Too many authors and promoters fail at the art of the author Q&A. After publishing hundreds of Q&A’s on my blog over the past five years, I’ve noticed too many Q&A’s are weak, incomplete or lack sales tools. Here’s how to make the Q&A work much better for you:
First, understand the purpose of this document. The Q&A is used as a means to sell your book and market your brand. What voice will you speak in? What will you say to show your expertise? How will you get people to take an action step such as go to your site, buy a book, or follow you on social media?
Second, mention the full name of your book a few times within the answers that you provide.
Third, provide one or two links to your site, Amazon page, or social media, so people can easily order a book, connect with you, or learn more.
Fourth, don’t keep your answers too short or it books like you lack substance, depth, and know-how.
Fifth, don’t provide answers that are too long or you’ll seem unfocused, wordy, or boring.
Sixth, answer the questions on the offensive, not the defensive. Your goal is not to give a good enough answer or an answer that doesn’t hurt you. Instead, go out on a limb to make a positive impression. Say something that sounds insightful, unique, odd, funny, emotional – not just blandly slinking words together.
Seven, don’t ever say “buy” or try to sell your book in a blatant commercialistic way. You sell it by giving a great interview, not by commanding or begging others to buy it. Show them why they should buy it.
Eighth, be controversial, outrageous, or unusual. Ordinary is not good enough. Good enough is not enough. You have nothing to lose but everything to gain – take a stand, take a risk, take a shot at reaching beyond the length of your arms.
Nine, create a narrative or context. People need to understand where your book is coming from. Give them perspective. Try to thrust them into your world but give them the sub-titles to follow along.
Ten, offer ideas or content that helps others. Be useful.
Lastly, don’t read off your credentials, like a resume, but do sprinkle into your answers how you are qualified and best positioned to write the book that you penned.
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Brian Feinblum’s views, opinions, and ideas expressed in this blog are his alone and not that of his employer. You can follow him on Twitter @theprexpert and email him at email@example.com. He feels more important when discussed in the third-person. This is copyrighted by BookMarketingBuzzBlog © 2016
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