We read a lot about what’s working for indie authors in book marketing. I don’t think we discuss what’s not working enough.
So here’s a short list of strategies that you need to drop today.
Or if you’re looking for a book marketing company or your publisher is trying to sell you a package, don’t let them drive up your investment with these options.
We live in a world that slams us with thousands of ads each day. We’re beyond saturated with messages or social posts that are not on target, or emails that don’t pique our interest.
Attention – both getting it and keeping it – is the new currency, and in order to do that, you have to personalize what you’re putting out there.
Instead: Personalize Everything
Comment on reviews you get on Amazon, thank readers to taking the time, whether they gave you a glowing review or just a so-so one.
Reply to people who engage with you on social media.
Don’t just post links to your book or images of your cover – it’s like being on a date with someone who won’t stop talking about himself or herself.
Share personal information, your struggles, your wins, updates on your projects, readers who feel like they know you are more likely to stick with you for the long haul and buy every book you publish.
An author recently told me they were holding off doing any marketing until their ad ran in the New York Times.
Turns out, it didn’t work at all. Print ads, unless you’ve already very well-known, don’t really move the needle.
Instead: ebook ads
Ads, like the kind you buy to promote your eBook on sites like Bookbub or Kindle Nation Daily, work well, especially when you stack multiple on top of each other – essentially run lots of them during the same time period for maximum impact.
Typical Blog Tours
You used to be able to host a blog tour and see the momentum for your book kick in almost immediately. That’s not really the case anymore. Blog tours that use the same list of sites for every indie author who pays the fee are a complete waste of your time and money.
Instead: Genre-based blog tours
Blog tours that are focused on your book genre are far more effective.
Even if that means getting your book featured on 10 blogs, instead of 100 (which some tour companies offer) you’re reaching readers that you know are interested in books like yours.
Blog tours were mentioned as a change that indie authors could expect in 2017. See what we had to say about it.
Unless you’re well-known or have something major to announce that compliments something trending in the news or current events, you’re far better off saving your time and money on a press release and spreading the word via channels that are more targeted.
Instead: Blogger pitching
Bloggers are powerful, and their fans and followers are loyal. Research those who cover books in your genre and figure out what you have to do to get their attention.
Some have moved over to paid features, and that’s okay, they’re still really legit and the investment is likely worth your while, because again, you know you’re reaching the right people.
Promoting YOUR Book
Realistically, no one but your mom (and maybe your cat) cares that you wrote a book. Watch out for this marketing trend, which goes hand in hand with the “don’t be generic” warning I gave previously.
Instead: Promote THEIR book
Focus on your reader market. What makes them tick? Figure out what they love about the genre. Do they have interests that they’re likely to share?
Touch them on a deeper level. Make your book marketing about satisfying their needs, not driving up your bank account. Heed this advice and you’ll be selling more books.
Recognize what’s working in your book marketing and what doesn’t.
If you need some back up, consider hiring a professional on a coaching or consulting basis. Let them help you identify areas where you can be stronger or make improvements.
If you’re not selling enough books, contact us to find out what’s stopping you!