The Alchemy of Holiday Marketing (Part IV)

We all know how wonderful it is to have holiday traditions, those things we do year after year and never tire of because they bring us nostalgia for our youth or for holidays in general. However, in book marketing, tradition in the holiday season might mean stagnation. So this year, when you’ve finished your traditions of decorating your Christmas trees, drinking egg nog, wearing tacky sweaters, caroling and hanging your stockings by the chimney with care, let us help you brainstorm some new ways to market your book.

christmas holiday fire book

The trees have shed their colorful fall foliage, the air has grown crisp, the kids are back in school, and you know what that means? The year’s final holidays are just right around the corner. This is a time of year to celebrate, not only because it means the return of pumpkin spice lattes and apple crisp, but because it is a time of year devoted to giving thanks, sharing delicious food and thoughtful gifts, and it is a time to gather with and spend time with those we love and cherish.

You can further celebrate this time of year as an author by innovating your marketing strategies, as there are certain advantages to marketing this time of year that aren’t available to you on just any summer day.

With an increased amount of shoppers trying to fill stockings and fill out the base of their Christmas trees, it is imperative that you’ve nailed down who exactly your audience is. Is your book a children’s book? Make sure your book is made available in local toy stores and maybe put some flyers up in local day care centers, libraries, and schools. Also, think of how great your book could be as a stocking stuffer for family members; being generous with your book this time of year could lead to more readers not only within your family, but whoever your family ends up sharing it with as well.

This is also a great time of year for holiday giveaways online. Vamp up your blog with relevant tags, and host your giveaways there! Post on pages relevant to your story–this could be anything from a Facebook page of the state your book takes place in, a Facebook group of readers that your book might appeal to, or maybe even to a Facebook event in your area that fits the theme of your book.

Remember that Christmas stockings are often full of Amazon gift cards; do you have an ebook to offer all these new potential buyers? Going digital means that there were literally be MILLIONS of people who will have access to your book, who never would’ve come across it otherwise. If you already have an ebook version, ask your readers for a priceless holiday gift: a good review online.

christmas stack of books coffee holidays

The Christmas holidays is an especially important time to be thinking about helping to preserve your family’s history and legacy by self-publishing a book.  That’s because Christmas, perhaps more than any other holiday, is rich with oral storytelling traditions, baking traditions, and narrative traditions of all kinds.  You can both collect new material for your book and enjoy the rich conversations that will inevitably collect around the news that you’ve got a book in the works.  And sometimes, at Christmas as at other times of year when our relationships with the past are the hinge upon which our lives turn, we can all do with a little reminder:

You are not alone. ♣︎

Do you have ideas to share? Please don’t hesitate to drop us a line in the comments section, and I’ll make sure to feature your thoughts and respond to them in my next post!

Elizabeth

ABOUT ELIZABETH JAVOR: With over 20 years of experience in sales and management, Elizabeth Javor works as the Director of Sales and Marketing for Outskirts Press. The Sales and Marketing departments are composed of knowledgeable publishing consultants, customer service reps and book marketing specialists; together, they all focus on educating authors on the self-publishing process to help them publish the book of their dreams. Whether you are a professional looking to take your career to the next level with platform-driven non-fiction or a novelist seeking fame, fortune, and/or personal fulfillment, Elizabeth Javor can put you on the right path.

 

The Alchemy of Holiday Marketing (Part III)

fall autumn book

Several weeks back, we began this series by introducing the idea that marketing—specifically marketing as regards self-published books—is a kind of alchemy. Alchemy, we discovered, has a lot of meanings or connotations, but we continue to run semi-officially with the Merriam-Webster definition of alchemy as “a power or process that changes or transforms something in a mysterious or impressive way.” We spent some time during the next post examining this definition further, as well as its historic inflections and how that translates into focusing on what makes your writing and method special. Last time, we looked into the guiding question of “what’s next?” Which, as it turns out, is taking your existing habits and tweaking them to better serve your marketing goals–in a sustainable fashion that won’t undercut your existing routines and interests.

What comes after “what’s next?”

Next comes the holiday-specific part! Now that you’ve eked out some additional sustainable habits (that will continue working in your favor year-round, of course!) it’s time to think about what little bits of “extra” you can fit in around the holidays that support your ongoing marketing strategy and also take advantage of all those little things you can only do around the holidays.

Thanksgiving

To hit upon some high points we keep returning to year after year on this blog:

Thanksgiving is a time for doing, every bit as much as it is about giving and receiving. After all, the whole “giving and receiving” thing gets a real workout around Christmas. And in a smaller sense, at Halloween and even Veteran’s Day, when we give thanks to our servicemen and women—very important in its own way, but not the only mode of being to inhabit as a self-publishing author.

Thanksgiving is a time for activity, for wrapping up all the things that have been left unfinished at other times of year—a time for completion, for stepping back and looking at the whole and then by golly sitting down and filling in the holes. The best way to celebrate Thanksgiving isn’t just to give and receive thanks; the best way to celebrate Thanksgiving is to get ‘er done. To see yourself and your book and your marketing campaign and your social media strategy through the rough patches that inevitably accumulate on the leading edge of the end of the year. It’s not, contrary to legend, a time to sit around and kick up your feet and wait for good things to happen (or, more appropriately, to pop out of the oven and onto your dinner plate). Delicious as a fresh-baked cobbler is, it’s not quite the point.

If we wanted to look all the way back to the Quakers and the First Thanksgiving—and let’s face it, like it or not Thanksgiving is a time rife with nostalgia and historic musings—we should be honest about what it was like for them. They only celebrated because the gifted foods and skills given them by the local tribes kept them from starvation—and then, only just. The Quakers almost starved. Many of them did starve. It was not a time of plenty; it was a time for surviving, and for acknowledging those who helped them to survive. The time for celebration isn’t after everything is done and the harvest is in; the time for celebration is now, when the struggle and the busy-ness and the insanity is at its height. Tap into that spirit and, in the spirit too of the diagramming and recording we’ve done since our previous post, start brainstorming the ways you can merge celebration with marketing. Will throwing an event at the local library do that for you? Will putting up posters around town? Hosting a discount or giveaway on your blog and book sale page? Think of those strategies which you can put together quickly, easily, and without adding undue stress at a busy time. We’ll be back next week with more thoughts on specific events, tips, and tricks you can use that fit the bill for simple and stress-free!

These holidays, I hope you know that we here at Self Publishing Advisor are a part of your network, a resource to enable your resilience. We’re here for you this Thanksgiving season, to help you get it done–and to help you celebrate your wonderful book!

fall autumn book blanket coffee

Do you have ideas to share? Please don’t hesitate to drop us a line in the comments section, and I’ll make sure to feature your thoughts and respond to them in my next post!

You are not alone. ♣︎


Elizabeth

ABOUT ELIZABETH JAVOR: With over 20 years of experience in sales and management, Elizabeth Javor works as the Director of Sales and Marketing for Outskirts Press. The Sales and Marketing departments are composed of knowledgeable publishing consultants, customer service reps and book marketing specialists; together, they all focus on educating authors on the self-publishing process to help them publish the book of their dreams. Whether you are a professional looking to take your career to the next level with platform-driven non-fiction or a novelist seeking fame, fortune, and/or personal fulfillment, Elizabeth Javor can put you on the right path.

 

The Alchemy of Holiday Marketing (Part II)

halloween

Several weeks ago, I introduced the idea that marketing—specifically marketing as regards self-published books—is a kind of alchemy. Alchemy, of course, has a lot of meanings or connotations, but we are now semi-officially running with the Merriam-Webster definition of alchemy as “a power or process that changes or transforms something in a mysterious or impressive way.” We spent some time during the previous post examining this definition further, as well as its historic inflections and how that translates into focusing on what makes your writing and method special.

This week, briefly (because it’s Halloween!),  we’re going to take a look at that guiding question, “what’s next?” After all, if you’ve been following along with our previous posts, you’ve already diagrammed your daily habits and figured out what marketing strategies you’re already doing, or which your existing schedule makes easily possible.

Next, it’s time to work on the hard part: making room for more marketing.

I call this the “hard part” because this is where several different things can happen: you can either go too far, or you can go not far enough. Both are common problems, and the key is to use the descriptive work you did in the previous post as a guide here in the proscriptive part of the process. Instead of just shoving one-size-fits-all solutions into a life that’s already crowded with precious activities, habits, and routines, you have to introduce new habits carefully, like when you bring home a new cat to meet the cats you already have. (It’s Halloween; you can let me have this one weird cat metaphor, right?) You do so gradually, with an eye for sustainability, and with respect for the cat, schedule, and skills that are already in place.

There’s no point introducing something if it just won’t work with who you are and what you like to do; this is why going too far and changing your existing routine or stretching your existing skills beyond your ability to cope will only end in disaster. (Keeping with today’s theme, those failures may just haunt you forever–in a legitimate, “I don’t ever want to try this again, even slightly, in any context, now that I’m so frustrated and/or burned out on this one all-or-nothing attempt” way.) Do you enjoy spending time on social media? Are you an Instagram guru? Take ten minutes of your day and set those aside for Instagramming on behalf of your book on top of what you already do for yourself in a private capacity. Do you enjoy having your kids “help” you out in the kitchen? Snap some “behind the scenes” pictures of the fun and use them in your marketing. (They may just be your “publishing team” from here on out.) Do you like to sit down and write 1,500 words before breakfast each morning? (NaNoWriMo starts tomorrow! Get ready!) Use one of those mornings to draft a 1,500-word press release instead of your usual genre.

If you tweak an existing, routinized habit or skill of yours to serve the greater marketing agenda, your alchemical magic is far more likely to take hold, and a tweaked habit is far more likely to become a sustainable part of your daily, or weekly, or monthly recipe than if you try to cram something in that doesn’t fit.

So? Step one was to see what you’re already doing. Step two was to adapt it, just a little, to fit your new needs. What is step three? Well, we’ll be back in two weeks with more on marketing alchemy!

And in the meantime ….

happy halloween

Do you have ideas to share? Please don’t hesitate to drop us a line in the comments section, and I’ll make sure to feature your thoughts and respond to them in my next post!

You are not alone. ♣︎


Elizabeth

ABOUT ELIZABETH JAVOR: With over 20 years of experience in sales and management, Elizabeth Javor works as the Director of Sales and Marketing for Outskirts Press. The Sales and Marketing departments are composed of knowledgeable publishing consultants, customer service reps and book marketing specialists; together, they all focus on educating authors on the self-publishing process to help them publish the book of their dreams. Whether you are a professional looking to take your career to the next level with platform-driven non-fiction or a novelist seeking fame, fortune, and/or personal fulfillment, Elizabeth Javor can put you on the right path.

 

The Alchemy of Holiday Marketing (Part I)

alchemy ingredients

In my last post, I introduced the idea that marketing—specifically marketing as regards self-published books—is a kind of alchemy. Alchemy, of course, has a lot of meanings or connotations, but we’ll be running with this definition from Merriam-Webster: “a power or process that changes or transforms something in a mysterious or impressive way.” Which then means that an alchemist is someone who is the agent of that transformation. Merriam-Webster, for the record, has some lovely historical notes on the history of the term’s evolution, including:

alchemy alchemist

You, dear author, are an alchemist. And your marketing plan can really benefit from approaching the process with that in mind. Alchemy is all about transformation, and transformation requires something to be transformed. Which begs the question (as we foreshadowed last week):

What do you have or bring to the table as an author that’s special?

The answer (which is, of course, “a lot”) shapes what comes next. All authors share the same fundamental ingredients: a manuscript (published or yet to be published), a method, and a vision. But each of those three components will be shaded by your personal approach, interests, and unique voice. And they are the base material upon which your marketing must perform its alchemy in order to introduce your book to its ideal readers.

This is where I recommend taking a leaf out of the bullet journaling page, or out of accounting’s reliance on spreadsheets. It doesn’t particularly matter what medium you use to take stock, but take stock you must, and create a baseline record of what you’re already doing. Sit down and diagram your day. What all bits and pieces of your day are related to the writing and marketing process? Do you already use social media for personal communication? How about email and newsletters and listservs? What part of your day or week do you carve out for creation, and the writing of new material? Once you’ve taken stock of several weeks in a row, you’ll start to see patterns emerge, and you’ll get a good sense of what the outliers are. (i.e. Maybe you spend one whole day browsing Netflix because you’re bored or frustrated and need escape. That’s fine … but that’s probably not a typical day. It’s an outlier and while you must make allowance for the ongoing existence of outlier days in your life, you don’t want to let them define or move your average.)

habit tracker

Many authors make the mistake of thinking that marketing is a one-size-fits all system, and that every recommendation made out there on the Internet will apply to their specific situation … and that’s just not the way of things, sometimes. Rather than starting with a list of marketing ideas and trying to apply them all at once or without alteration, start with your existing habits and see where you’re at, and what sorts of rhythms might work with your habits. You may already doing things that are the perfect platform for marketing, and you may already lead a life that makes certain marketing strategies redundant, inapplicable, or unlikely to succeed without significant cost (in time and energy as well as money). Diagram your days, make note of your habits, and then—only then—can you move on to the next question.

What is that question? Next week, we’ll get into it.

Do you have ideas to share? Please don’t hesitate to drop us a line in the comments section, and I’ll make sure to feature your thoughts and respond to them in my next post!

You are not alone. ♣︎


Elizabeth

ABOUT ELIZABETH JAVOR: With over 20 years of experience in sales and management, Elizabeth Javor works as the Director of Sales and Marketing for Outskirts Press. The Sales and Marketing departments are composed of knowledgeable publishing consultants, customer service reps and book marketing specialists; together, they all focus on educating authors on the self-publishing process to help them publish the book of their dreams. Whether you are a professional looking to take your career to the next level with platform-driven non-fiction or a novelist seeking fame, fortune, and/or personal fulfillment, Elizabeth Javor can put you on the right path.

 

The Alchemy of Holiday Marketing (Introduction)

GettyImages-998993074.jpg

Now that it’s the beginning of October, we are well and truly into the holiday season. Sure, Halloween may still be almost a full month away, but the real pleasure of the last three months of the year only a very little to do with the big days themselves–Halloween, Thanksgiving, Christmas, and New Year’s Day–and a great deal to do with anticipation, and what we choose to do with ourselves in the intervening days as we build excitement–or design costumes, or plan reunions, or negotiate for a few extra vacation days–throughout the home stretch of the year.

What are you, as a self-publishing author, going to do with that time?

For many self-publishing authors, the holidays are the most profitable time of year. These are the authors who have figured out the best way to ring in the holidays using their skills and their published works. We’ve written extensively about holiday marketing in the past, and we may hit some of the high points again this year, but we also wanted to do something new. Not quite “6 weird tricks to spook your friends this Halloween” but something which honors the magic of the holidays, and seeks to marry together your best skills and the season’s best opportunities to create … a kind of marketing alchemy.

Over the months to come, I’ll be asking the questions: What do you have or bring to the table as an author that’s special? And what do the final months of each year have or bring to the table so far as marketing goes? How we answer these questions, together, may just provide a new way forward as you seek to plan your upcoming marketing strategy for your latest or your next self-published book!

Do you have ideas to share? Please don’t hesitate to drop us a line in the comments section, and I’ll make sure to feature your thoughts and respond to them in my next post!

You are not alone. ♣︎


Elizabeth

ABOUT ELIZABETH JAVOR: With over 20 years of experience in sales and management, Elizabeth Javor works as the Director of Sales and Marketing for Outskirts Press. The Sales and Marketing departments are composed of knowledgeable publishing consultants, customer service reps and book marketing specialists; together, they all focus on educating authors on the self-publishing process to help them publish the book of their dreams. Whether you are a professional looking to take your career to the next level with platform-driven non-fiction or a novelist seeking fame, fortune, and/or personal fulfillment, Elizabeth Javor can put you on the right path.