Marketing plan
Social Media
- LinkedIn (personal): 5,624 followers
- Twitter: 2,033
- Instagram: 1,512
- Facebook (business): 1,018
- Facebook (personal): 1,195
How the author will leverage her platform (specific ideas):- She has a wide network of companies she works with, speaks to, teaches for, or who listen to the podcast that she can reach out to about bulk buys. Her first book was focused more in a marketing and brand space, but because this book is about change and is relevant to all levels of an organization, she sees a much higher potential to do corporate trainings with bulk buys.
- She has a loyal following and fans across social media and through the podcast who will share on social, rate and leave reviews.
- Finalizing a contract with a speaking agent who was recommended to the author by Mango, who will be pitching these types of engagements and bundling in bulk book buys.
- PR blitz and book tour, also with Pleasantly Persistent PR, to promote the book and get features on radio, magazines, local and national news.
- She will promote herself and create high quality video to promote the book (book trailer and other content) that shares about it.
- Her “change management” presentation will have a new name to match the title of the book
- She has merch, online classes, and other assets that could be offered as a bonus for preorders (or for bulk buys) including time with the author to do a Q&A with an audience or to get an hour of her time to provide insights/consulting (value of $499/hour).
- She will create some sort of PDF Companion Workbook as a lead magnet to drive engagement. Potentially also a class that accompanies the book and workshops she can teach at organizations (who will also be encouraged to have everyone buy a copy of the book).
Fellow influencers who will provide endorsements and help support the book:
- She has a wide network of connections across the industry, many of whom have large platforms themselves. There were over 50 endorsements for her first book (including prominent names like Scott Miller, Nir Eyal, Roger Dooley, Michael F. Schein) and she can reach out again to get more endorsements, coverage, and people to share about the book.
Media / podcast / Social Media Influencer connections who will feature/review the book and/or do an interview:
- She will reach back out to the 50+ podcasts where she has been a guest before to see if they are interested in featuring the new book, as well as new locations, and have her speaking/PR rep do pitching on her behalf to many new locations.
- She is also going to be ramping up my video content on YouTube in 2022, with short videos that will hopefully create a great following there of new, interested fans eager to get their hands on the book when it comes out.
An active and engaged mailing list:
- Her list has over 3000 people on it, with an average 75% engagement rate
Memberships / organizations who might support the book or order in bulk:
- Apple
- Maker’s Mark
- Google
- Walmart
- Service Credit Union
- American Veterinary Medical Association
- Veterinary Hospital Managers Association
- Many more based on the new speaking agent relationship starting in January.
A Science-Based Organizational Change Roadmap for Managers
“A science-based playbook that is a must-read for every manager of people…” —John A. List, Wall Street Journal bestselling author of The Voltage Effect and The Why Axis
#1 New Release in Office Management and Business Operations Research
Adapting to change is part of life. But, change is hard and managing change is even harder.
First, understand how the brain works. Because we really don’t know how the brain works, we don’t know what makes us more receptive to change. Employees can’t tell their managers what they need to “get on the train”, and managers don’t know either.
How to get your team on board. In her first book, What Your Customer Wants and Can't Tell You, author and behavioral economics specialist Melina Palmer, applies the science of behavioral economics to unlocking what is behind customer decisions. Behavioral economics combines elements of economics and psychology to understand how and why people behave the way they do in the real world. Now, in her sequel, What Your Employees Need and Can’t Tell You, she offers a highly actionable roadmap for business executives and managers faced with the task of instituting successful organizational change.
Actionable behavioral economics for successful change management. What Your Employees Need and Can’t Tell You delivers insights and research from behavioral economics and the greater behavioral sciences, presented in an enjoyable way that you can actually use to get results.
Inside find:
- An introduction to how the brain really works when faced with change
- Insights into key biases and concepts the subconscious brain uses to make decisions
- “Apply it” sections with tips on how to start using what you have learned—immediately
If you are responsible for managing change and have tried books such as The Heart of Business, Humanocracy, or Change, you should read Melina Palmer’s What Your Employees Need and Can’t Tell You.
