Many authors write a book based on a subject they like, or perhaps on a unique experience they have had. As a book marketing consultant, a question I frequently hear is, “My book is finished, now what do I do?” Successful book marketing lies in giving prospective readers what they want to read. Figuring that out depends on four pillars: target market, customer needs, integrated marketing, and profitability.
You may be ready to start building your marketing plan for your debut book—but where do you start? Some authors avoid planning in general because they don't know how to do it. There are two different ways for first-time authors to create their future marketing plans. One solution is discovery-driven planning in which much is still assumed, but the plan evolves over time through trial and error. A second technique views planning as narrative, conducted as you would when writing a novel.
Two concepts determine your success in answering questions during a television or radio performance: preparation and flexibility. In most cases, you will not know the questions you will be asked during the interview. But if you understand your topic and know beforehand what you want to get across to the audience, you will be able to perform more successfully.
When authors are told they must actively market their books, many say, “I don’t like to promote. I only want to write.” However, when a book is published the author becomes a salesperson running a business. It is an abrupt, and in many cases unwanted transition that is usually not handled well. But it doesn’t have to be that way. I created a formula to help people make the transition from author to marketer. It is not a scientific, qualitative equation, but a quantitative method that is adaptable to any author’s personality and genre.
Book publicity is one of the least expensive and perhaps most productive of the promotional strategies used to generate exposure for books. And a press release is a commonly used tool to stimulate publicity. However, too many publishers' press releases go unheeded because of one major mistake—they write their press releases about their books.
You could sell more of your books if you'd answer two questions honestly. First, how often do people think about your book? Second, how often do people think about their own problems? You will probably agree that people think more about how they can solve their own problems, learn something, improve themselves, or be entertained than they do about your book. However, if you can show them how reading your book helps them achieve these things, you are likely to increase your book sales and revenue, so let's cover how to target your book's audience.
Selling books at local events such as craft fairs, gift shows, and holiday celebrations can help you make some money as it provides additional benefits. Here are several reasons, short and sweet, you might want to sell your book at these events.
Performances on radio talk or news shows can be a great way to supplement your book promotion activities. With radio as part of your communication plan, you can reach hundreds, thousands, or millions of people at little or no cost. You can even sell some books, if you do it right.
An engineer can look at the foundation of a building under construction and tell you its eventual height. The deeper the base, the higher the structure will be. Similarly, an independent publisher must create a strong foundation to support a title's future growth. This preparation is performed in five phases.
Direct mail has been given a bad reputation because of overuse and poorly designed mailing pieces. People tend to perceive direct mail as junk mail. However, when you have a finite, identifiable group of people who are potential customers for your books, direct mail may be an efficient book marketing tool you can use to reach them.