I once spoke with a gentleman who had written and published a book on terrorism’s threat to our water supply. As we discussed avenues for marketing his book, this gentleman remarked that mostly academicians had purchased the book, which he found scary. Here was an individual who had the knowledge and the foresight to write a book on an important subject of concern to our country, and yet he did not recognize the position this placed him in. The first thing this gentleman needs to do in marketing his book is to accept the fact that, since he wrote the book, he is now the expert on the subject of how terrorism could affect our water supply.
Have you heard of Abraham Maslow’s Need Hierarchy? It describes a pyramid of needs through which people move as they are motivated to fulfill unmet needs. The foundation is made up of the very basic needs (security, food, etc.) and people advance ultimately to self-actualization. Believe it or not, the same concept applies to book buying from business-to-business (B2B).
It seems simple enough: a media contact or blogger, online reviewer, etc. requests a copy of your book. So, you toss it into an envelope and send it off. Request fulfilled. Done. Well . . . perhaps not so fast.
You’ve finished your book and now it’s time for the often-dreaded task of marketing. Where to begin? Step one is to obtain book reviews—and not just the kind your friends and family post on Amazon. While such crowdsourced reviews can be helpful, savvy readers—and more importantly, booksellers, librarians and other industry professionals—will be looking for more credible reviews.
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You can write the absolute best book in the world, have top-of-the-line book distribution and quality, but another essential part to being a successful publisher is taking the time to invest in expanding your publishing knowledge and expertise, because, at the end of the day, your book’s success needs your input.
Authors spend the majority of their working time away from other people, so when you finish your book and discover that part of promoting it means you have to be social, you might be a little confused. The first thing you should think about is this: you probably didn’t just finish your book without having goals. You should apply this principle of having goals to your social media as well. Below are 8 daily/weekly social media goals you should have to get started. Don’t let the number scare you! These are quick goals and require a daily time investment of no more than 10 to 20 minutes.
Storytelling is not a colour-by-numbers exercise. We want to be original. However, even the most rule-breaking story has certain fundamental patterns. If we understand what they are, we can be outlandish and creative—and still know we’re building a satisfying experience for the reader. What are those patterns?
Every author has a different comfort level with social media. You may be a real star at creating content for your channels but get tired of the constant attention your social media presence requires of you. Or, you may have only discovered recently that social media is a part of the author experience, and you are now trying to figure out how to best use your time in what can be an overwhelming world of likes, retweets, shares, tagging, friending, following, and sharing stories. So what social media should authors use?
It’s a matter of seconds. Perhaps 10, maybe up to 20, but that’s about it. That’s how much time you have to get the attention of an editor or producer when you pitch your book or pitch yourself as the author. It's commonly referred to as the elevator pitch and there's an art to perfecting it.