You’ve written a book or two. Sales are slim to none. You know that you need to market, but HOW? It all seems so complicated. Indie author marketing can be a huge challenge, but it needn’t be.
When I coach writers in book marketing, I ask: “what’s fun for you?” because book marketing begins with your mindset.
Here’s a secret. I spent much of my writing career despising marketing. Looking back, that was quite a trick, because I’m a copywriter. I could market anything, but hated marketing my writing, or my writing business. And by “hating” I mean in a visceral sense. The idea made me nauseous.
Finally, I decided that I was being silly: if I could market for others, I could do it for myself. Since I had to do it, I asked myself: what’s fun for you? Fun for me turned out to be blogging.
Your mileage will of course vary, but if you can work out what you like — and could perhaps love, you’re well on the way to becoming a true indie author…
… If you understand how book marketing works.
Assuming that a fairy godmother isn’t about to smack you silly with her magic wand anytime soon, and turn you into an instant bestselling author, you need to understand book marketing essentials. If you’re not aware of the WHY of tools like blogging/ social media and advertising, you can’t use them creatively.
(There’s no shame in that, by the way, some global publishers haven’t a clue either.)
Start with this foundation: indie authors wear two hats — author, and publisher.
Two hats: author and publisher — publishing must be profitable
You’re comfortable wearing your author hat. Toss that hat aside for a moment, and put on your publisher hat.
Hat on? OK. 🙂
A publisher’s goal is the same as that of any other business: turn a profit. No profit, no business. So, as a publisher, how do you turn a profit? You’ve got a book, or a bunch of books (a bunch is better)… your sole aim is to sell those suckers.
You can market and sell your books in any way you choose. However, remember FUN. If marketing your books isn’t a giggle, you won’t do it. So keep thinking about the fun angle. There are so many ways of marketing books that you’re sure to find something you like to do.
Let’s explore some essentials to help you to develop a “profits” indie publisher mindset.
1. Time and money: you need both for profitable publishing
Everyone wants instant success. That’s fine. I want that too. However, I’m realistic, and know that Murphy’s Law applies. Everything takes longer than you expect, and things will go wrong.
To counteract this, make a commitment to yourself: whatever it takes. You can’t be half-hearted about your publishing venture. Expect it to take time to make money.
Then expect that you’ll invest the money you make from your book sales back into your business: you’ll get better covers, will buy advertising, will improve your website — whatever it takes.
2. Hook buyers: buyers buy because of an EMOTION
Humans are emotional creatures, and readers read to experience emotions.
I recently wrote:
Each and every fictional genre has an emotional key — emotions readers want to feel while reading that kind of fiction.
If you can zero in on the emotions that readers want, AND can tap those emotions in your fiction, you’ll write stories that readers will love.
It should go without saying, but I’ll say it anyway: it’s essential that you read widely in the genre in which you’re writing. You MUST understand what emotions readers want when they read your genre.
For example, in any type of romance fiction, the HEA (Happily Ever After) is pretty much non-negotiable — if your romance doesn’t end in a HEA, you’d better be able to generate those emotions in other ways, otherwise readers will avoid your stories, and you’ve wasted time writing them.
If you’re getting few sales, and readers aren’t connecting with your fiction (or nonfiction), consider emotion. Start looking for your own emotional reactions to what you read too — you’ll begin to understand why books become bestsellers.
Bestselling authors are regularly trashed by literary critics who whine about the poor writing. (Dan Brown springs to mind.) When you check out bestselling books, you’ll see what the critics don’t see: the bestsellers connect with readers on an emotional level.
3. Visibility and discoverability: get discovered
With millions of books available, it’s hard to get your books in front of readers. If you want readers to find your books you need to do marketing and advertising. Every little bit counts.
Consider that perhaps you’re overlooking the simplest forms of marketing, such as the possibilities of marketing in your own books, in the front matter and back matter:
Advertise (subtly) in your front matter
Be aware that Amazon shows the first 10% of your ebook via its Look Inside feature. Keep the essential material in your front matter short. Remember your copyright info, of course.
Use that 10% to subtly advertise your ebook. Anyone reading via Look Inside hasn’t bought your book, so spend a little time thinking what you could show up front, to encourage your reader to buy.
4. Make “free” work for you: get creative
Check any authors’ forum, and authors complain about all the free ebooks which are available, and demand that authors be paid… Well… There are so many things wrong with that mindset, that I don’t know where to start.
Remember that you’re in the business of publishing, and that while “free” is useful as part of your marketing mix, it cannot be your entire marketing strategy. No business can be successful if it competes solely on price.
If you’re using “free”, and only “free” as a self-publisher, you need to rethink how and when you offer readers free ebooks. We’ve talked about using “free” before. Free is a part of pricing your products. It’s not marketing. Think about your marketing mix, which is: product, price, promotion, and place.
Consider YOUR situation. It will be different from other authors. Make a list of what you want. (And please write the list, don’t try to keep it in your head.) It’s essential to assess where you are, because unless you know, you’ll have doubts, and will change your pricing at whim.
Read that article, and then consider developing a simple marketing strategy; it starts with your product. Then get creative, and come up with some creative ideas for your marketing.
5. Make friends and influence people: word of mouth counts
Authors want to write their books. We don’t want to be bothered with things which take us away from our words. However, as indie authors, we don’t have a choice. We need to put on our publishing hat, and market our books.
The more people who know you, or know of you, the more attention your books attract. You need to get onto people’s radar, in any way you can.
Consider these ideas:
- Partnering with other authors in anthologies, and book bundles;
- Writing guest posts on large blogs — or smaller ones too;
- Collaborating with other authors on promotions…
You’re a publisher: think long term for profits
As an indie author, you’re your own publisher. You’re running a business. Your business must be profitable. You can make it happen. Think longterm. What could you do today, to make your business profitable in a year?
For an indie author, marketing is essential. You can develop an amazing business. Create some goals, and make plans to achieve them, today. Start by asking yourself how you can make it fun.
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Updated: January 30, 2017
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