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Title: Don't Be An Expert, Be A Filter (secrets To Selling More Books) Word Count: 1034 Summary: So, how much

would you pay someone to sift through your email each morning, dele ting the garbage and presenting you with the 5 (out of 500) emails you need to r espond to? If you already have someone like that, lucky you! But if you don't, I bet this sounds like a dream. In the age of a constant flood of information, co nsumers will pay good money for a filter. So if you want to sell books, be the g o-to person for your market. If you're wondering how to become a filter, giv... Keywords: books, book promotion, writing, book publicity, book marketing, Dan Poynter, Joh n Kremer Article Body: So, how much would you pay someone to sift through your email each morning, dele ting the garbage and presenting you with the 5 (out of 500) emails you need to r espond to? If you already have someone like that, lucky you! But if you don't, I bet this sounds like a dream. In the age of a constant flood of information, co nsumers will pay good money for a filter. So if you want to sell books, be the g o-to person for your market. If you're wondering how to become a filter, give some thought to the filters you may not even be aware of. For example, in the book publishing market I can thin k of two major ones: Dan Poynter and John Kremer. Both of them are filters. Why? Well, they have zeroed in on their focused market and have become the go-to peo ple for everything publishing and marketing. We have structured Author Marketing Experts the same way: all book marketing, all the time. While you'll find filters in different markets, they share a lot of the same cha racteristics. Filters are out there weeding through information so you don't hav e to, and then they are posting their findings on their website, blog, or talkin g about it in their podcast. Sometimes they're doing a combination of all of the se things to keep their readers informed. Next, filters are so laser focused in their market that not only can they filter out the "noise" for you so you don't have to, they can then compartmentalize th e noise into sub-filters. These sub-filters become even more significant, and he re's why. Increasingly, we are living in an age of customization. I mean when wa s the last time you bought an entire CD or read an entire newspaper? More than l ikely you're buying your music one song at a time on iTunes, or you're reading y our news selectively or, in many cases, through RSS feeds that allow you to tap into only the content that you want. We'll put all of this together in a moment, but for now, start thinking about the customized element to what you're doing. The tools we have at our disposal (many of them free) make becoming a filter ext remely easy. Blogs, podcasts, RSS feeds, all of these help us to build our filte r and therefore, build our audience. But before you launch headlong into filteri ng, consider these quick tips: Becoming a filter requires dedication, but the benefits will pay off in ways you can't imagine (and many that will fill your bank account). When I talk about de

dication, what I mean is *you* must read every publication that's out there on y our topic so your reader doesn't have to, and more than that, you should read ou tside of your area of expertise because you never know where the big ideas will come from. Take an afternoon, once a month, and devour your reading material. I read an average of 27 magazines a month. Yes, it can be overwhelming (at times), but the upside is that you are constantly staying dialed into your market. That 's the first step to becoming a filter. Be crystal clear about what you're filtering. If you're sitting in a huge market like, let's say automotive, you probably don't want to talk about every single car that's out there or being developed. Perhaps you want to focus only on hybri d vehicles. Now your direction is clear. Once you have this direction, your webs ite should reflect that. Your website should be the first marketing piece you lo ok at as you're developing your focus. Next, ask yourself if your book is a filter. If it's not, it should be. Being a filter is tougher for fiction authors of course, but you non-fiction folks shoul d have no trouble leveraging this into your books. Blog, podcast, and write, write, write on trends, reviews, hot new ideas and thi ngs that are so-so. I always tell people that I am my own test lab. If you want to try something new in marketing, check with me first. It's likely that I've al ready tested it on myself. In fact, all of our programs are built from things I tried first. If I don't like it, or it didn't work, I won't sell it. That's a fi lter. And I'm not just talking about filtering stuff you can offer to a client, be objective! Be a filter for the competition, too, and by all means, send peopl e to other vendors if they can offer what you can't. Remember, the customer/read er came to you first. Make customization your best friend. So, let's use our car example again. Let's say you wrote a book on hybrid cars and your site is all about hybrids as is you r blog, newsletter and podcast. But now you have built your brand sufficiently, and it's time to break out into new areas. How about this: ebooks for focused ma rkets. Quick and easy tips, like "Buying a hybrid for seniors" or "Buying a hybr id for families." The key to remember is that each of these markets has its own specific needs. When it comes to buying a car, the needs of a family are differe nt from those of a senior or single. What's your brand? Everyone's a brand, even Nora Roberts. Becoming a filter will help you brand yourself. Remember that people don't buy a book, they buy a bran d. If you're clear on your brand, you'll sell more books. Figuring out your bran ding doesn't need to be complicated, but it does need to be focused. I'm not tal king about the kind of branding that requires hours of logo development. I'm not even talking about a brand that's necessarily original. Yes, you want to be uni que, but the key isn't doing something no one else is doing, the key is doing it better. So how can you become a filter? What's your market and focus? Perhaps you're thi nking that you can apply some of these principles, but not all of them. That's O K! The thing to remember is that being an expert is pass. I don't know if you've noticed, but these days everyone's an expert. They're a dime a dozen. What you w ant to be is a filter.