Authors
are always looking to distinguish themselves – and their books – from one
another. Consumers, the media, and
bookstores need to know why you – and not the next guy. So how will you make sure people perceive the
appeal that you offer?
Depending
on the number of books published in your genre, you will have to go out of your
way, to a certain degree, to make sure you sound different, better, and new. Even if you feel your competitors are not as
good as you, that their books are mediocre, or that your book is so unusual,
you need to show it, not just believe it.
What
do consumers have to go on when buying a book?
Look at all of these touch points:
·
Physical: Cover, title, page count, paper quality, book
design, typeface
·
Price: Is it economical or in proportion to value
offered?
·
Availability: Is it in stores, POD, easy-to-order, or
delayed?
·
Reviews: How many, by whom, saying what?
·
Content: When skimming, what will one think of your
writing style?
·
Media: Are you generating authoritative coverage of
your book?
·
Ads: Is some ad guiding them to buy? Why should one buy your book?
·
Testimonials: Are there
third-party endorsers of note saying you’re great?
As
an author you are a brand, and so you need to think about how you are to be
viewed by those you need to impress. A decent book, a competent message, and a
neat appearance are not enough to break through. They are the minimum. If you don’t have a
good book, can’t express yourself well, or don’t look like someone people
should pay attention to you certainly are not going anywhere.
There’s
no script for how to stick out but that’s exactly what you need – a plan to
make yourself seem special. So how would
this play out in the real world? Well,
let’s look at the points where you can sound, look, or be different from others:
·
Your
website
·
Your
press release
·
What
you say or do in a media interview
·
The
content posted on social media by or about you
·
Public
appearances, like a bookstore signing or an event.
So
each step of the way, think about how you can say something catchy or
memorable. Can you make an outrageous
claim or call for an investigation into something? Do you want to lead a reform movement or
declare a new era is upon us? Do you
have some hard news to share or secrets to reveal?
Does
your appearance match your personality?
Do you use humor and wit appropriately?
Are there cool visuals or props to share that will get attention? Can you pull a stunt or figure out some way
of sharing your message creatively?
Think of how to be special – and then escalate from there.
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