When
searching for the right word we may consult a dictionary or thesaurus. For some writers who are in need of a book
for developing ideas for novels and short stories, they may need Fred White’s The Writer’s Idea Thesaurus. But what do
authors and book marketers turn to so they can feel inspiration or creativity
when it comes to marketing a book?
A
lot of book publicity is executed and based on a few models or resources.
For
resources, one may go online, read a book on marketing, or attend a seminar on
book publicity.
For
models, one may look at how books, brands, celebrities or major companies
market themselves and their messages. We
copy what seems to work, though the reasons it worked for one may not also be
true for why they’d work for another.
But,
like a book that gives writers plot prompts and computer programs that help
writers avoid writer’s block, could a tool, model, or resource exist to help
any author or book promoter move their book marketing along?
The
way one should look at their book marketing, to me, is simple and
straight-forward: set goals, identify
resources, create a timeline to achieve incremental successes, and fulfill the
basics while also dreaming big.
Basically,
throw a number of balls into the air and try to keep them all afloat. Support the ones that show the most promise
or pay-off. Diversify your efforts and
experiment until you see where to really specialize and excel.
When
something doesn’t work, examine why.
Could something be changed to bring about success – or is it best to
move on?
When
something works, see how you can ride it and continue to exploit it until you
begin or receive diminished returns from your efforts.
Once
you feel you are doing all that you can, based on your knowledge, skills, and
experience – as well as time availability – explore who you can hire to help
with what specific areas that you have not been able to approach or break
through. Determine a budget, list your
expectations, and set boundaries as to how long you’ll give it a try -- until you
get desired results or signals to end your pursuits.
Embrace
these mantras:
·
Do
something daily.
·
Push
out a lot and hope for some return.
·
Believe
someone’s interested in your book – do what’s needed to find, inform and sway
them to buy.
·
Don’t
give up but do change strategies.
·
Great
books don’t sell as fast as the great marketing of books.
·
Be
open to all types of approaches and strategies until you see enough evidence to
determine which strategy works – and which fall short.
·
Just
as in a writer needs to come up with exactly the right word or phrase to
accurately and convincingly convey a thought, he or she needs to come up with
exactly the right approach or tactic to market a book successfully.
All
writers aside from the book they ended up writing, must write their own book
publicity book – a blueprint for achieving sales, branding, and the adoption of
the writer’s works. No matter what the
writer does, it won’t be enough. Or at
least the writer won’t feel it is enough.
He or she seeks to be a best-seller, garner awards, engender critical
acclaim, and to find his or her book embraced by others that brings about a
better world. Writers are bound to hit
major roadblocks in seeking to achieve any of this.
Maybe
authors need to craft their own book marketing thesaurus, something to help
them get unstuck when searching for the right approach to promote their art.
Stuck
on developing a new press release?
Not
sure how to proceed with social media?
Looking
for a better way to market to those beyond your core reader?
Consult
the book marketer’s thesaurus! Just as a
thesaurus finds the right synonym, antonym or homonym – and as plot-aid books
help writers to get unstuck at critical points of creation – a writer can
benefit from some prompts to keep working harder, smarter, and effectively when
marketing a book.
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