August 7, 2025 • 27 mins
Want to grow your audience without sounding like you’re tooting your own horn? This episode will shift your mindset on book marketing—and marketing in general.
In this insightful interview, I (Kendra Corman) sit down with Becky Robinson, author of Reach: Create the Biggest Possible Audience for Your Message, Book, or Cause and founder of Weaving Influence. Together, we dive into how authors, thought leaders, and service providers can expand their reach, repurpose their content, and market with purpose—without feeling like they’re “bothering” people.
Whether you’ve written a book, are thinking about it, or just want your ideas to land with the right people, this episode is packed with practical tips and refreshing reframes about what real visibility looks like.
We cover:
📚 Why a Book Is More Than a Business Card
• How Becky’s own book opened doors—and surprised her years later
• Why writing a book can be a long-term relationship builder
• The “lasting impact” part of reach most people overlook
🖥️ The Reach Framework
• Why your website is the first place to optimize
• How email marketing keeps you top of mind (and why people actually want your emails)
• The overlooked power of consistent content, even on “quiet” platforms
• When to add PR, podcasts, or paid ads—and what must come first
♻️ Repurposing Your Book (Without Boring Your Audience)
• Why reshaping your message is a sign of strength, not redundancy
• The Play-Doh method of content reuse—turning one idea into hundreds
• How to turn book content into carousels, emails, reels, quotes, and more
• What to do when you feel like “I already said that”
💡 Do I Really Need to Gatekeep My Book Content?
• Why giving more sells more
• How sharing ideas builds your brand and your credibility
• Becky’s reframe: Book marketing isn’t self-promotion—it’s message promotion
🎯 Launch Strategy That Works
• Why your network is the #1 asset in a book launch
• How Becky got 100 Amazon reviews—and what it really took
• Tips for running a virtual launch party that drives sales and visibility
• Why “marketing as a sacred act of service” might be the best mindset shift of all
📬 The Big Takeaway
Your best marketing isn't about algorithms—it's about adding value. Whether you're repurposing a book, writing an email, or sending a newsletter, remember: people need reminders more than they need new info. And your ideas deserve to be seen again and again.
“Marketing can be a sacred act of service. It’s not something we do to people—it’s something we do for them.” – Becky Robinson
🛠 If you’ve ever second-guessed yourself about what to share, how often to share, or whether you’re “too much,” this episode will give you clarity, confidence, and permission to show up with heart.
🎧 Listen now and let go of the guilt: your message matters.
📬 Connect with Becky Robinson:
Website: https://beckyrobinson.com/
Book: Reach on Amazon → https://amzn.to/3IB4Bb1
LinkedIn:
Looking to leverage AI? Want better results? Want to think about what you want to leverage?
Check and see how I am using it for FREE on YouTube.
From "Holy cow, it can do that?" to "Wait, how does this work again?" – I've got all your AI curiosities covered. It's the perfect after-podcast snack for your tech-hungry brain.
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:00):
Hi, I'm Kendra Korman .
If you're a coach, consultantor marketer, you know marketing
is far from a perfect scienceand that's why this show is
called Imperfect Marketing.
Join me and my guests as weexplore how to grow your
business with marketing tips and, of course, lessons learned
along the way.
Hello, and welcome back toanother episode of Imperfect
(00:27):
Marketing.
I'm your host, Kendra Korman,and today I'm really excited to
be talking about book marketinghow really authors and thought
leaders can expand their reachwith Becky Robinson.
Becky, thank you so much forjoining me.
Kendra, it's so fun to be withyou.
Tell me a little bit about howdid you become an author and get
into marketing, about reach.
Speaker 2 (00:49):
I started marketing books back in about 2012.
I founded my company afterhaving participated in helping a
business book author launch hisbook, and I found it to be
really fun and exciting.
And folks who had seen what Iwas doing using social media to
market books started to come tome and ask me to help them
market their books.
(01:09):
So for a while I said no andthen after a minute, I said yes.
So I've been marketing bookswith authors since 2012.
And I decided around the 10-yearanniversary of my company,
which would have been 2022, likein advance of that, I decided
it would be amazing if I couldhave my own book come out around
the 10 year anniversary of thecompany.
So I started to take everythingthat I had learned about
(01:32):
building an online presence anddigital marketing and I pitched
it to a publisher and I got abook deal, and so I was able to
finally fulfill my lifelongdream of being an author and
then also put a lot of what Ihad learned of through building
my agency into a book.
That you know now is a hugeasset in terms of people very
(01:52):
quickly getting to know what Ido and what my values are.
And then also, you know itscales because people who can't
hire me also can read the bookand then put the ideas into
practice.
A book is just such a powerfultool.
Speaker 1 (02:05):
Right, I had Mike Capuzzi on.
He copyrighted like Shooks,which are short, helpful books,
and we talked a lot about howthere's a difference between
when you're an author and whenyou're not, and you get a lot of
like automatic cachet andcredit that other people don't
(02:26):
if that because they're not anauthor, which is pretty cool.
Speaker 2 (02:29):
Well, in a way, kendra is probably similar to
the podcast, so you and I weretalking, before we started
recording the show, about howyour podcast is a driver of
people who find you and want towork with you, and it's because
they get to know and like youand trust you from hearing you
talk about your expertise weekafter week on the show, so with
a book.
What's amazed me, though, is,you know, certainly I will give
(02:50):
the book as a gift to people whoare curious about working with
my company, but then other timesI'll get on a call, especially
recently.
You know my book's been outabout three years.
I had a sales call earliertoday, and the first thing the
guy said was like I read yourbook, and then I went looking
for support, and I didn'trealize that it was the same
person whose book I had read,and then, in our call, he
(03:12):
referenced a few times youmentioned this in your book, or,
you know, can put our expertiseinto a book.
It can be, you know, thatbusiness card that's working for
us even when we're not outthere meeting people.
If they find and read it, itwill lead them back to us and to
(03:34):
our organizations.
It's just so powerful.
Speaker 1 (03:37):
It just really gives you that way of you know again,
building that know like andtrust factor.
Like you said, you get a littlebit of automatic trust when
you've been an author andwritten a book, so very cool.
So tell me a little bit aboutyour book.
Right, you talk about aframework for expanding reach
and I think the book is calledReach, maybe.
Speaker 2 (03:58):
Yes, the book is called Reach Create the biggest
possible audience for yourmessage, book or cause.
So in the book I define reachas two things.
I think traditionally, when wethink about reach, we're
thinking about a growingaudience, and that is definitely
part of it.
When people say, hey, I wantmore reach for my business, I
want more reach for my ideas,they are talking about the
quantitative reach.
(04:18):
You know the size of theaudience but my definition is
expanding audience plus lastingimpact.
So one of the things I'm tryingto do for readers and for those
I work with is not only can Ireach more people, but also can
I have an impact on more people,and what does that look like?
I do talk about the reachframework, which is basically a
(04:40):
way of looking at how to show uponline in a way that helps you
grow an audience and make impact, and at the center of the reach
framework is a person's website.
So I believe that the mostimportant online presence we
have is through our website,that place that we own and
control.
Then I talk about emailmarketing, which you know, once
(05:00):
we get someone to our website,the most important priority is
to get them to opt in so that wecan hear from them and stay
connected in an ongoing way.
Of course, we want to docontent marketing, which
involves showing up with value,and that could be on a podcast
like this one, or it could be ona blog or you know some other
type of content that you mightcreate.
Of course, lots of people liketo do videos and reels, and
(05:21):
YouTube is a place where we canshare that content marketing.
So those are what I call thecenter of the reach framework,
and then, once you haveoptimized those, social media is
a great place to find informedrelationships to reach wider
audiences.
Of course, that can be paid orit can be organic, and then,
beyond that, once you're growingan audience, there are some
advanced approaches.
(05:42):
Typically, advertising fallsthere.
For me, I want people tomaximize the organic reach of
their content before they investin advertising, media relations
and reaching out for articlesand interviews and podcasts.
Also, I feel like that needs towait until you've optimized
your website, because I'm sure,kendra, that before you invited
me to be on your show, youwanted to make sure I had a
(06:04):
credible online presence.
That you know, if we did a showtogether, I would use my social
media to help you reach a wideraudience.
So anyone who's really lookingto reach a bigger audience by
doing media relations or beingon podcasts needs to make sure
that their website accuratelyand adequately represents them
so that the show host knows thatthey're a worthwhile guest.
Speaker 1 (06:25):
I think that it's so important that you're talking
about the website, because someof us do this, you know, set it
and forget it, and we can neverafford to do that right.
Once we get it done and get itlaunched, we forget to go back.
And it's really important to goback and make sure that the
messaging is what it should benow, even if things have changed
(06:47):
.
You know, there's just so manydifferent things.
I think I'm on my fifth websitefor my business and I'm in year
11.
It's a journey, right, and soyou need to be constantly
updating it and making sure thatit's supporting what you need,
because that's the first placepeople are going to go after
they hear you or read your bookor see what you're doing, right?
I think that's so important andI'm so glad that you brought
(07:08):
that up.
Let's talk a little bit aboutrepurposing content from a book,
right?
How much do you repurpose?
How do you repurpose?
What are some of yoursuggestions?
Speaker 2 (07:22):
Well, thank you for asking.
Repurposing content is one ofmy very favorite topics and even
in the past few years since mybook came out, a lot of people
are curious about the ways ofusing AI to be more time
effective with their work, andI'll talk about that a little.
But even before AI, it was mydeeply held belief that if you
can learn to reshape and reuseyour content in various ways,
(07:45):
it's a much more efficient wayto spend time.
The other thing to keep in mindis that if you're growing an
audience, you know you may havewritten things or made videos or
created assets, and the peoplewho are seeing you in year three
or year four or year 10, theydidn't see what you created in
year one or year four or year10,.
(08:06):
They didn't see what youcreated in year one.
And if your audience was smallin year one, there are likely
content assets that you'vecreated that people have never
seen.
So I encourage thought leadersand authors to think about the
question what do you want to beknown for?
And to outline a certain numberof topics or themes or
categories where you want tosubmit your expertise.
But then you can create content, and it could be in a book, or
it could be not in a book, butevery kind of content that you
(08:29):
create can be reshaped.
So you know, think about it aslike a lump of Play-Doh and you
can reshape and reuse it in somany ways over time.
So in Chapter 7 of my book Italk about the fact that a book
itself is a content asset thatcan be made into hundreds, if
not more, assets along the way.
(08:51):
So if you think about this, youknow you take a long form asset
like a book and you can make itinto short form.
In every book there are likelyin any nonfiction book, there
are likely 50 to 100 key quotesor key ideas.
So each one of those couldbecome one post on a text-based
platform like Blue Sky orThreads that might pique
(09:13):
someone's interest about yourtopic.
Or you can take that text-basedquote.
You can make it into a graphic.
It looks beautiful on Instagram.
You could take several of those, if they were building thoughts
, and make them into a carouselpost which creates a ton of
engagement on Instagram whereyou're telling a story through,
you know, one sentence or imageat a time, those concepts that
(09:34):
are taken from your book.
Of course, you could take thatsame carousel and you could film
a 60-second video where you'retalking about the ideas, and
that's another way that you canrepurpose that.
Or you can take the book as awhole and make it into a course,
or you can make it into a deckLike there are, just you know,
gazillions, if that's a realword.
(09:54):
There are so many ways that youcan reshape and reuse your
content, which you know.
People like to receive theircontent in different ways.
So if you take one idea and youshare it in multiple ways, then
you are likely to reach a wideraudience, because not everyone
will watch your video, noteveryone will take your course.
But if you can touch people indifferent ways with different
types of content, you canreinforce those core concepts
(10:17):
over time and again.
Of course, ai makes that eveneasier, because you can feed
your content into AI and you canask it to cut it up and give it
back to you.
Speaker 1 (10:28):
Back when you were talking about the website, one
thing you talked about was emailtoo, and it can feed email
right.
I mean, that's a big placewhere you can repurpose content
and drive people, and the onlyreason I bring that up is just
because I love email.
I think it's just so effectiveand so underutilized that I
always feel like I have toemphasize it.
Speaker 2 (10:45):
People resist it.
Speaker 1 (10:46):
They don't want to bother people.
You're not bothering.
So let me ask you a quickquestion, becky, about
repurposing, and that is one ofthe questions I get all of the
time and it's sort of a petpeeve of mine.
But oh, I've already said thatalready.
Aren't people going to gettired of seeing the same?
Speaker 2 (11:04):
thing?
Yeah, so well, if you'rethinking about social media, I
think we all get this idea thateverybody sees everything we
create, which is, of course, nottrue.
The algorithm is only showingour content to a fraction of our
followers at any given time.
Even more than that if yourideas are important and relevant
, people need to be reminded.
(11:25):
I'll give you an example ofthat, kendra.
One of the things I like toshare with authors is what I
call my book marketing reframes,and one of them is book
promotion is not self-promotion,it's message promotion or value
creation.
You know, I think that for theauthors who have heard me say
that they're not going to getmad if I say it again, because
(11:47):
they need that truth to bedrilled into them.
Because even if they heard itand liked it, you know they
might still have that self-doubtof if I'm out here promoting my
book, am I just promotingmyself?
And so if I show up in theirfeed and I say it in a different
way, maybe with a differentimage, like they're going to be
like, oh, there's Becky, she'sreminding authors again and
that's such a powerful idea.
(12:08):
Right on, you know, they're notgoing to be tired.
Speaker 1 (12:17):
Well, I think that's really important.
It's like you're not exhaustingit, You're reminding people and
if it's valuable enough thatpeople find it useful, I think
it's really important to makesure that you're reminding
people.
I sometimes forget things thatI talk about.
I remember a friend of mine waslike what's that site that you
recommend for keyword researchstuff?
And it was Answer the Publicand she was like oh, that's
right.
I think I told her about thissite at least 20 times in the
(12:39):
last five, six years and shestill forgot what this site was
Right and she needed reminding.
I bet you, every time, everyone of those 20 times, she
probably went to use it and thenfell out of habit with it and
then when she needed it again,she forgot what it was.
And so she asked me we needthose reminders because there's
so much information coming at us, it's so important.
So the next one I have for youis another one that I've heard
(13:02):
from people is should I reallybe sharing content from my book?
Because don't I want them tobuy it?
Speaker 2 (13:08):
I have heard this one a lot too, Kendra, and it kind
of makes me crazy.
Might seem counterintuitive,but what I have seen is that the
more you give away from yourbook, the more likely people
will be to buy it.
You know, I think most peopleare facing not the problem of
you know, people are going tohear everything I've ever said
and they're not going to want tobuy my book.
(13:30):
Instead, what they're facing isno one's ever heard of my ideas
, no one's ever heard of me, andthe way to overcome that is to
share as much value as you canin as many places as you can.
You know, I think a lot ofonline marketing has to do with
creating a memorable brand, andthese two things are the same.
(13:52):
Like, are people going to gettired of me saying the same
thing over and over again, orshould I share all my book?
The answer to all of it is yes,because what you need is you
need.
When someone needs what youhave as a business owner or a
thought leader, they're going toconnect the dots and think of
you first.
And so by showing up with valuein a consistent way consistent
about your messaging, clearabout what you have to offer,
(14:15):
then you increase the likelihoodthat when that person needs you
, they're going to think of youfirst.
Speaker 1 (14:20):
It's all about staying top of mind.
That's why email is soeffective too, because you
control when it shows up intheir inbox, unlike social media
, which you have no control overwhen it's going to show up in
their feed, if they even go lookat their feed, right, I have a
story about that.
Speaker 2 (14:33):
Can I share it, kendra?
Oh, yeah, please.
So I just came back from aconference and while I was at
the conference I spent some timein these one-on-one meetings
with people.
And this is a conference that Ihad been at a year before and I
had two different people sitdown with me who told me after I
was here last year, I got onyour email list.
I've been getting your emailsall year.
(14:54):
This is the value that I've beengetting and, you know, I think
if those people had not gottenon my email list, they probably
would not have remembered me.
I think that it's easy for usto think.
You know that we're botheringpeople with email, like you
mentioned, kendra, but thosepeople who truly need what
you're sharing, they're going tosubscribe and they're going to
stay tuned in and they may notopen all your email, but you're
(15:15):
building that relationship sothat when you see them again,
like I did just a year later inbetween the two events, you know
they feel a close connectionand affinity to me.
Because of that relationshipthat I've built week after week
by sending my newsletter Again,I can't overemphasize the
importance of a newsletter.
Speaker 1 (15:35):
So, yes, 100%, 100%.
And I love that story becausethey remembered you, and I think
you're right.
I think they might have vaguelyremembered you, potentially a
little bit right, because yousaid some of the really
impactful things last year, butit really stayed with them and
kept you top of mind with themso that when they met with you
(15:57):
they probably had more informedquestions and you were able to
add even more value in theone-on-ones and just, yeah, so
much amazing stuff.
So thank you for sharing thatstory because I do think it's
important to remember that andthe people that find your stuff
valuable and need it andrelevant, will you know, will
stay on your list and as itbecomes less relevant, maybe
(16:19):
they move to a different pointin their career or whatever, or
their business.
You know they'll fall off andthat's okay, right?
So I think we have to get usedto a little bit of that.
So we're repurposing content.
We're giving away content.
We're not gatekeeping it,because we want people to
understand our ideas and who weare.
(16:40):
They're not gonna build thebook by just scrolling through
our Instagram feeds, right?
Our LinkedIn posts, because,again, there's so much more
that's there.
It's gonna build a brand that'sgoing to have them actually
more likely to purchase yourbook, and that's really the goal
and that's how you talked aboutstarting is you help someone
(17:00):
launch their book.
So let's talk a little bitabout where you got some of the
concepts, what you learned whenyou were launching these books
for the first 10 years of yourcompany right that you put into
your book.
Can you tell me a little bitabout some of those experiences?
Speaker 2 (17:15):
I can't exactly remember the numbers now, but
now I'm at year 14.
I'm in my 14th year as abusiness owner and today we've
launched about 280 books.
Maybe I'm exaggeratingSomewhere north of 250 books.
So I've worked with hundreds ofauthors and, of course, things
have changed in some ways overthose years.
(17:36):
There are a few things that havebeen constant that I'd love to
share with you.
One of them is that an author'sown network is really the first
area that you want to look atwhen you're launching a book,
and this is another place whereI hear resistance from people,
where people will be shy to askfor help.
(17:56):
So I'd love to share anotherone of my book marketing
reframes, and that reframe isthat when you ask people to
participate in your book launchor sharing your book with others
, they will view it as an honorand not an imposition.
You know, what I've seen timeand time again is that you know
those authors who choose toinvest time and energy and
(18:16):
pulling together what we mightcall a book launch team or a
street team or a book ambassadorteam.
When those authors proactivelyreach out to people who have
been a part of their lives andcareers and involve them in the
book launch, their results areoutsized to those who are less
willing to reach out for help.
(18:37):
So one of the things that we dowith authors is to distribute
books in advance of thepublication date of the book so
that they can get early Amazonreviews.
Usually we set a goal, whetherit's 50 reviews or 100 reviews,
and what I've noticed is, inorder to get 50 or 100 Amazon
reviews, you need to have alaunch team that is three to
(18:59):
four size the number of reviewsyou want.
So, for example, when my bookcame out, I set a goal to get to
100 Amazon reviews.
In the first month I sent outabout 400 pre-publication copies
of my book.
About 275 of those were peoplewho had said that they would
write a review in exchange forreceiving the book.
It ended up taking me 78 daysto get to that 100 Amazon review
(19:22):
mark.
So, as of the time of thisrecording, I have 192 Amazon
reviews and I've been trying tochase down that second 100
reviews and, of course, that'staken me over three years to get
that second 100 Amazon reviews.
Authors always think, kendra,that it's going to be easy for
them to get reviews, but gettingAmazon reviews is really hard.
Speaker 1 (19:45):
Getting people to reply to an email sometimes is
hard.
Fill out a survey, let aloneget a review.
I mean, you're asking someoneto do work and even though they
feel honored which I love thatreframe that they do feel
honored because of a friend ofmine asked me to review their
book and take a look at it andbe a part of their book launch.
I would feel honored.
It wouldn't feel like animposition.
(20:05):
I would be one of those slowpeople that took you to day 78,
but you know.
But I'd get there eventually,right, and I would feel honored.
But we're not the most importantthing to people get there
eventually, right, and I wouldfeel honored, but we're not the
most important thing to people,right?
And I think that's one of thethings we have to remember and
that's important with the Amazonreviews and how long it takes
(20:26):
and how hard it is to get those.
Also, on the repurposing piece,right, because just because we
shared it doesn't mean that theysaw it and even if they did
doesn't mean they remember it,right?
So I think I think that thatthat's so key to point out and I
think that's fantastic.
So, starting with those Amazonreviews, starting with that
(20:49):
target.
Is there a different goal thatwould start you with the 50
versus the 100?
Speaker 2 (20:53):
No, sometimes it just has to do with, you know, the
author's ability or willingnessto invest in distributing early
copies of their book.
The crazy part is, Kendra, whenI sent those 400
pre-publication copies of mybook out, between buying the
book, shipping the books, thecollateral that I included when
I sent the books out, that's a$6,000 investment.
(21:15):
I did the math so that I couldtalk about it.
So not everyone has $6,000 forbooks and shipping to get their
book out pre-publication.
Of course some authors canchoose to send a PDF which
doesn't cost the books or theshipping.
There is something magic aboutpeople receiving a print copy of
the book and then it's alwayson your desk, kind of reminding
you like, oh, my friend wrote abook, I need to help them
(21:37):
promote it.
But you know, I realized that Iam privileged to have the
opportunity to invest in booksat that level.
Other things I love to haveauthors do that I'll mention is
to have a virtual launchcelebration for their books,
bringing together in a moment,and if you have a host who can
(22:05):
tell people, the best way youhelp this author is by buying a
copy of the book, even if youalready have one.
Then those sales concentratedin a window on Amazon will allow
that author to be more likelyto bump into that bestseller
status, which, of course, isthen something else to promote,
and that early momentum can helpfuel the Amazon algorithm and
(22:26):
help people to discover yourbook.
So that's another key learningof my book launch journey is the
value of having that virtuallaunch celebration on the day
your book comes out.
Speaker 1 (22:35):
I love these little tips and the insights that
you're giving us so that, ifyou're looking to really build
that credibility and thatauthority, a book is a very
powerful way to do that andgetting those reviews and things
like that are extremelyimportant, and I think that
these lessons apply toeverything.
(22:56):
Right, it doesn't have to be abook.
You can be getting this reachand this impact, maybe not quite
on the scale as if you had abook, but you can still do that
with your other content, and Ithink that that's just so
important when you'reestablishing yourself as a
thought leader and marketingyourself and your business.
(23:16):
So very, very good and veryimportant.
So thank you so much, becky,for all of this great
information.
I have taken some mental, thisgreat information.
I have taken some mental noteshere and luckily I have the
transcript, so I'll be puttingthat into to Claude and having
it create my to-do list, becausethere's so many good things in
here that I plan on actuallytaking action on too.
But before I let you go, theshow is called Imperfect
(23:39):
Marketing.
Marketing is anything but aperfect science, as I'm sure you
well know, even though there issome science behind it, like
with the number of reviews right.
What has been your biggestmarketing lesson learned along
the way?
Speaker 2 (23:51):
So this is a new one.
I'm happy to share it for thefirst time.
On this show, kendra, Imentioned that one of my
favorite book marketing reframesis that book marketing isn't
self-promotion, it's messagepromotion.
And last week, when I wastalking with a group of authors
about this, something else cameout of my mouth that I'd never
said before, and this is myfirst time being recorded, maybe
or on a podcast, saying it.
(24:11):
It's an idea that marketing canbe a sacred act of service, and
I think so often we think aboutmarketing being as like
something that we're doing toget something for ourselves, but
I think that marketing worksbetter when it's something that
we do for others.
So, when we're showing up withvalue to offer in an act of
(24:33):
service for others, you know, ifwe're writing a blog post
because we have a person in mindwho could benefit from the
knowledge or expertise that weshare in mind, who could benefit
from the knowledge or expertisethat we share, or if we're
creating a post that we knowcould encourage or inspire
something, someone you know, Iwonder if we all started to
think about our marketing as anact of service, if we would
(24:53):
bring a different energy when wewrite an email newsletter or,
you know, bring a different setof motivation when we film a
video or, you know, whatever itis that we're doing.
That's marketing, you know, andmarketing can sometimes just be
a box that we check.
I think that the whole worldwould be different and better if
we could bring that heart ofservice to our marketing efforts
(25:15):
.
Speaker 1 (25:15):
I love that idea because we are bringing value.
We are bringing answers toquestions that people need,
right Because they don't havethe experience and expertise in
our specific areas and they canreally benefit from that.
I love that insight.
A friend of mine, Brenda Meller, she does a lot of LinkedIn
(25:37):
marketing and she regularlytalks about how she will have
people message her questions andinstead of saying, oh, you have
to buy a service or buy this orbuy that, she'll answer those
questions on her social mediapage so that everybody can
benefit from it.
So she's providing a service tothe person that answered the
question.
She's also providing a servicethrough that marketing to her
(25:59):
entire audience, because I'msure it's a question that more
than one person has and Ibelieve that if I looked through
hers, I would actually seemarketing as a service there to
others and I think that that's afantastic way to look at it.
And I love that reframe becauseI feel that so many other people
(26:22):
could benefit from that and itmoves that email I'm bothering
people thing.
Right, that's not a questionanymore because you're not
bothering them, You're answeringtheir question.
You're providing them with aservice by providing them with
your expertise and your storiesand your information and I just
love that.
Love that.
Thank you so much, Becky.
(26:43):
I really appreciate your timetoday.
For those of you listening andwatching, be sure to check the
show notes for how to get intouch with Becky in case you're
looking to step up your reach.
We'll also have a link to herbook, of course, on Amazon and
ways to connect with her.
Until next time, thank you allso much for tuning in and have a
great rest of your day.
Hi, I'm Kendra Korman .
If you're a coach, consultantor marketer, you know marketing
is far from a perfect scienceand that's why this show is
called Imperfect Marketing.
Join me and my guests as weexplore how to grow your
business with marketing tips and, of course, lessons learned
along the way.
Hello, and welcome back toanother episode of Imperfect
(00:27):
Marketing.
I'm your host, Kendra Korman,and today I'm really excited to
be talking about book marketinghow really authors and thought
leaders can expand their reachwith Becky Robinson.
Becky, thank you so much forjoining me.
Kendra, it's so fun to be withyou.
Tell me a little bit about howdid you become an author and get
into marketing, about reach.
Speaker 2 (00:49):
I started marketing books back in about 2012.
I founded my company afterhaving participated in helping a
business book author launch hisbook, and I found it to be
really fun and exciting.
And folks who had seen what Iwas doing using social media to
market books started to come tome and ask me to help them
market their books.
(01:09):
So for a while I said no andthen after a minute, I said yes.
So I've been marketing bookswith authors since 2012.
And I decided around the 10-yearanniversary of my company,
which would have been 2022, likein advance of that, I decided
it would be amazing if I couldhave my own book come out around
the 10 year anniversary of thecompany.
So I started to take everythingthat I had learned about
(01:32):
building an online presence anddigital marketing and I pitched
it to a publisher and I got abook deal, and so I was able to
finally fulfill my lifelongdream of being an author and
then also put a lot of what Ihad learned of through building
my agency into a book.
That you know now is a hugeasset in terms of people very
(01:52):
quickly getting to know what Ido and what my values are.
And then also, you know itscales because people who can't
hire me also can read the bookand then put the ideas into
practice.
A book is just such a powerfultool.
Speaker 1 (02:05):
Right, I had Mike Capuzzi on.
He copyrighted like Shooks,which are short, helpful books,
and we talked a lot about howthere's a difference between
when you're an author and whenyou're not, and you get a lot of
like automatic cachet andcredit that other people don't
(02:26):
if that because they're not anauthor, which is pretty cool.
Speaker 2 (02:29):
Well, in a way, kendra is probably similar to
the podcast, so you and I weretalking, before we started
recording the show, about howyour podcast is a driver of
people who find you and want towork with you, and it's because
they get to know and like youand trust you from hearing you
talk about your expertise weekafter week on the show, so with
a book.
What's amazed me, though, is,you know, certainly I will give
(02:50):
the book as a gift to people whoare curious about working with
my company, but then other timesI'll get on a call, especially
recently.
You know my book's been outabout three years.
I had a sales call earliertoday, and the first thing the
guy said was like I read yourbook, and then I went looking
for support, and I didn'trealize that it was the same
person whose book I had read,and then, in our call, he
(03:12):
referenced a few times youmentioned this in your book, or,
you know, can put our expertiseinto a book.
It can be, you know, thatbusiness card that's working for
us even when we're not outthere meeting people.
If they find and read it, itwill lead them back to us and to
(03:34):
our organizations.
It's just so powerful.
Speaker 1 (03:37):
It just really gives you that way of you know again,
building that know like andtrust factor.
Like you said, you get a littlebit of automatic trust when
you've been an author andwritten a book, so very cool.
So tell me a little bit aboutyour book.
Right, you talk about aframework for expanding reach
and I think the book is calledReach, maybe.
Speaker 2 (03:58):
Yes, the book is called Reach Create the biggest
possible audience for yourmessage, book or cause.
So in the book I define reachas two things.
I think traditionally, when wethink about reach, we're
thinking about a growingaudience, and that is definitely
part of it.
When people say, hey, I wantmore reach for my business, I
want more reach for my ideas,they are talking about the
quantitative reach.
(04:18):
You know the size of theaudience but my definition is
expanding audience plus lastingimpact.
So one of the things I'm tryingto do for readers and for those
I work with is not only can Ireach more people, but also can
I have an impact on more people,and what does that look like?
I do talk about the reachframework, which is basically a
(04:40):
way of looking at how to show uponline in a way that helps you
grow an audience and make impact, and at the center of the reach
framework is a person's website.
So I believe that the mostimportant online presence we
have is through our website,that place that we own and
control.
Then I talk about emailmarketing, which you know, once
(05:00):
we get someone to our website,the most important priority is
to get them to opt in so that wecan hear from them and stay
connected in an ongoing way.
Of course, we want to docontent marketing, which
involves showing up with value,and that could be on a podcast
like this one, or it could be ona blog or you know some other
type of content that you mightcreate.
Of course, lots of people liketo do videos and reels, and
(05:21):
YouTube is a place where we canshare that content marketing.
So those are what I call thecenter of the reach framework,
and then, once you haveoptimized those, social media is
a great place to find informedrelationships to reach wider
audiences.
Of course, that can be paid orit can be organic, and then,
beyond that, once you're growingan audience, there are some
advanced approaches.
(05:42):
Typically, advertising fallsthere.
For me, I want people tomaximize the organic reach of
their content before they investin advertising, media relations
and reaching out for articlesand interviews and podcasts.
Also, I feel like that needs towait until you've optimized
your website, because I'm sure,kendra, that before you invited
me to be on your show, youwanted to make sure I had a
(06:04):
credible online presence.
That you know, if we did a showtogether, I would use my social
media to help you reach a wideraudience.
So anyone who's really lookingto reach a bigger audience by
doing media relations or beingon podcasts needs to make sure
that their website accuratelyand adequately represents them
so that the show host knows thatthey're a worthwhile guest.
Speaker 1 (06:25):
I think that it's so important that you're talking
about the website, because someof us do this, you know, set it
and forget it, and we can neverafford to do that right.
Once we get it done and get itlaunched, we forget to go back.
And it's really important to goback and make sure that the
messaging is what it should benow, even if things have changed
(06:47):
.
You know, there's just so manydifferent things.
I think I'm on my fifth websitefor my business and I'm in year
11.
It's a journey, right, and soyou need to be constantly
updating it and making sure thatit's supporting what you need,
because that's the first placepeople are going to go after
they hear you or read your bookor see what you're doing, right?
I think that's so important andI'm so glad that you brought
(07:08):
that up.
Let's talk a little bit aboutrepurposing content from a book,
right?
How much do you repurpose?
How do you repurpose?
What are some of yoursuggestions?
Speaker 2 (07:22):
Well, thank you for asking.
Repurposing content is one ofmy very favorite topics and even
in the past few years since mybook came out, a lot of people
are curious about the ways ofusing AI to be more time
effective with their work, andI'll talk about that a little.
But even before AI, it was mydeeply held belief that if you
can learn to reshape and reuseyour content in various ways,
(07:45):
it's a much more efficient wayto spend time.
The other thing to keep in mindis that if you're growing an
audience, you know you may havewritten things or made videos or
created assets, and the peoplewho are seeing you in year three
or year four or year 10, theydidn't see what you created in
year one or year four or year10,.
(08:06):
They didn't see what youcreated in year one.
And if your audience was smallin year one, there are likely
content assets that you'vecreated that people have never
seen.
So I encourage thought leadersand authors to think about the
question what do you want to beknown for?
And to outline a certain numberof topics or themes or
categories where you want tosubmit your expertise.
But then you can create content, and it could be in a book, or
it could be not in a book, butevery kind of content that you
(08:29):
create can be reshaped.
So you know, think about it aslike a lump of Play-Doh and you
can reshape and reuse it in somany ways over time.
So in Chapter 7 of my book Italk about the fact that a book
itself is a content asset thatcan be made into hundreds, if
not more, assets along the way.
(08:51):
So if you think about this, youknow you take a long form asset
like a book and you can make itinto short form.
In every book there are likelyin any nonfiction book, there
are likely 50 to 100 key quotesor key ideas.
So each one of those couldbecome one post on a text-based
platform like Blue Sky orThreads that might pique
(09:13):
someone's interest about yourtopic.
Or you can take that text-basedquote.
You can make it into a graphic.
It looks beautiful on Instagram.
You could take several of those, if they were building thoughts
, and make them into a carouselpost which creates a ton of
engagement on Instagram whereyou're telling a story through,
you know, one sentence or imageat a time, those concepts that
(09:34):
are taken from your book.
Of course, you could take thatsame carousel and you could film
a 60-second video where you'retalking about the ideas, and
that's another way that you canrepurpose that.
Or you can take the book as awhole and make it into a course,
or you can make it into a deckLike there are, just you know,
gazillions, if that's a realword.
(09:54):
There are so many ways that youcan reshape and reuse your
content, which you know.
People like to receive theircontent in different ways.
So if you take one idea and youshare it in multiple ways, then
you are likely to reach a wideraudience, because not everyone
will watch your video, noteveryone will take your course.
But if you can touch people indifferent ways with different
types of content, you canreinforce those core concepts
(10:17):
over time and again.
Of course, ai makes that eveneasier, because you can feed
your content into AI and you canask it to cut it up and give it
back to you.
Speaker 1 (10:28):
Back when you were talking about the website, one
thing you talked about was emailtoo, and it can feed email
right.
I mean, that's a big placewhere you can repurpose content
and drive people, and the onlyreason I bring that up is just
because I love email.
I think it's just so effectiveand so underutilized that I
always feel like I have toemphasize it.
Speaker 2 (10:45):
People resist it.
Speaker 1 (10:46):
They don't want to bother people.
You're not bothering.
So let me ask you a quickquestion, becky, about
repurposing, and that is one ofthe questions I get all of the
time and it's sort of a petpeeve of mine.
But oh, I've already said thatalready.
Aren't people going to gettired of seeing the same?
Speaker 2 (11:04):
thing?
Yeah, so well, if you'rethinking about social media, I
think we all get this idea thateverybody sees everything we
create, which is, of course, nottrue.
The algorithm is only showingour content to a fraction of our
followers at any given time.
Even more than that if yourideas are important and relevant
, people need to be reminded.
(11:25):
I'll give you an example ofthat, kendra.
One of the things I like toshare with authors is what I
call my book marketing reframes,and one of them is book
promotion is not self-promotion,it's message promotion or value
creation.
You know, I think that for theauthors who have heard me say
that they're not going to getmad if I say it again, because
(11:47):
they need that truth to bedrilled into them.
Because even if they heard itand liked it, you know they
might still have that self-doubtof if I'm out here promoting my
book, am I just promotingmyself?
And so if I show up in theirfeed and I say it in a different
way, maybe with a differentimage, like they're going to be
like, oh, there's Becky, she'sreminding authors again and
that's such a powerful idea.
(12:08):
Right on, you know, they're notgoing to be tired.
Speaker 1 (12:17):
Well, I think that's really important.
It's like you're not exhaustingit, You're reminding people and
if it's valuable enough thatpeople find it useful, I think
it's really important to makesure that you're reminding
people.
I sometimes forget things thatI talk about.
I remember a friend of mine waslike what's that site that you
recommend for keyword researchstuff?
And it was Answer the Publicand she was like oh, that's
right.
I think I told her about thissite at least 20 times in the
(12:39):
last five, six years and shestill forgot what this site was
Right and she needed reminding.
I bet you, every time, everyone of those 20 times, she
probably went to use it and thenfell out of habit with it and
then when she needed it again,she forgot what it was.
And so she asked me we needthose reminders because there's
so much information coming at us, it's so important.
So the next one I have for youis another one that I've heard
(13:02):
from people is should I reallybe sharing content from my book?
Because don't I want them tobuy it?
Speaker 2 (13:08):
I have heard this one a lot too, Kendra, and it kind
of makes me crazy.
Might seem counterintuitive,but what I have seen is that the
more you give away from yourbook, the more likely people
will be to buy it.
You know, I think most peopleare facing not the problem of
you know, people are going tohear everything I've ever said
and they're not going to want tobuy my book.
(13:30):
Instead, what they're facing isno one's ever heard of my ideas
, no one's ever heard of me, andthe way to overcome that is to
share as much value as you canin as many places as you can.
You know, I think a lot ofonline marketing has to do with
creating a memorable brand, andthese two things are the same.
(13:52):
Like, are people going to gettired of me saying the same
thing over and over again, orshould I share all my book?
The answer to all of it is yes,because what you need is you
need.
When someone needs what youhave as a business owner or a
thought leader, they're going toconnect the dots and think of
you first.
And so by showing up with valuein a consistent way consistent
about your messaging, clearabout what you have to offer,
(14:15):
then you increase the likelihoodthat when that person needs you
, they're going to think of youfirst.
Speaker 1 (14:20):
It's all about staying top of mind.
That's why email is soeffective too, because you
control when it shows up intheir inbox, unlike social media
, which you have no control overwhen it's going to show up in
their feed, if they even go lookat their feed, right, I have a
story about that.
Speaker 2 (14:33):
Can I share it, kendra?
Oh, yeah, please.
So I just came back from aconference and while I was at
the conference I spent some timein these one-on-one meetings
with people.
And this is a conference that Ihad been at a year before and I
had two different people sitdown with me who told me after I
was here last year, I got onyour email list.
I've been getting your emailsall year.
(14:54):
This is the value that I've beengetting and, you know, I think
if those people had not gottenon my email list, they probably
would not have remembered me.
I think that it's easy for usto think.
You know that we're botheringpeople with email, like you
mentioned, kendra, but thosepeople who truly need what
you're sharing, they're going tosubscribe and they're going to
stay tuned in and they may notopen all your email, but you're
(15:15):
building that relationship sothat when you see them again,
like I did just a year later inbetween the two events, you know
they feel a close connectionand affinity to me.
Because of that relationshipthat I've built week after week
by sending my newsletter Again,I can't overemphasize the
importance of a newsletter.
Speaker 1 (15:35):
So, yes, 100%, 100%.
And I love that story becausethey remembered you, and I think
you're right.
I think they might have vaguelyremembered you, potentially a
little bit right, because yousaid some of the really
impactful things last year, butit really stayed with them and
kept you top of mind with themso that when they met with you
(15:57):
they probably had more informedquestions and you were able to
add even more value in theone-on-ones and just, yeah, so
much amazing stuff.
So thank you for sharing thatstory because I do think it's
important to remember that andthe people that find your stuff
valuable and need it andrelevant, will you know, will
stay on your list and as itbecomes less relevant, maybe
(16:19):
they move to a different pointin their career or whatever, or
their business.
You know they'll fall off andthat's okay, right?
So I think we have to get usedto a little bit of that.
So we're repurposing content.
We're giving away content.
We're not gatekeeping it,because we want people to
understand our ideas and who weare.
(16:40):
They're not gonna build thebook by just scrolling through
our Instagram feeds, right?
Our LinkedIn posts, because,again, there's so much more
that's there.
It's gonna build a brand that'sgoing to have them actually
more likely to purchase yourbook, and that's really the goal
and that's how you talked aboutstarting is you help someone
(17:00):
launch their book.
So let's talk a little bitabout where you got some of the
concepts, what you learned whenyou were launching these books
for the first 10 years of yourcompany right that you put into
your book.
Can you tell me a little bitabout some of those experiences?
Speaker 2 (17:15):
I can't exactly remember the numbers now, but
now I'm at year 14.
I'm in my 14th year as abusiness owner and today we've
launched about 280 books.
Maybe I'm exaggeratingSomewhere north of 250 books.
So I've worked with hundreds ofauthors and, of course, things
have changed in some ways overthose years.
(17:36):
There are a few things that havebeen constant that I'd love to
share with you.
One of them is that an author'sown network is really the first
area that you want to look atwhen you're launching a book,
and this is another place whereI hear resistance from people,
where people will be shy to askfor help.
(17:56):
So I'd love to share anotherone of my book marketing
reframes, and that reframe isthat when you ask people to
participate in your book launchor sharing your book with others
, they will view it as an honorand not an imposition.
You know, what I've seen timeand time again is that you know
those authors who choose toinvest time and energy and
(18:16):
pulling together what we mightcall a book launch team or a
street team or a book ambassadorteam.
When those authors proactivelyreach out to people who have
been a part of their lives andcareers and involve them in the
book launch, their results areoutsized to those who are less
willing to reach out for help.
(18:37):
So one of the things that we dowith authors is to distribute
books in advance of thepublication date of the book so
that they can get early Amazonreviews.
Usually we set a goal, whetherit's 50 reviews or 100 reviews,
and what I've noticed is, inorder to get 50 or 100 Amazon
reviews, you need to have alaunch team that is three to
(18:59):
four size the number of reviewsyou want.
So, for example, when my bookcame out, I set a goal to get to
100 Amazon reviews.
In the first month I sent outabout 400 pre-publication copies
of my book.
About 275 of those were peoplewho had said that they would
write a review in exchange forreceiving the book.
It ended up taking me 78 daysto get to that 100 Amazon review
(19:22):
mark.
So, as of the time of thisrecording, I have 192 Amazon
reviews and I've been trying tochase down that second 100
reviews and, of course, that'staken me over three years to get
that second 100 Amazon reviews.
Authors always think, kendra,that it's going to be easy for
them to get reviews, but gettingAmazon reviews is really hard.
Speaker 1 (19:45):
Getting people to reply to an email sometimes is
hard.
Fill out a survey, let aloneget a review.
I mean, you're asking someoneto do work and even though they
feel honored which I love thatreframe that they do feel
honored because of a friend ofmine asked me to review their
book and take a look at it andbe a part of their book launch.
I would feel honored.
It wouldn't feel like animposition.
(20:05):
I would be one of those slowpeople that took you to day 78,
but you know.
But I'd get there eventually,right, and I would feel honored.
But we're not the most importantthing to people get there
eventually, right, and I wouldfeel honored, but we're not the
most important thing to people,right?
And I think that's one of thethings we have to remember and
that's important with the Amazonreviews and how long it takes
(20:26):
and how hard it is to get those.
Also, on the repurposing piece,right, because just because we
shared it doesn't mean that theysaw it and even if they did
doesn't mean they remember it,right?
So I think I think that thatthat's so key to point out and I
think that's fantastic.
So, starting with those Amazonreviews, starting with that
(20:49):
target.
Is there a different goal thatwould start you with the 50
versus the 100?
Speaker 2 (20:53):
No, sometimes it just has to do with, you know, the
author's ability or willingnessto invest in distributing early
copies of their book.
The crazy part is, Kendra, whenI sent those 400
pre-publication copies of mybook out, between buying the
book, shipping the books, thecollateral that I included when
I sent the books out, that's a$6,000 investment.
(21:15):
I did the math so that I couldtalk about it.
So not everyone has $6,000 forbooks and shipping to get their
book out pre-publication.
Of course some authors canchoose to send a PDF which
doesn't cost the books or theshipping.
There is something magic aboutpeople receiving a print copy of
the book and then it's alwayson your desk, kind of reminding
you like, oh, my friend wrote abook, I need to help them
(21:37):
promote it.
But you know, I realized that Iam privileged to have the
opportunity to invest in booksat that level.
Other things I love to haveauthors do that I'll mention is
to have a virtual launchcelebration for their books,
bringing together in a moment,and if you have a host who can
(22:05):
tell people, the best way youhelp this author is by buying a
copy of the book, even if youalready have one.
Then those sales concentratedin a window on Amazon will allow
that author to be more likelyto bump into that bestseller
status, which, of course, isthen something else to promote,
and that early momentum can helpfuel the Amazon algorithm and
(22:26):
help people to discover yourbook.
So that's another key learningof my book launch journey is the
value of having that virtuallaunch celebration on the day
your book comes out.
Speaker 1 (22:35):
I love these little tips and the insights that
you're giving us so that, ifyou're looking to really build
that credibility and thatauthority, a book is a very
powerful way to do that andgetting those reviews and things
like that are extremelyimportant, and I think that
these lessons apply toeverything.
(22:56):
Right, it doesn't have to be abook.
You can be getting this reachand this impact, maybe not quite
on the scale as if you had abook, but you can still do that
with your other content, and Ithink that that's just so
important when you'reestablishing yourself as a
thought leader and marketingyourself and your business.
(23:16):
So very, very good and veryimportant.
So thank you so much, becky,for all of this great
information.
I have taken some mental, thisgreat information.
I have taken some mental noteshere and luckily I have the
transcript, so I'll be puttingthat into to Claude and having
it create my to-do list, becausethere's so many good things in
here that I plan on actuallytaking action on too.
But before I let you go, theshow is called Imperfect
(23:39):
Marketing.
Marketing is anything but aperfect science, as I'm sure you
well know, even though there issome science behind it, like
with the number of reviews right.
What has been your biggestmarketing lesson learned along
the way?
Speaker 2 (23:51):
So this is a new one.
I'm happy to share it for thefirst time.
On this show, kendra, Imentioned that one of my
favorite book marketing reframesis that book marketing isn't
self-promotion, it's messagepromotion.
And last week, when I wastalking with a group of authors
about this, something else cameout of my mouth that I'd never
said before, and this is myfirst time being recorded, maybe
or on a podcast, saying it.
(24:11):
It's an idea that marketing canbe a sacred act of service, and
I think so often we think aboutmarketing being as like
something that we're doing toget something for ourselves, but
I think that marketing worksbetter when it's something that
we do for others.
So, when we're showing up withvalue to offer in an act of
(24:33):
service for others, you know, ifwe're writing a blog post
because we have a person in mindwho could benefit from the
knowledge or expertise that weshare in mind, who could benefit
from the knowledge or expertisethat we share, or if we're
creating a post that we knowcould encourage or inspire
something, someone you know, Iwonder if we all started to
think about our marketing as anact of service, if we would
(24:53):
bring a different energy when wewrite an email newsletter or,
you know, bring a different setof motivation when we film a
video or, you know, whatever itis that we're doing.
That's marketing, you know, andmarketing can sometimes just be
a box that we check.
I think that the whole worldwould be different and better if
we could bring that heart ofservice to our marketing efforts
(25:15):
.
Speaker 1 (25:15):
I love that idea because we are bringing value.
We are bringing answers toquestions that people need,
right Because they don't havethe experience and expertise in
our specific areas and they canreally benefit from that.
I love that insight.
A friend of mine, Brenda Meller, she does a lot of LinkedIn
(25:37):
marketing and she regularlytalks about how she will have
people message her questions andinstead of saying, oh, you have
to buy a service or buy this orbuy that, she'll answer those
questions on her social mediapage so that everybody can
benefit from it.
So she's providing a service tothe person that answered the
question.
She's also providing a servicethrough that marketing to her
(25:59):
entire audience, because I'msure it's a question that more
than one person has and Ibelieve that if I looked through
hers, I would actually seemarketing as a service there to
others and I think that that's afantastic way to look at it.
And I love that reframe becauseI feel that so many other people
(26:22):
could benefit from that and itmoves that email I'm bothering
people thing.
Right, that's not a questionanymore because you're not
bothering them, You're answeringtheir question.
You're providing them with aservice by providing them with
your expertise and your storiesand your information and I just
love that.
Love that.
Thank you so much, Becky.
(26:43):
I really appreciate your timetoday.
For those of you listening andwatching, be sure to check the
show notes for how to get intouch with Becky in case you're
looking to step up your reach.
We'll also have a link to herbook, of course, on Amazon and
ways to connect with her.
Until next time, thank you allso much for tuning in and have a
great rest of your day.
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