The Marketing Elephant in the Room that Writers Try to Ignore; Why and How They Should Snap Out of It

Earlier on this blog, I wrote a post entitled: All The Book Marketing I Did Not Know And Other Ways I Misunderstood How to Sell My First Three Books, Part I

Now that I am 9 months into the launch of my fourth book, the novel Deadly Declarations, I have some updates to share on the topic of book marketing and launching a book for sale. I could have called this post “All the Book Marketing I Did Not Know, Part II,” but I like the image of writers at their computers ignoring the huge marketing elephant standing in the corner. Sooner or later, that elephant is going to step on them if they don’t pay it some attention.

First, let me say three quick things I have gleaned from interviewing other authors:

1. Writing is a solitary activity but it is not anti-social. A published book is nothing without a reader.

           Reality check number 1: If you want your book to be read, you must get engaged in finding readers.

2. What you write about and your voice are unique. They become your brand. They separate you. And they guide you as to how to spend your marketing energy and money.

           Reality check number 2:  Your book is not for everyone. Figure out who it is for and go after them as readers.

3. You have published a book. Congratulations. You are now a small business owner, and that’s true, whether you are traditionally published or an Indie author.

           Reality check number 3: This is reality checky number 3.

Background About My Path to Realizing That Marketing is Important:

I published my first book–a novella–7 years ago while I was still practicing law.

• I thought that when you published a book, it would be like what happened in the movie, The Field of Dreams, where: If you build it, they will come.
• Let’s just say that the stands were not filled on my opening day.

After I published my first novella, I published two more novellas in the next two years in what is known as the Christmas Courtroom Trilogy. I learned how to talk about the trilogy, by describing it the way one reviewer did, a cross between My Cousin Vinny and Miracle on 34^thStreet, but even with that tagline, I was no closer to understanding how to market and sell my books. Why? Because I had spent 95 % of my time writing the books and 5% learning how to sell them.

• Think about the book marketing problem this way:
  • When you put your book up online, it is like having your book shelved in a remote corner of the largest library in the universe.
  • And if your book is shelved in your local book store or library, just look around. There is a lot of competition on the shelves.
    • Without some help from you, your book won’t get noticed online or on the shelves.

It wasn’t until I took a three to four year break between publishing the last book in my trilogy and the recent publication of my first full-length novel, Deadly Declarations, that I began to learn more about marketing, mostly from the more than 300 authors I interviewed on Charlotte Readers Podcast.

Before we jump in, I have Four quick caveats to what I am sharing:

1. I am not a bestselling author, but by applying strategies I have learned from other authors and by taking risks, I am making more sales than I did before in book stores and online, and I am finding more readers.
2. Learning to market is like learning to write and being humble about it is important. I still have much to learn about both, particularly when it comes to online advertising.
3. I believe you need to be a life-long learner, with both your writing career, and your marketing career.  Ask questions. Read articles. Listen to podcasts. Talk about it. That’s what I do.
4. Finally, It takes time and trial and error to have success with marketing. And, like writing, it takes perseverance.

Let’s talk quickly about Changing Our Attitudes About Marketing

The authors on Charlotte Readers Podcast were very direct with me about the need to face up to the realities of marketing. Here are a few quotes. Consider them a splash of cold water on your face:

Wiley Cash, NYT Bestselling novelist and NC writing teacher, said: You have to think of your book as a product, and think about how you underpin it with a marketing plan and a vision, which includes networking and media and organizing your own events.

Ellen Butler, an international bestselling Indie novelist, said: No matter what publishing direction you go in, marketing is going to be a part of your life, if you want your book to have some sort of success.

Michael Almond, NC lawyer turned traditionally published novelist, said: The author has to be the primary participant in marketing and promoting their book.

Jason Mott, NC novelist, winner of this year’s National Book Award, told this story: So I fall back, bang my head on the floor, completely unconscious in the middle of the flight. I wake up, there’s a light shining in my eyes and flight attendants are kneeling over me saying, Sir, are you okay? I said, Well, I’ve been traveling a lot on book tour. She goes, Oh, my God, what’s your book about? So even as you pass from exhaustion on a flight, you wake up pitching your book.

Marc Jampole, traditionally published literary fiction author and former PR executive, said: The problem with marketing in general is that half of it doesn’t work. And you never know which half.

IMPORTANT QUESTION: Is there a Difference Between Building An Author Platform and Book Selling?

Answer: Yes, absolutely.

• Writers often confuse platform building and book selling.
• Building an author platform is about building author name recognition
• It is necessary scaffolding but until you get a big name, it does not sell books in and of itself.

Platform Building starts with fundamentals to build your brand:

• Author website
  • Tip 1: Don’t name your website after your first book; use your author name (i.e., landiswade.com)
  • Tip 2: Keep it updated

• Social media presence
  • Tip 1: Pick the platform(s) that suit you best
  • Tip 2: Engage. They call it social media for a reason. 

• Author pages: Author Facebook Page (distinct from personal Facebook page); Amazon author page; BookBub author page; Goodreads author page
  • Tip 1: Keep them updated and use interesting graphics
  • Tip 2: Take advantage of what they offer, i.e. link your blog to your Amazon Author Page; put videos on your Goodreads page; Follow Other Author Facebook and BookBub pages 

• Put links in your email signature line to your website or recent book
  • Tip 1: You can Set up a linktr.ee URL to help promote yourself

Author platforms grow when authors engage in writing communities 

• Volunteer for positions in writing and reading organizations
• Blog, write articles, speak, and teach on topics of interest to readers and writers.
  • Examples: 1. craft. 2 writing business; 3 book themes; 4 book history; 5. book setting; 6. Book non-fiction content; 7. Your writing journey; 8. Book reviews

• Engage with writers who support one another:
  • Examples: Local writing organizations (CWC; Charlotte Lit); 2.Critique groups; 3. writing conferences; 4. online writing groups (Facebook Groups); 5 National and local writing groups like Sisters in Crime; they have a Charlotte Chapter called Queen City Suspects; 6. Local libraries that offer writing classes and groups 

• Develop an email newsletter
  • Tip: Find a cost-effective mail provider, link it to your website and email signature; share it when you speak

• Support the writing of other authors:
  • Examples: 1. Share your knowledge; 2. Offer feedback; 3. Blurb their books; 4. Help them promote their books online and in person; 5. Feature them in your newsletter, blog, or on your YouTube channel or podcast

• And Finally, the best way to build your author platform and sell more copies of your book is …….[Drum Roll Please] Publish more books – it’s all about the backlist

• Final Tip: Don’t say no to invitations and opportunities. Even if only one or two people show up, if they like what you have to say, they may become fans and supporters and tell others. And don’t ignore free opportunities like this to build your platform or pitch your book. Example: Charlotte Readers Podcast community blog and 30 second elevator pitches

By Contrast to Platform Building, Selling books is More Targeted 

• Author platform building is a marathon.
• Selling a particular book is more like a half marathon, with a long warm-up period.
• When it comes to selling books, you have to have a plan.

The most important part of the plan is planning ahead.

• One year = fantastic
• Nine months = optimal
• Three to four months = cutting it too close

Think of your plan like you think about the structure of a book

• Your book might have a 3, 4, or 5 act structure.
• I created a 4 act structure for telling the story of Deadly Declarations, but a 3 act structure for selling it
• Tip: If you are traditionally published, nail down the publication timeline with your publisher so you can plan your events, and get your ARCS early.

The 3 Act Book Launch Structure:

Prologue to the 3 Act Structure for Selling a Book 

• Write the best book you can. write well beyond the first draft, be relentless in revising your work, hire and listen to editors, let the manuscript rest, and work it over until it hurts.
• Hire an experienced book cover artist. Take their advice. Tip: Book covers do sell books.
• Solicit quality blurbs and hone your synopsis for the back cover.
• Format the interior and exterior like the best books in the stores.

• Tip: Make your book look, feel, and read like the best, and very few readers will ask you who published your book. They won’t care. They want a good story. The only people who will care are those who think only traditionally published books by certain publishers are worth reading. Do your best to prove them wrong.

Act 1 – The 9 month Period Prior to Launch – the most important act

• Launch Date: Pick a launch date, and work backwards in planning the launch calendar
• Publicist: If you plan to work with a publicist, engage with them early so you can plan together.
• Event Planning: Plan your in-person and online events: Book stores; Book clubs; Civic clubs; Podcasts (audio and video); and wherever and however the themes of your book fit well. Tip: Offer something besides your novel, i.e. a talk on the themes or non-fiction in the story
• Creativity: Plan creative approaches to your events: in-author conversations; costumes and skits; using your platform creatively to highlight your work (blog, podcast, YouTube)
• Particular Venues: If you are looking for a particular venue for your launch or for other events, plan way ahead.
• Finish all parts of the Book: Complete the book (interior content, interior design, exterior content with synopsis and blurbs, book covers), for print and ebook, 4 or 5 months prior to the launch date so you can create ARCs in print or ebook for your advance readers (they need several months to read your book prior to launch date).
• Note: Reviewers can leave advance reviews before the book releases on Goodreads, BookBub, and Barnes & Noble. However, Amazon does not allow reviews to be left online until the release date.Tip: Do not have family members leave reviews. Do not ask for five star reviews. Do not pay for reviews. Do not offer other consideration for reviews. Ask instead, for honest reviews.
• ARCs: Send ARCs to trade reviewers 3 or 4 months prior to release. Indie authors can solicit and pay for honest book reviews from Kirkus, BookLife, Mid-West Book Reviews, etc.
• Cover reveal: Plan your cover reveal a few months before release
• Pre-orders: Set your book up for pre-order online 3 to 4 months in advance and put the links on your website. For Amazon and certain online sites, you can only put your ebook up for pre-order, not your print book. If you put your print book on IngramSpark, you can set up an on-sale date and create preorders there for your print book, and also, with independent book stores and Indie Bound.
• Metadata: Work on your metadata. Pick categories for your online metadata that are narrow and fit your book. It’s how readers who search online find your book. Try Publisher Rocket.
• Audiobooks: If you produce an audiobook, plan 4 months ahead for the production of the audiobook.
• Distribution: Decide how you will distribute the book online: 1. Kindle Unlimited; or 2. wide online distribution. They both have pros and cons.Decide how much energy you will put into brick and mortar promotion. It may help exposure more than immediate sales
• Book Awards: Pitch your book for awards
• Print media: Pitch print media to feature the book
• Pre-launch appearances: Plan and execute prelaunch appearances on podcasts or news shows
• Launch week: Plan your launch week social media promotions.
• Advertising: Consider planning some online advertising around the launch date

Act 2 – The first 9 months from launch date

• Boots on the ground: This is the time to be seen at your book launch, and at book stores, book clubs, civic clubs, retirement communities, library events, festivals, history organizations; etc.
  • Tip: Take photos at events and post on website and social media
  • Tip: Consider selling everywhere through your local independent book store.
• More Online Events: more podcasts, radio, and online panels
• More creativity: With graphics, photos, and the format of the events
• More Fun: Have fun with your promotions
• Take chances:Submit to Bookbub and Chirp promotions; Try some online advertising
• Look and Listen for Leads: One event may lead to another. Many people who liked my events asked me to come speak to their book clubs or their civic clubs or their retirement communities.
• Anything you didn’t do in the pre-launch, do now.
• Tip: Don’t say no to opportunities, no matter how small the crowd. One book club or civic club might lead to another and another.

Act 3 – the Future

• Don’t Stop: The book marketing continues.
• Some may be the same: book clubs, civic organizations
• Others may be different: writing panels; submitting articles
• Plan more events: Market where the book’s themes and non-fiction resonate
• Learn and try online advertising [BookBub, Facebook and Amazon]
• Publish More: contest, short pieces; finish writing your next book

Conclusion:

• You are the hero of your marketing journey

• Like any good hero’s journey in fiction, you will face obstacles and set-backs

• There will be moments where all feels lost and you want to toss it in But there will be moments, if you stick with it, that good things happen, so why not stick with it.

• When it comes to marketing and selling:

• • Number One – Just do – get engaged; plan; experiment
  • Number Two – Just ask – ask for help; ask for favors; they can’t eat you.

A few quick action steps

• Do three things to improve your author platform
  • Like developing or improving your website or social media

• Do two things to broaden your writing community
  • Critique groups or something creative you come up with like a YouTube channel, podcast, or blog

• Volunteer to do one thing in the reading and writing community
  • Such as by joining a board or taking on a committee assignment

• And if you have a book coming out, start thinking about a marketing plan that uniquely suits you and your book – both online and in person.