Do Ads Make Sense – Or Dollars -- For Authors?

 

 

 

Many authors try their hand at advertising their book. Often, they blindly make choices, poor ones at that, and then lament they wasted hundreds or thousands of dollars. What is a sensible strategy for authors when advertising their book? 

As with any endeavor, you must first ask yourself why you are doing something. So, in the case of advertising your book, why would one advertise their book? 

Here are some common answers and my responses:

·         It will help generate sales. (Will it net sales but at a loss? Is that the goal?)

·         It will increase brand awareness (To what degree – and how does that translate into something like sales or something of value, like getting a movie deal?)

·         It will help me hit a best-seller list (Possibly, but in conjunction with what else, and at what cost?)

Then, once you are under the impression that advertising could help you achieve whatever goals you have in mind, or because it is a desperate stab in the dark after not much else has worked, you need to figure a few more things out. 

You will need to determine:

• What is my ad budget?
• Where should I advertise – and for how long?
• How will I measure results?
• What if it doesn’t work? 

There are lots of ways to advertise a book – and you probably get solicited for a lot of them. 

Your many options could include these - -but there are more:

• Printed ads, ie: newspapers, trade publications, newsletters
• Billboards ie: the highway
• Digital search ads ie: Amazon, Google, Facebook
• Infomercials
• TV or Radio spots
• Sponsorships
• Bookstore shelf placement positioning
• Fliers 

Advertising can be very expensive, offers no guarantees, and can be hard to track its direct results. However, for some it works. 

For instance, if you are already a known entity, such as Stephen King, you use ads just to make people aware the new book is out. No explaining of the book or author is needed. 

Others who may benefit from advertising are those who have a series, say of five books. Advertising one is a loss leader, meaning you may not sell enough of that book to break even but you will end up getting more sales for your other books as a result of them gaining exposure to, and liking, the first one. 

Another way ads may help is if you are seeking generate a higher sales ranking on amazon. Or, perhaps the ad is to create an awareness campaign, not just for your book, but for some other product, service, or business connected to the book. The ad may not sell a lot of books, but of those that sell, they may be lead generators for something much more profitable, such as a paid client consultation or speaking gig. 

Authors should really explore what means they have to properly market a book. Advertising may play a role, but likely it will not be high on the list of the things you can, could, and should first do. 

Do You Need Book Marketing & PR Help?

Brian Feinblum, the founder of this award-winning blog, with over 3.9 million page views, can be reached at brianfeinblum@gmail.com  He is available to help authors like you to promote your story, sell your book, and grow your 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!

 

About Brian Feinblum

Brian Feinblum should be followed on www.linkedin.com/in/brianfeinblum. This is copyrighted by BookMarketingBuzzBlog ©2024. 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 (https://pubspot.ibpa-online.org/article/whats-needed-to-promote-a-book-successfully).  This award-winning blog has generated over 3.9 million pageviews. With 5,000+ posts over the past dozen years, it was named one of the best book marketing blogs by BookBaby  http://blog.bookbaby.com/2013/09/the-best-book-marketing-blogs  and recognized by Feedspot in 2021 and 2018 as one of the top book marketing blogs. It was also named by www.WinningWriters.com 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 director of publicity positions 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 hosted a panel on book publicity for Book Expo America several years ago, and has spoken at ASJA, BookCAMP, Independent Book Publishers Association Sarah Lawrence College, Nonfiction Writers Association, Cape Cod Writers Association, Willamette (Portland) Writers Association, APEX, Morgan James Publishing, 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. His first published book was The Florida Homeowner, Condo, & Co-Op Association Handbook.  It was featured in The Sun Sentinel and Miami Herald.