Recently, I attended a panel discussion about book marketing and promotion because it’s always good to consider tips from other authors and marketing professionals. You never know when someone might share an idea you haven’t thought of, or will say something that resonates with you in a new way.
Here are some of the suggestions I’ve gathered:
Write about something you have a passion for.
Hopefully, this was something you considered before you began writing. It’s definitely something to keep in mind. You’ll be working on writing, publishing, and promoting your book for a long time–many years, so make sure it’s something you will have a tireless passion for.
Connect with your target audience. Craft your marketing copy for the visual impact that will appeal to your demographic. Ask yourself these questions: What do they want? How do they communicate? What media do they use? What are they reading? Where do they live? Make a visual board of whom they are and write/promote to that visual.
Don’t rely on someone else to do your publicity. No one knows your product better than you do. Don’t ever give up. When you are contacting media outlets, if you get turned down, realize that “No” is only temporary—it just means “No right now,” not “No forever.” Make contact calls to radio stations and create a relationship with the show producer or assistant. Don’t ask, “Are you busy.” They are always busy. Call with a specific point to make and explain to them how your information will entertain or inform their listeners.
Develop a diverse promotional plan. Always give out postcards and leave them places—you never know who will pick them up. Nothing is ever too small—go to everything and promote, promote, promote. Set Google alerts and follow up with journalists who write articles about your topic—introduce yourself and offer to be a source for any of their future needs. Connect with a charity that ties in with your book. Keep your mind open to any marketing possibilities that arise.
Maintain a blog. This has become standard piece of advice, but you’d be surprised how many writers have still not taken the plunge into the blogosphere. Once you do, pursue opportunities for blog tours. Post on topic relevant blogs. There are many ways you can promote your book online. Join social networking sites and get involved in the groups. Create video trailers. The internet is moving toward video everything.
Use Amazon to your advantage. Read the popular books in your genre/topic, go to their book pages on Amazon and post a review. Use “Author of __your book title_” in your signature. Create a Listmania and So You’d Like To list of books in your topic/genre—and include your book. Align yourself with the bestsellers.
A book is only one part of your platform. Your platform is everything you do that goes along with your book that you can sell. Information is the most important commodity. You can have a book for $10 and offer a course for $99. Think of all the other possibilities of things you can create related to your product. An author of a humorous relationship book about not kissing frogs created toad bags, frog shirts, frog notes, etc. You can go to a licensing show to sell rights for other merchandise related to your book. She is now shooting “frogisodes” for downloads on cellphones. Continually ask: what other things can I provide?
Repurpose your content any way you can. People want information in a variety of formats. You can conduct teleclasses, in-person workshops, and webinars about the info in your book, sell special reports or tips booklets. The more ways you can find to repackage your content, the faster you will be able to grow your business and reach your readers.
Get proper speaker training. I received a call a few days ago from Mark Victor Hansen’s office (Chicken Soup for the Soul) and during our discussion, his marketing assistant mentioned that Mark’s philosophy is that speakers should be writers and writers should be speakers. So, if you are following this growing trend and you plan to speak on your topic, don’t speak without training. Mark has a seminar coming up November 7-9 that can start you on that path. You can look into training opportunities with The National Speaker’s Assoc. (NSA). Some of their local chapters have a program called Pro Speak. You can also join a local Toastmasters to help hone your skills.
Post an audio excerpt on your website. Audio Acrobat is a $19.95 mo. service that has the ability to create audio messages you can place on your website, blog, and emails or newsletters. Check out the way it’s used on www.speakerservices.com. Speakers need audio on their site. No one is going to hire you without some sort of demo.
Become a shameless self-promoter. Understand that what you are doing is valuable. Tell people about your book because you know your information may help them. Connect with what you have to offer and believe in it. Consider your return on investment–for your time, effort, and money–in everything you do to market your book. Put together a marketing plan and be diligent with following it. Stay focused. There is only so much time in a day, but you need to be flexible enough to change your plan if you need to. Look at what is most strategic for your goals.
If you are selling a story instead of information, ask: What is in this memoir or novel? Where is it set? Target the individual audience of the kinds of characters, careers, sports, etc., in your book. Tie in to trends. There is no time window when a book becomes old. Jane Austin is still selling books.
Keep your eyes on the news. No matter whether you’ve written fiction or nonfiction, if any news ties in to topics or themes in your book, you can use the current event to renew interest in your book. Timing is everything. If you see something, jump on it immediately. Tie it to an event or a holiday. Find gift shops or organizations or companies—think beyond the bookstore.
Don’t let your books sit on the shelf. Do whatever you can to move them! It’s never too soon to begin marketing your book and building your platform. And it’s never too late to get started.
On your mark, get set—PROMOTE!