Tag Archives: Writers

TIPS FOR KEEPING YOUR AUTHOR MARKETING SANITY

nerdOkay, I’m one of those strange people who loves marketing but hey, it wasn’t always so. When I started I was an intern at an advertising agency, then I was a writer at a radio station, then television, then something happened … I discovered that marketing is everywhere and applies to everything! I used smart marketing to job shop, to bring in customers, to be noticed, hell, even to get a date! Like most people, I didn’t actually love eating the spinach until I realized how much it could do for me.

Marketing authors with books to sell are in the same boat. They know they have to market their books, they just don’t exactly know how. Excuses abound for avoiding this task, but the truth is that until they actually SEE great results, they will continue to hate marketing. It’s time to back up and punt, regroup, and make a plan that will help you keep your sanity on the way to making some money at this author life.

beehiveTAKE A BREAK – You’re doing so much, buzzing like a beehive, trying to get as many sales as possible and unfortunately finding the results unsatisfying. It’s time to take a break and rethink your strategies. I’m not talking about a year long break, or even a month long break, I’m talking about taking a week away from EVERYTHING related to writing, marketing, and books in general. Lift your eyes and look around. There’s a whole word spinning wildly and marketing its way into everyone’s lives. How are they doing that?

Taking a break from the marketing activities you’ve become bitterly mindless about is a great start for rejuvenating your mind. Observe all the marketing around you, coming into your email box, texted on your cell phone, blazing across the television screen, over the radio, and along the roads you drive. This marketing thing is alive and well and not going away. There’s no reason you, a person who has written a great book (or 10), can’t be successful at marketing. Exploring marketing strategies and promotions for products that are NOT books can open a huge avenue of creative thinking. Ideas are everywhere, so maybe that 99 cent book promo or that silly genre lovers promotion aren’t the only way to go? Yep, they’re not, and taking a break is a sure way to help you recognize that it isn’t your efforts that are failing … it’s the promotional vehicles and concepts you’ve used that are failing you.

Take a break, take a deep breath, observe the marketing world around you, and let your mind become as creative as the day you imagined writing a book.

looking over shoulderSTOP LOOKING OVER YOUR SHOULDER – Authors have a bad habit of keeping an eye on other authors’ marketing activities and forgetting the person who will actually purchase their book. Surrounding yourself with other authors creates a kind of language of its own, I call it AuthorSpeak. Every time we see a promotion for a book it seems to sound the same. We think the same, we pitch the same, WE ALL TALK THE SAME! I recently surveyed book buyers and discovered that most, even avid genre lovers, find it frustrating how almost every blurb, pitch, and promotion is similar. This makes it hard for readers to make a choice.

Often it’s a really good idea to be different. Have a different kind of book cover, make your blurb different from anyone else’s, approach your prospective book buyer in a different way, different place, with a different attitude.

Over your shoulder all the other authors are still doing the same things. Publishers insist that books sell better with characters on the covers, other authors insist that you can only write a blurb one way. New authors gobble this up because they’re all looking for short cuts and nothing is easier than following a formula. However, never forget that those formulas get old, and the people these formulas are suppose to attract, get bored. A glance over your shoulder shows that most authors balance their desire for success and their desire to get it easily. It’s a compromise. There are no short cuts, and sometimes going rogue is the most creative way to gain visibility. Leave those other authors behind and make your own creative marketing path. It is a road of trial and error, but it’s oh so much more fun, especially when it shows itself in your bottom line.

crowdSTEP AWAY FROM THE NOISE – Have you ever tried to have a conversation in a noisy restaurant? No one can hear what the other person is saying; conversation dissolves into grins and nods. Not an effective result if the intended conversation was meant to help you gain more book sales.

This is exactly how it is when you stick so closely with other authors to promote your book. Groups of authors, lumping together to sell books and promote future books make a whole lot of noise. The book buyer begins to feel like they’ve stumbled into a carnie, complete with a bearded lady, dancing horses, and a clown car loaded with even more noisy authors. Don’t get me wrong, these events are a lot of fun. We get to hang out with all our author friends, we get to share cool marketing ideas, and we get to stand with solidarity against this marketing thing. Yep, that’ll do it. The book buyers will go crazy for us! We’ll all sell a million books!

Not.

What you and your author friends have actually created is a small pond with a whole lot of noisy fishermen hoping for a great catch. Fifty authors might talk to hundreds of book buyers at that event, but all fifty authors are not going to make a sale. No one author will make all the sales. These fishing trips always result in purchasing fish at the local market because no one ever catches enough to cook for dinner.

Stepping away from the noise means using marketing in a more creative way. Instead of surrounding yourself with your competition (other authors), think of other ways and places to actually connect with your prospective book buyer. Is your book a historical fiction? Think about holding a book signing at an antique collectors’ event. Hundreds of people might walk through but without so much book competition, you can very possibly sell fifty books! You surprised the book buyer in a unique place, and you’ve been careful to choose a place loaded with people who like the events, era, and unique elements inside your story. If you thought a book event with other authors was fun, wait until you do something like this and sell so many books in a single afternoon. Now that’s fun!

talking 1TALK ABOUT THE RIGHT THINGS – Earlier I talked about something I call AuthorSpeak. It’s a kind of code, a system of short cuts, formulas, and tools that when used so much, become ineffective. If everyone is giving away a free book, free books loose their value and the promotion looses its effectiveness. After all, if it was free, how good can it be, right? Besides, if everyone is doing the same thing, it no longer has power. And if everyone is doing that same thing to the same genre lovers groups, it falls on numb ears.

It’s time to say something different and say it in different places and ways. More important than that, it’s time to get more specific. Cater to your prospective book buyer’s interests. In essence, it’s time to say what THEY want to hear, not what you want to tell them.

A perfect example of this relates to the example above at the antique collectors’ event. Often authors fall into the trap of thinking that only book buyers buy books, but who are book buyers? Book buyers are people who do a million other things aside from just buying books. They shop at many places besides book stores, and spend a lot of time online at places that are not book seller websites. Why do authors limit themselves so much when marketing? Why not toss out a much wider net to gain book sales?

Don’t look over your shoulder. Those other authors will have a mess of reasons why you should stick with the program and ignore your need to expand your creative marketing agenda. Going rogue takes guts and you can do this. Center all your marketing and promotional strategies on the things your prospective buyer loves that are already in your book.

If your murder mystery begins with a body found in a veggie garden, focus on gardeners, guest blog on gardening and veggie foodie blogs, hold book signings at farmer’s markets, focus your blogs on veggie recipes with a murderous twist. USE THAT AMAZING CREATIVE IMAGINATION OF YOURS. The possibilities are endless. You won’t see any of your author friends there because they’re all doing their noisy lumped together thing. Do be sure to keep in touch with them though, after you make your bank deposit, that is.

What kind of really creative ideas can you come up with for the unique elements inside your book? There are a lot of book buyers out there who are waiting to hear from you.

Deborah Riley-Magnus, The Author Success Coach

Write Brain/Left Brain: Bridging the Gap between Creative Writer and Marketing Author

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ARE YOU IN YOUR WRITE BRAIN … OR YOUR MARKETING BRAIN?

frazzled BrainI bet you think these are two completely different brains, or at least that these tasks take place in two completely different parts of the brain. Guess what? They don’t. Lots of feelings come in to play when an author hears the word MARKETING, and most of them are unfortunate misunderstandings. This is the beginning of a series covering the twelve most limiting author marketing misconceptions. These are the misinterpretations and mistaken beliefs that have run rampant in the author world, giving marketing a bad name and a fearful image. Strap in for a crazy ride. You may just discover a few things about marketing that make it far less foreign and far more familiar to your author creative skill set than you ever imagined. I give to you the 12 Author Marketing Misconceptions, and how to save yourself from the fearful marketing monsters that don’t actually exist. Open your mind and take in the facts about this misjudged ally. You may discover that marketing is actually your partner and an invaluable collaborator in your quest for book sales success.   Devil 112 AUTHOR MARKETING MISCONCEPTIONS MISCONCEPTION #1 Marketing is Evil Believe it or not, I have heard this more times than I’d like to admit. Truthfully, marketing is not immoral or wicked, it isn’t harmful, doesn’t cause misfortune or suffering. Marketing doesn’t have a dreadful character, it isn’t angry or cruel, it has no bad intentions. Marketing doesn’t cause mischief. Marketing will not steal your car. Marketing can, however, help you buy a new car, a really great car with all the bells and whistles. To say that marketing is evil is to unfortunately admit that you have no clue what marketing actually is or how it works. It’s all right; most authors are in that same misguided boat. See, the reality is that marketing isn’t the nasty demon in an author’s life. It is, however, the simplest tool to master and can guide you the heavens…if you let it. Understanding what marketing actually is will help. Marketing is creating awareness of your book. You’re already doing that a bit. You’ve told everyone you know about your book, again, and again, and again. See there’s a difference between marketing and marketing well. You may be marketing with few results because you’re repeatedly creating awareness to the same small audience. It’s time to go wide instead of just Los Angeles rain-puddle deep. Marketing is all about creating awareness to huge audiences— broad audiences loaded with people. If you build a following of these huge audiences and connect with them, you will have marketed well and created wide awareness of your book. SUCCESSLocating these audiences is the creative element of marketing most authors never recognize. The key is not to only look for book buyers or readers, but also to seek out lovers of the unique elements inside your story. Using your story unique hooks leads you to massive audiences other authors aren’t approaching, and that glowing successful sales feeling we all want. Once you’ve marketed well and wide, really nice things happen. Awareness is the groundwork for promotions and publicity. If people aren’t aware of a book, they’re less likely to respond to your promotions and purchased the book. If they’re not aware of your book, they are also less likely to support your publicity. Marketing is extremely important because without that solid groundwork, you’re doing nothing but spinning your wheels, begging the same people over and over to buy your book. That’s just not fun.

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PUBLICITY, CHARITIES, AND BOOK SALES … OH MY!

Head Spinning, 1There are so many ways to market a book it would make your head spin. The problem is that most authors only know one way, and that involves heavy competition with other authors for the book buyer’s ear and dollar. It doesn’t always feel that way. We authors gather together for support and safety then without realizing it, we all do the same thing. We reach out to book buyers where we think they are and nowhere else. In that process of shouting at book clubs and people we feel fit into the book buyer description, we’re not only making it harder to be heard above the crowd…we’re drastically limiting our book exposure strategies.

There are more ways to skin a cat, and far more (and better) ways to sell your book! If you’ve read my blogs or books, you already know that the main focus of powerful book marketing strategies leans heavily on your book’s unique hooks. If your book has a dog in it, a dog that plays a big role in the story, dogs are a great unique hook! Reaching out to dog lovers, in addition to your standard, noisy, and crowded book buyer audience, can vastly broaden your buyer base!

Identifying your book’s unique hooks and broader audiences is a topic for another time. Today I want to share a wonderful way to use a unique hook in a BIG way.

PublicityPUBLICITY

Publicity is all about using the media to create exposure for your product. Publicity is about making news and writing press releases that not only have the power to gain a news story or an interview, but also have the oomph to grab some great SEO visibility along the way. Creating relationships with local and national news media contacts can be very powerful for your sales success.

Publicity can be a fantastic boon for authors seeking serious visibility, but it can be much more. There is an avenue of publicity that’s extremely easy to use AND can not only expand your standard marketing audience, but create a strong and loyal following. Every author wants that!

Charity 2CHARITIES

Let’s imagine a few unique story hooks for your fiction. (Remember, if you write nonfiction, your unique hooks are already built into the concepts!) Your fiction might have a dog, or a primary character who has survived cancer or drug abuse. There may be a cool unique story hook that involves cookies or gardening. There are ways to connect with a charity in every case.

dogs, 1Dogs—You can offer a percentage of your sales to the ASPCA. You can support a local Animal Rescue League event by being present at the event and donating a basket (book, coffee travel mug, doggie leash, and doggie treats) for the event organizers to raffle off. You can create an event of your own to support a specific charity. For example, organize a speaking/book signing at a local dog training school creating awareness for the Animal Rescue League, and give a portion of all your sales to that charity. Make sure you let the world know you’re doing these things! Plaster a banner on your website, talk about your ASPCA support on your twitter and Facebook, blog about the events you participate in or create, and be sure to add pictures. Get press releases out to your local and national media about your efforts. Follow dog lovers on your social networks. Post dog photos on your Pinterest and Instigram. Connect with dog lovers; show them you not only love dogs too, but have a great dog in your book…and this all results in SALES. The same can be done with cancer research and drug abuse recovery support.

Cookies, 1Cookies and Veggies—If your book has a cookie lover or avid gardener in it, those are fantastic unique hooks! Look around. Hundreds of people blog about sweets and gardening and belong to Yahoo Groups that focus on those topics. They belong to cooking, baking, and gardening clubs, live and virtual. Seeking out these people for your social network following is a great boon for broadening your book’s exposure, and locating the perfect charity to connect with to expand that exposure is just as easy. For bakeries and gardeners you could support things like the Food Bank, Meals on Wheels, the Salvation Army, or any organization that reaches out and assists people in need of food or shelter. Let the world know you’re supporting the charity and get those press releases out to local and national media venues.

nonfiction 1Nonfiction unique hooks—These are a piece of cake, too! If you wrote a book about organizing ones life, you might want to support a charity that focuses on mental health. If your book is about Holocaust or 911 survivors, there are many charitable organizations focused on helping survivors. Is your nonfiction about WWII? There are tons of war veteran support organizations that would love your support, AND thousands of people who support those charities that would love your book.

Books_moneyBOOK SALES

People DO purchase a book, product, or service that supports the charity they also support. This is an easy no brainer! I’m going to make a suggestion that most of my marketing author coaching clients always gasp at, mostly because they never though of it themselves. I strongly suggest that you sit down and re-read your own book. You will be amazed at how many unique hook connections you’ve already written there. These hooks can easily lead to charitable connections and a broader book buyer audiences than all of your author friends combined ever reached out to in their marketing efforts.

There is one caveat…be careful not to choose a random charity that does not relate to your book. Many authors feel a strong personal connection with a charity, but it has nothing to do with their book. To use this charity to help broaden your book buying audience will be far less effective than if you choose a charity that directly relates to your story or nonfiction topic. By all means, support your personally chosen charity but do so apart from your book. The key is to create connections with an audience that relates to your book. THAT’S how to create book sales.

Oh My, 1OH MY!

This is a fun, very simple, and creative brain-stretching way to look at reaching out to book buyers. Take a few hours out of your frantic “buy my book” shouting with other authors and try this approach. It certainly can’t hurt you, and it definitely can help a charity that needs support.

Do you have questions about creating connections or locating your unique hooks? Post them here, I’m happy to answer!

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WRITE BRAIN/LEFT BRAIN: BRIDGING THE GAP BETWEEN CREATIVE WRITER AND MARKETING AUTHOR

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TIPS FOR MAKING BETTER AUTHOR MARKETING CHOICES

Bull 1How many authors are out there, right this minute, trying to sell their books? Hundreds? Thousands? More? How scary is that? Whether you’re about to release your first book or your tenth, it’s more than scary, it can be paralyzingly terrifying. Here’s the bigger question: Are you getting the sales results from your marketing that you’re hoping for? I’m guessing the answer is, no. Never fear, there is a simple solution. All you need to do is make better marketing choices. In my experience, authors have a tendency to latch onto a marketing idea then run with it—and a crowd of other authors doing that same strategy—even if the idea doesn’t really work. It’s like Pamplona in July, only these are writers, racing feverishly with their keyboards under their arms, and unknowingly running from success. But hey, they have each other, right? Unfortunately it always ends up the same, and there’s always blood. It’s time for authors to step away from the competition, be more analytical, and make better marketing choices if they want better results. Here are five tips for how to do just that.   Popular, 1

HOW POPULAR IS THE IDEA? When writers get together, many of them fall in love the same marketing idea. Take free book giveaways, for example. There are several rationalizations for this extremely ineffective marketing sales strategy. There are the authors interested in getting on the top FREE books list. Most authors want to sell books, so that concept completely escapes me. A free book is not a sold book, and you can’t sell a book to someone who already received it for free. Some authors cling to the idea that if they give away a book, it will hook readers into loving their work and they’ll tell everyone they know to buy the book. The sad part about this concept is that the author has forgotten the biggest, most basic marketing rule of all…the rule of perceived value. How much is a free item worth? There’s a reason people say, “You get what you pay for.” It’s not that your book has little value, it’s that the recipient perceives that it has little value. If you have a great series and perpetually give away the first book in that series, it makes sense because the following books are available to purchase, and the free book is an invitation into the series. In that case, the free book LEADS to sales. Other than a giveaway that LEADS to sales, the only books you should ever give away should go to legitimate reviewers. Beyond the free book giveaway idea are a hundred other silly author strategies which include games, puzzles, blasting twitter messages, guest blogging on other author’s blogs, and author book review swaps. Among the worst ideas is the “Lets authors all get together and do something to bring readers to us!” The problem is that these events seldom actually attract book buyers. They do however attract other authors who want to participate and sadly, authors are not your broadest book buyer base. If you want better book sales, it’s time to STEP AWAY FROM OTHER AUTHORS! If an idea is vastly popular and all your author friends are doing it, that’s a clear sign that you should be doing something else—something that isn’t in the dead center of your shouting competition.   worth effort 1

IS THE IDEA WORTH THE EFFORT? COST? TIME? Some authors have deep pockets and they lean toward hiring a service to handle their book marketing. It’s a nice idea, but be careful with your money. Be sure you’re getting the best bang for your buck. If a company guarantees that your promotion or advertisement will be seen by thousands of people, find out who those people are. Often companies geared toward book marketing merely pull together a lot of authors, and those other authors are the people most likely to see your ad. Authors are too busy trying to sell their own books to be perusing and considering the purchase of other authors’ books. Ask exactly who will be seeing your promotion or ad and step away, wallet intact, if it looks like other authors are the primary audience. If not and you can afford the service, by all means go for it. Stepping out on your own often means thinking more creatively. Frequently something wonderful comes to town and it can be a huge boon for your particular book, but only if you’re thinking independently and creatively will you recognize these opportunities. For example, if your book is about a circus or has a circus as a major component of the story, look around. Is the circus coming to town? Is the local museum doing an exhibit on circus history? Is there a clown school in your town or city? Local connections are great ways to start testing your marketing ideas. But is this idea worth the time and energy? If the visiting circus has no problem with you selling and signing books at the entry of their venue, you may want to go for it. If you want to set up a speaking engagement at the clown school before or after a public performance, connect with the directors and see how you can make it happen. If the museum will only permit you to set up a speaking/book signing event if you guarantee to bring in 1,000 people for the exhibit…think twice, it may take too much of your time, energy, and advertising dollars. OR…it may help you sell that many more books. The point of all this speculation is that it’s far more effective to strike out on your own, be creative and original, and reach out to people interested in your book’s unique hook—in this case the circus. The question is, is the effort, cost, and time worth it? Only you can determine that. Most times it is. Other times, it may fall short. With good creative efforts and smart time management, it can work really well, expose your book to a new audience, and create more sales than anything you’ve ever done before. Always step back after the event and make sure it brought the results you wanted. If not, decide what you could have done differently or better. If it was successful, schedule the next event with joy and enthusiasm.   Oposite, 1

HAVE YOU CONSIDERED TRYING THE OPPOSITE? If all the runners are running to the right and all the bulls are following them…run left. If every author is shouting at genre lover book clubs, look for the opposite way to reach lovers of that genre. Book marketing is such an abstract concept to authors that they tend to think BOOKS and only BOOKS. But what you should be thinking about is not books, not readers of books, not genre lovers…but lovers of the unique concepts, ideas, and events inside your book. ALWAYS REMEMBER—you are not marketing books, you are marketing A PRODUCT TO PEOPLE. Those people like things. Things like the circus, motorcycles, dogs, wine, gardening, or whatever interesting unique hook is already written inside your book. Marketing is all about creating awareness of your product and making a connection with people who will love your product. Limiting your marketing strategies to just book buyers, genre lovers, and book clubs is like choosing to talk to only the guests staying in one room of a thousand-room hotel. The opposite of what most authors do is to think about the broader target buyer for your product. If your book is a love story between a small town girl and a Harley riding loner and you just market to romance lovers and romance book clubs, you’ve just missed a huge marketing opportunity! Search motorcycles, Harley Davidson motorcycles, bikers, and motorcycle culture on twitter, Facebook, and Yahoo Groups and marvel at the massive audience who love that unique hook. The women who love motorcycles also read and buy books. Connect with them and you’ve just multiplied your marketing audience by thousands. The best part of all this is that there are no other authors trying to get your audience’s attention. Do the opposite. It will always pay off.   New Audiences, 1

IDENTIFY NEW AUDIENCES FOR A BOOST IN SALES We touched on this a bit already. Your unique story hooks will lead you to broader audiences in a marketing strategy that will only work for your book and no one else’s. But think about this for a moment. I guarantee that there is more than one unique hook within your book. There were two in the story between a small town girl and a Harley riding loner. The first one was motorcycles, plus leather, motor cycle culture, biker boots, etc. The second one is small town living, plus gardening, diners, cooking, and coffee. If you think about it, you’ve already written several unique hooks right in your book. Locating the audiences for these hooks is just as creative a process as writing your book, mind you. Search small town living on twitter, Facebook and Yahoo Groups. You’ll discover large groups of people talking about small town life. Connecting with these groups gives you the opportunity to talk about the small town lifestyle in your book. If there’s a gardener or a short order diner cook in your book, search online and located groups of people talking about those subjects. If a hook is biker boots or leather jackets, search out Facebook pages owned by businesses that sell those products and communicate with the followers. Connection is the key to effective marketing. That means talking with lovers of your unique hooks about the topic, NOT begging them to buy your book. Make friends, and never forget to have your book noted clearly in your bio and/or on your email tag for yahoo groups.   Analyze 4

TEST YOUR RESULTS The best thing about identifying and using your unique hooks to locate and connect with prospective book buyers is bigger than just stepping away from your competition for best results. It’s a great way to grow sales steadily between your current release and the next release. So many authors reach for the stars, have a great release and big sales, then suddenly their sales fall off drastically. This is the time to reach out to a new unique hook audience. Gain more sales, watch to make sure the audience was responsive enough then move on to the next unique hook. Writing a book is a solitary creative effort. Marketing a book is a performance art. Testing to see which audiences and efforts bring the best results will help you to continue to make better marketing choices. Better choices lead to better sales.   My final thought for you: if you want to run with the bulls, plan a trip, buy a plane ticket and run with the bulls, not with your fellow authors. Pamplona is far less dangerous. Go and be successful! Questions? I’m happy to answer!  

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AUTHORS ABOVE THE CROWD … STRATEGY

chess 2What’s your strategy for success? All authors have one, but often can’t actually explain it. Some writers join several author groups to learn what they can about marketing from their peers. You might be the kind of author who follows the pack. You probably don’t even realize you’re doing it, but every time you do a promotion or market your book, you’re doing it because another author did it, or your author friends are doing it. Other authors dig deep into their pockets to purchase solutions for selling books. It’s a strong direction for those who can afford it, but are they sure of the results? Could they be doing better?

To be heard above the crowd you have to step away from the crowd, and in this case, it’s the crowd of wonderful other authors. There is perceived safety in numbers and it’s lovely to have the support of other authors struggling through the same marketing trials and tribulations. You can all talk about failures and successes, but the problem is that you want to sell more books than they sell. So when it comes to seriously marketing, you have to look elsewhere.

There are good and effective ways to do this. First you must create your unique strategy. These are a few simple starting points to help you begin to make your mark, create bigger sales, and establish broader marketing exposure. Best of all, the exposure will be in places where other authors are not marketing. It will be totally unique to you and your book.

Your biggest strategy must be to be sure you know what you want, and who really wants to hear your message.

goals 2SET GOALS

What are your goals? Each person’s goals are different for a variety of reasons. Some authors are thrilled with giving away more books that anyone else. Some authors like exciting promotional blasts that bring big numbers to their blog stats or website visitor count. Others like the numbers with dollar signs in front of them so they watch their royalty reports. Some become obsessed with Amazon ranking numbers and the roller coaster of rising and falling emotions. Some like to write for a few loyal fans, while others want to create a million loyal fans. It really doesn’t matter what you feel is most important where your goals are concerned. If you meet those goals, you are successful. BUT, you must seriously take some time to set author career goals. With your goals in hand, it will be far easier to determine if your efforts are successful or not.

bookbuyer 1TALK TO BOOK BUYERS

I’m sure you have a wonderful number of friends on Facebook and followers on twitter, but who are they? Are they mostly other authors? Take a serious look at your social media followers. The best rule of thumb is 1 author to every 10 prospective book buyers or fans. That means that your first step is to start talking to book buyers. So, how do you find them?

The simplest way is to LOOK INSIDE YOUR BOOK. Right in your manuscript are probably a hundred clues for where your prospective book buyers can be located. This isn’t about focusing on genre lovers at all. Naturally you will make yourself visible to romance or mystery or fantasy or whatever genre lover relates to your book. This is about digging deeper and locating target prospective book buyers based on the unique hooks inside your story or nonfiction subject.

For example, does your romance take place in a seaside town? Is your mystery about a murder during a scuba diving adventure? Does your main character bake cookies, or drink coffee, or lift weights, or weed the garden to work through their issues? Does your vampire or werewolf or faery princess play an instrument or love black licorice or dance for a living? Is your historic fiction connected with the Victorian or medieval or 1050’s era? These are the magic unique elements that CONNECT with prospective book buyers. You need to make followers and friends with these people.

Simply search twitter and Facebook for groups or people connected with whatever your unique hook happens to be. Make friends and follow people who like your unique hooks. Find blogs about those subjects and follow them. Always use your twitter and Facebook links when communicating with these people and invite them to follow or friend you.

These efforts will quickly help you reach the correct 10:1 ratio of prospective book buyers to other authors. Then, when you market or promote or talk about your book, you’ll be talking to the right people.

Next time, we’ll talk the best ways to prepare for reaching out to these fantastic broad audiences. Connecting is the key, and the process is fun and far easier than you might think.

Write Brain.Left Brain

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ABOVE THE CROWD … 8 WAYS TO GET YOUR AUTHOR MARKETING VOICE HEARD

crowd 1How many writers are there in the world? How many recently signed literary agent or publishing contracts? How many are self-publishing? How quickly do books come onto the market now that e-readers have grown so unbelievably popular? And … how many new books actually launch every day?

The numbers are staggering! Some of these books are destined for greatness, written by best selling authors and backed by big publishing monsters. Others have fantastic sales potential, providing the author is ready, willing and able to shout loud enough to be heard over the din. Some books will soar to the top ten Free books on Amazon because the author understands the dynamics of the game. Others will simply float in the middle, getting admirable visibility and fairly good sales. Then there are the duds. Not because they aren’t good books or well written, but simply because the author has no clue as to how to navigate the marketing and promotions world.

stand apart 2If 1,000 books in the exact same genre and subgenre as yours are released on the exact same day, how will you become visible? Now, imagine 10,000 books flooding the market just as yours comes along. What are you going to do?

Most authors have two choices. They either try everything and anything, or they freeze like deer in the headlights. Neither is actually effective for good sales results.

This is a new author marketing series just for you! In this series we’ll cover 8 wonderful ways to get your Author Marketing Voice heard, and heard by the right people … the ones who want to buy your books.

stand apart 4Over the next few months we will cover:

  • STRATEGY – How to develop the perfect marketing strategy for your book and your audience
  • PREPARE – How to be ready for your launch with an already waiting book buyer base
  • BROADCAST – How to set up your platforms so that they are constantly blasting the right message to the right target
  • 3 – 2 – 1 – How to create the book launch as creative and powerful as the book you wrote
  • EXPLORE AND CONQUER – How to find and approach audiences other authors aren’t even thinking about
  • ROAD SHOW – How to take your marketing live and expose your book to broader audiences
  • FUEL – How to keep your sales momentum alive and well
  • RELOAD – How to do it all again for your next book

Next time, STRATEGY, the electrical current that makes any marketing machine run!  Are you ready?

Write Brain.Left Brain

AVAILABLE NOW

Finding Author Success Second Edition available in print and ebook

Amazon print, Amazon Kindle and B&N

Cross Marketing Magic for Authors available in print and ebook

Amazon print, Amazon Kindle and B&N

 


5 Things I’ve Learned About Writers

For over six years now, I’ve been coaching authors and working with writers in live and online workshops. I teach them how to be more successful, how to gain more book sales and how to negotiate the world of marketing, promotions and public relations. I know, I know, the thought of marketing is like having to eat vegetable you don’t like or do 20 minutes on the treadmill – all necessary, but oh how we hate it. Unfortunately, I sometimes get the brunt of an author’s frustrations over having to do what they don’t like.

Over these years I’ve noted patterns that appear in every place I speak, in every workshop I teach and with every author I coach. I thought it might be helpful to share them with all the writers I know. Here are the 5 things I’ve learned about writers.

WRITERS WANT TO KNOW WHY – No matter where I am or what kind of writer I’m talking to, this question always comes up. Why do I need to blog? Why do I have to tweet? Why do I need a website? This list can go on forever, but only a clear understanding of how marketing works helps them understand. What I’ve come to realize, is that the question WHY is usually an umbrella covering a plethora of other things, some related to writing and being successful, some completely unrelated. We writers are a stubborn bunch. We have to be. This is a tough industry to break into, survive within and ultimately find success. When a writer desperately wants to have great book sales, it’s often time to set our stubbornness aside so we look for the solutions. As a coach and workshop instructor, it’s my job to discover what that WHY is all about. Usually the question isn’t so much WHY but more like “Why do I have to do it?” The author in question may be working two jobs, meeting publishing deadlines, dealing with kids or well, simply stubborn. The answer to the big WHY question is painfully simple – because EVERYONE has to do it. The basic techniques of marketing are tried and true and have been for centuries. They are as true for you as they were for Andrew Carnegie.

  • You have a product
  • Your are in a competitive industry
  • You must make your product stand apart from that competition
  • You must make the public aware of your product
  • You must promote your product
  • And you must grow and maintain sales for that product

No one writes a book in hopes that no one will know about it or buy it. The basics of marketing are important and everyone with a product to sell must use them.

WRITERS WANT TO KNOW IF THERE’S A SHORTCUT – Oh what a great question and I totally understand why a writer would ask. A shortcut to work gets us there faster or helps us avoid traffic jams. A shortcut at dinnertime, like prepared foods, take-out and a dishwasher, saves us valuable time in the evenings. We are programmed to look for shortcuts. Time is finite and everyone on the planet gets the same 24 hours in any given day. Looking for shortcuts is expected … but shortcuts –  like auto twitter and auto Facbook post programs, and blogs that announce themselves on every other social media you use – not so much save time as limit your capacity for creating impact. Short cuts don’t work when marketing, in fact I’d go so far as to say they never work best when marketing. So many times an author will write to me after taking a workshop and say that they’ve done all the things recommended but received little to no response. After some exploration I always unscover that they’ve taken these handy-dandy shortcuts. Yes, they’ve saved time but what they’ve unfortunately done is become so automated, their tweets, Facebook posts, and blog announcements LOOK like a machine did them. All those sparks in their social media circles are flat, without personality and unfortunately, without true marketing impact. Because marketing is a living, breathing thing, it lends itself to being brilliant … but only when backed by a human being. By all means test all the shortcuts. I suggest you test them one at a time then take a breath and do it all again without the shortcuts, using your personality and style. You’ll be amazed at the difference it makes! Using shortcuts and saving time but gaining little to no sales is just … foolish.

WRITERS WANT TO KNOW HOW TO FIND THE TIME – This one too is painfully simple. There are so many things a writer does in life, everything from taking care of family to valiantly protecting their valuable writing time. Finding the time to do everything means biting the bullet and making a plan, a schedule, a check list, a reminder buzzer on your cell phone, a kitchen timer … ANYTHING IT TAKES to be efficient. This requires good time management skills and discipline, but have you ever known a successful person in any field who doesn’t have good time management skills and discipline? Everyone’s time management style is different, but only those who master it actually get everything done.

WRITERS WANT TO KNOW HOW TO STAND APART – It’s a dog-eat-dog publishing world out there, crowded with books and shouting authors and dwindling distribution points. Whether you are published by a big, small or medium publisher or self published, and even if you’re a writer just finishing your first book, the question has always been, “How do I stand apart from everyone else?” You did it with your writing and wrote a book that no one else could write because it came from your unique mind. Now it’s time to take that powerful creative gift and use it for marketing. So what happens? So many authors find themselves moving with the crowd they had hoped to stand apart from. This happens ALL THE TIME. Take a look at any author’s twitter following or Facebook friends and you’ll discover that the majority (and sometimes ALL) of them are other authors. I think this is based in fear – fear of tooting our own horn, fear that without other authors around us we’ll falter, fear of … well … success. It makes sense to have lots of authors around us, but it doesn’t make sense to completely surround ourselves with our competition. Shuck off the fear and reach out to readers. Who are the people who would buy your book? Time to make twitter followers, Facebook friends, and Goodreads friends with them. I always tell writers that the best ratio is 2 fellow authors for every 8 prospective book buyers. This is how to stand apart, take steps away from the competition and market to your fans and prospective book buyers.

WRITERS WANT TO KNOW HOW TO TAKE THIS FURTHER – Once an author strategically reaches out to prospective book buyers and creates fans and sales, something wonderful happens. It clicks. Fireworks go off. The light has come on for them. One small taste of success makes them hungry for more! They discover that this marketing thing DOES WORK and it doesn’t take all that much time, especially if it’s carefully targeted and efficiently implemented. There’s basic marketing and there’s advanced marketing. Taking an author’s marketing to the next level with cross marketing techniques and platform expansion skills becomes easy. Having reached this part of the success adventure, authors are starting to think like marketing people by revisiting their back list to build sales, creating promotions that other authors never think about, in venues other authors don’t use, and speaking to book buyer in places other authors never dreamed of. Taking it further really only take one thing … eliminating the very first WHY hurdle.

Write Brain.Left Brain

AVAILABLE NOW

 

Finding Author Success Second Edition available in print and ebook

Amazon print, Amazon Kindle and B&N

Cross Marketing Magic for Authors available in print and ebook

Amazon print, Amazon Kindle and B&N