Last week we really honed in on the marketing techniques you need for your self published book, but now we’re going to dive a little deeper into the marketing tools.
There’s no single way to market a book that’s guaranteed to fit with your personality and also have massive results. What you can do is align your book with your intentions and audience, and constantly work at moving in that direction.
Selling your book and selling what’s in your book is not the same. You wrote a book because you wanted to convince people of an idea. Marketing your book is really just convincing people the idea is worth the purchase price and time to read it.
The tools you use to market aren’t just creative or design decisions, they’re marketing tools that need to align with your intentions and your audience.
- Your author bio. This is important because people are curious by
nature. They not only want to know about the book, but the person who wrote it. Make sure your author bio includes social media, relevant accomplishments, credentials, previous books, press mentions and anything else you think your audience will think is interesting, too! If you have a hard time writing something that balances being a braggart and being way too humble, ask a friend, editor, or reader to help write it. I can tell you from personal experience I’m horrible at selling myself! It’s easier for someone else to talk about you than it is for you to talk about yourself.
- Author photo. Especially when you’re a self published author, you want to make sure your photo competes with all the other big names out there so you will be viewed as credible. This means a little more professional and a little less Instagram selfie. Hiring a professional to take a great quality picture is preferred. Not only will they be able to take the best picture, they can also edit it professionally too! It makes a huge difference. I know this can be a controversial topic … but a professional will do a better job than your mom, spouse, or friend who really likes taking pictures. You might even be able to work out some trade services with the photographer! Offer to help them write text for their website (remember, you’re a writer!) or a brochure or an article for a trade publication that will help get their name out there more!
- Book Description. The book description really isn’t a summary of the content, but more the sales pitch on why someone needs to read it. What’s interesting, noteworthy, or newsworthy about it? What’s the most important thing your audience will learn? Why should anyone care that you wrote it? What is the benefit of reading it?
- Book Blurb. These prove that someone, typically more well-known than you, not only wanted to read it, but liked it enough to publicly endorse it. There are three general types of book blurbs: press mentions from recognized media sources, key industry influencers (names your audience will immediately know and be impressed with) and clients/customers (who benefited from reading it).
- Email List. Hands down the most useful tool, however you use it, is your mailing list. Start collecting emails before your book is ready, use it as an announcement list when your book is ready, and use it to consistently communicate with your audience. There’s no better way for an author to talk to their audience and sell books than a newsletter. It’s more direct and targeted than any social media advertising you may try. MailChimp is my email network of choice!
When you employ these marketing tools, you’ll be able to sell with ease! Stay tuned next week for the final piece of Sales and Marketing Talk for information about sales techniques!