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Power Packed Book Marketing: Sell More Books

 

 

Power Packed Book Marketing

 

Sell More Books

 

 

Wendy H. Jones

 

 

Published by Scott and Lawson at Shakespir

 

 

Copyright © Wendy H. Jones, 2016

 

www.wendyhjones.com

 

 

Shakespir Edition, License Notes

 

This ebook is licensed for your personal enjoyment only. This ebook may not be re-sold or given away to other people. If you would like to share this book with another person, please purchase an additional copy for each recipient. If you are reading this book and did not purchase it, or it was not purchased for your use only, then please return to Shakespir.com and purchase your own copy. Thank you for respecting the hard work of this author.

 

 

Cover Design by Cathy Helms of Avalon Graphics LLC

 

 

DEDICATION

 

To all those authors who have helped and supported me throughout my journey as an author

 

To all authors who work tirelessly to write the books which bring so much enjoyment to readers everywhere

 

 

ACKNOWLEDGMENTS

 

Adrianne Fitzpatrick for encouraging me to write this book and for working with me to bring the design to fruition.

 

Chris Longmuir who has always been confident of my abilities when it comes to marketing books. Also for her patience, help and support in formatting my books

 

Contents

 

Chapter 1: Marketing: An Introduction

Chapter 2: Types of Marketing

Chapter 3: Keep it Professional

Chapter 4: Branding

Chapter 5: Start Simple

Chapter 6: Book Launches

Chapter 7: Website

Chapter 8: Book Promotions

Chapter 9: Free Promotions

Chapter 10: Mailing Lists

Chapter 11: Blogs

Chapter 12: Social Media

Chapter 13: Advertising

Chapter 14: The power of the crowd

Chapter 15: Keywords

Chapter 16: Author Pages

Chapter 17: Podcasting

Chapter 18: Public Speaking

Chapter 19: Short tail versus long tail promotion

Chapter 20: Where in the World

Chapter 21: What now

Chapter 22: Recommended Resources

Chapter 1

Marketing: An Introduction?

 

Why Buy this Book?

 

You may be a first time author and new to marketing your book. Or you may have been an author for some time and your marketing efforts are going nowhere. This book is here to help you. It is designed to get you off to a flying start or to give you a boost up to the next level.

 

This book will provide simple, tried and tested strategies to help you with marketing your own book. These are strategies which have helped me. You can use them as they stand, or you can use them as a springboard to develop your own marketing ideas. Some of the chapters will contain exercises. It is advisable to use these exercises. They will assist you in moving your own power packed marketing plan forward, right now.

 

How to use this book

 

You can either read the book through from cover to cover and get cracking. Or you can dip in and out of it to give you some ideas in the areas where you might struggle. Whichever way you do it I suggest you use the exercises. They are there to get your creative juices flowing. Yes marketing can also involve some level of creativity. As you complete the exercises let your creative mind fly loose and go wild. Think of the craziest things you could do in each section, and then decide which of these you will put into practice. You’ll find marketing and promotion can be fun.

 

What is Marketing?

 

In its basic sense, Marketing is getting your book seen by the people who like and want it. In other words it is letting readers know your book is available. However, it is also so much more than that. It is also using as many different formats as possible to get your book seen by as many different types of reader as possible. You need to be aware of who your customer is and what his or her needs are. In order to sell books you need to get inside the head of the customer and market in a way which will reach out to them. It is human nature to think that the only methods, which will work, are those ones to which you personally respond. However, the bottom line is, you are not trying to sell the book to yourself but to others. Each reader will respond to a different approach. As Joanna Penn states in her excellent book Successful Self Publishing: How to Self Publish and Market Your Book, marketing is about tapping in to the emotional reaction of your readers. You need to appeal to the emotions of your readers in any way you can. This is what will sell books.

 

What Marketing is Not

 

It is not spamming the heck out of everyone and everything. This counts in both the real and the online world. You are a person not a writer. Just as those with other jobs are people, not police officers, plumbers, lawyers or Teachers. Yes, being a writer is a part of who you are but not the whole. You need to connect with individuals not just shout “buy my book” from the rooftops. If people are interested then genuinely talk about your book, if not, talk about something they are interested in. Leave the books aside. They may be interested one day, or they may not. Treat people as individuals not potential readers or customers.

 

Why Market?

 

Your book is not going to sell if no one knows about it. It is generally accepted in marketing circles that for a customer to buy a product they have to have seen it six or seven times. This means they have to have seen your book cover six or seven times. Readers may be reticent in shelling out good money for a new author. The more they see a book cover and blurb, the more likely they are to buy.

 

Think about this question for a few minutes:

 

Are you an author, business man/woman, or both?

 

I am hoping the answer to this question is both. However, writers are often shy and retiring by nature and many don’t like the marketing aspect of the process. This may be how you feel. However, to misquote a phrase, this is not the time to hide your book under a bushel. If this is what you do, then that is exactly where your book will stay. No one can buy a product they have never heard of. I am sure the fact that you have bought a copy of this book means that you are serious about moving your marketing forward.

 

Exercise

 

1. Buy a notebook you will use for your marketing ideas

2. Write down what you are already doing

3. Identify what has been effective

4. Write a pros and cons list of marketing

 

If you have not yet done anything to market your book, then there is no need to panic. The best time to start marketing your book is right now. You cannot do anything about the past but you can do a lot to change the future. If you are about to start writing your first book then the good news is, the time to start marketing your book is right now. Yes. That’s right, the minute you write the first word. Tell people that you are writing a book and generally what it is about. This means the genre not the whole plot from A to Z. As the book progresses give updates. This will build a buzz and readers will be ready for the book to launch.

 

Whilst you are reading this book I would like you to be thinking about the different ways sin which you can implement these strategies into your own life today. You should be thinking about how these could fit into your own marketing arsenal. If they do not exactly fit what you require think about how you can adapt them to your needs.

 

Chapter 2

Types of Marketing

 

Chris Syme has written an excellent book called Smart Social Media for authors. In it she identifies three types of marketing, these are paid, owned and earned. Within this there are a veritable plethora of strategies. This chapter will give an overview of each, and outline some of the different strategies which will be covered in this book. There may be some crossover between these.

 

If you are going to market effectively using all available channels then you will need a marketing budget. Now this doesn’t have to be the size of the GDP of a large country, or even a small one, but you will need a budget. I appreciate that many writers have little money to spare so initially you may want to focus on the methods which are free or extremely low cost. However, it is worth saving some money towards the cost of paid marketing. Think of what you can give up to put towards this. It doesn’t have to be a lot, maybe the cost of a coffee each week, but saving shows commitment to your marketing plan.

 

Paid marketing includes, paid advertising, fliers, posters, postcards, banners, and renting stalls at book and local fairs and events.

 

The clue is in the name for this next one. Owned marketing is advertising you personally own and can control. The biggest of these will be your website. There are many sites which offer free website builders and you may want to start off with one of those. However, if you want your own domain name then a paid website is the way to go. I will discuss this later in the book, in the chapter on websites. Other owned advertising is social media accounts, blogs, newsletter, email list, podcast, postcards, posters etc. As you can see there is some crossover between owned and paid.

 

Earned marketing can come under the banner of social sharing. This type of advertising includes, guest blogging, interviews or guest spots on podcasts, book recommendations from readers or bookshops, book reviews and sharing on social media. Never underestimate the power of this form of marketing. In many ways it can be the most powerful tool you can use. It is also the main one over which you have no control.

 

Each of these, individually, will help sell your book. However, taken together they can form the basis of a Power Packed Book Marketing plan and help you to sell more books.

 

Chapter 3

Keep it Professional

 

The first, and most important, part of your marketing strategy is to make sure that your book is professionally designed and produced. If you are traditionally published then you may have little control over this. However, independent authors will, and they should make sure they approach it as a professional.

 

The saying, you can’t judge a book by it’s cover, may be true, however readers will judge your book by its cover. If a cover doesn’t suit, a prospective reader goes no further. You should take the time to look at examples of book covers in your genre. What sort of covers do the best selling books have? What is their design like? It is worth employing a professional cover designer. In fact I would go so far as to say it’s a must. Unless you are a professional cover designer, turning your hand to writing novels, this is not the time to go it alone. The same applies to editing and your professional photograph.

 

Yes this will cost you money. However, you should bear one thing in mind. You are not only an author writing books, you are also running a business. It is worth investing in your business and this is the first step in that investment. People are spending their money investing in your book. They expect to have a professional product in return.

 

As well as having a professional approach to your book, you yourself need to come across as professional in whatever you do. This applies equally when you are at book signings, on social media and when anyone gives your book a bad review. It also includes being supportive of others be they readers or authors. You are by far and away the most important part of your Power Packed Book Marketing strategy. How you come across to others, both potential readers and other writers, is crucial. This can make the difference between readers buying your books or moving on to a different author. It can make the difference between other authors supporting you or ignoring you. Be pleasant, polite and approachable in everything you do, be this online or in the physical world. In other words, be the author you would most like to meet.

 

At the same time you need to be passionate. This of course means being passionate about your books, but also means being passionate about your abilities. If you doubt either of these it will come across to potential purchasers i.e. readers and they will not buy. If you do not believe in your product then why should anyone else?

 

Chapter 4

Branding

 

Branding is the process of creating a unique name and image for yourself and your product. Once you start to publish, it is what will attract and keep loyal readers. You want readers to think about you, as an author, and your books when they see a certain image. Now I am not advocating you have something like the Nike logo, although you may want to have a logo as part of your branding. There are ways in which you can create your own brand.

 

The first part of your brand is your author name. Everything you do should be associated with that name. This may be your real name, or another name entirely. My name is Wendy Jones, which is a common name, so would not stand out on social media or in bookshops both physical and virtual. Therefore I use my middle initial H, making Wendy H. Jones.

 

Branding also includes the genre in which you choose to write. If you write in two genres you may want to think about having two names. If you are a romance writer and decide to write horror your readers are going to be a trifle confused when they see the genres mixed up. Another part of writing in a genre is that people will know what to expect when they read your book. Therefore you need to find your voice as a writer in that genre.

 

Cover design should also demonstrate your brand. Your covers should stand up to the quality of your genre, but should also stand out from the rest. My covers all have a scene from Dundee at the bottom of the cover. The top is a scene from the book. Each book has the same theme but different images and colour. Therefore they have a general brand but are distinctive in their own right. My cover designer, Cathy Helms of Avalon Graphics has done an amazing job and I could highly recommend her if you need a cover designed or redesigned. Another designer I would highly recommend is Jessica Bell Author/ Musician/Cover Designer. As you can see, Jessica is a multi talented lady. Both of these cover designers produce high quality covers and work closely with authors to ensure the final results meet their needs.

 

The main characters of your books are also part of your brand. Readers develop a relationship with a character and are genuinely devastated if that character disappears. You need to write characters who will evoke an emotional response in readers whether it is to love or hate them. I read a series of crime books where the main detective barely had a redeeming feature, and yet I read the books because she was so compelling.

 

The way in which you set out your table for book signings is also part of your overall brand, as is the way in which you conduct yourself on social media.

 

One final note about branding. Your brand should be around you as an author, not an individual book. Series will come to an end but if the reader is invested in the author they will go on to read more series from them. I can tell you all my favourite authors but could not tell you any of the titles of their books. I just know I love the books.

 

Exercise

1. Spend 10 minutes jotting down what it is you wish to portray in your branding

2. Think about this over the next week. Give ideas time to take root

3. If you already have books out consider what the strengths are in your current branding

4. Is there anything that could be improved?

 

There are authors who have completely redesigned the covers and titles of their books. They did this because they either felt the branding was wrong, or they wanted a fresh and modern look. I am not saying you should do this, I am saying it may be something which is worth considering in order to make your brand more appealing.

 

Chapter 5

Start Simple

 

Writers often have many objections to marketing. They say they are introverts and that is why they write. Often writers feel that they do not have what it takes to be a marketer, that they are not pushy and get embarrassed pedalling their wares. If you feel like this then I understand. You are absolutely right. You may not have the skills required for marketing. Yet. However, what you do have is you. You are a unique individual with your own distinctive skills and talents. Use these to develop your marketing plan. Use them, and mix them with the techniques in this book to develop your own Power Packed Marketing strategies. This is the combination which will work for you.

 

Consider this. It may be time for you to change your beliefs. Many authors start with the belief that their nature will not allow them to market, therefore they will not succeed. If this is you then it is time to turn that belief system completely on its head. Start by setting yourself a goal. This may be the number of books you would like to sell in a month, or the amount of money you would like to earn in a month. It may be a goal for the year. Keep that goal in a prominent place. The cupboard above my computer is a good spot for me. Then work out what you can do to help yourself reach that goal. It may be mini steps at first, but then you will take bigger steps as you see the progress you are making towards that goal.

 

Your First Step

 

In order to identify your unique talents I would encourage you to do a SWOT analysis. I am sure you know what this is, but for those who haven’t yet come across it SWOT stands for

Strengths

Weaknesses

Opportunities

Threats

 

Strengths

What are you good at? Where do your particular talents lie? An example of this could be that you are a graphic designer. Use this talent to develop knock out book covers. If your strongest talent is writing then apply to guest blog on other people’s blogs.

 

Weaknesses

What are the areas that you feel need to be developed? Identifying these will help you to move them forward.

 

Opportunities

What opportunities have you got to market your book? These could include speaking engagements or attending local craft fairs.

 

Threats

What is going to get in your way? This could be lack of time to write or to market, not having a budget or anything else you think could stop your marketing endeavour.

 

The following template is usually used to help with this task

 

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p<>{color:#000;}. Strengths

 

|<>. p<>{color:#000;}. Weaknesses | <>. |<>. p<>{color:#000;}. Opportunities

 

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p<>{color:#000;}. Threats

 

 

This may be simple but it is powerful. Think about it carefully and answer honestly. It is especially important to be honest with yourself when it comes to strengths. Once you have done so then use the strengths and opportunities to develop the weaknesses and negate the effects of the strengths.

 

It’s about Time

 

Time! We all seem to have so little of it these days with a million demands seemingly sucking time away. As a writer you may feel that you can barely snatch enough time to write never mind market your books. This is a fair point. I don’t know your individual circumstances or what is placing demands on your time. I do know, however, that it is worth carving out a little bit of the precious stuff each day to market your book. There may be a myriad of brief moments where you can use time differently. Here are some examples off the top of my head

 

1. Sitting in the car waiting for the children to come out of school. Send out a tweet, put a photo on Facebook, or share a pin on Pinterest. These are all things which can be done in seconds on your mobile phone

2. Waken up fifteen minutes early and look up a list of local craft fairs. Find one, which fits in with your schedule, and book a table

3. If you are out buying groceries pop into the supermarket café. Put your feet up, figuratively of course, have a cup of tea and write your blog. This can be done on your phone, no need to be in front of a computer these days

4. If you’re out for a walk, take a photo of something interesting and post it to social media

5. Order some postcards of your books

 

However, it may mean deciding in what way you would like to use your time. You may have to give up watching one of your favourite TV shows and use that time for marketing. It is about choices and the choice is yours.

 

Exercise

 

1. Write a SWOT analysis in your notebook

2. Work out where you could carve out ten minutes a day to devote to marketing. Put these in your diary and stick to them. Make this time protected time for you and your book.

 

Chapter 6

Book Launches

 

Book launches can be physical or online. I will take these separately as there are different ways of approaching each.

 

Physical Book Launch

 

Having a book launch in a physical book store starts with relationships. This means building up a relationship with the manager and assistants. Buy books, chat to them about what you are reading, and build up a familiarity. They are therefore more likely to be open to your request. The four main bookshop chains in the United Kingdom are Waterstones, Blackwells, WH Smith and Foyles. There are also many independent bookshops. If you are not in the UK, then approach your nearest bookshop or research the main chains in your area.

***

Visit: http://www.Shakespir.com/books/view/623003 to purchase this book to continue reading. Show the author you appreciate their work!


Power Packed Book Marketing: Sell More Books

You’ve published your book and it's adorning shelves both real and virtual. Now it’s time to start marketing your book and getting it into readers' hands. Whether you’re a first time author, or a publishing veteran looking to revitalise your marketing, this book is here to help. It is jam packed full of simple strategies, hints and tips which will take you through every step of the marketing process. From running a buzzing book launch, and building your mailing list, through to effective social media marketing you will explore how to get your books noticed and bought by readers. Each of these techniques has been used successfully by the author to build a growing platform designed to sell more books. Learn from her what works and what doesn’t and use this book to build your own Power Packed Marketing Plan and sell more books.

  • ISBN: 9781311366634
  • Author: Wendy H. Jones
  • Published: 2016-03-16 13:05:07
  • Words: 21978
Power Packed Book Marketing: Sell More Books Power Packed Book Marketing: Sell More Books