Book Marketing Primer
You can’t sell your book unless people know about it. That’s where marketing comes in. The book promotion experts at AuthorHive would like to share their “Top 10” tactics to help get your book publicity plan up and running.
1. Determine your book’s target audience.
You might like to think that everyone is a potential reader for your book. The fact is, there’s undoubtedly a core audience interested in your topic. You simply have to determine who those readers are so you can efficiently direct your marketing towards them. For instance, does your book appeal more to women or to men? Is there a particular age segment that might appreciate your book? If your book is centered on a geographic area, might there be some appeal to readers from that region? The closer you can determine who your likely audience is, the better you can target your marketing and publicity efforts.
2. Start your effort locally then, expand.
Once you have generated some local attention with your publicity efforts, it will be much easier to attract regional and national media. Local media outlets—including newspaper, TV and radio—are always looking for topics of “hometown” interest. A local author with a new book is just such a story.
3. Keep your pitch short and simple.
In business, an “elevator speech” is often used to condense a sales proposition to its simplest terms (since the time you have with a potential client is often as short as an elevator ride). Think of your book pitch in the same way when speaking to a reporter or media representative. Keep things short—no longer than two or three sentences—and be sure to focus on the qualities that make your book special.
4. Spread the word.
We all have interconnected networks. Friends, family, co-workers, club members—everyone you know should know about your book. That’s how a groundswell of positive word-of-mouth begins. Once you have touched on your immediate network, you can move on to inform local organizations such as clubs, churches, synagogues, and book clubs. It’s called “guerrilla marketing”—and it’s an essential part of any book marketing plan.
5. Develop a Media Kit.
A media kit is a tool used by professional publicists, but anyone can create one designed to help sell their book. It is simply a folder that contains key information designed to attract the attention of media outlets. Your media kit should include the following: a “pitch letter” introducing yourself and your book; an excerpt from your book (or better still, an actual copy); a concise author bio and photo; excerpts from any endorsements or positive reviews your book has received; and any other pertinent info, such as news articles or clippings related to your book’s topic. Make sure you proofread these materials carefully, since your media kit is the first impression that news reporters, editors or interviewers will have of you.
6. Harness the power of the Internet.
In less than a generation, the World Wide Web has completely changed the dynamics of how to market and sell books. The Internet provides countless ways to find targeted groups of potential readers, build marketing “buzz” and make purchase transactions quick and easy. AuthorHive can help connect you with many of the most effective online tools to help you successfully promote your book.
7. The media likes stories. Give them one.
Remember, what’s interesting about you isn’t that you’ve written a book. It’s what’s in the book. Bring your story to life for the media. Most print and broadcast outlets are looking to provide helpful information or entertainment to their readers, listeners and viewers. Craft your book pitch in such a way that it will appear interesting, informative, heartwarming or fun.
8. Be persistent.
Getting media attention is similar to applying for a job. You have to keep at it. After you send out your media kits, be sure to follow up with a phone call. Reemphasize some of the key points that you believe make your book a compelling news item. But while persistence is important, don’t become a pest. If you don’t receive a positive response after three contact attempts, it’s time to move on to the next opportunity.
9. Keep your eyes on the prize.
There are many competitions available for books, and winning an award can help your book garner valuable publicity and praise. You should begin by finding those contests with a minimal cost of entry. You can also find competitions related to book genres, such as romance and mystery. But don’t forget that the point isn’t just to win—it’s to use the award to further your efforts at promoting your book.
10. Be patient and stay positive.
Promoting your book can be a long, time-consuming task. But remember why you wrote your book in the first place—so other people would be able to share it. It takes time, patience and persistence to get your book the attention it deserves. You might experience some rejection. But when your efforts succeed, it will all be worthwhile.
