Beyond the Bio - Sophie Milliken

The latest Beyond the Bio podcast episode features business coach Robin Waite. Robin, a seasoned author and coach, shares invaluable insights into how he has successfully garnered hundreds of reviews for his books, and how these reviews have played a critical role in building his brand and business.

Sophie Milliken, Founder and CEO of the modern PR agency Moja, invites listeners to join her and her industry-expert guests as they explore how to enhance your professional profile.

Each week, Sophie delves into a variety of topics, including awards, PR strategies, speaking engagements, social media, and the transformative power of podcasting. Whether you are a new start-up or an established entrepreneur, this podcast is designed to help you gain recognition in your field.

Sophie's new book - From Unknown to Unforgettable: How to Build a Personal Brand That Goes Beyond the Bio - will be available shortly!

What We Discussed on the Beyond the Bio Podcast

1. Personalised Approach to Engage Readers: Robin sends signed copies of his book to selected readers, creating meaningful connections and a sense of exclusivity that fosters loyalty and positive engagement.
2. Leveraging Events for Book Promotion: Hosting events and sending out copies in advance help generate interest and encourage attendees to leave reviews, using a multi-faceted approach to promote the book across various platforms.
3. Incentivising Reviews Thoughtfully: Robin offers value-driven incentives like free coaching sessions for reviews, motivating readers while staying within Amazon’s guidelines.
4. Handling Negative Reviews Gracefully: Robin views negative reviews as opportunities for growth, responding with gratitude, reflecting on feedback, and maintaining professionalism, which strengthens reader trust and engagement.
5. Appreciating Honest Feedback: A mix of positive and negative reviews adds credibility, demonstrating that feedback is genuine and lending authenticity to the overall rating of the book.
6. Exploring Multiple Review Platforms: Robin expands his reach beyond Amazon, tapping into platforms like Goodreads to gain broader perspectives and refine his work based on diverse reader insights.
7. Engaging Readers Through Audiobooks: By recording his own audiobook with unique character voices, Robin adds a personal touch, creating a new dimension of engagement that resonates with his audience.
8. Continuous Learning and Adaptation: Robin’s journey highlights the importance of ongoing learning, adaptation, and incorporating reader feedback to enhance future book launches and maintain reader interest.

1. The Power of a Personalised Approach

Robin understands that in today's digital landscape, creating meaningful connections is crucial for building a loyal audience. Rather than relying solely on traditional marketing methods, Robin takes a more personalised approach by sending a signed copy of his book, Take Your Shot, to a select group of readers. This gesture is more than just a promotional tactic; it’s a way to show appreciation and build a deeper relationship with his audience.

By personally reaching out to readers, Robin creates a sense of exclusivity and value. This is not just about giving away a free book; it’s about making each recipient feel special and valued. The act of signing the book and sending it directly to someone’s home creates a personal touch that is increasingly rare in an age where digital interactions dominate.

2. Leveraging Events for Book Promotion

Hosting events, such as book launches or speaking engagements, provides a unique opportunity to promote books directly to a target audience. Robin suggests that sending out copies of the book in advance to those invited can spark interest and encourage attendees to leave reviews. By combining the launch event with a request to purchase the Kindle version and leave a review, Robin creates a multi-faceted approach to book promotion that reaches readers on different platforms.

Ideas for Leveraging Events in Book Promotion:

• Pre-Event Engagement:
  • Send out copies of the book in advance to build anticipation and create a sense of exclusivity.
  • Include a personalised invitation encouraging attendees to read the book before the event and come prepared with questions or insights.
  • Offer incentives, such as exclusive content or a follow-up webinar, to those who leave a review after the event.
• Event Strategies:
  • Incorporate interactive sessions where attendees can discuss key themes or takeaways from the book.
  • Use the event as a platform to announce special offers, such as discounted Kindle versions or bundled packages that include additional resources.
  • Create a sense of urgency by offering time-limited deals or bonuses for attendees who purchase and review the book within a specific timeframe.
• Post-Event Follow-Up:
  • Send a thank-you note to attendees with a reminder to leave a review, along with links to where they can do so.
  • Share highlights from the event on social media and encourage participants to share their experiences and reviews online.
  • Offer a free coaching session, workshop, or another value-added service as a reward for those who provide detailed reviews.

By thoughtfully integrating these elements into his book promotion strategy, Robin maximises the potential of each event, turning attendees into advocates and reviewers who help amplify the book’s reach and influence.

3. Incentivising Reviews: A Delicate Balance

Robin has creatively navigated the often tricky waters of incentivising reviews. While Amazon's policies prohibit direct compensation for reviews, Robin has found a way to motivate his readers by offering something of value that is closely tied to his business. For example, he offers a free coaching session or an invitation to one of his events in exchange for a review. This approach, while pushing the boundaries of Amazon’s guidelines, has proven effective in driving engagement and increasing the number of reviews.

4. Handling Negative Reviews with Grace

Every author will inevitably face negative reviews, and Robin is no exception. He candidly discusses how receiving his first one-star review felt like a dagger to the heart. However, he soon learned to view these reviews as opportunities for growth. Robin now takes the time to reflect on the feedback, assess its validity, and make improvements where necessary. He even reaches out to reviewers to thank them for their honesty and to offer a refund or compensation for their time, though no one has taken him up on this offer yet.

Ideas for Handling Negative Reviews with Grace:

• Shift Your Mindset:
  • Understand that negative reviews are part of the process and not a reflection of your overall worth as a creator.
  • View criticism as an opportunity to grow and improve your work, rather than as a personal attack.
• Reflect and Assess:
  • Take time to reflect on the feedback and determine if there are valid points that can help improve your book or future projects.
  • Look for patterns in reviews that could indicate areas where changes or updates are needed.
• Respond with Gratitude:
  • Thank the reviewer for their honesty and for taking the time to provide feedback, whether it’s positive or negative.
  • Offer a thoughtful, considerate response that acknowledges their concerns and expresses a willingness to learn and improve.
• Engage with Reviewers:
  • Reach out to reviewers personally, if possible, to address their concerns and to show that you value their input.
  • Offer a refund, a free coaching session, or another form of compensation as a goodwill gesture, demonstrating your commitment to customer satisfaction.
• Stay Professional and Positive:
  • Maintain professionalism in your responses, even if the review is harsh or unfair.
  • Use the experience as a learning opportunity and focus on the positive reviews and feedback you’ve received.
• Utilise Feedback for Future Improvements:
  • Incorporate constructive feedback into your future work to continually improve and meet the needs of your audience.
  • Update and revise content based on common concerns or suggestions, ensuring that your book remains relevant and well-received.

By adopting these strategies, Robin transforms what could be a discouraging experience into a constructive one, ultimately leading to stronger connections with his readers and a better product. His approach demonstrates that handling criticism with grace not only benefits personal growth but also enhances the reader’s experience, fostering a community of trust and mutual respect.

5. The Value of Honest Feedback

Robin has come to appreciate the diversity of opinions reflected in his reviews. He acknowledges that not every book is for everyone, and differing opinions can actually lend credibility to the overall rating of a book. A mix of positive and negative reviews shows potential readers that the feedback is genuine and not manipulated. Robin sees this as a positive aspect of the review process, reinforcing the authenticity of his work.

6. Exploring Different Review Platforms

While Amazon may be the go-to platform for many authors, Robin highlights the importance of expanding beyond it. He notes that platforms like Goodreads tend to attract a more discerning audience, and as such, the reviews there can differ slightly from those on Amazon. By tapping into multiple platforms, Robin gains a broader perspective on how his books are received, which in turn helps him refine his future work.

7. Engaging Readers Through Audiobooks

Robin also shares his experience with recording the audiobook version of Take Your Shot, where he took on the challenge of voicing all the different characters himself. This not only added a personal touch to the audiobook but also provided a new dimension of engagement with his audience. The unique character voices were mentioned in reviews, showing that readers appreciate the extra effort and creativity.

8. Continuous Learning and Adaptation

The conversation with Robin is rich with actionable insights, many of which he plans to incorporate into his next book launch. He talks about adding prompts for reviews at the end of the book and exploring other quick wins that can enhance the reader's experience and increase engagement.

Conclusion

Robin’s journey as an author and coach offers a masterclass in how to turn book readers into raving fans. His strategies for gathering reviews, handling feedback, and engaging readers are a testament to the importance of personal connection and continuous improvement. For authors looking to build a loyal following and increase their book’s visibility, Robin’s approach provides a roadmap to success.