Job You Have

By Bob Hostetleron September 13, 2017
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You’ve heard the standard career advice, “Dress for the job you want, not the job you have,” right? It’s not just about workplace wardrobe. It means, basically, don’t wait until you’re hired to start acting the part—because you may have to act the part in order to get the job in the first place. It means, if you work in the mail room, instead of pouting and grumbling, stand up straight when you’re …

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Category: Branding, Get Published, MarketingTag: Branding, Get Published, Professionalism

Perfect Christian Book Titles

By Dan Balowon September 12, 2017
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Once in a while, an author and/or publisher come up with the perfect title for a Christian book. Not just something which explains the contents, but the perfect title. No wasted words. It just leaves you speechless. The best title ever (in my humble opinion) was Joel Osteen’s bestseller, Your Best Life Now. It’s perfect. It’s not about someone else, it’s about you. It doesn’t promise a “better …

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Category: Book Proposals, Humor, MarketingTag: Book Titles, Humor

Why I Use That Dirty Word … PLATFORM

By Bob Hostetleron September 6, 2017
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It’s a dirty word to aspiring writers. It is even unpopular among many agents and editors. It elicits snarls and sneers from people who just want to write great stuff and get their writing published. I’m talking, of course, about the word “Platform.” It refers to the extent of a writer’s influence. It answers the questions, “How big is your audience? How many people are already reading what you …

Read moreWhy I Use That Dirty Word … PLATFORM
Category: Marketing, PlatformTag: Marketing, Platform

Books are Not Mass Media

By Dan Balowon August 29, 2017
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A hundred years ago, the most powerful media in the world were newspapers. Newspaper writers and editors were society’s thought-leaders and political kingmakers. The day-to-day influence of a major newspaper was unchallenged, no matter what city or country. They were the first truly mass media, defined as broadly available to everyone at a nominal cost and holding an extremely high level of …

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Category: Branding, Craft, MarketingTag: Branding, Christian Market, Marketing, Message

We Need More Reader Segments

By Dan Balowon August 22, 2017
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In the bookselling world, books are categorized with a coding system developed by a collaborative industry organization called the Book Industry Study Group (BISG). They own and manage the BISAC codes, an acronym for “Book Industry Standards and Communications.” No matter how you are published, you will be required to categorize your book in one of the fifty-two primary categories, then by second …

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Category: Book Business, Branding, MarketingTag: Book Business, Branding, Marketing, readers

Create Videos Based on Your Blog Posts

By Steve Laubeon August 14, 2017
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Check out Lumen 5, (www.lumen5.com) a wonderful resource that can help you create videos out of your blog posts. As a test I took my post from July 31st, “Should You Hire a Freelance Editor?” and within 45 minutes the following video was complete. (Read more below the embedded video) Lumen 5 has a powerful AI engine that took keywords from my selected sentences and assigned most of the …

Read moreCreate Videos Based on Your Blog Posts
Category: Editing, Marketing, TechnologyTag: Marketing, Video

Overselling Yourself

By Dan Balowon August 8, 2017
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When I was a kid, if you really wanted to let people know you in the area, you took a couple garden-variety clothespins (the spring-loaded kind) and two of your lowest-value baseball cards, and attached them to the frame of your bike in contact with the spokes of your wheels. When you set out to ride, they created an unearthly sound. Until the cards completely fell apart from the abuse, your …

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Category: MarketingTag: Marketing, Overselling
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