How To Market Your Book

Woman reading book with abstract flying items around her
Marketing is the activity of delivering offerings that have value for customers.

A while back, I asked my Facebook group for authors, which aspect of being a writer caused the members grey hair. And that’s why this post deals with book marketing. Yes, writing the damn thing took years and cost me all my spare time! But that was nothing compared to the struggle of saying in public: “This is an excellent book, and you should read it.”

Join the Facebook group for discussion and tips: https://www.facebook.com/groups/569574570248527/

Marketing Versus Selling

There’s nothing wrong with selling your book (high five to the top sellers), but in this article, I’ll discuss marketing. What’s the difference, you ask…

“Selling is an action that converts the product into cash, but marketing is the process of meeting and satisfying customer needs.”

Source: https://mu-bit.com/blog/selling-and-marketing/

Remember that when it comes to marketing, what the customer wants is king. Do you have an ideal reader in mind? If not, now’s the time to picture him & her.

An Ideal Reader

“An ideal reader is the fictional person to which a book would most appeal. Most frequently, they represent a specific age group and interest or experiences, but in some cases, an ideal reader might also represent a certain ethnicity, religious background, sexuality, or other identifying markers.”

Source and more information: https://www.well-storied.com/blog/ideal-reader

Some identifiers:

  • Interests
  • Genre and theme
  • Why do they read? For entertainment, romance, or thrill? To escape or to find information? 
  • Demographics
  • Life experiences

Tip: Study what makes an ideal reader for famous authors of the same genre.

Mold your product for the ideal reader:

  • Write your next book with your focus group in mind (at least somewhere at the back of your mind)
  • Design your pitch (choose what to stress)
  • Cath the eye of your ideal reader with your marketing message (plus book cover & title)
  • Follow through and modify the message as you go
  • Do a bit of industrial espionage (the marketing message of similar authors)
  • Know your niche

Social Media Content

Social media is about sharing, and you must establish a connection before you can market, or people will just avoid you. Think about topics that you share with your ideal reader. Those topics can involve hobbies and other non-book-related stuff. Use them to stir conversations and encourage your followers to discuss. Follow other authors’ accounts and learn from them. Exchanging help among peers is advisable because someone has struggled with the same issues.

How do you react to “BUY MY BOOK!” posts? Which ads and messages catch your attention? Make a list of what causes a positive reaction (the cover image, the setting, the information, etc.).

Tips for gathering followers (and marketing your book):

  • Connect with your ideal readers (and people who converse with them)
  • Share their interests
  • Stir up a conversation–discuss the process of writing your book (historical research, a traumatic event or injustice which compelled you to write)
  • Find out what your followers and friends want (polls, questions, competitions)
  • Support other authors. Give tips and advice–lend your expertise.
  • Show them who you are (a selfie wouldn’t hurt now and then, show your pets and non-writing related hobbies)
  • Bring your book into life by discussing relatable topics
  • Go behind the scenes and show your journey as an author.
  • Be a reader
  • Take a look at your followers. Activate top follower badges, and thank your loyal supporters.

Source and more information: https://www.mixtusmedia.com/blog/are-you-making-one-of-these-3-book-marketing-mistakes

Giveaway content

Giving something for free might sound unnatural when you used a lot of money to get this far. Of course, you want book sales for your troubles. But sometimes the free lure can earn you sales.

Examples of freebies:

  • the first chapter of your next book
  • a sneak peek of an upcoming book
  • a deleted scene
  • a free first-in-series title before the launch of the next part
  • a free short story or novella
  • a free content library (images, blurbs, deleted scenes, character interviews, book cover versions)

Source and more information: https://insights.bookbub.com/how-promote-your-book-free/

Use The Cover of Your Book

I’ve dealt with book cover design before. Here’s the link to a previous blog post: https://rebeckajager.com/2020/04/17/what-authors-should-know-about-the-book-cover-design-process/

If you cannot afford a professional book designer, use time to make a beautiful cover in Canva, for example. Canva offers cover templates which you can browse by genre. Pay for professional photographs. We writers take for granted that readers pay for our book. The photographers need to eat too. 

When you have a gorgeous cover (the face of your book), use that eye-catcher in your social media posts. 

Remember to create a continuous brand. The same colors, fonts, and related book covers for a series all support your brand, which your customers recognize everywhere. Use consistent account names and steer clear from difficult letter+number combinations.

Build An Author Website

Having your website is a must. How to create one? You’ll find instructions from my previous blog post: https://rebeckajager.com/2019/12/24/1359/

An author’s website should contain the following information:

  • Your bio and photo
  • Excerpts from your books and book cover images
  • A link to buy your book on every platform you offer
  • A way to contact you
  • Links to find you on social media
  • Blog signup form (if you have a blog)
  • Newsletter signup form

Tip: Yes, you should have an author newsletter. 

How to build it? Use a MailChimp plugin, for example. There are numerous other providers. Check out my previous post on the matter:  https://rebeckajager.com/2019/11/10/why-every-writer-needs-a-newsletter/

The website establishes your brand as a writer and acts as a base for directing traffic. Remember to take care of your search engine optimization so that your potential readers find your page among millions. From your site, direct readers to retailer sites, invite them to join your mailing list through free downloads. Ask people to follow you on social media.

Book reviews

How to earn those fantastic five-star reviews which you can boast across your existence on the web? First and foremost: write top-notch quality (means pay a professional editor).

Ask people to review:

  • Ask for a review at the back of your book and on social media
  • Offer an ebook for free
  • Ask for comments in your paid ads
  • Search for book bloggers and email them
  • Swap reviews with other authors
  • Once you have subscribers on your newsletter list, ask them
  • Offer an advanced readers copy (ARC) and establish an ARC launch team
  • Join reader rooms

Source and more information: https://www.thecreativepenn.com/2018/08/29/book-marketing-10-ways-to-get-reviews-for-your-book/

ARC

An advanced reader’s copy is used for promotional purposes before publication. Offer ARCs to readers who will post endorsements and write reviews. An ARC should be free of charge and offered in exchange for newsletter subscriptions because those email addresses are worth their weight in gold. Market the ARCs through every channel at your disposal and gather a set of names as your ARC launch team.

More information: https://www.1106design.com/2019/11/06/what-is-an-advance-reader-copy/

Reader Sites

Did you know you can send book recommendations on several platforms? BookBub and Goodreads are the ones you probably know, but here’s a list of other sites where you can design an author profile: https://www.lifehack.org/articles/technology/10-best-book-recommendation-sites-you-need-know.html

Most big platforms offer paid advertising, but remember than reviewing and recommending other writer’s books is an essential part of building your community.

Paid advertising

Ads on Amazon

“In addition to selling your book on Amazon, you can also promote it there, too. If you do decide to buy advertising, choose the sponsored product ads option. This pay-per-click ad allows you to target Amazon users with keywords that are related to your book.”

Source and more information: https://nybookeditors.com/2018/05/9-tips-for-marketing-your-first-book/

Facebook ads:

Remember that paying for a Facebook ad doesn’t mean you’ll get results as book sales or even clicks on that Amazon link. At the heart of any successful Facebook ad campaign is understanding your marketing goals and thus choosing which action you want the ideal reader to perform. Start by experimenting with a few bucks and register what works. Link your FB ads with the other measures mentioned in this article.

“The first thing to clear up is that there are different types of authors and different goals for your book. And once you are clear on the next step, a reader should take with you, your marketing strategy becomes clearer.”

Source and more information: https://www.andreavahl.com/facebook-advertising/the-4-best-types-of-facebook-ads-for-authors.php

BookBub ads tutorial: https://insights.bookbub.com/tutorial-how-to-use-bookbub-ads-to-promote-any-book/

Plan Your Book Launch!

Now, this is the most important advice I can give you about book marketing. If you just press the publish- button on Amazon and start shouting your marketing message across platforms, you’ve already lost the momentum which you can build beforehand.

More information (with a timetable): https://www.writersdigest.com/publishing-insights/18-ideas-successful-book-launch

You don’t have to throw a lavish launch party in person. You can do it online and record a Youtube video for further use. Even if the idea of an actual event doesn’t get you all excited (because you have to turn up in person and talk about your book in front of people), planning a launch means setting dates for all the marketing operations pre-and post-publication. It requires knowledge and action based upon your ideal readers. 

Some examples:

  • Take care of your SEO and write a list of suitable hashtags according to the genre. 
  • Do a cover reveal
  • Build hype before ARCs, ebook and print publications
  • Create merchandise and plan how to distribute it
  • Build your community (make a list of people who can spread the message)
  • Ask family and friends for help (yes, this includes your author friends)
  • Contact book bloggers
  • Contact possible reviewers
  • Devise social media posts and send them to your supporters via email:
    • Tell them when to post and where: a call to action
    • Design a post for FB, Twitter, Instagram, and so on, complete with images and hashtags. Remember allowed text length in different media.
    • Make posting easy
  • Join Facebook groups and ask the admins if you can post about your launch

And remember to have fun. We don’t become writers unless we have a dream.

What Authors Should Know About The Book Cover Design Process

final hardback cover for wordpress

The Value of A Beautiful Book Cover

Most books evoke a feeling the instant you look at them. In the perfect scenario, the title whips up the intrigue, and the cover has gorgeous artwork. As you read the blurb and author bio, you become convinced that you must buy this book.

The surefire elements to use in a book cover are the Main Character and the setting of your story. Most authors choose this scenario. Some book cover artists have a special gift of creating motion, but a static capture of your hero/heroine in his/her natural habitat works. The aim is to inform the customer about the following facts (within a few second’s decision time):

  • genre
  • mood
  • main character
  • setting and era
  • theme
  • author

If you’re unsure about your book’s title, read my previous blog post about the matter:
The Trouble With Naming Your Book

Look at other author’s choices. If you find a cover that matches all your hopes, find out who the artist is, and hire him/her. Collecting a set of all-time favorites helps you decide on the critical elements. If you hire a professional graphic designer, he will ask what kind of covers you like

See what mystery author Krissy Baccaro has to say about the book cover design process: https://krissybaccaro.com/dont-judge-a-book-by-its-cover-or-should-you/

Read more about Rebecka Jäger’s book cover design services

How to design your next bestseller book cover

Final banner for wordpress

Buried Secrets: Early Release: April 29th!

Families have secrets. Some secrets are locked, sealed and taken to the grave. Others beg to be told. They ooze through cracks a little at a time. You tease them out until an ugly truth is fully exposed. Ella Perri knows there’s something hidden in the family cottage.

In his last breath, Ella’s grandfather reveals to her a startling secret that hints at something sinister. On behalf of her beloved grandfather, she embarks on a dangerous quest for truth. A World War II diary and the 21st century collide as Ella desperately chases every clue in a faraway and unfamiliar setting where the real story begins. Who can be trusted and who has something to hide?

One secret leads to another. Ella must decide: share the secrets and alter the fates of her loved ones forever or become part of the lie that’s been buried deep for decades.

Buried Secrets is a suspenseful mystery with twists and turns that will keep you guessing until the shocking ending.

Buy the e-book from Amazon

Advanced Review Copy: https://booksprout.co/arc/32456/buried-secrets-some-things-should-stay-hidden

Elements of Website Design For Authors

Web site design

The matter of website design; it all depends where you’re at. If you just started publishing short stories, a blog would be perfect for you and easy to create. Maybe you have ten best sellers out (congrats, you lucky bastard!). That means your author website must house different sales channels.

This article is only a superficial scratch on the fascinating theme of web page design, but I wrote it to guide you onto the path. Remember that you can always add features and scale your business.

Look At Your Competitors

As with book covers, a bit of industrial espionage pays. Check out your competition and write down the observations.

  • Visual content. What’s to like? Images, the free white space which lets the central elements rock? 
  • Commercial content and plugins: buying her book was super easy! I loved his blog.
  • Mechanisms of interaction: I subscribed to her newsletter with one click. I followed his social media accounts in an instant.
  • The fonts are gorgeous. I want that CSS! (stands for Cascading Style Sheets). https://skillcrush.com/2012/04/03/css/

Don’t worry if you don’t get CSS. Themes come with fonts, and you use them like in a text editor; by choosing titles and default text. Experiment.

Phases To Go Through

  1. Choose your platform (WordPressWix, etc.)
  2. Choose a domain name (no cryptic words, make it easy for people to find you!). Register the www- address.  How to get a domain name 
  3. Install the website builder of your choice. Best website builder software: https://www.thebest10websitebuilders.com/charts/2/best-website-builders
  4. Get familiar with the dashboard of the software. 
  5. Choose a theme: https://www.wpbeginner.com/glossary/responsive-theme/
  6. Create a header that consists of a headline and a theme image. Canva is great for making graphic elements. It’s free and offers multiple styles. Choose pictures and a theme that goes with your genre.
  7. Add your core pages. I suggest the following: front/home page, landing page (for offers), books for sale or upcoming books (presale marketing). Additional pages to your liking: short stories, author bio, guest authors (swap for publicity), blog, competitions, and whatever you like.

More information and detailed steps by The Write Practicehttps://thewritepractice.com/building-an-author-website/

Up-to-date Content

Yes, it’s a great idea to have a blog and a newsfeed and social media interaction on your page, but remember that you must keep up with the pulsating beat of updates.

Outdated content from the year 2017 won’t speak for you, to the contrary.

Images

Start with static elements and design them well. Please keep it simple but use high-quality photos. I’ve discussed how to buy commercial pictures in my previous blog post: https://rebeckajager.com/2019/12/11/how-to-design-a-book-cover/

The Main Message

“Authors often make the mistake of thinking that people visit their websites just to read their bio. Are you, the author, important? Sure, but your book is more important. Let people know they’re on an author’s website by making your product the star of the show.”

Source and more information: https://blog.reedsy.com/author-websites/

Tell the potential customers who you are as an author, and advertise your book. Always add a functioning link to Amazon or some other bookstore. Remember that each extra action causes your customers to fall out of the sales funnel. Make buying as easy as possible

Establishing a PayPal account and using the PayPal button has become rather easy nowadays. Remember to count printing, sending the book, and all other expenses so that you break at least even. If e-commerce becomes too complicated, just use the Amazon/Nook/Kobo/Play Books, etc. links with a buy now- button.

Remember to test. Everything on your page must work before you publish it!

An extra puzzle: what would make people come back to your site?

Plugins

A plugin is a mini-application that you can incorporate into your site. Most website builders offer a range of free plugins, but extra features demand a small monthly/yearly fee.

Examples:

Always test that the plugin works before you publish new content! 

Experiment, read DIY- articles and try again. If you fail, log into Fiverr and search for a skilled IT person.

For more information: https://www.makealivingwriting.com/12-essential-free-wordpress-plugins-for-your-writer-website/

Site Speed

If your header image is 15 Megabytes and takes twenty seconds to load, nobody cares if it’s incredible. Pack your images and lose the extra byte size. 

For more information on image formats: https://themeisle.com/blog/best-image-format/

Test your site speed with several different browsers and operating systems. Ask friends and family to experiment. Post a poll on social media and allow fans to voice their opinion.

Scalability

Scalability means that your website theme and the mechanics behind the visual facade adapt to different viewer devices and screen sizes. Open that mobile phone of yours and check your visuals. Ask friends to look at pages and click on the links. Request an honest opinion and have them answer a few questions. The process is similar to the beta reading of your book.

Remember that having no author site is the worst option. Having a 90s feel with everything blinking 100 mph is almost as bad as having no page. Boasting a smooth functioning website is your calling card as a professional writer. 

SEO- search-Engine Optimization

People must find you among a kazillion other writers and bloggers. If you don’t know what the infamous SEO means, check out my previous blog post on the subject: https://rebeckajager.com/2019/03/12/search-engine-optimization-for-writers/

Building An Author Brand

Branding means that you use consistent features throughout your virtual existence. Having the same account name everywhere and using a logo helps people recognize you wherever they stumble upon your content. 

A film-noir color scheme on your website? Great! (if you’re a mystery writer). Use the same header on your social media. After you get the hang of branding, a consistent effort soon becomes second nature.

But, a brand is much more than colors and visuals. You know what a writer’s voice is, don’t you? The brand is your voice when it comes to the web: instantly recognizable and consists of a thousand little things.

“Brand is everything people perceive you as. It’s your personality, every word you write, the fonts and colors you use, the way you make people feel when they read your books or visit your website. Many people wrongly equate brand to a logo or website colors and although these are brand elements, a brand is much more than just these graphic aspects.”

Source and more information on branding your writing career: https://www.thecreativepenn.com/2017/11/10/authentic-author-brand/

Remember that practice makes perfect. 

Landing Page

Start simple and add complicated elements after you master the basics. Create a landing page if you don’t know what else to do. Many website builders and emailing software offer articles and advice on how to create a simple landing page.

A landing page should:

  • House your writer bio (short) 
  • Show off your products = books
  • Engage the customer and keep the conversation going
  • Offer promo codes and discounts (IMPORTANT!)
  • Advertise an incentive to a selected group of customers (give them a VIP-feeling)
  • Gather those precious contact details

Source and more information: https://mailchimp.com/resources/landing-pages-design-tips/

TIP: Think like your customer. What do you value when you look for a book to buy?

Have fun, and ask me if you’re baffled. Request to join my Facebook group for writers to discuss the matter: https://www.facebook.com/groups/569574570248527