Embrace Marketing Joyfully
Some writers write purely for the joy of it, for the sheer pleasure of expressing themselves. Their interest doesn't extend to publishing, and that's perfectly fine. Their satisfaction lies in writing itself, which makes all the difference.
Others write because they want others to read it, and some even want others to buy it. For them, marketing is now required. They are kicking it up a notch. They are making it a business now, not just a hobby. For these writers, a marketing mindset must be attached to the writing mindset, and they can’t expect someone else to do it. They must have a vision because, as we’ve all heard too many times, publishers don’t have the time or resources to devote what needs to be dedicated to making a book a bestseller. If you are independently publishing, all the promotion work falls upon you. No matter which publishing avenue you choose, no sales will be made without marketing, and for any path you choose, you will have to be directly involved in it.
Many writers feel overwhelmed or anxious when they think about marketing. But there’s no need for that. Marketing is a skill like any other; it just takes some practice. Once you get the hang of it, it can be quite enjoyable, especially when you start seeing the results of your efforts. When I ran our marketing and public relations agency through American Blackguard Media Relations, we felt that excitement when authors and publishing companies saw increased sales. It’s a great feeling. So, as you approach marketing, try to see it as a game. It's about sharing something important to you; the financial rewards can be significant.
At writer’s conferences and in forums, there is always a great deal of chat about how publishers do not give authors support. In my experience, publishers have never given authors full support simply because they don’t have the staff and budgets to do so. Maybe I’m not old enough to remember the good old days, but for me, the lack of publisher support is like beating a dead horse. It is what it is. If you’re a famous author, of course, it makes sense for a publisher to capitalize on the release of your new book, but until you get to that point, don’t expect a lot. You are the one to whom the success of each book is going to fall. Accept it, and, as long as I can remember, that’s the way it has always been. You are the person who needs to take care of you. Here are three things to consider when you market your books, and all are questions that we used to ask our clients:
1) As a reader of the types of books you write, what stops you and makes you want to read an author’s book? How did you learn about it? We will assume that you write the kinds of books you like to read. If that is the case, what makes you stop and read someone else’s book over another option? Look at your work and see how you can slant the marketing copy to reflect that urge to purchase a book. This will fit in with your personality and give potential readers a good idea of what they can expect.
2) Look at your comfort levels. There are different types of marketing, and each one can be designed to fit your personality type. Explore all the different types and then find what works for you. If it is not something you feel comfortable doing – like writing blogs, appearing on podcasts, speaking in front of an audience, or harnessing social media – it will only have a short life. You won’t be able to sustain it. Find the things that fit with your personality and do those things. Leave the other avenues for other authors, even if they benefit them. I guarantee it will not help you if you don’t like it.
3) Lastly, it's crucial to evaluate your marketing efforts constantly. Even if an activity aligns with your personality, it may not yield the desired results. If you don't enjoy these activities, it's best to stop and explore other outreach methods. Marketing is not a one-size-fits-all formula. It's a process of trial and error. For every client we’ve worked with, this process led to great results. There's no one-size-fits-all solution in marketing.
Before hiring someone for a particular task, try doing it yourself. I’m being serious. The answer to great publicity is not always hiring a publicity firm unless you are so busy you can’t do things yourself. You will find that some marketing firms are better than others, so releasing your book and leaving it in someone else's hands is a gamble. I always say to be involved. When you’re starting out, I recommend doing things yourself. Seriously. That’s starting in the mailroom. By doing it yourself, even if you hand it off to someone else later, you’ll know how it looks on the ground and can better judge the performance and projected results when using a third party. Start by doing things yourself. It is an incredible education.
We also hear much about “the launch.” The launch is essential but only a part of the puzzle. Everything is leading up to the launch, the launch, and all that follows. All that follows can last for the rest of your life. Long sale is the key. Your backlist is where you are going to make your money. In marketing, don’t focus exclusively on “the launch.” A book’s life lasts forever if it is in print. The important thing is to sell through. That’s where marketing honestly pays off. The truth is, it’s rare to sell a bunch of books in a short period. It happens, but it is rare. But it is not rare to sell many books over a long period. So. which is more valuable? A short-lived blockbuster that lasts a few weeks at most? Or a book consistently below the radar but selling briskly for decades? Trust me, take the latter. When you think of marketing, think long. Don’t just think about the launch; think about the pre-and post-launch with extra care. That post-launch is your gold mine.
You are guaranteed to spend time or money on marketing. Be prepared. Again, I emphasize that even if you’re working with someone else, do much of the groundwork yourself so you know what is going on. The more educated you are, the more experienced you become, and the better position you arin to gauge your success.
So here is the plan: set goals and then frame your marketing around those goals. Goals and numbers can be quantified. General hopes and dreams cannot. We all want to dream about how well our book is doing. Instead, do things that give you the numbers, so you know how well your book is doing. If things are going well, continue the path. Adjust your actions if the numbers aren’t where they need to be. Trial and error. It’s that simple. That’s marketing at its finest, but also, it’s most essential. Make it a game.
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