They’re not prepared for what comes next
There was a time when we thought marketing was a sham, corrupt, a way to snooker people into buying something they didn’t really want or need. But then we began to learn about the actual benefits of marketing for everyone involved. And for our episode today we have the pleasure of talking with someone who has been a special person to us– and a marketing person as well – Denise Cassino.
Denise is an Internet Marketing Specialist having launched hundreds of authors to #1 Bestseller status on Amazon.com in a particular category. And she did that for both of Jim’s first two biographical novels – Worship of Hollow Gods and An Ambition to Belong
As Denise explains during our interview,
Ep.129 ~ The Inside Challenge of Marketing ~ TRANSCRIPT
Jim:
The inside challenge of marketing. There was a time when we both, most especially me, thought marketing was a corrupt sham, a way to snooker people into buying something they didn’t really want or need.
Judith:
But then we began to learn about the actual benefits of marketing for everyone involved.
Jim:
And today we have the immense pleasure of talking with someone who has been a special person to us and a marketing person in our lives. And her name is Denise Cassino.
Judith:
Denise is an Internet Marketing specialist and she has launched hundreds of authors to number one best seller status on Amazon.com in a particular category.
Jim:
And I’m very pleased to and proud to say that she did that for both my first two novels, Worship of Hollow Gods and An Ambition to Belong.
Hi, I’m Judith Sherven and I’m Jim Sniechowski.
Welcome to another in our Overcoming the Fear of Being Fabulous podcast series.
Jim:
We are married psychology team and authors of a book along with my leaving old trilogy of autobiographical novels, which includes, Worship of Hollow Gods and An Ambition to Belong.
Judith:
And with that we welcome Denise Cassino.
Jim:
Hi Denise
Denise:
Hi you too. Thanks for having me on as your guest.
Judith:
Our pleasure, Denise, before we talk about how you help authors get their books to number one on Amazon, please tell everyone about the challenges that you often face when authors suffer from what we call the Fear of Being Fabulous.
Denise:
Awesome.
Writing is a very solitary business. It’s a lonely business. And I think a lot of people who are a little on the quieter side, maybe they’re introverts, maybe they’re very private. People are often writing, but once their book is done, they’re scared to death for anyone to read it. And you know, sometimes it’s their family’s putting pressure on them. You can’t talk about me in your book, you can’t tell that story. So they’re very fearful of putting themselves out there and talking about their book. Many people can’t even give you a little elevator pitch.
Jim:
So you know quite a bit about the challenge of people can go through in order to make their way out in the public arena as authors.
Denise:
Absolutely. Now I know you two have a strong marketing background that’s helped you. You succeed in all areas of your business life, but that success is hard to come by. For most people.
Jim:
That’s so true. And we’d love to hear about how you think about it.
Denise:
Well, like everyone else, success as an author requires determination, consistent work. So many authors think their books will sell themselves. They, they put, they publish, they put their book out there and they sell a hundred copies and say, well, I guess that’s that. Um, maybe their friends and co-workers buy it, but then they give up. And no doubt a big part of it is The Fear of Being Fabulous that holds them back.
Judith:
We would agree. You know? And Denise, from your experience, how does it play out in the authors that you work with?
Denise:
Well, they’re fearful. Their book is ready now. They have to go to a book store. They have to arrange a book signing. Maybe they’re going to sit there at book, at that book signing and very few people are even going to walk up to them. They have all kinds of trepidation and if they don’t have a lot of confidence to be speaking to people, those kinds of events require speaking, then they are going to be facing very difficult situation.
Jim:
So it really makes sense that in order to be a successful author, you really have to believe in yourself and in your book.
Denise:
Exactly. And that’s why achieving number one best seller on Amazon can be so crucial for these authors. It gives them an instant boost in self-esteem and confidence. It’s a thrill when they get it. They’re thrilled. You know this feeling. And it carries forward with the author’s reputation ever after. You know, Amazon shows them, they have reached number one. That’s all we need. Now they can use that cachet. I had an Amazon number one best seller.
Judith:
Right, right. So this helps them succeed in a lot of other ways. Right.
Denise:
Well, sure. I mean, I always use this example. Imagine yourself walking into a CEO’s office and telling them you want, you’re carrying your little book under your arm, and you want to be their keynote speaker. What if you could walk in that office with a bestseller, Amazon number one best seller badge on that book cover. So I bent down on that desk and say, I’m an expert. I had a number one best-seller; I’d like to be your keynote speaker. Who do you think’s going to get the job?
Jim:
Yeah, exactly. And no, doubt it’s this kind of holdback that’s a pretty common theme with your authors, right?
Denise:
Absolutely. There are 50,000 new books published on Amazon every single month. Everyone’s pushing a book and much of it is on social media, which is a great free way to promote. I personally find Twitter to be the best marketing tool in the social media world.
Judith:
Ah, Twitter. Huh? Why? Why?
Denise:
Well, Twitter, unlike, Facebook is basically free. You’re free to grow your targeted following as large as you want to. Some people are so ordinary people have a hundred, two hundred thousand followers. You can promote endlessly. You’re getting helpful analytics. There’s a billion people. It’s, it’s great. Other, other things like Facebook charge you for everything.
Jim:
So Twitter is the key?
Denise:
I think it’s a big key. Yes, I think it’s a big key. And it can, I had an author win, my American Eagle book awards this year. He attributed his success, he had a thousand seven reviews on Amazon, he attributed to his work on Twitter. He grew with account to 100,000. You spend a couple hours a day interacting, and that’s a key. You’re, you’re building relationships with people on Twitter. It seems funny, but you talk to them, they talk back and they remember you. So, you know, we had three tweeting, liking, commenting, developing those relationships. And when you launch your book, they’ll help you out.
Judith:
You know, you’re talking about authors, but I’m hearing what you’re talking about as relevant to anybody who wants to promote anything that they, yeah, they really need to be listening to what you’re saying about it does take work and Twitter is one of the most helpful ways to do it. It’s really impressive. And it’s a great recipe for Twitter success for anyone. Marketing, anything.
Denise:
Yes. You’ll be using. You’re using it extensively, I think already for your work.
Judith:
Right, exactly. We’re promoting our podcasts on Twitter and we’ll be giving a lot more attention to Jim’s books on Twitter going forward. Absolutely.
Denise:
But compare that to my clients who I started on Twitter on day one. When we get ready to launch, you know I ask them along the way, are you working on your Twitter. “Yeah, kinda, kinda.” We get ready to launch, they have 12 followers. Now I can still launch because I’ve got 12 Twitter accounts with 225,000 followers. But what are they going to do when they’re through with me? They’re dead in the water.
Judith:
So you know, you’ve got many authors that you work with.
Jim:
Denise. How many of your authors push hard to succeed?
Denise:
Probably about 10% will go the extra mile. Pretty much like every industry, the top 10% make 90% of the money.
Judith:
Wow. So Denise, how do you help that 90% get past their holdbacks?
Denise:
If an author shows a real desire to overcome their Fear of Being Fabulous, I recommend they get coaching or counseling from people like you. Others in my network of providers, they’ll provide helpful courses, tools, methods for gaining confidence and overcoming fears and, and doing it. Doing it. Once you do it, you’re not so scared.
Jim:
And that phrase doing is central is key, isn’t you have to do it. You can’t think about or fantasize about it. You have to do it.
Denise:
Yes.
Jim:
The issue of internal holdbacks is prevalent, no matter the industry. Sadly, schools don’t address real life issues with the importance of vision, courage and pushing oneself. In fact, schools seldom provide insight into why students need to be educated. It’s such a shame.
Denise:
Yes it is. And, and even the 10% who desire greatness in school will achieve it. But it’s often in spite of what they’re being taught rather than because of what they’re being taught. They’re driven and nothing will get in their way. And the ones we need to help are those who want more, but are afraid to go after it. I’m sure you’ll tell me much of this stems from childhood, motherhood, well no not motherhood, but so many people seem to feel that their mother caused their life problems. And you know, that’s where you guys come in.
Judith:
Well, right, exactly. There are certainly holdbacks that show up from early childhood and while it may not necessarily be mom, it can be all kinds of factors. But certainly we have to address the fact that some people need extra help in getting over their holdbacks in order to be successful. And that’s certainly a big part of what you do because the holdbacks can be overcome. Right, Denise?
Denise:
Yes, it can be. And sometimes just writing the book is part of it for these authors. Many have written biographies or memoirs and those alone can be extremely cathartic. I mean, I have authors that go to retreats like weekend retreats to write their books. They tell me they cry through the entire retreat as they write. So you know that that can be helpful. But it’s usually not enough. And that’s why I’m looking forward to your new 12 part course workshop—Overcoming the Fear of Being Fabulous because I think a lot of my clients will benefit from it.
Judith:
Ah, terrific. Yes. Great. We agree.
Jim:
Hey Denise, before bring this to a close, how can our author, listeners getting in touch with you so they can take advantage of your expertise and winning personality?
Denise:
Well, thank you Jim. Everyone can find me a www.BestSellerServices.com there’s a link there to schedule a free 30-minute phone call. My phone number is also there. My email is there and uh, I welcome phone calls and emails. But also I have DistinctiveYOUMarketing.com which everyone should check out because it’s a writer resource center. Kind of a business resource center too with everything you could possibly want as an author. Learn to do public speaking, set up a podcast network, join a board, do e-courses, everything’s there. So I encourage people to look at that. And then I also have the American Eagle book awards, which is an annual award for literary excellence. And I’m proud to announce that our friend Jim Sniechowski took third place in that this year for An Ambition to Belong.
Jim:
I am so proud of that. And
Denise:
You should be.
Jim:
I am really, truly, I’m so proud of that. I still do struggle with cynicism, with respect to marketing, a third place, big deal, but it’s really a big deal. I’m very pleased to have been awarded that.
Judith:
Absolutely. And that’s why also everybody listening should read An Ambition to Belong and Worship of Hollow Gods.
Denise:
Which [Worship of Hollow Gods] incidentally, had an honorable mention.
Jim:
I’d like to say for everyone listening, please take what you’re hearing seriously. Denise is a wizard. She’s also a really terrific woman. It’s a pleasure to be on the phone with her getting work done.
Judith:
Exactly.
So Denise, if you’d repeat those websites one more time, so everyone who’s interested can go make a free appointment to meet with you and talk through what they might need. What are those websites again?
Denise:
www.BestSellerServices.com DistinctiveYOUMarketing.com That’s Distinctive Y O U Marketing.com and AmericanEagleBookAwards.com The best way though is the www.BestSellerServices.com all my info is right in front.
Judith:
Perfect. Denise, you are a pleasure, as always. We thank you so much.
Jim:
And Denise for, for someone who does not like the cold—me. I am here to say we send you back into your Colorado mountains and the snow.
Denise:
So I’m looking out the window and I’m waiting for the first flake today.
Jim:
Hopefully that flake will not be a human but we’ll be a snowflake.
Judith:
All right, Denise, thanks so much ….
Denise:
Thanks for inviting me. I enjoyed it.
Judith: Jim: Denise:
It’s been our pleasure All right. Bye. Bye. Bye bye
Judith:
Until next time
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