An Open Letter to Tom Webster
An unconventional marketing newsletter about a terrific book (that isn't Earn It)
Welcome to the Creativity Business, a free newsletter about earning attention and differentiating yourself as a marketer or content creator.
Hi everyone!
Before we jump into the heart of this edition, I want to deeply thank all of you who supported the launch of my book, Earn It: Unconventional Strategies for Brave Marketers. It’s been a wonderfully overwhelming two weeks since it launched, and I’ve had photos of the book sent to me from all over the planet, including Singapore, Australia, Costa Rica, the UK, and all over North America. (Also… a dog has already partially eaten a copy of the book.)
It’s a humbling experience to have something created in private for so long and to suddenly physically exist in the world.
I’m also deeply relieved that a book about unconventional marketing strategies that used unconventional marketing strategies to market the book actually worked! (It would not have been a good look if the unconventional strategies in the book didn’t deliver…).
It was pretty surreal to see this in the U.S. Amazon store:
It’s probably not a surprise that my head is deep in Book Marketing Mode. So when I had a recent chat with Bryan Barletta at Sounds Profitable, we talked about unconventional ideas for marketing another book - a book about making fantastic audience-first podcasts by Bryan’s business partner, Tom Webster. (Tom Webster is also one of the generous experts who serves as an Attention Coach in my book.)
Both Bryan and I want more people to know about Tom’s book, The Audience Is Listening, and we came up with a very unconventional strategy to help spread the word. I’ve written about the magic of combining unusual things together, and that is what I’m attempting here. Behold some volunteer marketing for a terrific book in the format of an open letter to Tom…
Dear Tom,
This is an open letter regarding your very fine book, The Audience Is Listening. Many of us in the podcasting community are concerned that you are underselling a very valuable and important resource for the podcasting industry.
In the book, you write, “You don’t deserve an audience.” We agree with you, with one exception. You. We believe that you do deserve an audience for this book.
If Sounds Profitable exists to grow and support the podcast industry, we, the people of the podcast industry, believe it is your responsibility–nay, your duty!–to make sure more people know about The Audience Is Listening.
So Tom… may we have a word?
On Jul 24, 2024, in the Sounds Profitable newsletter, the day your essential book launched into the world, the header was “Educational Opportunities for the Podcast Industry.” There was no mention of your book. The announcement was buried at the end of the email. There was no photo of the beautiful cover with the rabbit! (Taking care of that now…)
This is like Steven Spielberg writing a newsletter about educational opportunities for the film industry, and just before signing off, adding, “Oh by the way, I made a little movie called JAWS.”
There is a simplistic recipe for podcasting success, but it applies to any form of content, including a book. The secret is to maximize both Creativity Bravery and Commitment.
Creative Bravery is a term for making something incredibly valuable and unique for your audience. After they spend time with your book, will they say “this was time well spent”? For you, the answer is yes! You have knocked it out of the proverbial book park.
Commitment is whether you are using all your resources to let the people in your desired audience know that you have made this Creatively Brave Gift for them. We are concerned that your humility and fear of becoming a Slimy LinkedIn Thought Leader are preventing you from letting more of your audience know that your book exists.
We have plotted this situation on a handy graph.
We do recognize that you have been doing some wonderful book promotion on your Facebook page… for other people’s books.
(Note: You get a free pass for the second one - your wife Tamsen’s new book is also excellent. You are now officially the Non-Fiction Power Couple (NFPC™) of 2024.)
We know it is hard to promote your own work. And so, Tom, we come bearing a Gift of our own, designed just for you.
The Audience Is Listening Marketing Plan 2.0
Video Calls
You do a lot of presentations, podcasts, and meetings on video calls. What if you added a novelty prop tied into your rabbit ears cover image to remind people that you have a book? It worked very well for Steve Martin in his early standup days. This is what you could look like in EVERY video call:
Newsletter Promotion
Have you considered having other newsletters creatively promote your book? It can be like a podcast host recommending another show in their podcast! (Make sure you only do with top-tier newsletters written by really, really cool people…)
Empower Your Audience
What if you asked your audience to help you spread the word? What if you asked the people who have read and enjoyed the book to leave stellar five-star reviews on Amazon? And what if you put this ask of your community into your own newsletter???
***BONUS TIP: You might even consider getting the really, really cool newsletter writer to make this ask of your community so that you don’t have to do it yourself.
Book Neighbourhoods
Our Bumper friend Dan Misener talks brilliantly about Podcast Neighborhoods Neighborhoods reveal what your target audience is listening to and provide an instant roadmap for where you can effectively promote your show.
What about exploring this for books? What if, for example, you promoted like-minded books that complement each other without competing with each other? As a random example, you could promote The Audience Is Listening with your wife’s new book, Say What You Can’t Unhear, and maybe add in some sort of hot new release about unconventional ways to earn attention? Readers could even be entered into a draw for a pair of novelty rabbit ears.
OOH Marketing
Tom, we’ve been saving The Big One for the end. This is a game-changing idea and we are offering it to you free of charge because we believe in this book.
At the end of The Audience Is Listening, you write:
“The most underutilized way to market podcasts is in the offline world. Where are your listeners when they are receptive to your show? Urinal cake advertising in sports bars is better than X/Twitter for a sports show.”
We have generously designed Rabbit Ears Urinal Cakes™ for the washrooms at the next Podcast Movement conference.
Think of the fun many podcasters will have at the conference! (We are still working on creative ideas for podcasters who do not use urinals). Your stunt will be the talk of the conference and everyone will know that the hilarious urinal cakes came from Tom Webster, book author.
Final Bonus Tip - The Sign-Off
One final idea is unconventional and for brave book marketers only. Can you turn your book title into a closing sign-off on all your calls and emails? For example, “That’s all the time we have for this research presentation. I’m Tom Webster reminding you… The Audience Is Listening.”
You’re a brave book marketer, Tom. You can do this, Trust us. You’ve Earned It!
Sincerely,
Steve
Unelected representative of the entire podcasting industry and Unelected President of the Tom Webster Fan Club.
Earn It Updates!
A huge thank you to everyone who has helped spread the word about the book, including:
IVY - Beri Meric reads 200+ books a year, interviews the authors, and shares the wisdom to a huge community of business leaders.
Jody Vance for doing a locker room interview post book launch.
James Cridland for a wonderful and detailed review in Podnews.
Steve Goldstein at Amplifi, who was the first person who reached out when I wrote about the concept of earning attention a couple of years ago, for a new Q&A about the book.
Alison at Quill for a really fun Q&A about more effective thought leadership.
Tod Maffin for a fantastic special edition of Today In Digital Marketing podcast with a fantastic opening question.
The team at Readwise and Reader, who featured Earn It in the terrific WiseReads newsletter.
And finally… a closing favor! If you have read or listened to Earn It and enjoyed it, would you consider writing an Amazon review? It matters a lot in helping new readers and listeners discover the book. If you’re up for writing a review, it would be hugely appreciated- thank you so much!
(And thank you again to Tom Webster for being such a good sport with this Open Letter. You’re awesome, Tom!)
Until next time,
Steve
This is ABSOLUTELY hilarious and brilliant!
Those urinal cakes are genius. GENIUS I say!!!