Many
strategies to book marketing are floated out there, some of which are terrific,
others obvious, some hard to implement, and others that are just totally wrong. Which ones are right for you?
Authors
and book publicists, at the very least, should do the things that are achievable,
affordable, and time-efficient. Before
you think big, do the nuts and bolts stuff.
This may consist of things like sending advance review copies to
targeted media with enough lead time or scheduling book signing appearances at
local bookstores and libraries, and blogging regularly on your topic.
The
next strategy to implement is to pay for what you can’t do – because of
ability, knowledge, desire, time, or other factors. Can’t contact the news media? Hire a book publicist. Don’t like to tweet? Employ a social media marketer. Need help
creating a website? Use a web
designer. No time to look up lists of
groups and organizations to approach?
Hire someone to do research for you.
The
strategies on marketing, promoting, and advertising that you choose to utilize
should be based on what you identified as your goals -- for your book and your
brand. Your strategies should support
your goals. Your goals should have multiple
tiers or levels, so that you’re always reaching for something – but not just
the stars and not to merely do what’s easy.
Your
book marketing strategy should be one that’s logical, timely, affordable, and
reasonable. Don’t underestimate what
kind of commitment you’ll need to make – and don’t overstate the anticipated
results of your efforts. Keep a level
head here.
Your
best strategy is one that utilizes others.
What can you do that will enlist the help of others – friends, family,
colleagues and those you come to meet?
Let others help you. Give them a
specific task to perform. Go back to
them again, to help, until they say no.
Any
book marketing strategy used today seems to involve giveaways. You can give away the book for a limited
time, to create word of mouth buzz. You
can give away a prior book or related content, in the hopes of stimulating
interest in your new book. You can also
incentivize others to buy your book by rewarding them with something
free. The item could be something digital
that’s shared easily. It can even be
something another author or organization provided to you, something of value to
others.
You
should not think there’s a one-size-fits-all book marketing plan that every
author has to or can follow. You must customize
a plan, based on your goals, passions, connections, abilities, and knowledge –
and resources – that matches what you can really achieve for your book and
brand.
Considering
there’s well over 3,500 titles published daily – yes, that’s about 150 per hour
or more than 2.5 per minute every day, night, and holiday, authors need to have a
realistic strategy to get attention from an over-exposed society. However, the good news is few authors execute
a well-planned, comprehensive PR and marketing campaign, so you have a chance
to succeed if you stick with a smart, properly supported campaign.
Just
because you want to sell a lot of books or get fame and glory, doesn’t mean
that you will. In fact, the odds are
against it. Go from a strategy of
baseless wishing to taking concrete steps to make a difference.
Another
strategy to consider is one that involves applying for book awards and entering
writer competitions: build your brand for the long-term.
Lastly,
never look at the sales or media success of a book and assume you can model it. You never really know what - or who – was
behind its climb to the top. You can’t
just simply declare your book is better than that one and it deserves attention. Go out and make it happen!
DON'T MISS!
Study this exclusive author media
training video from T J Walker
What does it really take to land on a best-seller list?
Can you sell 10 copies of your book every day?
Great book PR lessons from kids, clergy, women, contractors &
sportscasters
How do authors get on TV?
Here’s the 2017 Author Book PR & Marketing Toolkit
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