Judah Smith’s most recent book, Jesus Is: Find a New Way to Be Human, was released this week. On launch day, the book rose to #3 on the B&N Top 100 and #11 on the Amazon Top 100. Along with getting noticed on the best seller lists, Judah and the book have also been getting global publicity from TV Spots, Internet Videos and social media shout outs from Selena Gomez and Justin Bieber (Forbes magazine has named Justin Bieber the third most powerful celebrity in the world).
I find this compelling and feel that Jesus (not the book, or the author, but The Person Jesus) is getting global attention during this launch.
That is a BIG deal.
The “Jesus” Conversation
I feel this is an important time and I would encourage you to consider joining and contributing to the conversation about Jesus. In a recent video Judah used the phase, “I want to build bridges and not walls,” when it comes to Jesus. I think this book and the attention it is getting is doing just that. Check out Jesus Is: Find a New Way to Be Human HERE.
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A Book Launch Worth Paying Attention To!
Furthermore, as a Video Editor, Social Media Marketer and Digital Communications guy, I love observing what Judah and the team are doing for The Jesus Is launch. I know a lot of pastors and leaders are releasing, or want to release a book in the future so I thought you might enjoy a breakdown of some of the key aspects of the Jesus Is Book Launch.
Jesus Is Launch Day Hangout Judah Smith (Google Hangouts)
Google hangouts are a rad way to connect LIVE with your audience and in this case “street team,” but they are also super cool because they archive on your YouTube Channel. In this case it’s Chad Cannon’s YouTube channel (Chad is the Senior Director of Marketing at Thomas Nelson) and you can check out details about the launch, marketing, social media ninja tactics and other cool stuff like that.
Watch it all on Chad’s YouTube channel HERE.
Incredible Trailer and Jesus Is Curriculum by Rhetorik (Good Video Content)
Rhetorik did the Jesus is DVD curriculum was down by Rhetorik (http://rhetorikcreative.com/). These guys are BOSSES in the video and creative space. They have worked with Taylor Swift and produced other Thomas Nelson curriculum including Exploring Blue Like Jazz and others.
Bonuses (If you intend to launch a successful book post 2013 you better have bonuses)
There are A TON of books released these days so it can be hard to gain any traction during launches without great bonuses. It’s also a great way to OVER DELIVER and ADD VALUE to your audience. Check out the details about the bonuses HERE.
When you buy one book, the bonuses include the Jesus Is Music Project (mp3s), the eBook version, bonus video with Judah and some other photos and stuff. If you buy 5 books, you get all the “one book” bonuses PLUS the The Jesus Is ____. DVD Study Kit, Audio Book, Artwork for a Church Campaign and some other cool stuff. Get Jesus Is HERE and the Bonuses HERE.
Key: The Bonuses are only applicable during launch week to COMBINE all the sales within a 7 day window for the best chance of getting on the New York Times Best Seller list.
I recently helped plan the launch of the newest book from Benny Perez, MORE: Discovering The God of More When Life Gives You Less. It is another examples of “BONUSES” to check out. Click HERE to check out the MORE Book Launch Bonuses example.
Street Team (If you can rally one… you should)
HERE is the application form for the street team. Also, could be called a “Launch Team.” No matter what you call it, this is a great way to build up a group that with “spread the word” during the book launch.
In the case of Jesus Is, it might also be more appropriate to call the group a “Digital Street Team,” because some of the main ways of getting the word out are Twitter, Facebook, Instagram, email, Amazon reviews and other “digital” word of mouth.
A Team of “Crushers” Leading the Launch (Teamwork Makes the Dreamwork)
A great team is a HUGE KEY for any launch. In this case the team includes Katy Boatman, Marketing Specialist at Thomas Nelson Publishers, Tim Schraeder, the social media ninja and Chad Cannon, Senior Director of Marketing at Thomas Nelson.
But Sean, I don’t have a “GURU Team” like that, what should I do?
First, identify someone with potential and passion. Then, have them read this blog post, study this launch and other book launches, follow those guys (and girl) on twitter and sign up for The THiNK Email List because I will send out some KILLER book launch stuff soon to our email list (sign up for the THiNK email list HERE).
The 60 Second Show (Consider Video Blogging on YouTube)
Judah Smith does a YouTube video blog called, “The 60 Second Show.” Check it out HERE. The cool thing is that it is VERY SIMPLE. All he does is super short video clips with any complicated video editing or special effects.
You can do that. You should do that (or something like it).
I think YouTube is one of the most under underutilized and missed opportunities for churches, speakers, authors and ministries. It’s free, it’s easy and you should NEED to utilize YouTube for your launches (no question). For more on using YouTube as a speaker, author, church or ministry check out THIS POST.
Giveaways (Give Stuff Away… but do it like this)
Find, make or buy some cool stuff to giveaway in exchange for tweets, Facebook likes and Facebook posts. For the Jesus Is launch they are using Rafflecopter. Check out an example of how the Jesus Is is using it HERE and check out Rafflecopter HERE.
Social Media Blitz
Do this. Look at what is happening with the Jesus Is Launch on the social media channels and do that.
http://jesusisbook.com/free-resources (Facebook and Twitter Backgrounds Etc.)
The social media “takeaways” are abundant and better suited for PART 2 of this blog, but check out Jesus Is Social Media Channels and see what you can use for your launch.
Have Justin Bieber Promote Your Book on Social Media
So you probably are not very close to Justin, but the principle is important, “Influencers” will MOVE THE NEEDLE for your launch. It’s important to always be building relationships, connecting with people and adding value to others, so that when you do YOUR LAUNCH, you have “Relationship Equity” when you need it.
Key: Relationship comes BEFORE Opportunity (be a genuinely good person that adds value to others first, without expecting anything in return and people are likely to reciprocate )
More Strategy’s for How to Launch a Book (Successfully) in 2013
There is more to learn from this launch so I will follow up with a PART 2 Blog when the dust settles. Get notified about that post on Twitter, Facebook, or the THiNK Email List.
Discouraged? Don’t Be. Launch Your Book!
Do you have the platform or resources behind this book launch? Nope. But that doesn’t mean you can’t launch a successful book in your niche and in your sphere of influence. The takeaways for a “skillfully executed” launch like this one, scale up or down and can definitely be applied to your stuff. Go do it.