How Do Authors Find What Works In Book Marketing?

What really is "good marketing," especially when it comes to books?

Good book marketing is anything that helps authors or publishers meet their goals. Usually, the goal boils down to book sales, branding, helping to sell other services, products or books, or to create awareness of a topic or message.

So what type of book marketing will serve these goals?

Most people have trouble pointing to the specific thing or event or act that helps them achieve their goals. But they know overall if they are taking a proactive approach to book marketing, collectively, these things are contributing to growing book sales and other success.

Different tools work differently for each author or publisher. It depends on the book’s genre, book price, availability, and quality of the book marketing effort. Not all ads are equal. Not all media coverage is equal. Not all social media presence is equal. Not all speech is equal. It's hard to say that something will not work until you try it.

Too many authors will dip their toes into book marketing, but they will declare defeat if their few attempts lead to little or no measurable results. All of a sudden, the frustrated author just throws her hands up and calls it quits.

But book marketing is like dating. Just because one date, or a few people that you date don't work out, your spouse-to-be could be the next date. You can't just give up, right?

If the author doesn't quit, they do the next worst thing: they approach everything with distrust and a lack of commitment. They become gun shy and have trouble pulling the trigger even when a good opportunity is upon them.

Then, you have the author who tries to calculate the cost-benefit to any book marketing initiative. I don't blame them for being cautious. But this frame of mind usually stops them from doing anything. They are the people who dip a toe in the pool, think it's cold, and never return. But sometimes, the water warms up and you get used to it. The authors are missing out on many opportunities.

So what's the answer? How can authors find a balance between being optimistic but cautious?

When it comes to promoting a book, simply draw up a list of things that can be done by the following criteria:

-           What is the chance of success?

-           Define success?

-           How much can you afford to spend?

-           Can you do what needs to be done?

-           Which things are cost or time prohibitive, and thus need to go ignored?

Generally, ads don't pay off as much as pursuing news media coverage. Certainly, one should do the free things: speaking, social media, email blasts. Understand that to do nothing is not a strategy, and that to delay or stretch what needs to be done could cost you if you don't pay attention to media deadlines or consumer timeline expectations

Measure and monitor your efforts. Explore what works but keep experimenting and expanding your marketing efforts. Just as good books will eventually find their readers, good marketing will find its way to consumers. Keep pushing your book like you just discovered the cure for coronavirus. Champion what you believe in and get others to believe as well.  

Never give up, never let fear win. Your book deserves more.

PLEASE CONSULT THESE TIMELY RESOURCE

How Should Authors Promote Books During A Plague?

https://bookmarketingbuzzblog.blogspot.com/2020/05/how-should-authors-promote-books-during.html

Is It Essential For The Book World To Re-Open Now?

https://bookmarketingbuzzblog.blogspot.com/2020/05/is-it-essential-for-book-world-to-re.html

10 Tips For Pitching Books To The Media Now

https://bookmarketingbuzzblog.blogspot.com/2020/05/10-tips-for-pitching-books-to-media-now.html

The Right Social Media Strategy For Authors

https://bookmarketingbuzzblog.blogspot.com/2020/05/the-right-social-media-strategy-for.html

Here’s My Graduation Address to the Class of 2020 on A Writing Career

https://bookmarketingbuzzblog.blogspot.com/2020/05/my-graduation-address-to-class-of-2020.html

Are You Really Ready To Write, Publish & Market Your book?

https://bookmarketingbuzzblog.blogspot.com/2020/05/are-you-ready-to-write-publish-market.html

Powerful 2020 Book Marketing Toolkit -- FREE

https://bookmarketingbuzzblog.blogspot.com/2019/12/the-2020-book-marketing-pr-toolkit.html

How Do Authors Promote Books When The Media Is Corona Centric?

https://bookmarketingbuzzblog.blogspot.com/2020/03/how-do-authors-promote-books-when-media.html

The Bestseller Code For Book Marketers & Authors

https://bookmarketingbuzzblog.blogspot.com/2017/01/the-bestseller-code-for-authors-books.html

Brian Feinblum’s insightful views, provocative opinions, and interesting ideas expressed in this terrific blog are his alone and not that of his employer or anyone else. You can – and should -- follow him on Twitter @theprexpert and email him at brianfeinblum@gmail.com. He feels much more important when discussed in the third-person. This is copyrighted by BookMarketingBuzzBlog ©2020. Born and raised in Brooklyn, he now resides in Westchester. His writings are often featured in The Writer and IBPA’s Independent.  This was named one of the best book marketing blogs by Book Baby http://blog.bookbaby.com/2013/09/the-best-book-marketing-blogs and recognized by Feedspot in 2018 as one of the top book marketing blogs. Also named by WinningWriters.com as a "best resource.” He recently hosted a panel on book publicity for Book Expo 

How Do You Market A Book When The Landscape Is Uncertain?

The United States is running record-high numbers as it enters its fifth month of trying to navigate around, or negotiate with, a silent, invisible killer. Do authors stand a chance? 

Before corona infected America and shut down the economy, marketing a book was something many authors either avoided, did poorly, or did ok but with reluctance, fear, and uncertainty. Well, corona adds another layer of confusion and challenge to the equation. So how does one market a book during the rollercoaster era the pandemic has brought upon us?

Corona brings a lot of uncertainty to the book playing field. We simply struggle to plan ahead when one really has no idea where the nation will be three, six, or even nine months to a year from now. We can, however, plan on certain things. Corona doesn’t impact your social media, advertising, or authors doing online events. It does, however, limit travel, and public events, including bookstore signings, library appearances, and paid speaking gigs at various events and conferences. 

You should have a sound book marketing plan that is based on certainty and likelihood. But you can allow for some time, budget, and mindshare to be dedicated to a wish-list, the unknowables regarding public speaking events. Assume there will be no events in public for the rest of the year, but if that should change look to capitalize on that. 

Authors should certainly look at:

• Posting on key social media platforms, consistently and often.
• Spending time on creating quality content. 
• Connecting with more followers on each platform.
• Generating ways to increase your follower totals. 
• Mastering online tools to push a book.
• Participating in events online, from bookstore-on-zoom signings to conferences, seminars, and courses. 
• Finding groups - non-profits, churches, businesses, government agencies - that would want to buy your book. 
• Pursuing opportunities to promote with the news media, via book reviews, op-eds, by-line articles, interviews, feature stories, excerpts, etc.'

The core basics of book marketing remain the same even during a catastrophic pandemic. You simply must craft a relevant, interesting message and find ways to share it with someone. That is it at its most simple form. You simply need to reach out - to someone, anyone and often - and ask for something, anything. Then do it again and again. If one door is closed, go to the open door.

If the doors can’t be found, create new ones.

How do you market during corona? You work smart and hard at it. You don’t get depressed or feel boxed in. Instead, you step up and make things happen!

PLEASE CONSULT THESE TIMELY RESOURCES

How Should Authors Promote Books During A Plague?

https://bookmarketingbuzzblog.blogspot.com/2020/05/how-should-authors-promote-books-during.html

Is It Essential For The Book World To Re-Open Now?

https://bookmarketingbuzzblog.blogspot.com/2020/05/is-it-essential-for-book-world-to-re.html

10 Tips For Pitching Books To The Media Now

https://bookmarketingbuzzblog.blogspot.com/2020/05/10-tips-for-pitching-books-to-media-now.html

The Right Social Media Strategy For Authorshttps://bookmarketingbuzzblog.blogspot.com/2020/05/the-right-social-media-strategy-for.html

Here’s My Graduation Address to the Class of 2020 on A Writing Career

https://bookmarketingbuzzblog.blogspot.com/2020/05/my-graduation-address-to-class-of-2020.html

Are You Really Ready To Write, Publish & Market Your book?

https://bookmarketingbuzzblog.blogspot.com/2020/05/are-you-ready-to-write-publish-market.html

Powerful 2020 Book Marketing Toolkit -- FREE

https://bookmarketingbuzzblog.blogspot.com/2019/12/the-2020-book-marketing-pr-toolkit.html

How Do Authors Promote Books When The Media Is Corona Centric?

https://bookmarketingbuzzblog.blogspot.com/2020/03/how-do-authors-promote-books-when-media.html

The Bestseller Code For Book Marketers & Authors

https://bookmarketingbuzzblog.blogspot.com/2017/01/the-bestseller-code-for-authors-books.html

32 Book Deal, Discount & Promotion Sites For You

https://bookmarketingbuzzblog.blogspot.com/2020/05/32-book-deal-discount-promotion-sites.html

Brian Feinblum’s insightful views, provocative opinions, and interesting ideas expressed in this terrific blog are his alone and not that of his employer or anyone else. You can – and should -- follow him on Twitter @theprexpert and email him at brianfeinblum@gmail.com. He feels much more important when discussed in the third-person. This is copyrighted by BookMarketingBuzzBlog ©2020. Born and raised in Brooklyn, he now resides in Westchester. His writings are often featured in The Writer and IBPA’s Independent.  This was named one of the best book marketing blogs by Book Baby http://blog.bookbaby.com/2013/09/the-best-book-marketing-blogs and recognized by Feedspot in 2018 as one of the top book marketing blogs. Also named by WinningWriters.com as a "best resource.” He recently hosted a panel on book publicity for Book Expo 

Market Your Book Like Ferris, A Rescue Doggy

I adopted a black labrador retriever a little over a month ago. He is more than my quarantine dog. He is a companion and a true family member that I hope to be with for a long time. He also reminds me that perhaps old authors can learn new book marketing tricks.

We named him Ferris after the movie character, Ferris Bueller. He was claimed off the streets as a stray from Lucky Lab Rescue down in Oklahoma. They don’t have any history on him and his foster mom of a month said he is a sweety. We saw a photo online and a ten-second video clip. We basically adopted him knowing nothing, not even getting to meet him until he was ours. I couldn’t be happier.

He seems trained, disciplined, loving, healthy, smart, and playful. I can’t stop gushing about the four-pawed fella. He is a gentle creature with a terrific disposition. Ok, enough gushing over this beautiful dog. Here are book marketing lessons Ferris has taught me:

1. Never give up on your baby. 
Ferris was counted out, left on the streets to fend for himself. Put into the system, he could have remained in a cage, not adopted, or worse, he could have been euthanized. But he persevered, got lucky, and now has a fresh start with us. You, too, may have been left behind or felt abandoned, by society or by your own doing. Don't give up. Give yourself a second chance.

2. Get to know your strengths. 
Ferris couldn't tell us what he could do -- he had to show us. We had to be patient to see how he acts in certain situations and environments. You too must figure out what you are capable of and good at doing to help your book marketing along.

3. Use your assets well.
Ferris is a good-looking, sleek-looking athletic dog, so he enjoys lots of compliments and gets so many walks with us. You, too, have natural skills and strengths -- or resources -- to help your cause. cash in on whatever you are good at and apply it to your book marketing.

4. Work hard but play hard, too.
Ferris teaches me about play time and the rewards that come from hard work. Ok, he doesn't work hard, though he is dedicated to making me happy, and in return, I offer playtime with him. You, too, should balance your time for working hard -- and then letting yourself feel entitled to play, roll-over, or take a nap at 2 pm.

5. Pace yourself.
He can walk for miles, even in the summer's high-noon heat. But he knows to rest in between these walks, and pants enough to keep up with the elements. You, too, can pace your efforts.

6. Be goal-oriented. 
Ferris has simple needs, but he keeps his eye on the prize -- belly rubs, snacks, couch time, chipmunk chasing, and chin scratches. You must be focused on your goals and keep an eye on the prize.

One dog is the same as another and yet they are each unique with their own habits and ways
and breed traits. Many authors are the same as each other, each confronting the book marketing puzzle with their own unique habits, ideas, and assets. You can rescue your book marketing effort, just as we salvaged Ferris. I couldn't be happier. 

You will thrive -- just give your self a second chance. And earn a bone!

PLEASE CONSULT THESE TIMELY RESOURCES

How Should Authors Promote Books During A Plague?

https://bookmarketingbuzzblog.blogspot.com/2020/05/how-should-authors-promote-books-during.html

Is It Essential For The Book World To Re-Open Now?

https://bookmarketingbuzzblog.blogspot.com/2020/05/is-it-essential-for-book-world-to-re.html

10 Tips For Pitching Books To The Media Now

https://bookmarketingbuzzblog.blogspot.com/2020/05/10-tips-for-pitching-books-to-media-now.html

The Right Social Media Strategy For Authorshttps://bookmarketingbuzzblog.blogspot.com/2020/05/the-right-social-media-strategy-for.html

Here’s My Graduation Address to the Class of 2020 on A Writing Career

https://bookmarketingbuzzblog.blogspot.com/2020/05/my-graduation-address-to-class-of-2020.html

Are You Really Ready To Write, Publish & Market Your book?

https://bookmarketingbuzzblog.blogspot.com/2020/05/are-you-ready-to-write-publish-market.html

Powerful 2020 Book Marketing Toolkit -- FREE

https://bookmarketingbuzzblog.blogspot.com/2019/12/the-2020-book-marketing-pr-toolkit.html

How Do Authors Promote Books When The Media Is Corona Centric?

https://bookmarketingbuzzblog.blogspot.com/2020/03/how-do-authors-promote-books-when-media.html

The Bestseller Code For Book Marketers & Authors

https://bookmarketingbuzzblog.blogspot.com/2017/01/the-bestseller-code-for-authors-books.html

32 Book Deal, Discount & Promotion Sites For You

https://bookmarketingbuzzblog.blogspot.com/2020/05/32-book-deal-discount-promotion-sites.html

Brian Feinblum’s insightful views, provocative opinions, and interesting ideas expressed in this terrific blog are his alone and not that of his employer or anyone else. You can – and should -- follow him on Twitter @theprexpert and email him at brianfeinblum@gmail.com. He feels much more important when discussed in the third-person. This is copyrighted by BookMarketingBuzzBlog ©2020. Born and raised in Brooklyn, he now resides in Westchester. His writings are often featured in The Writer and IBPA’s Independent.  This was named one of the best book marketing blogs by Book Baby http://blog.bookbaby.com/2013/09/the-best-book-marketing-blogs and recognized by Feedspot in 2018 as one of the top book marketing blogs. Also named by WinningWriters.com as a "best resource.” He recently hosted a panel on book publicity for Book Expo 

Simplifying Book Marketing So Anyone Can Do It

Book marketing needs to be done, to support an author’s brand, generate book sales and spread a message. Authors know this well, but so many try to avoid it. Maybe they just need to see the act of book marketing in a different light.

Start by breaking it down into specific, smaller elements. Focus on one thing and explore how you can do it well. Don’t get overwhelmed by everything that you need to do. Just zero in on one thing.

For instance, if we’re talking about advertising, develop a checklist of specific needs, questions,  resources, and timelines needed to execute a successful ad campaign.

You might want to research:

·         Where to advertise

·         Cost of advertising

·         When to advertise

·         Examples of successful ad campaigns

·         How to construct an advertisement with great content/images/headline

Or, maybe you want to explore speaking engagements. Again, develop your checklist to figure out what you need to know, decide, or do.

You will want to research:

·         Where to speak (which cities/locations).

·         If one is paid or given an opportunity to sell books.

·         A timeline of when to speak.

·         Identify content for your speech.

·         Researching a contact sit for specific venues, such as bookstores, libraries, schools, organizations, businesses, churches, or other groups.

·         What you’d speak about.

·         Researching a contact for specific stores, libraries, schools, organizations, businesses, or churches to solicit speaking engagements.

By separating each large task, such as speaking, advertising, social media, bills, sales, networking, news media, blogging, etc., you help yourself focus better. By then listing smaller, specific tips for each large task you start to go from a concept to actualizing a reality.

Some of us really have ADHD or OCD or procrastinate all of the time. But even without an official diagnosis of something that debilitates us, we all seem to suffer from being poor planners who get fearful of the unknown, delay things to the point it sabotages us, and who hate making decisions. Something cripples us and then nags us. If we just get going in some direction, and then build on what we are doing, we will be fine.

So what stops us from taking hold of our book marketing fate?

·         We lack knowledge

·         We feel insecure

·         We lack time or money

·         We doubt our success potential

·         We fear rejection

·         We don’t have a good role model

·         We don’t enjoy it and want to just write, write, write

I know we can’t all be good at doing everything, nor can we all be good at marketing a book. But we can each do better, and try a little harder, and act a little smarter than what we’ve done so far. Give it a shot. You haven’t a thing to lose – and so much to gain.

PLEASE CONSULT THESE TIMELY RESOURCE

How Should Authors Promote Books During A Plague?

https://bookmarketingbuzzblog.blogspot.com/2020/05/how-should-authors-promote-books-during.html

Is It Essential For The Book World To Re-Open Now?

https://bookmarketingbuzzblog.blogspot.com/2020/05/is-it-essential-for-book-world-to-re.html

10 Tips For Pitching Books To The Media Now

https://bookmarketingbuzzblog.blogspot.com/2020/05/10-tips-for-pitching-books-to-media-now.html

The Right Social Media Strategy For Authors

https://bookmarketingbuzzblog.blogspot.com/2020/05/the-right-social-media-strategy-for.html

Here’s My Graduation Address to the Class of 2020 on A Writing Career

https://bookmarketingbuzzblog.blogspot.com/2020/05/my-graduation-address-to-class-of-2020.html

Are You Really Ready To Write, Publish & Market Your book?

https://bookmarketingbuzzblog.blogspot.com/2020/05/are-you-ready-to-write-publish-market.html

Powerful 2020 Book Marketing Toolkit -- FREE

https://bookmarketingbuzzblog.blogspot.com/2019/12/the-2020-book-marketing-pr-toolkit.html

How Do Authors Promote Books When The Media Is Corona Centric?

https://bookmarketingbuzzblog.blogspot.com/2020/03/how-do-authors-promote-books-when-media.html

The Bestseller Code For Book Marketers & Authors

https://bookmarketingbuzzblog.blogspot.com/2017/01/the-bestseller-code-for-authors-books.html

Brian Feinblum’s insightful views, provocative opinions, and interesting ideas expressed in this terrific blog are his alone and not that of his employer or anyone else. You can – and should -- follow him on Twitter @theprexpert and email him at brianfeinblum@gmail.com. He feels much more important when discussed in the third-person. This is copyrighted by BookMarketingBuzzBlog ©2020. Born and raised in Brooklyn, he now resides in Westchester. His writings are often featured in The Writer and IBPA’s Independent.  This was named one of the best book marketing blogs by Book Baby http://blog.bookbaby.com/2013/09/the-best-book-marketing-blogs and recognized by Feedspot in 2018 as one of the top book marketing blogs. Also named by WinningWriters.com as a "best resource.” He recently hosted a panel on book publicity for Book Expo 

How Do Authors Really Get Discovered?

So many writers live a dream, a dream unfulfilled. 

They believe they have written great books but get frustrated when no one buys their book. Others feel disappointed that a publisher has not agreed to publish their gem or that they can’t convince a literary agent to represent them. Millions of writers are angry, confused, frustrated, disappointed, and undiscovered. 

So how do they make it big and break through the clutter?

It takes one part talent, two parts luck, and three parts marketing.

As you can see, talent is the least of it. The formula for success comes down to who you know, what you are willing to do to help yourself, and random luck.

But what can you control – or take advantage of – that will position you for a lucky break?

First, don’t expect the world to discover you. No, you need to push out your brand and make your voice heard. You can do it for free with social media. You can also be active in securing speaking appearances, getting media exposure, paying for advertising, and networking to secure more sales.

Second, you can seek out testimonials from qualified, recognizable, authoritative figures, which will impress others.

Third, you can craft a creative, interactive, nicely-designed, robust web site.

Fourth, you can learn to become a dynamic speaker.

Fifth, you can buy or trade for access to big-name support. You can buy testimonials or contributions to your book, such as a foreword. You can also attend or participate in events put on by key organizations that may help advance your brand or book.

Nothing comes easy.

Time.

Money.

Effort.

Access.

Invest in what you want to get and in whom you want to become. If your book is really THAT good, it will get discovered – provided you actually give it a big push. No push, no breakthrough. It’s simple math.

Most authors operate under myths, misconceptions, fears, lack of information, jealousies, or lack of effort and worries. But the excuses need to stop. The world is not rigged to defeat you but it will challenge you and force you to jump through hoops in order to earn your fame.

Of course, that said, plenty of great writers have failed to get published or fell way short of fame once they were published. After all, there is a lot of competition out there. Only a certain small percentage of all writers really enjoy successful writing careers.

Authors need champions. They need cheerleaders too. They need real support – psychologically and financially – to break through. But they need advocates or sponsors, people who will not only root them on or help pay for things like marketing, but who have connections to open doors for others.

Publishing is different – and yet similar to – Broadway, Hollywood, or professional sports. Only a few thousand lucky and talented and connected and persistent performers get to the winner’s circle each year. There’s definitely a formula for failure, but the road to success is littered with many challenges and obstacles. Authors will need a tough resolve, an optimistic heart, and a can-do attitude to break through.

Are you a great optimist, networker, marketer, and social media user? Are you a lucky cat? Do you have help?

Are you a great writer? Prove it.

PLEASE CONSULT THESE TIMELY RESOURCE

How Should Authors Promote Books During A Plague?

https://bookmarketingbuzzblog.blogspot.com/2020/05/how-should-authors-promote-books-during.html

Is It Essential For The Book World To Re-Open Now?

https://bookmarketingbuzzblog.blogspot.com/2020/05/is-it-essential-for-book-world-to-re.html

10 Tips For Pitching Books To The Media Now

https://bookmarketingbuzzblog.blogspot.com/2020/05/10-tips-for-pitching-books-to-media-now.html

The Right Social Media Strategy For Authors

https://bookmarketingbuzzblog.blogspot.com/2020/05/the-right-social-media-strategy-for.html

Here’s My Graduation Address to the Class of 2020 on A Writing Career

https://bookmarketingbuzzblog.blogspot.com/2020/05/my-graduation-address-to-class-of-2020.html

Are You Really Ready To Write, Publish & Market Your book?

https://bookmarketingbuzzblog.blogspot.com/2020/05/are-you-ready-to-write-publish-market.html

Powerful 2020 Book Marketing Toolkit -- FREE

https://bookmarketingbuzzblog.blogspot.com/2019/12/the-2020-book-marketing-pr-toolkit.html

How Do Authors Promote Books When The Media Is Corona Centric?

https://bookmarketingbuzzblog.blogspot.com/2020/03/how-do-authors-promote-books-when-media.html

The Bestseller Code For Book Marketers & Authors

https://bookmarketingbuzzblog.blogspot.com/2017/01/the-bestseller-code-for-authors-books.html

Brian Feinblum’s insightful views, provocative opinions, and interesting ideas expressed in this terrific blog are his alone and not that of his employer or anyone else. You can – and should -- follow him on Twitter @theprexpert and email him at brianfeinblum@gmail.com. He feels much more important when discussed in the third-person. This is copyrighted by BookMarketingBuzzBlog ©2020. Born and raised in Brooklyn, he now resides in Westchester. His writings are often featured in The Writer and IBPA’s Independent.  This was named one of the best book marketing blogs by Book Baby http://blog.bookbaby.com/2013/09/the-best-book-marketing-blogs and recognized by Feedspot in 2018 as one of the top book marketing blogs. Also named by WinningWriters.com as a "best resource.” He recently hosted a panel on book publicity for Book Expo