At the leadership summit at Goafest 2015, bestselling author and renowned youth icon Chetan Bhagat spoke about ‘Storyselling’, his marketing strategy as a writer. He candidly admitted ‘I am not the best writer, I am the bestselling writer’.
The first thing he said is that his marketing spends are zero. He said spending on marketing does not fit into his overall strategy. He referred to a front page ad for the launch of one of his books which was released by Flipkart and declared India’s best-selling author is back with his new book. This was the most expensive ad which featured him that came out, but it was paid for by Flipkart.
Bhagat said his goal is not just to write bestsellers. In fact he hopes to bring about change which he aims to do by reaching maximum Indians via entertainment and influence them towards a progressive society. He further explained that the reasons why his books sell are because they have tight plots, humour, simple English, relatable characters, connect and that they address a social issue.
Other than writing books, his marketing strategy involves scaling up to writing scripts for Bollywood movies (he wrote the script for Salman Khan starrer Kick), writing for English and Hindi dailies (Hindi daily because his target audience is in places which are best reached by Hindi regional newspapers) , hosting TV shows (ABP News, Nach Baliye), delivering talks (he has delivered over 300 talks worldwide), having massive social media presence (he is widely followed on Facebook and Twitter); quintessentially being omnipresent on all mediums in order to voice his opinion and reach a wider audience. Bhagat said all these steps are important to achieve his goal of reaching 100 million Indians.
Bhagat added that hosting 7 Race Course Road on ABP News was one of the most challenging tasks for him in terms of being a studio Hindi speaking host. He also said that many people have asked him why he decided to join Nach Baliye as a judge. To this effect, he explained that the show has a wide audience reach. So one fine day if a viewer who knows him through the show, picks up the newspaper to find his column, he may read it and be inspired by his voice in some way.