I’m on page 7 of a new book on marketing - and one thing stands out as a glaring omission.

They Got The Important Part WRONG!

Starting from the book cover, introduction, acknowledgements, table of contents, and right on into chapter 1, there is

No ENGAGEMENT

No tools or devices to encourage interaction with readers.

(What are they?  We’ll talk about them soon.)

In this day and age of publishing, I believe every author must strive for a close, personal relationship with readers - and that involves engagement with your best audience… folks who paid money to study your methods.

It means BUILDING A LIST.

That has always been my mantra, and I thrust it down the throats of everyone who asks me for suggestions or advice.  And even some who don’t!

A typical conversation might go like this:

Me: Build a list.

Them: But I already have a website/blog/forum.

Me: Build a list.

Them: But I don’t have anything else to sell them.

Me: Build a list.

Them: But I don’t want the hassle of writing or emailing them.

Me: Build a list.

Them: But I don’t know how to set it up or manage a list.

Me: Build a list.

Them: But WHY??? I already KNOW all my buyers!

Me: Ah, you do?  How?  You already have them on a list?  Ok, that’s fine then.

You see, the ONLY reason to NOT build a list of your clients and customers is that you already have ALL of them on a list!

To engage your best audience, you need a way to contact them and communicate with them.

You need a way to identify them - and then a way to reach them with future messages.

Having them volunteer this information by inviting them to join a list is the best way.  And the devices you may use to invite them are diverse, and a creative author can think up dozens.

Some suggestions:

* offer a bonus - a consultation transcript, a special interview, a checklist, a blueprint, or templates

* offer private membership - access to a password-protected section of your website where only buyers can enter

* offer consultations or critiques - works wonderfully for a certain kind of book - and you can then package your review/feedback into another book!

* offer privileges - early notification of your next book, seminars or events you will be at, even a chance to join you for dinner when you’re in town

* offer discounts - on related merchandise and services, which you can source at low prices from partners in your niche

There are dozens of ways to spin this.  Remember, your book is going to be on shelves of bookstores around the world!  You’re now famous - and there will always be crowds ready and willing to ride the bandwagon of your popularity - if you’ll let them hop aboard.

Once you’ve built your contact database, you need to leverage it by building a relationship with that audience - by creating and fostering engagement.

You may do it in many different, unique and exciting ways.  I’ll mention a few.

* Seth Godin’s new book is not yet released.  He has pre-sold thousands of copies - by engaging his audience on his blog (which is prominently featured on all his print books) and by allowing them ‘exclusive membership’ in a social network called TRIIIBES.com (Yes, I’m in it, love it, and evangelize it everywhere!)

* Tim Ferriss’ blog speaks directly to readers of his book - expanding on ideas and riffs that he published in his ‘4 Hour Work Week’

* Michio Kaku has a busy forum for his fans to ask questions about theoretical physics - which he then answers on the blog/forum as well as on his radio show

* Christine Comaford-Lynch regularly sends out a email newsletter with additional content related to the subject of her book.

* Frank McKinney invites his book buyers to various offline events and to participate in his charity work with the “Caring House Project”

All of these devices get readers of a book more closely engaged with the author.  It gives them that most precious of all assets an in-print author can have - PERSONAL ACCESS.

There is a sense of being connected with the author whose book we buy, whose thoughts and opinions and views we embrace (or attack), whose next book we buy.

Stop right there.

Did you see that?

Whose NEXT BOOK we buy!

That’s the power of having a list and engaging it.

They will buy your next book.

They will come to your next event.

They will ask you for advice.

They will evangelize you to others.

They will grow your tribe.

They will do it FOR FREE.

Do you think they’ll do it anyway?  Automatically?  Just because you authored the greatest book about ________ ?

Think again.

We live in an over-crowded, cluttered world, where things compete for our fickle attention spans.  Out of sight IS out of mind.

So, dear best-selling author, once you HAVE my attention, KEEP it.

* Invite me to be a part of your special world - I’ll be tickled pink.

* Engage me in your activities and interests - I’ll be happy to join in.

* Urge me to tell the world how great you are - I’d love to.

* Acknowledge me - by communicating often, well, and with value.

Writing a book is just the first step.

It’s where the journey begins, not where it ends.

Take it higher.  Much higher.

ACTION STEPS/SUGGESTIONS for authors:

• Make sure your website URL is PROMINENTLY featured on your book cover (front and back)
• Repeat your URL as many times as you can within the covers
• Start right on Page 1 - or even before - with an engagement hook, and add appeal to it by making it exclusive to your readers/buyers
• Invite every book owner (or reader) to opt-in to your database - with a compelling reason to do it
• Engage them often, and in an appealing and fun way, to build a bond of loyalty that grow into adoration, respect and evangelism.
• Turn ‘readers’ into passionate and empowered ‘members’ of your tribe.

The nice bit is that they are eager, ready and willing.

You just have to ask!