Friday, November 3, 2023

Why Are Author Marketing Emails Lousy?

Many marketing emails put out by authors — whether to solicit a speaking engagement, generate a news media interview, secure a testimonial, or ask for a book purchase — are stinky. Why?

Too often I see emails that commit one or more of these transgressions:

* Their missive is too long and not focused
* It is too short on relevant details
* Simply lacks substance
* Buries or muffles its best points

* Paragraphs are too long, especially if read on a mobile device
* Fails to firmly ask for an action step
* Written with typos, misspellings, and/or an abuse of grammar rules
* Falls short at being convincing and could be dull
* Is sent at the wrong time — too late, too early

* Use a weak subject line that fails to draw people in
* It is mailed to the wrong recipient

Instead, emails need to achieve their inherent purpose: to convey facts, ask questions, describe something or visualize a possible scenario that demonstrates your key points and inspires people to respond in a certain manner.

Authors, before you send off your email, be prepared to answer these questions:

* What do you want to say? Substance of the content
* How shall you say it? Style of presentation
* Are there certain words, sources, or events that you need to reference? Buzzwords help people identify with you
* What do you need to avoid discussing? Touchy topics to avoid
* What is your goal? Know your why and what you want people to do

Consider including: 

* A free item 

* A discount or deal

* A limited-time offer

* Special access to someone or something 

Make sure you say and offer what they want. Sound like you offer something exclusive or scarce. Quote someone to show third-party validation: a book review, a testimonial, an award, or a news media story. 

Writers of books may be great when they have 300 pages to convey a message or share a story, but to sell that book, authors will need to perfect their short game— emails that pack a punch and generate significant reactions. 

“Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read.”

Leo Burnett, Advertising Guru


Need Book Marketing Help?

Brian Feinblum, the founder of this award-winning blog, can be reached at  He is available to help authors promote their story, sell their book, and grow their brand. He has over 30 years of experience in successfully helping thousands of authors in all genres. Let him be your advocate, teacher, and motivator!


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About Brian Feinblum

Brian Feinblum should be followed on LinkedIn. This is copyrighted by BookMarketingBuzzBlog ©2023. Born and raised in Brooklyn, he now resides in Westchester with his wife, two kids, and Ferris, a black lab rescue dog, and El Chapo, a pug rescue dog. His writings are often featured in The Writer and IBPA’s The Independent.  This award-winning blog has generated over 3.4 million pageviews. With 4,600+ posts over the past dozen years, it was named one of the best book marketing blogs by BookBaby  and recognized by Feedspot in 2021 and 2018 as one of the top book marketing blogs. It was also named by as a "best resource.” For the past three decades, including 21 years as the head of marketing for the nation’s largest book publicity firm, and two jobs at two independent presses, Brian has worked with many first-time, self-published, authors of all genres, right along with best-selling authors and celebrities such as: Dr. Ruth, Mark Victor Hansen, Joseph Finder, Katherine Spurway, Neil Rackham, Harvey Mackay, Ken Blanchard, Stephen Covey, Warren Adler, Cindy Adams, Todd Duncan, Susan RoAne, John C. Maxwell, Jeff Foxworthy, Seth Godin, and Henry Winkler. He recently hosted a panel on book publicity for Book Expo America, and has spoken at ASJA, Independent Book Publishers Association Sarah Lawrence College, Nonfiction Writers Association, Cape Cod Writers Association, Willamette (Portland) Writers Association, APEX, and Connecticut Authors and Publishers Association. His letters-to-the-editor have been published in The Wall Street Journal, USA Today, New York Post, NY Daily News, Newsday, The Journal News (Westchester) and The Washington Post. He has been featured in The Sun Sentinel and Miami Herald. For more information, please consult:  

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