Book Marketing Mistakes and No One Single “Silver Bullet” Strategy
January 18th, 2011
By Guest Blogger, Beth Kallman Werner, Founder & President of Author Connections, LLC
www.authorconnections.com
One thing authors need to know and understand is that there is no panacea for book marketing. It would be wonderful to reveal one strategy that works every time, for every title, but no such ideal tactic exists. With more than 750,000 new titles expected this year, even the best books are challenged to rise above the rest.
Don’t let this discourage you! There are actually numerous ways to promote books effectively. The key is to carefully plan integration of the various tools available to authors, so that each book has its own custom path to reach targeted readers and achieve success. If there is one silver bullet to book marketing, it is the combination of careful planning and integration.
Today’s authors bring a wide range of experience to support their books. Some are business executives with years of marketing and branding behind them. Others are creative writers who cringe at the thought of self-promotion. The essential piece of any book marketing plan that I often see authors overlook, is reader targeting. Very few books are for everyone; and while it’s a good idea to have more readers aware of your book vs. less, you will only see increased sales when those who become aware of your book are actually interested in it.
Avid book buyers tend to be loyalists. Science fiction lovers are not likely to purchase romance novels. Teens who have fallen for the exploding vampire genre are not going to quickly forward viral messages about a chick lit title or political thriller. When an author is not familiar with his/her target audience, they do themselves a great disservice. This is especially true for nonfiction, when readers seek experts on specific topics.
Lack of proper targeting can mean wasted effort and money. This is a significant risk that authors must try to avoid. Take time to consider and identify who your book is written for, and what channels will best reach those readers. Your options go far beyond the obvious social media networks, which are powerful and yet limiting in their own way.
Social media has become extremely hot, and yet because so many are all over it, it’s especially tough for an author, especially a new one, to stand out. One common mistake authors make is thinking they’ve become book marketers because they tweet and post for hours each day. This does NOT a marketer make! Yes, you can reach readers and even target certain groups, but you will not rise above 750,000 others no matter how many hours a day you are on Facebook, Twitter and LinkedIn.
Another common (and costly) mistake authors make is skipping the all-important step of professional editing. Once you’ve cast your vulnerability aside and devoted the time and energy it takes to complete a book (good for YOU!), please don’t cheat yourself by thinking that your book is done when YOU are done with it. Frustrating or not, the author’s part is only the beginning.
Your book can only succeed when it is very close to, if not perfect. Word of mouth is the single most powerful tool for increased book sales, and readers are not likely to recommend a book that has errors, doesn’t flow well, or requires the reader to re-read certain passages before they sink in.
To avoid professional editing can be book suicide. Solid editing from an objective and trained professional is an essential pre-requisite, indeed the first step, to successful marketing. There is no good reason to promote ANY product (book or otherwise) that isn’t at its very best for consumers to embrace.
In summary:
1) Remember that there is no single winning strategy, but a combination of all will be your path to success.
2) Focus on careful planning and integration of the various promotion tools available to you.
3) Make sure to have your book professionally edited, so you offer only your very best work to readers. This makes them much more likely to recommend it to others.
Final message: While many authors and coaches today are chanting the mantra of DIY, don’t feel that you have to do everything alone. Not everyone is (or wants to be) a self-promoter. It’s a challenging hat to wear, and there is no shame in seeking help from professionals who can help you get it right. If you’d rather start working on your next book than spend months becoming a marketer for this one, hire a pro to handle marketing for you, so you can focus on being an author.
Write on.
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Beth Kallman Werner is Founder and President of Author Connections, LLC. Her mission is to showcase talents and titles that deserve to shine. For more information go to www.authorconnections.com, follow on Twitter @authorconns, or check out (and Like!) the Author Connections Facebook page at http://www.facebook.com/pages/Author-Connections-LLC/150685771638986. You can also reach Beth directly at beth@authorconnections.com or 570-686-1214.
