Or, 5 Tips to Market Your
Note: This post originally appeared on the Creatrix Marketing blog.
As hinted in my tongue-in-cheek clickbait alternate title, anyone who tells you there’s a guaranteed path to publishing success is probably selling something. Usually in ebook form. As the old joke goes, if you purchase, “Learn how to be a bestseller, just buy this book!” the only thing you’ll find written inside is, “Write a how-to book; tell people to buy it.”
While there’s nothing you can do to guarantee success, there are steps you can take to increase your chances. Many authors compare publishing success (whether self-pubbed, small press, or traditional) to being struck by lightning. Think of these tips as your lightning rods.
Write a marketable book. I’m going to catch a lot of flak for this one, but the easiest way to market a book is to make sure it’s easy to pitch. In Hollywood, they call this High Concept—your story should be clear enough that you can describe it in one to two sentences, and have someone hooked if you only have an elevator ride to pitch your story. I know, you’re an artist, you write what the muse speaks and not what sells. But you really can have it both ways: Perfect your elevator pitch for marketing success, and perfect your prose for artistic fulfillment. No one will read your genius if you can’t convince them to crack open the cover.
Be active on social media. There a thousands of people, right this second, looking for their next book to read, and they’re doing so online. Social media is where you give your elevator pitch, but don’t use the internet solely as a sales tool. Be yourself. When others see that you like the same shows, or they admire your viewpoint on an issue, or fall for your under-140-character wit, they’ll pay more attention the few times you announce a promotion. Which leads us to…
Use available marketing tools. No need to reinvent the wheel, all that groundwork has been laid out for you. If you’re self-pubbed, you should consider running free or discounted promotions of your title. You can also get your publisher to run some of these promotions for you. Then advertise your promotion on the many websites/mailing lists targeted to eager bargain hungry readers. This will drastically expand your reach, increase sales, and gain you reviews.
Market off-line too. Don’t forget to reach out to the real world. You don’t have to be a bestseller to set up a book signing at your local store, or an interview on your local radio station. Tell friends at parties. Always carry business cards! By rubbing elbows with potential fans out in the real world, you’ll increase your visibility online too. Many of those new connections will reach out to find you in cyberspace, or tell their friends. Each new fan is like planting a seed to help you grow as an author.
Think outside the box. There are far, far more reading options than ever before. From the growing list of classics, to the self-publishing movement, it’s hard to stand out. You’ve got to try something different. For me, that’s been book trailers. You can turn that elevator pitch into a short film, and spread it out across the series-of-tubes just like a movie trailer. If done well, it’s an entertaining piece in its own right and most viewers don’t feel like they’re directly being advertised at. Book trailers are a growing trend, but what will be the next tool? Who knows, maybe you’ll be the one to discover it.
Are you a writer or marketer? A reader/customer with thoughts on being pitched to? Add your opinion in the comments below. And don’t forget to like, share, and subscribe!