Most of marketing a blog or a book centers around velocity. Velocity is getting a certain number of shares or sales in a certain time period. And almost every digital ecosystem has a “formula” for how much velocity it takes to hit the “bestseller” list.

For example:

  • It takes roughly 500 ebook sales per day to hit the Top 100 Kindle Bestseller List, but once you do Amazon will help you sell your ebook for life
  • It takes roughly 500 shares on LinkedIn in a week to get your article or blog post featured in LinkedIn Today, but once you do a link to your post goes out to millions of industry professionals
  • It takes roughly 5 votes in the first 15 minutes to get on the front page of tech news site Hacker News, but once you do you’ll get at least a thousand hits to your website in a day

Whatever goal or metric you may have for your blog or book, there is probably a certain number of shares/sales/clicks/tweets/etc. you have to hit in a certain time period in order to meet that goal. This is called velocity.

The difference between getting velocity and not getting velocity is paramount. If you get velocity, you hit “bestseller” lists, which in turn drive more traffic and/or sales than you can imagine. If you don’t get velocity, you get nearly nothing. You blog post languishes in your archives, rarely read again, or your book sits on Amazon or Barnes and Noble, struggling to get a single sale at a time.

There are only two ways to get velocity that I know of:

  • Get incredibly lucky
  • Coordinate velocity

Let’s talk about the second one, since it’s easier to control. If you want to coordinate velocity for your blog or book, you need at least two of three things (all three is better, of course):

  • A strong base of loyal fans (an audience) who happily talk about your work with others
  • Amazing content that people can’t help but talk about
  • A huge launch (or relaunch) where you coordinate people to talk about your work at the same time

You can probably make velocity happen with only two out of the three. For example, you can have mediocre content + a huge audience + a huge launch (lots of A-list bloggers and celebrities get by with this all the time). You can have great content + a huge audience + no launch (the ideal situation for almost any writer because it feels like there’s no marketing involved). You can have great content + no audience + a huge launch (this is how almost everyone who has a successful blog or book starts out).

It helps to do all three at once, of course. Using all three of your tools is the closest you can get to guaranteeing the success of your blog or your book.

If you are ready to build your audience, I encourage you to grab my free 7-Day Get Your Book Selling Quickstart. There are several tips to help you build your audience, and several more that will help you get your book selling now, if you have one. Plus, did I mention it’s free?

We’ve reached the end of the series, so you have a choice, once and for all. Sign up or don’t. Get the help you need and want—or don’t.

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