Author marketing Book marketing

It’s That Season…


Yep, it’s here: Spring, the beginning of the active author promotional season. In most places in the U.S. (not all, I’m sorry to report, seeing as it’s almost MAY!), the snow’s gone and local/regional travel is again becoming plannable with a reasonable expectation of accurate weather forecasts. Some of us will be doing the age-old author tour dance.

Sure, the Internet has allowed many of us the ability to do a large part of our promotion from home, but some of us still enjoy getting out there to meet our readers in person. I’m one of those. I like feeling that personal connection. Nothing fulfills this writer’s heart more than seeing someone’s eyes light up when they describe a certain passage they enjoyed in one of my books, or a story of when they just couldn’t put it down.

But others of us just really don’t dig that whole author appearance scene. As a marketer, this always bothers me, because it really is the very best way to develop a rapport with your readers, and to create lifetime loyalists. But the fact remains that for any number of reasons, some of us just can’t or really don’t want to do the personal appearances. For those, and for the rest of us who want to leverage every possible channel we can, there are blog tours.

Many folks believe these aren’t really effective. And if you’re measuring in terms of direct sales, I’d agree. Unless you’re making some sort of irresistible special offer, you’re not likely to see a large bump in sales from a blog appearance. But I do strongly believe it’s a single element of a well-rounded marketing plan. So if you agree, I’d like to share a resource with you.

If you’d like to find bloggers who interview authors, here’s a list that includes many different types and topics. Here’s some good rules of etiquette when you contact them:

  • Actually READ the blog for a while before requesting to be interviewed. It’s the smallest courtesy you can show. Even better, follow it and actually participate with thoughtful comments — you’ll become a known quantity and if the blogger is impressed with your knowledge, may even invite you before you ask!
  • Offer a free copy of your book to the blogger as a courtesy, and send a signed copy.
  • Consider offering another free copy for the blogger to give away to followers. This will really be appreciated.
  • Don’t be a know-it-all. Remember it’s someone else’s blog. Try to find ways to reflect positively on your host, and be gracious.
  • Follow up with a thank-you email or card after the interview or guest blog.

Consider this my contribution to your successful spring promotions! Good luck, and happy blogging!


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Three Important Trends in Book Publishing

I’m happy to share this recent post by Joe Hyrkin at GigaOm about how publishing will continue to evolve this year. The CEO of Issuu, a Danish digital publishing platform, confirms what I’ve been telling my clients for a few years now: Digital is here to stay, and we need to learn how to use its most powerful and relevant new tools if we’re not just to survive, but prosper as self-published authors and indie publishers.


More specifically, he also validates my assertion that Twitter is not so much of significance in and of itself, but instead functions best when used as an ultra-short-form alert to draw Tweeps’ attention to breaking news, rapidly evolving situations, or places where they can go to learn more about something already important in their lives.

Check it out — the few moments it’ll take to read it are sure to be edifying, and to help you better prioritize how you’ll spend your time promoting your titles and authors.

Author marketing Book marketing

Breaking Through The Big Taboo

In the previous post, I discussed the importance of simply telling your story in a compelling way as the best and most effective promotion method. There are many channels you can use to tell your story—traditional print media, press releases, blog posts, social media—the options are really limited to your imagination and your available resources.

Technically, it’s not difficult, but there may well be something standing in your way on a comfort level—a societal taboo you just can’t seem to get past. In fact, in my decades of marketing work, I’ve found this taboo to be one of the most ubiquitous and frustrating obstacles I’ve had to help nearly all my clients overcome. And what it is may surprise you.


In our society and many others, the first thing anyone who wants to tell his/her story must become comfortable with is the idea that it is OKAY to “toot your own horn.” Despite what your mother may have told you, the marketplace understands that if you don’t do it, nobody else will (well, except maybe her). Yes, I know, she probably told you not to brag…and she’s right about that. No one likes an arrogant blowhard. But marketing and self-promotion on a professional level are not “bragging,” which is defined as “talking with excessive pride and self-satisfaction.”

Marketing and promotion, when done properly, is not bragging. It’s simply letting people, who might be interested in what you have to offer, know what they’re getting themselves into before they take a risk. As long as you’re truthful and not overly self-serving, marketing is not only acceptable, it’s the only professionally responsible thing to do. And besides that, it’s critical to your success and that of your books.

So, get over the false modesty. You know your books have value, or you wouldn’t have spent the time and energy and money to create them. If you believe more people should have the ability to enjoy or learn from your books, then commit yourself to making that happen by promoting the heck out of yourself and your work. And if it still makes you really uncomfortable, you don’t have to tell Mom what you’re doing if you think she’d disapprove.

What Mom was probably trying to tell you was more along the lines that you shouldn’t get a big head and let your ego get in the way. On that point, she was absolutely correct. If you do end up creating a very effective media campaign that gets you lots of attention, don’t let it turn your head. There’s a reason the phrase “someone who believes their own PR” has negative connotations. But there are lots of ways to do this book marketing thing very tastefully and very well. You just need to choose what you know will appeal most to your target audience.

Promoting yourself as an author or publisher and your books is not ego-driven. It’s sales-driven, and there’s nothing wrong with that. In fact, without sales, unless you’re independently wealthy and can afford to give your work away, you’re out of business. If you’re out of business, then no one gets to read your books. And if that happens, there’s really no reason for you to be writing or selling them. So instead of being cowed by the feeling that you’re bragging, think about it this way:

Your books are like your kids: You gave birth to their concept, and nurtured the idea over significant time until you molded it into something you’d be proud to send out into the world. Now it’s time to be a good parent and do everything you can to prepare it to go out into the world and do some good. The only way you can do that is to tell people about it! Sure, be wary of becoming that obnoxious parent who whips out the kid’s photo at every opportunity or the “hovermom” who just can’t let go and trust that she’s done a good job.

But by all means, be that parent who prepares the way by introducing your book-child to all the right people who will best care for and most appreciate it. Talk up your book, find ways to insert it into a conversation in ways that aren’t obnoxious among people who are already talking about a similar topic, and celebrate it when it does well. What better way to honor all that hard work you did bringing it into being?

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Just Tell Your Story

I’m consistently amazed at how many authors and indie publishers are daunted by the challenge of marketing their books and themselves. Oh, I get it: Marketing professionals like to imply that there’s some kind of magic to it, and that makes it intimidating.

Well, of course, they do — this is their stock in trade! Why not take advantage of the widespread impression that there’s some kind of mystical alchemy that makes it all work, and that only the Grand Poobah Wizards can actually pull it off? And just so no one gets offended: I’m allowed to say this — I AM a marketing professional. It’s what I do for a living when I’m not writing or publishing books. And it’s exactly why I became the Indie Navigator. I just got so tired of seeing so many people who cold be enjoying real success with their books if they weren’t so darned afraid of marketing and promotion.

Fact is, ANYONE can do marketing. Can everyone do it equally well? Of course not. There will always be those who show special gifts in this area, as with any other pursuit. And there are some who just seem to knock it out of the park every time. Those are the superstars everyone wants to work with but whom few can afford. Still, that doesn’t mean you can’t do what it takes to market yourself and your books effectively. It’s a great deal of relentless work, but it’s not difficult. And the more you do it, the better you’ll get, just like any other skill.

The best news is that authors are inherently well-equipped to be effective marketers. Regardless which modes you use to reach your prospective customers, in marketing or promoting your author career, books or publishing house brand (or anything else), you have one simple objective: Tell a really good story.

Yes, that’s really all marketing is: figuring out what your story is and the best way to tell it, because people identify with compelling stories and have a tendency to imagine themselves as a part of that story. If you can evoke that imagining on the part of your prospective client, you’ve done a great marketing job. If the stuff I see on social media is any indication, the bigwig ad agencies are finally starting to realize this. HA! I’ve been saying this to my clients forever!

Storytelling around a campfire

Story holds a venerable place in every civilization. It’s the oldest form of communication and of entertainment. It’s also how we know ourselves and each other. From the time we are very young, our views and perceptions of the world around us are shaped by the stories we are told.

As we grow, we learn to exert influence over the perceptions of others by telling our own stories. We also learn that how we tell those stories really matters.

Think about it: As a child, didn’t you learn that adding select details to your story of how the mean bully pushed you down on the playground evoked the sympathy you were looking for from everyone you told about it? And how leaving out other select details got you off the hook for having maybe said a few unnecessary things yourself that may have provoked the pushing? Believe it or not, you were marketing. You were selling an idea, and you were deeply invested in influencing the way the story was perceived.

Now, most marketing isn’t as blatantly manipulative (though some truly is), but that is the basis on which it works. Marketing simply codifies the way we approach such storytelling, based on what has worked in the past in a given set of circumstances.

But one thing never changes: The person who tells the best story in the most engaging way will always be the most successful at motivating people to do what they want them to do. In this case, it’s getting them to trust your brand, be interested in your authors, and purchase your books.

TAKEAWAY: So if you don’t remember anything else about successful marketing, remember this: Whoever tells the best story wins.

ACTION ITEM: So right now, figure out what your story is, and the best way to tell it to elicit the type of response you’d like from your audience. Then start building your marketing campaign around that messaging. Here’s a great short article on how to get started.

NEXT TIME: Getting Over The Big Taboo