Tag: marketing tips

Alternative Marketing Methods, Book Design, Book Marketing, Kelly Speaks, Marketing Your Self-Published Book, Uncategorized

Marketing Missteps Episode 4 : Designing your own book cover

Three weeks ago, I began this series to define and explore some of the many important marketing mistakes I’ve made or seen made over my many years of experience in the self-publishing industry.  I say “important” because each of the missteps I’ve listed: Devolving into a self-centered campaigner,  confusing the sales message with the marketing campaign, and waiting till the book is done to start marketing–each of these things can tank your book sales singly and for a long time, and a combination of these mistakes will leave you struggling to recover years in the future.  The worst part is, they’re all incredibly easy to make, and making one or two is no bad reflection on you as a person and writer, but the inevitable consequence of those of us who do know choosing not to share that information.  After all, there are so many hundreds of thousands of blog posts, advice columns, and self-help books out there these days–it seems impossible to filter them all.

That’s why this series is here. These are the Big Ones, the Absolute Disasters, the mistakes you really must work to avoid when possible, and work to minimize if unavoidable. And what’s this week’s misstep, you may very well ask?

Designing your own book cover.

book covers

… or at the very least, designing your own book cover without seeking professional advice.

A book cover is a powerful thing.  It’s the first thing your readers see when they pull books off of the self at their local indie bookstore.  It’s the first thing they see when they Google your name and click on your Amazon author page.  It’s what distinguishes your book, on sight, from every other book on the market–and at the same time, a good cover will clue your readers in on the genre and atmosphere of your book.  It’s one of the most important puzzle pieces in your marketing plan, so crafting a good book cover just isn’t enough.  You need to craft a perfect book cover.

Hiring a graphic designer is worth it.  You’ll hear a lot of waffling on this subject in various corners of the internet, and allowing for the remote possibility that you may be a working graphic designer yourself, perhaps you yourself do have the skill to create something that will knock new readers flat with its beauty and efficacy.  In general, however–and the graphic designers amongst you can affirm this–the best artistic work is done by paid professionals on the clock, working as part of a responsive design team who can provide feedback as the design process is underway.  Graphic designers who have worked in the book industry for years are more than just paid consultants for your book cover: they have been around long enough to know the ins and outs of the big picture, and they are invaluable resources in positioning your book for success in both visual and contextual ways.

The other day, I was browsing the Goodreads giveaway page, and I noticed something.  Every book with a beautiful custom cover that displayed well at the size of a postage stamp had more than a thousand entries–a thousand people vying for copies of that book.  And every book with one of those tacky, generic-looking free template covers?  The numbers fell to somewhere between twenty and forty.  There are of course other mitigating factors (books published by traditional means will have a large-scale marketing campaign funneling more people on to Goodreads in the first place, for example), the trend was noticeable enough to be undeniable.  You want your book to grab people, even in competition with high-powered traditionally published works!

So find yourself a designer, or purchase a package from a hybrid self-publishing company that puts your book in the running for Most Beautiful Book on the Goodreads Giveaway Page.  You want your book to be that book.

 

book cover design

Thank you for reading!  If you have any questions, comments, suggestions, or contributions, please use the comment field below or drop us a line at selfpublishingadvice@gmail.com.  And remember to check back each Wednesday for your weekly dose of marketing musings from one indie, hybrid, and self-published author to another. ♠

KellyABOUT KELLY SCHUKNECHT: Kelly Schuknecht is the Executive Vice President of Outskirts Press. In addition to her contributions to the Outskirts Press blog at blog.outskirtspress.com, Kelly and a group of talented marketing experts offer book marketing services, support, and products to not only published Outskirts Press authors, but to all authors and professionals who are interested in marketing their books and/or careers. Learn more about Kelly on her blog, kellyschuknecht.com. 10:00 AM
Book Marketing, Kelly Speaks, Marketing Your Self-Published Book, Social Media Marketing, Uncategorized

Marketing Missteps Episode 3 : Waiting till the book is done to start marketing

Over the last couple of weeks, I’ve been delving into some of the marketing mistakes I’ve made or seen made over my many years of experience in the self-publishing industry as an author who works alongside other authors to bring books to fruition. The first mistake? Devolving into a self-centered campaigner.  And the second?  Confusing the sales message with the marketing campaign.  I’d like to stress that both of these mistakes–in fact, all of the missteps I’ll be unfolding over the course of this blog series–are incredibly easy to make, and have more to do with the vast numbers of authors flocking to indie publishing each year, with little to no experience in marketing to start, and no easy way of filtering through the noise of the countless resources available online.  A blog post like this one is only helpful if it actually cuts some of the clutter, right?

 

Which is why, as we tackle the third most common misstep I see self-publishing authors make in marketing, I am reminding myself of one very important fact: No grandstanding.  Just deliver the facts, with exactly the right amount of necessary context, and shine a little light on the path forward for busy authors with limited time to spend marketing much less researching new marketing strategies.  And with no further ado, I give you:

He Who Waits To Finish–May Never Really Get Started

 

 

waiting

I speak with authors on a regular basis who are just one month–or one week–or one day away from having their book out, but who haven’t yet launched a website.  “I’ll get around to it when the book’s actually ready for people to read,” they often say.  And when’s that?  When it’s already on bookstore shelves but there’s no buzz to sell it?  But the fact of the matter is, if an author waits that long, anything they try to do after the fact will be too little, too late–no matter how much time and effort he or she pours into the attempt.

power blogger

Don’t wait to launch your website, your social media platforms, your blog, and other aspects of your digital strategy.  I want to repeat that: DON’T WAIT for your book to come out before you start marketing in earnest.  Sometimes, a delay can’t be avoided–and I get that, really I do–especially since self-publishing authors are carrying a heavy burden on top of already busy lives.  But in most cases I’ve run across, maybe eight out of ten, the delay is artificial, not practical.  And it’s usually because the author in question underestimated the months and even years it can take to generate traffic on a website.

The instant a website is live, it can be paired with all of your existing online interactions.  If you’re already blogging, fantastic!  If you’re already on Twitter and Tumblr and Pinterest and Facebook and YouTube and Goodreads, great!  Start shepherding your existing followers in the direction of your official website for updates.  Get them used to turning to your website as a resource before your book is out–and that way, they can become advocates for your book even before its publication.  One of the toughest things to do as a book-lover is to recommend a new book without having either the actual book in hand or some easy-to-find website to point new readers to.  But if your website is live, then you leave room for anticipation and that much-desired “buzz” you’ll need to start selling books on the day of your book’s release.  And don’t forget, you are the most undervalued tool in the toolbox.  New readers don’t just fall in love with books; they fall in love with the people who write them, too.  They will (understandably) want to know more about you, and when your next book is coming out, and where they can contact you for media and review inquiries–all of which is made 500% easier if you launch a website … and early.

One more time for those in the back: don’t wait!

Thank you for reading!  If you have any questions, comments, suggestions, or contributions, please use the comment field below or drop us a line at selfpublishingadvice@gmail.com.  And remember to check back each Wednesday for your weekly dose of marketing musings from one indie, hybrid, and self-published author to another. ♠

KellyABOUT KELLY SCHUKNECHT: Kelly Schuknecht is the Executive Vice President of Outskirts Press. In addition to her contributions to the Outskirts Press blog at blog.outskirtspress.com, Kelly and a group of talented marketing experts offer book marketing services, support, and products to not only published Outskirts Press authors, but to all authors and professionals who are interested in marketing their books and/or careers. Learn more about Kelly on her blog, kellyschuknecht.com. 10:00 AM
Advocacy in Self-Publishing, Alternative Marketing Methods, elizabeth speaks, in your corner, outskirts press

In Your Corner : Celebrate National Reading Month With These Marketing Tips! (part four)

Exactly three weeks ago, I started us off on a month-long exploration of what I revealed to be one of my favorite subjects–the intersection of reading with writing and publishing–in light of the fact that the month of March is National Reading Awareness Month here in the United States.  I continued my series two weeks ago and last week with a number of additional ways in which you, the indie or self-publishing author, can take advantages of the resources on offer to bolster both your existing writing methods and your book sales.  This week, I would like to invite you to continue in joining me in making reading a focus all month long, here in our Thursday blog post slot.  We may have one more week left in the month of March, but I’m holding nothing back–you get only the best of the best, my absolute top tips, here today! 

TIP TWELVE : Give your blog or website a face lift

If you already have a blog or website where you have been promoting your book in advance of its release, there’s no better time than the present to refresh the look and feel or add content.  And by “refresh,” I don’t just mean a couple of small tweaks or optimizations here and there–I mean a complete overhaul.  As in all things, the self-publishing author must demonstrate full willingness to meet readers where they live, rather than expecting them to stumble across one’s book by happenstance.  There are no (or at least, very very few) happenstances in the publishing industry, since everyone and their lawyer is out to make a profit off of gaming the system.  You don’t want to play your readers–in fact, you want to be wholly honest and authentic at all times–but you do want to show them that you care enough about them to design a website or a blog that meets their needs and outperforms their expectations.  Think big, not small, and make sure your site is inviting and reflects who you are as a writer.  

facelift

TIP THIRTEEN : Play well with others

It should come as no surprise that I’m an advocate for sharing.  After all, I didn’t ignore every single admonition to play well with others when I was a child–some of that well-intentioned parental advice rubbed off.  But in the world of self-publishing, there’s nothing more powerful than sharing!  It’s not just a “good idea”–it’s a vital and impactful way of reaching new readers.  The first step to sharing promotions with other indie authors is one of logistics and networking: I recommend getting started by connecting with other independent authors whose work compliments yours or who live nearby.  Local writers’ groups are a fantastic resource for this!  From there, you can discuss how best to share advertising in your local media to promote your books and events.  Sharing an event with another writer is an excellent way to generate more interest among venues and readers.

sharing

TIP FOURTEEN : Take the Grand Tour

In years gone by–that is, from the mid 1600s to the mid 1800s–it was the custom of the European and American elite to send their children on the Grand Tour of the European continent and parts of Asia Minor and Northern Africa.  The point of the Tour was to expose people of taste to the primary object of their taste–the cultural legacy of the West.  But there’s a far better Grand Tour which you can partake in as an indie author!  There are dozens upon dozens of prime opportunities for promoting your book throughout the year outside of your homeland, including the London Book Fair, BookExpo America, Beijing Book Fair and the Frankfurt Book Fair.  But who, you may ask, has the time or money to do that?  Self-publishing may be a recourse for those of humble budgets, but it is also a haven for ingenuity and creative thinking.  You don’t need to stress if you don’t have the time (or money) to travel the world this year: a number of self-publishing companies, including the one I work for (Outskirts Press) offer the opportunity to represent your book at any (or all) of these events throughout the year.  There is usually still some sort of cost associated with this project, of course, but it is a dramatic reduction on what you might pay individually to travel to these places, register for display space and lodging, and for marketing materials.  Just a thought: you can be a world travel vicariously through your book!

That’s it for this week, but I’ll be back next Wednesday with some final tips and ways forward!  And …

… always remember: you are not alone. ♣︎

ElizabethABOUT ELIZABETH JAVOR: With over 18 years of experience in sales and management, Elizabeth Javor works as the Manager of Author Services for Outskirts Press. The Author Services Department is composed of knowledgeable publishing consultants, pre-production specialists, 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.
Alternative Marketing Methods, Book Marketing, Kelly Speaks, Marketing Your Self-Published Book, Social Media Marketing

Marketing Missteps Episode 1: The Self-Centered Campaign

You’re a self-publishing author, recently come out with a new book, and you’ve already decided to throw yourself into marketing in a serious capacity.  So what next?  Finding that starting point is a tough first act, but it’s always helpful to know a couple of false starts that others have made before you, isn’t it?  That way, at least you know a couple of places not to start, and you can find a path to success that fits your own indie experience, bolstering your skills and steering clear of your weaknesses.

Today, I’m going to begin a new series that will take a close look at several of the most important marketing missteps to avoid; the story doesn’t end here, of course, but hopefully this series will prompt you away from the edge of a few abysses.  One or two of the mistakes I’ll point out may strike you as “common sense” points, but as my dad once whispered to ten-year-old me on a sidewalk corner facing a four-way stop in heavy traffic where nobody could quite figure out the correct right-of-way: “Common sense ain’t so common now, is it?”  Even if a mistake strikes you as obvious, every reminder is a good one!

This week’s post is going to examine one of the most pernicious of all marketing missteps: that of the self-centered campaign.  At its simplest distillation, the self-centered campaign will alienate you from your readers quicker than a ten-year-old at a traffic stop.  Why?  Because readers are smart.  (I find it’s a wise policy to always assume my readers are smarter than I am, and they always seem to notice even the tiniest of continuity errors in my work before I do!)  They will pick up on the arrogance–intentional or unconscious–of an author who makes their marketing campaign all about his or her excellence instead of shining the spotlight on the real stars of the show: the book itself, and the readers who have so cleverly fallen in love with it.

arrogance in marketing

Here’s a hard fact to swallow: Your readers won’t always care about you, the author.  You might be able to persuade them to, a little, over time, simply by virtue of writing excellent social media posts or demonstrating sensitivity to others.  One crucial misunderstanding that self-publishing authors make is believing that they and their readers value the same things.  Hopefully, your readers will care about your humanity and the work you produce, but beyond that is murky waters.  How do we un-murkify them?  By doing the work.  By doing the research.  By figuring out what you do for your readers that no one else can.

To successfully market your indie book, don’t sell the customer your product (or book) … sell them your solution to their needs.  What issues interest your readers?  What subjects compel them?  These are the basic components with which you can build a successful marketing campaign.

Market research, even basic, is more than just helpful.  It’s necessary.  It is the one magical ingredient that will move your strategy away from something self-centered and toward something that is product- and consumer-centered.

But how to get there?  What are the best strategies for research?  One consideration might be to craft a simple survey with SurveyMonkey, or to poll a small focus group.  I recommend steering clear of using friends or family as focus group members, since their personal connections to you will skew how they answer.  And besides, online crowd-sourcing platforms like the aforementioned SurveyMonkey (as well as Facebook Groups and Google Forms) make for an inexpensive replacement for focus groups.  What you ask depends on what you find useful, but it might be worth crafting a few questions that speak to your readers’ genres of interest, the amount of time they spend reading or on social media, and how they like best to engage with fellow fans and their favorite authors.

Whichever avenue you pursue, these basic data-gathering methods should give you new insight into your readers, and help you shape your marketing message to focus less on you and more on the them.

Thank you for reading!  If you have any questions, comments, suggestions, or contributions, please use the comment field below or drop us a line at selfpublishingadvice@gmail.com.  And remember to check back each Wednesday for your weekly dose of marketing musings from one indie, hybrid, and self-published author to another. ♠

KellyABOUT KELLY SCHUKNECHT: Kelly Schuknecht is the Executive Vice President of Outskirts Press. In addition to her contributions to the Outskirts Press blog at blog.outskirtspress.com, Kelly and a group of talented marketing experts offer book marketing services, support, and products to not only published Outskirts Press authors, but to all authors and professionals who are interested in marketing their books and/or careers. Learn more about Kelly on her blog, kellyschuknecht.com. 10:00 AM
Advocacy in Self-Publishing, elizabeth speaks, in your corner, Uncategorized

In Your Corner : Celebrate National Reading Month With These Marketing Tips! (part three)

Two weeks ago, I started us off on a month-long exploration of one of my favorite subjects: the intersection of reading with writing and publishing, a journey that I continued last week in honor of National Reading Awareness Month.  I said it then but I think this bears repeating: here at Self-Publishing Advisor, we love the fact that there’s an entire month devoted to celebrating the written word–as well as the ways in which we can spread the joy of literacy–and so I would like to invite you to continue joining me in making reading a focus all month long, here in our Thursday blog post slot.  How am I going about that?  Well, for starters, I’m running down my go-to list of tips and tricks for the new and ingenue self-publishing author.  This week, I’ll be starting with …

 

TIP EIGHT : Craft a “keep in touch” plan

Last week, we examined the benefits to putting together an active mailing list and/or using a Facebook group to keep in touch with your readers through direct messaging.  But what’s next?  Once you have put together your active mailing list, you’ll need to decide how you want to keep in touch.  And by “how,” I’m talking about the content and quality of your communication, not just the platform.  One thing is absolutely, unarguably true: over-sharing can prove more toxic to your message than bad grammar and condescension put together.  I highly recommend that you find a reasonable frequency–for example, a monthly newsletter–to touch base with your readers.  You can write about topics related to the genre of your book or other similar books that you think your readers would enjoy, or you can stick to more of a “behind-the-scenes” glimpse into your writing process, if you feel like you have enough to share without spoiling the reading experience itself.  If you plan on publishing multiple books–say, in a series–your followers would no doubt love updates on the status of each upcoming book, the research you’re doing or interesting things you’ve discovered during the writing process.  Give them just enough to whet their appetite, but not so much that they feel like they have to sift through an essay to find the important facts!

keep in touch

TIP NINE : Go to the Press

And by that, I mean: It’s time to start thinking about putting out a press release.  Any time you have important news to share about your book–such as announcing its publication, the advent of a book signing event, or spreading the news about an award it has won– you should definitely look to your local newspapers, radio stations, and other media sources … but this shouldn’t preclude you from looking further afield, to national media outlets and popular blog sites, for example.  You can use online press release distribution sites or try contacting your local newspaper as a first step, and if you’re working with a hybrid or full-service self-publishing company you should definitely check out their list of marketing options.

press release

TIP TEN : Get your next manuscript off the drawing board

Hollywood scriptwriters and directors often talk about “development hell,” but this term isn’t the exclusive property of the rich and/or famous: it applies to authors of all kinds, too!  We all know the dangers and struggles facing us in the form of the dreaded Writer’s Block, so if you’re ready to start publishing–or you’re getting close–you should definitely try to give yourself the necessary kick in the pants necessary to put the finishing touches on your manuscript and start the publication process today.  Delay hurts no one more than you, and that’s the truth!  Many companies offer publishing packages or offer the services of a Publishing Consultant to assist with this process, and sometimes a little help really is necessary.  There’s no shame in turning to a professional for help if it means your book gets off of the drawing board and into the hands of your readers!

drawing board

TIP ELEVEN : The book must be blogged!

An oft-overlooked component of a successful marketing strategy is the beloved book blogger.  We love them, we read their posts, but we don’t often think of them as partners in our journey to publication.  But they are!  They really, most definitely, can give your book a boost in visibility.  So, my last tip is more of a suggestion, really: Find those book bloggers you need to increase the exposure to your book.  Check out websites such as BookBloggerList.com to find bloggers interested in the genre of your book, and look to the book bloggers you personally admire and find readable.  Find out which bloggers would be open to reading and reviewing your book and contact them–or vice versa.  You might even get a link to your website or your Amazon book page out of it!

I’ll be back next week with some more tips!  And …

… always remember: you are not alone. ♣︎

ElizabethABOUT ELIZABETH JAVOR: With over 18 years of experience in sales and management, Elizabeth Javor works as the Manager of Author Services for Outskirts Press. The Author Services Department is composed of knowledgeable publishing consultants, pre-production specialists, 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.