Marketing our Mysteries

by Jill Amadio

Marketing our mysteries is probably one of the least preferred tasks on our to-do list but it is crucial if we wish for success and sales. I truly dislike having to hawk my books and with so many different avenues than ever from which to choose, the effort becomes far more onerous than ever. But with writers’ conferences shut down and virtual meetings on the rise I found time to think about how to increase my book sales.

Five Guides

In isolation, I decided to buckle down and educate myself further about book promoti0on, buying five guides to add to the two I already own which are The Frugal Book Promoter by Carolyn Howard Johnson, and Red Hot Internet Publicity by Penny Sansevieri.  I must confess I barely cracked open either of them but added them to five new books from amazon:  The Tao of Book Publicity by Paula MarguliesHow I Sold 80,000 Books by Alinka  Rutkowska, Marketing Books on Amazon by Rob EagarBook Marketing…Reinvented by Bryan Heathman, and another by Penny updated in 2019., titled 5-Minute Book Marketing for Authors. Naturally there are overlaps in all of these guidance books, some of them explained well with detail and others just glossed over. I offer my opinions herewith.

Five Minutes?

The 5-Minute book intrigues me the most. Five minutes? That’s just 30 minutes spread over a six-day week. Surely we can all handle that. Packed not only with advice on how to promote, Sansevieri includes a generous selection of web sites to contact after each point she makes. For example, to promote eBooks Penny presents dozens of free sites where you can list your book, as well as sites on Twitter worth notifying. She also  has several advice sections on how to use amazon’s author page, book page, reviews, how best to demystify amazon’s categories, key words, etc. if you self-publish with them. Her book offers the main benefits of Instagram, Pinterest, BookBub, Goodreads, Facebook, Google Alerts, blogs, and other social media, as well as creating your own newsletter for visibility.

Amazon

While on the subject of amazon, Bob Eagar’s guide focuses entirely on making the best use of the online global bookseller. He tells us how to find and understand their bestseller rankings, how to estimate your book sales, and why the rankings aid marketing efforts. Eagar also debunks a few myths about those rankings, as they change every hour of every day but at least give an idea of your sales, unlike traditional publishing houses. If there’s a spike upwards does it mean that your recent marketing campaign was effective? Or vice versa?  Your non-amazon publisher probably buys ads on the amazon site which means you can check your rankings without self-publishing with them. Is amazon advertising your book? You can find out from the site he cites in his book.

How to Sell 80,000 books

Moving on, I was eager to know how to sell 80,000 books. The author’s name alone fascinated me and I wondered who Rutkowska is. Turns out she is a bestselling USA Today and Wall Street Journal author and founder of Library Bub that connects indie authors with 10,000 libraries although you can find this list yourself online now.

A third of the book sets out interesting interviews with bestselling authors as to their promotional strategies, and Alinka shares how she sold those 80,000 books and more not only on amazon but also through online sites, bulk sales, foreign rights (there’s a service site for this), networking, and clubs. Happily, most of us are already skilled as panelists and speakers. She tells us something I never knew – that Apple is the second-largest book market player after amazon and publishes books, she says. Something also new to me, that Kobo is the second largest eBook retailer in Japan and has 3% of the market in the U.S. Is your YA plot linked to the ocean? If so, Alinka says we should contact the retail department of the cruise lines. They ordered hundreds of copies of her children’s books for their gift shops.

Selling the Sizzle

Heathman’s informal and friendly book includes branding and marketing formulas and understands the angst authors feel about the work that is necessary. He gets down quickly to the nitty-gritty of selling the sizzle, and like the other guides, talks about the various avenues available except that he adds how fortunate we are these days to have so many ways to promote our work and exactly how you approach Barnes and Noble through their CRM author signing schedule. I like his emphasis on reading local print media so you know what they are looking for regarding author interviews, and especially regarding radio. Don’t leave it up to organizations and clubs to publicize your event, get to work! However, his advice to create a daily series of social media posts sounds a bit daunting. I like Heathman’s list for getting quality book endorsements you can use for your back cover, press releases, and on your website and blog. Particularly useful is his 15 Week Book Marketing Checklist chart.

A ‘How-To’ Guide

The how-to book promotion guide I have taken a special liking to is The Tao of Publicity. Margulies directs it to beginners trying to figure out how to publicize one’s books but even those skilled at it can learn something from her pages. Like the other guides mentioned above except for Penny’s lengthier tomes, the Tao is around 145 pages but is crammed with tips, ideas, website content advice, timing your launch, Q and A questions for the media to ask, the pros and cons of a blog tour, why limiting social media sites can be a better way initially to build relationships with readers, and many other issues.  Ever heard of dashboards Hootsuite, Threadsy, and Tweetdeck to post information about your books? And make sure you take into consideration America’s different time zones.

After reading all seven guides I found something in each one that was individual enough to make a note of, writing down the page numbers. However, I am now too exhausted to figure them out.

 If you care to share, which promotional ideas bring you the most reward?  

Photo by Campaign Creators on Unsplash