Book marketing is extremely difficult for most authors. This is especially true within a digital marketing environment, which in lots of ways is a mirror or reverse image of how marketing is performed in the traditional way. Effective book marketing is not only telling people in regards to a book.
Book marketing is telling readers about your book in a manner that they will like what we say SO MUCH it can cause them to TAKE ACTION – fully stand up, head to their computer, do an Internet search, hit a buy button, share their sensitive information, use their debit card, share what they have to found making use of their friends, pass the term on to others, turned into a fan. That is book marketing. It is both an art form and a science. It is often a completely different, very specific and dedicated discipline.
There certainly are a zillion great authors available who never got a possibility. They found themselves languishing in obscurity simply because they did not acquire book marketing right. Conversely, there are lots of horrible books which have been wildly successful since they did get the ebook marketing right. You must discover the balance between great writing and great book marketing.
That being said, here i will discuss the top 10 ideas authors will need to consider:
1. IT IS NOT WHAT YOU WANT TO SELL – IT IS WHAT THE READERS WANT TO BUY
While most authors believe their book really should be read by everyone, that is usually a VERY weak message. You must instead carefully slice that ‘everyone’ group into smaller segments when you hope to have got chance in any way to be successful. Here is usually a quick example: If your book is aimed towards females age 18 to 80, that’s the entire market profile. You will need to cut that very big group into smaller segments:
Females 18 to 25
Females 26 to 55
Females 56 to 80.
Why? Market segmentation permits you to create a considerably more powerful, very targeted and specific message for a particular group.
2. BE REALISTIC IN YOUR EXPECTATIONS
1/2 of 1% is often a rule that many marketing people assume. In other words in the event you want for getting 1 response, you should get in front of 200 people. If you desire to get 100 responses, you will need to get in front of 20,000 people. So it is crucial that you be realistic concerning the effort required. Book marketing success requires huge numbers. But that doesn’t mean you have to work harder – instead, you should work smarter.
3. PUSH VS PULL MARKETING
Push marketing occurs when you send a note to others.
Pull marketing happens when people find you.
Today’s Internet buying audience is often a PULL audience PERIOD. It is permission based. The Internet buyer will most likely outright reject PUSH marketing messages.
Push marketing strategies fail to work well inside the Internet environment. If you require doing this in all probability you’ll just turn out talking to yourself. You will get some takers though the response rate can be very low. Is that how you will really would like to spend your money and your time – chasing around uninterested buyers?
4. SOCIAL MEDIA
Unfortunately the majority of people use social media marketing as an advertising device. Social media just isn’t an marketing device and sufferers do not spend time on social media simply because they want to shop. Social media being a sales tool generally can not work. However it is usually used being a tool to build awareness. This requires an exceptionally specific and different approach to social networking.
What can be your goal? If your goals in marketing your book should be to feel good or get attention within the form of likes or followers, social media marketing can help perhaps. But if the your main goal is to generate sales – an exchange of income – you’ll probably need to improve your approach to social websites.
Suffice it to state that web 2 . 0 can be used being an awareness tool IF IT IS SHARPLY OPTIMIZED for that target audience segments you’ve identified. If you use social media marketing to put out endless “buy my book, buy my book” messages men and women simply ignore those posts and again you finish up talking to yourself. You might feel happy because you are extremely busy, but it’s possible to be very busy doing the incorrect things.
Today, every book written is accessible at the click of an mouse. Buyers need the Internet for books in huge numbers and the next book is click away. For that reason your branding approach is vitally important
Your branding approach should be sharper as opposed to hundreds of thousands of authors competing for all those buyerdollars. Your logo and branding language must clearly communicate WHY that buyer ought to decide your work and NOT one of several other 14 gabillion books just one mouse click away. If you don’t communicate the correct ideas – clearly, using the needs of your customers in mind – other authors will and they’ll sell their books to the telltale buyers.
If you gaze like all the others, should you sound like all the others, when you say the same thing all the others is saying, when you use jargon like ‘quick read’ or ‘page turner’ you’ll appear to be like the competition. Nobody really wants to buy a book which is like every other book. Readers desire to find something which is new, exciting and extremely different. That is where the brand name and branding messages are available in.
Media for instance radio and television was once very important when it comes to selling books. It is still VERY important IF DONE THE RIGHT WAY. People use the Internet to obtain information – period. The Internet has opened up television and radio to nearly everyone, but an essential error is that a lot of Internet media outlets are certainly low quality and possess very few listeners or viewers. If you are with an outlet of bad quality or low listenership, no media appearance won’t mean much. If you’re using a larger outlet but possess a weak branding message that a lot will accomplish very litte. Don’t do media unless you are confident, possess a sharp message and also have a unshakable approach. REMEMBER AGAIN – IT IS NOT WHAT YOU WANT TO SAY – IT IS WHAT YOUR TARGET AUDIENCE WANTS TO HEAR.
Sales are made in the website. While we know that individuals don’t buy books with the website to be a rule, it is on the website how the buying decision is produced Your website must be the central conversion point.
A website is just not a brochure – it is usually a store plus it must function to be a store. Convincing visitors to hit the buy button is not any small task.
It is on the website that things are all tied together – branding, positioning, credibility, benefits language, non-threatening calls to action – everything. And you will need to understand how people manage websites – eye flow studies and conversion strategies, etc. Unfortunately many authors just organize a homemade website, do zero optimization and feel that’s sufficiently good. Not so. Ask all those who have done it.
Don’t employ a website? Pages on web 2 . 0 or book sites usually are not a store – not really close. These are just informational pages.
Web sites have to be optimized to attract organic traffic on the search engines, where your buyers are seeking, and they have to be sharply built to convert those people to book buyers.
8. STRATEGY, STRATEGY, STRATEGY
There is really a reason why companies and corporations higher marketing firms and advertising agencies. Marketing in a professional level just isn’t for the uninformed. And unfortunately there are many on the market who will leverage the uninformed. It is necessary to build up a razor sharp strategic strategy to all phases of the book marketing plan. This goes far, far beyond just putting books on Internet booksites or nausea a web page.
Unfortunately lots of people tend to look for your easy way out. There isn’t easy way. There is not any one-size-fits-all plan which will assure success, so don’t enticed by that. Every market, every segment is unique. Every book is unique. Every book marketing strategy need to be tailor made and sharply optimized for your target audience. Listening to the recommendations of those who have little experience, or hoping to obtain the easy way to success, will just cause you to definitely fail faster.
9. BOOK MARKETING IS A BUSINESS
Book marketing can be a business, which is often a difficult business. There are two investments you should make. 1). An investment of your time and 2). a good investment of dollars.
However it is just not the amount of their time spent, though the length of your time invested. Results will not likely happen overnight. This is true for authors actors, rock stars, attorneys, plumbers, and real-world business owners. You is not going to become successful overnight.
It is totally unrealistic and rather silly to feel imagine that anything, together with book, could be marketed lacking an investment of greenbacks. You will never have to shell out a lot of capital but you will ought to spend some money. While it just isn’t necessary to invest huge amounts of income it is necessary to speculate the amount needed to achieve the goal. You must use sound judgment, steer clear and do sufficient research on exactly what comes your way for consideration.
10. USE THE RIGHT TOOLS
One very sound questions asked by people a novice to marketing is “Which tools should I use?” That question isn’t easily answered, as every book is unique, every audience is unique, and men and women respond to different messages with respect to the buyer profile. There isn’t best tool. They are all good in certain respects and they also are all bad on other occasions. How can one decide?
You has to know your audience and segment that audience. This will lead you straight away to the tools you need to use to market your projects to that particular market segment. Don’t twitter to grandma , nor run newspaper ads in case your target audience just isn’t reading newspapers. If you might have not clearly identified your audience segments you will turn out spending a lot of cash on things that can never work.
It doesn’t make sense to decide over a tool before hand and then get frustrated if your results will not be there. Grandma may never react to a twitter post and also you can’t force teenagers to study magazines. If you think all your audience is with a certain social websites site you might be in for an incredibly unpleasant surprise. Again knowing the target market will tell you specifically which tools you should utilize, and which message you must send to that particular customers segment.
Don McCauley is a marketing strategist with 30 years of experience. He specializes in developing cutting edge strategic marketing campaigns, and serves as facilitator of the Free Publicity Focus Group. His resume reflects his ongoing commitment to providing educational resources and tools to help other achieve success. He works with individuals, small businesses and mid-size companies to develop and implement powerful Internet and traditional marketing and publicity strategies.