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.

Romance Kills and Some Advice on Wordiness

Romance Kills Out Now

romance_kills_cover_smallA “Heartless” serial killer has brutally murdered three Romance Novelists on the verge of their breakthrough. The victims died after being stabbed through the heart. Why butcher romance novelists? Has someone he cared about hurt the killer?

Three private investigators decide to fight back, and the women meet in colorful, eccentric New Orleans. They must stop this madman before he strikes again, but are they willing to risk their own lives?

Find out and download Romance Kills from Amazon

The story is a collaboration of three authors: Stephanie Colbert, Schuyler Pulliam and yours truly. Each of use wrote the point-of-view of one character. Amber Buford is mine.

If you ponder about teaming with a fellow scribe, read my blog post about co-authoring:

https://rebeckajager.com/2019/04/04/should-you-co-author-a-book/

The Principal Sin of Wordiness

I write thrillers, and the genre hates rambling. You might write fantasy or romance, but believe me: readers want to get on with the plot! To combine straightforward action with the first commandment of an author: show don’t tell becomes a Mission Impossible unless you’re prepared to re-write and re-draft.

When I wade through the early drafts of my stories, I recognize the complex sentence structures. New writers want to stand out and prove their mastery of the English language. Getting rid of wordiness doesn’t mean that your writer’s voice bleaches as you strip the text. Reading George Orwell is a light exercise. He uses odd words at times and lectures about the dangers of totalitarianism, but the text flows. If you love J. K. Rowling or Suzanne Collins, return to Harry Potter or the Hunger Games with your wordiness-spotting goggles on. These famous ladies know how to get on with the plot. They force you to turn the page almost at gunpoint.

Hiring a professional helps the “green” novelist to trace the celebrity footprints, but most editors charge by the word count. Removing the excess description means you’ll pay less for the slaughter of your darlings.

Scan your writing for the following:

  • “Being” verbs. You’ll have to use “was” sometimes, but it slows the pace of your sentences.
  • Passive voice means your protagonist is on the receiving end of the action. Your characters should act: conquer, fail, and rise—not stand around besieged by lazy words. Use strong verbs which engage the reader’s senses, and paint a scene. Marketing masters know their active expressions: https://www.enchantingmarketing.com/strong-verbs/
  • But don’t go overboard. A thesaurus becomes the writer’s best friend at times, but use variation with taste. Dialogue verbs are the usual suspects which point to the use of a dictionary: https://www.nownovel.com/blog/dialogue-words-other-words-for-said/ 
  • (my pet peeve is “snapped” but replacements like: “avowed, beckoned, beseeched or cajoled” make me wince). Use alternative verbs with due respect: https://owlcation.com/humanities/400-Alternative-words-for-said
  • Filler words. Turn to your WIP and cut words without losing the meaning of the passage. Replace them with others who have more punch if you end up with a naked style.
  • Filler sentences. If you say almost the same thing in five sentences, feel free to cut three of them. I fell in love with northern nature as a child. When my books feature the animals or sceneries above the Arctic Circle, I beat around the bush. Know your favorite sin: wordiness is mine.
  • Clichés. These buggers consume space in your writing, and they have zero impact on readers. “Pitch black” inches it’s way onto my pages, but I know to weed it out. Tropes can kill your entire ending, but they possess sentences as well.
  • Unnecessary adjectives and adverbs. When it comes to description, sometimes less is more. A –ly here and there hurts no one, but these bastards multiply if you let them grow.

More information: https://writeitsideways.com/working-past-wordiness-for-fresher-writing/

The Action Scene

Wordiness destroys your action and adventure. The tempo of combat must be quick and tense. Perhaps you studied the art of fencing before you posed the villain against the hero in swordplay. You feel obliged to describe every gesture with due finesse and detail.

Rid excess wordiness from your action:

  • Avoid writing a character’s mundane actions.
  • Avoid having your characters’ seem to’ or ‘proceed to’ or ‘decide to’ or ‘begin to’ do something.
  • Say it once, say it well. Don’t teach your reader to wield the rapier, show him the cut-throat combat, and place your hero in danger.
  • Remember to engage your reader’s emotions! The Emotion Thesaurus: A Writer’s Guide To Character Expression will help if your words run dry.
  • Use your writing software’s find-function to track repetition. If you find forty instances of “was” in one chapter, you have a problem. If you use a fancy verb and repeat it too near the first occurrence, you destroy the impact.
  • Omit ancillary words and phrases: sit down- omit the down.

More information: https://www.maloneeditorial.com/novel-wordy-7-ways-tell/

My previous blog post on writing action: https://rebeckajager.com/2019/05/24/how-to-write-realistic-action-sequences/

Be Merciful to The Newborn

Evolution has developed writers into a cruel bunch. We flog ourselves without mercy, especially when we re-read our text. This phase can put an end to your writing career if your superego takes control. Let the first draft overflow with wordiness: get the book out of your head and onto the paper. When you revise your second or third draft, take care of tautology with due ruthlessness.