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.

 

In Your Corner: Growing Your Market by Seizing on “Gift Opportunities”

It’s now high summer, which means it’s time to kick the summer languor and get our various ambitious projects back into gear. And if you’re anything like me, you have … a lot … of projects! Even if your workload is more manageable, the heat saps our energy, and even the little things start piling up as the temperature spikes and the speed of progress slows down. And when it comes to self-publishing, a temporary slowdown is fine but it’s best to keep momentum going, and to keep building towards that final end goal: a healthy, strong, and vibrant marketing strategy which will actually sell books.

I’m here this week to launch a new summer series on growing your market, and most especially growing your market while in the midst of the summer slowdown. And I’m going to start where I always start in the garden: with what comes back each year, whether I plant and cultivate a garden intentionally or not. My neighbor Jules, whose backyard is a magnificent display of carefully pruned herbs and vegetables, calls these volunteer plants and other little treasures “gifts.” And every year, it seems as though I find something new in the mix: several varieties of rose, two kinds of apple tree, lilies, lilacs, daffodils, and tulips. More has come up this year than ever before, since this is the first year our little alpine valley has not been knee-deep in drought.

There are “gifts” when it comes to marketing your self-published book, too, in that you’re never really starting from scratch. There will be volunteer seedlings coming up from before the last winter (metaphorically speaking): the people who’ve been with you along your journey, the social media you’ve already been investing time in, and your book’s genre’s built-in audience. All you have to do is fan them back to life–give them the water they’ve maybe been lacking, put some time and money into mulch and fertilizer, weeding and pruning.

The metaphor starts breaking down here a little bit, of course, as a book and a marketing plan is not a garden in anything other than a superficial metaphorical sense. So how do you go about coaxing your gift opportunities into something more–something substantial, and structured, and that stands on its own two legs?

The best way to start to build something structured is to structure our own behavior, of course. And since structure is what slips first in the summer slowdown, that must be the first thing to come back. Not all at once, and not in such a rigidly enforced way as to leech all the fun and relaxation out of a time which is meant to be as healing and refreshing as it is supposed to be relaxed and laid-back, full of pool parties and backyard barbecues.

Start with integrating the two: relaxation and a reset of your marketing plan. Start with fifteen minutes of social media posts and self-promotion. You can do this from the poolside or the backyard, and in fact snapping some candids while you’re out and about may be just the thing to re-infuse your marketing plan with some life and energy. Once you’ve gotten to fifteen minutes a day, it’s time to start adding a plan, and figuring out how to break that larger plan down into fifteen minute chunks, as well. Can you spend fifteen minutes working on your website design? How about do a series of fifteen-minute blog interviews with other authors? Emerging into the sunlight doesn’t have to happen all at once; it can be gradual and step-by-step. Find those chunks that fit with both your plan and your schedule … and seize on the moments you have available, and that add to your life and joy, and also serve a practical function.

After all, if growing things is anything, it’s practical.

If you’re growing your market and have run into setbacks, our next installment will be one you won’t want to miss. Join me in two weeks!

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.

 

How to Make a Book Club Kit as a Self-Publishing Author

How would you like to sell 10-15 books at a time, rather than just one? You would?! Well, then keep reading, because Book Club Kits are one of the best-kept secrets of savvy book marketers.

book club

What is a book club kit, you ask?  We’re glad you asked! A book club kit is a bunch of your books and some other materials all packaged together in either a canvas bag or a storing box (or something even more fun and creative).  The most obvious customers for book club kits are book clubs, but the less obvious (and more fruitful) customers for your book club kit will be libraries.  Rarely do book clubs purchase books anymore, since that requires buying 10-15 copies of a single book.  Book clubs usually rely on libraries.  But even finding 10-15 copies of the same book across multiple libraries is challenging, which is why many libraries stock book club kits to loan out to local book clubs.  Rather than loaning out 10-15 copies of a book, they loan out one book club kit.  Who sells book club kits to libraries?  Authors!  

And that’s where you come in. So let’s get started.

  1. Decide how many copies of your book you are going to include

The best thing about making and then selling book club kits is you get to sell multiple copies of your book at once.  But don’t get overzealous.  If you cram too many copies of your book into your kit, the kit sales price may be too high for some libraries, and the kit itself may be too heavy.  Most book club kits range from 8-15 copies, and the number often depends upon the size of the community being served by the library.  So how do you decide how many copies to put into your kit? You ask!  Visit your local library and ask to browse their book club kits.  See how many books are in other kits. Ask the librarian which kits are the most popular.  Ask the librarian how many copies he/she would recommend, or what their budget is for purchasing kits.  All this information will help you decide how many copies to include in your kit.  Remember, your kit doesn’t have to be the same size for every library. You may have one kit comprised of five books for a smaller neighborhood library and another kit comprised of 15 books for a large metropolitan library.  

  1. Decide how you are going to package your book club kit

The number of copies you decide to include may determine how you are going to bundle your kit, since a canvas bag doesn’t carry as many copies of a 400-page hardback as a 28” x 18” plastic storing bin. On the other hand, a customized canvas bag (more on that in a second) makes a better first impression than a big bulky bin. Although if you opt for the bin (available in different quantities for different prices on Amazon), be sure to at least create custom stickers to put on the outside of the bin identifying yourself and your book.

  1. Customize your bag or bin

If you opt for a canvas bag, you can customize it by printing either your book cover or your author photo on the outside of the bag, along with its title. You may even want to add “Book Club Kit” onto the side of the bag, too.  How do you create custom canvas bags?  Through websites like Zazzle or CaféPress.  They’re a little more expensive if you do single-units, but they represent the most economic way to start until you grow confident enough to buy larger quantities, at which point you can go to a local printer for a better deal.

If you opt for a plastic storage bin, customize a sticker to put on the outside of the bin (using the same print-on-demand sites mentioned above).  The title of your bin is NOT the title of your book.  The title of the bin (or bag) is BOOK CLUB KIT.  The subtitle is your book title, and your author name.

  1. Create your “table of contents”

The similarities between a book and a book club kit just keep going and going, don’t they? Not only have you titled your kit BOOK CLUB KIT but now you get to create a Table of Contents… and in this case, it literally is a listing of all the contents of your kit.  You can get fancy and make this single piece of paper colorful, or artistic, or even laminated, but the ultimate purpose is to specifically mention every component of your kit, including the quantity of each component (especially important in regard to the number of copies of your book).  This is how the librarian will ensure kit has been returned without any missing “pieces” after each club borrows it.

  1. Include your author photo and author biography

Book clubs discuss books, sure, but they also discuss authors, so be sure to include your author photograph (8.5×11 on glossy paper, if possible), and your author biography.  These are typically elements you’ve already created for your book’s publication, so it’s usually a simple matter of reprinting them for the purposes of your kit.  It’s not necessary to print more than one copy of these elements, even if your kit contains 10-15 books.  The book club leader or administrator will hold onto the rest of the elements of your kit, including your photo and biography, for display and/or discussion during their actual meetings.  You may even want to include more comprehensive and personal information about you and what motivated you to write the book. After all, these are the elements of a book club kit that makes it valuable for book clubs.

  1. Include discussion topics

Most book club kits suggest discussion topics for the leader or moderator of the club as a means for spurring conversation about your book once everyone has read it.  One of the most magical things about being a published author is being the creator of your particular “world” in fiction, or the expert voice over your particular subject in non-fiction.  Members join book clubs for exactly this insight, so be sure your book club kit delivers.  Ask questions about your main characters. Offer alternative endings your considered.  Mention particularly difficult choices you, as the author, had to make when writing your book.  Summarize the choices you made and why. Ask the book club members what they think about your choices.  These discussion topics should “match” your author biography page in the kit, so if you laminated your author bio, laminate your discussion topics, too.  Every element of your kit should look professional and branded.  Many authors include all the separate pieces of paper in a branded or customized folder, to keep them pristine while rattling around in your kit surrounded by heavy books.

  1. Go social

Book club members also join book clubs to learn about new writers and to experience new books.  Even if they just borrowed your book from the book club kit for the purposes of their meeting, that doesn’t mean they won’t buy your book after-the-fact.  Be sure to include one piece of vital information in every kit: Purchase information and, if you’re open to discussing your book personally with readers, author contact information. Even if you shy away from one-on-one contact, you can suggest to members of the book clubs that you welcome honest reviews on Amazon and you often respond to individual reviewers in the “Comments” section.  The possibility that their review could spark a reply from the author may provide enough incentive for your book club readers to compose reviews on Amazon and/or Barnes & Noble (which is always a good thing).  If you are the more extroverted type of author, you can even suggest the coordination of a skype or facetime discussion, or offer your time to “appear” on a book club’s blog as a special guest.  

  1. Put it all together

Once you have all the components of your kit, bundle them all together in your canvas bag or plastic bin.  Then, find your customers.  You can do a search for libraries on Google.  Price your kit so that it’s a good deal for the library and also profitable for you (the books will typically be priced at the wholesale, rather than retail price).   Congratulations! Your book is now part of the book club circuit!


brent sampson
In 2002, Ernst & Young Entrepreneur of the Year Semi-Finalist Brent Sampson founded Outskirts Press, a custom book publishing solution that provides a cost-effective, fast, and powerful way to help authors publish, distribute, and market their books worldwide while leaving 100% of the rights and 100% of the profits with the author. Outskirts Press was incorporated in Colorado in October, 2003.
In his capacity as the Chief Executive Officer and Chief Marketing Officer, Brent is an expert in the field of book publishing and book marketing. He is also the author of several books on both subjects, including the bestseller Sell Your Book on Amazon, which debuted at #29 on Amazon’s bestseller list.

How to Market Your Book on Facebook

Facebook

Immediately after you’ve published your book, it’s time to get into marketing. Here’s what you need to understand in order to jumpstart your book marketing campaign on Facebook.

  1. You need a fan page – NOT a personal page.

Personal pages and fan pages function very differently. A fan page offers a one-way relationship between you and the fan; fans see your updates, but you don’t see theirs. A person only needs to click “like” to immediately become your fan. With a personal page, a potential fan has to send you a friend request, which is an intimidating barrier for people who don’t actually know you. Even more importantly, personal pages have a friend limit and only fan pages give you data on how fans are interacting with your posts.

  1. Any given Facebook post will only reach a small percent of your fans.

Fans are people who clicked “like” on your page, but they will not automatically see your updates.

Facebook has become so popular that it had to develop an algorithm to prioritize the flood of posts available for a person’s news feed each day. Say, for example, that one of your fans is a fan of 100 other pages and has 400 personal friends. All of those pages and friends represent hundreds of possible messages going to that person’s news feed. Only a few of those messages will be shown. Your new fan may actually never hear from you again, depending on whether or not you understand number 3…

  1. Likes, comments and shares mean almost everything on Facebook.

Facebook chooses what to show and in what order based on which friends and/or pages a person engaged with in the past. “Engaged with” means the person clicked, liked, shared or commented on a post.

If a fan doesn’t take one of those actions on your posts regularly, the algorithm will decide they aren’t really a fan, and that person will rarely, if ever, see your content again. You could have 10,000 fans but literally be talking to a near-empty room if Facebook is methodically removing your posts from their feeds due to lack of engagement. That means you should write every post in a way that facilitates likes, comments, or shares.

  1. Small tactics can make a big difference in driving “click engagement.”

Here are some tips for encouraging clicks:

  • Experiment with post timing. The average post is only shown in feeds for about 3 hours. If most of your fans are on Facebook in the evening but you always post in the morning, they’ll never see you.
  • Be concise. Studies have shown that posts between 100 and 250 characters (less than 3 lines of text) receive about 60% more likes, comments, and shares than posts greater than 250 characters.
  • Use different types of posts. Some fans click mostly on links, others engage mostly with questions, and some click mostly on photos. To maximize the number of fans who engage with you, use a variety of post types.
  1. Your cover photo is premium real estate to market your book.

You have 851 x 315 pixels worth of space to market your book. Use this space to show off an image of your book. You can also promote a tour or giveaway here.

  1. Connect Facebook with promotional apps.

Use Facebook to successfully host a book giveaway with apps like WooboxRafflecopter, or Shortstack on your Facebook page. Be sure to advertise it on your cover photo space. Or use a video app to create a book video to post on your Facebook Page (or purchase a book video trailer).  Show your readers the author behind the writing. People connect with those they can relate to and adding a video of your book will increase interest. Plus, Facebook’s autoplay video feature will entice users to pay attention.

  1. Link Facebook with a way to purchase your book.

Be sure to link to your online shop (whether that’s on your publisher’s site, Amazon, Barnes and Noble, or your own website). Dedicate a button on the dash below your cover photo for “Shop.”  This will be more successful if you regularly post positive book reviews on Facebook. Reviews are among the best ways to get more eyes on your book. Not only can you get in front of the reviewer, but the reviewer may also recommend your book to others. Don’t expect people to automatically review your book. Actively ask for reviews on your Facebook page.

  1. Use the “Promote” feature.

Under each of your Facebook posts, there is a button that says “Promote.” For a relatively small amount of money, you can get more of your fans to see specific posts. The cost depends on your particular fan base, but typically runs around $5 per thousand people you want to reach. You can also promote your post so friends of your fans will see it. Paid promotion is a great tool for getting important posts in front of as many people as possible. It’s also a great way to get back into the feeds of people you’ve lost due to lack of engagement in the past; if a person engages with a paid post, they’ll be more likely to see your future unpaid posts. Paid posts give you a chance to win fans back!

  1. Be consistent and generous.

The key to engagement is consistent posts that your fans consider valuable. Try to post daily. From time to time, post an image of your book and an offer they can’t refuse, such as free chapter of your new book. The most important thing is to grab people and bring them onto your page. Make sure you use the word “free” in your posts. You want to offer them something to reward for them visiting your page.


brent sampson
In 2002, Ernst & Young Entrepreneur of the Year Semi-Finalist Brent Sampson founded Outskirts Press, a custom book publishing solution that provides a cost-effective, fast, and powerful way to help authors publish, distribute, and market their books worldwide while leaving 100% of the rights and 100% of the profits with the author. Outskirts Press was incorporated in Colorado in October, 2003.
In his capacity as the Chief Executive Officer and Chief Marketing Officer, Brent is an expert in the field of book publishing and book marketing. He is also the author of several books on both subjects, including the bestseller Sell Your Book on Amazon, which debuted at #29 on Amazon’s bestseller list.

Is It Time to Relaunch Your Book?

book launch

Publishing a book for the first time can be an exciting proposition. Dreams of hitting it big can fill your eyes with stars and the world with hope.  Sometimes those dreams come true immediately, but more often than not, reality has a way of stifling even the most optimistic writer.  Success rarely comes immediately, even for those “overnight successes” you hear about in the news. What the news often fails to tell you is how many months and years that “overnight success” toiled tirelessly to reach that brass ring.  Often, the only difference between success and failure is not giving up.

If the bloom has fallen from your publication in the absence of overnight success, now is the time to dust off the dust and get excited again.  Your book is still published!  You are still a published author! And things in the marketplace may have changed in your favor since you’ve put the book on the back burner.  Bring it back to the front and let’s relaunch your book with all new zest and zeal!

1. Re-announce your book
Repeat all the steps you took when you published the first time. Does it matter that your book isn’t brand “new”?  No.  It’s new to anyone who is hearing about it for the first time, so that’s more than enough reason to widen your net.

  • Notify close family and friends in person and by phone or text
  • Notify an even wider circle of friends and associates via email and social media
  • Mail promotional announcements or postcards to everyone you know

2. Use social media
Depending upon how long ago you initially published your book, things may look quite a bit different in social media, and those differences can represent an opportunity for your book that may not have existed before.  Was Facebook the behemoth it is today?  Were videos on YouTube as popular as they are today?  If you were marketing a book even as recently as two or three years ago, the landscape is completely different now.  You may find more success with a book video trailer, more success with a Facebook page, and more success with author readings or events.   The world of independent writers is still growing, which means the community is becoming more vibrant and active in all circles of life.  That activity can translate to awareness, which can translate to word-of-mouth advertising, which can translate to increased book sales.

3. Update your author platform
If your attention on your book has waned over the past several months or years, chances are your author platform is in need of some loving care, also.  Check in on all the social media profiles you set-up when you were initially published.  Is your profile picture still a good representation of you? Do any of your other graphics or images need an update?  Has it been a while since you’ve posted anything on your Facebook, Twitter, Google+, or Linked-In accounts?  Refocusing on book marketing means refocusing on all the elements involving your writing career.  You may discover that as you get more excited about your book, so, too, will readers.

4. It’s never too late to START marketing
Perhaps your attention waned shortly after publication because reverence and riches didn’t follow publication as soon as you had hoped.  Perhaps you didn’t put as much effort into marketing as you could have when your book was first published.  That is very good news!  Why?  Because that means all the opportunities you had when your book was first released are still available to you.   People rarely pay attention to when a book was written or published.  All they care about is whether it will solve their problem, or entertain them, or help them prepare something delicious to eat, or help their children fall asleep peacefully.  No matter how “old” your book may seem to you, it’s brand new to everyone out there in the world who hasn’t heard of it yet.   Start marketing your book TODAY and help those people find your book.  


brent sampson
In 2002, Ernst & Young Entrepreneur of the Year Semi-Finalist Brent Sampson founded Outskirts Press, a custom book publishing solution that provides a cost-effective, fast, and powerful way to help authors publish, distribute, and market their books worldwide while leaving 100% of the rights and 100% of the profits with the author. Outskirts Press was incorporated in Colorado in October, 2003.

In his capacity as the Chief Executive Officer and Chief Marketing Officer, Brent is an expert in the field of book publishing and book marketing. He is also the author of several books on both subjects, including the bestseller Sell Your Book on Amazon, which debuted at #29 on Amazon’s bestseller list. 

Easy Breezy Summer Publishing (Part 5)

august back to school

The corn is well and truly in tassel, and fall is just around the corner, ready to crest the horizon. The evenings grow cooler, but there’s still the tang of summer smoke in the air–all the fire of a season packed with heat and mixed feelings–and it’s time to start thinking of how to make the most of August. Yes, it may be most often called the ‘back-to-school’ season, but we all of us go back to things in Fall. Back to work, back to family routines, back to the marketing strategies we … may … have let languish during the busy summer months.

How can we flip the switch and get back to work?

Here are my recommendations:

  • You’re not the only one who may need a reminder that change is upon us. Use August as an opportunity to launch a special deal or giveaway. You can frame it as ‘back-to-school savings’ or you can use it as a promo for new or upcoming releases.
  • Think visual. Fall is perhaps the most striking of all (or at the very least, one of the most striking) seasons. Take advantage! Your book is a product, and selling a product is at least half of the time about selling an image. If you haven’t created an Instagram and Pinterest, now is the time! These two social media platforms offer a great way of humanizing your brand and showcasing your product.
  • Fall is a great time to get your networking game on! People may not be thinking about taxes just yet, but you certainly want to get your foot in the door before the holiday craze so that they remember your name and your book come tax time–and come the holidays! Connect the dots between everyone you ‘meet’ on Facebook, Twitter, Instagram, Pinterest, Goodreads, and even LinkedIn and work those contacts and relationships now, while they’re planning out their budget, calendar, and holiday schemes for the school year.
  • And on that note, it’s time to plan your own editorial and marketing calendar–or at least to sketch out the outlines! Is it your hope to write some newsletters, blog posts, or social media updates in the coming months? Do you have some new work on the horizon? Now is the time to schedule not just your writing time or your own holiday marketing plan–it’s time to lay the groundwork for an entire year of editorial works!

And these are just a few of my recommendations! As you might expect, there are plenty of chances to enrich your opportunities during the Fall. Don’t put things off–start now! A hint of pumpkin spice is wafting on the rising breeze of Autumn ….


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. ♠


Kelly

ABOUT 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

Easy Breezy Summer Publishing (Part 4)

future forecast

As the summer draws to a late middle, it’s time to ask some of the tough questions—questions about the future for you and other self-publishing authors looking to market your books.

So, what is the general outlook for self-publishing in terms of independence?

Everyone seems to have an opinion.

Lorraine Candy, interviewed for The Guardian, thinks that “There is enough evidence to prove that there will be print, and it will continue to be in many forms and be available in many places,” and that the future “will be about working in a much more collaborative, better and bespoke way.” Sounds neat. The Guardian‘s other interviewees have a lot to say about journalism (understandably) and the “disruption” created by social media.

Meanwhile, over at the 2017 London Book Fair, industry vet and the executive director of a publishing business, Kristen McLean writes that “one thing we do know: there is no going back. People now integrate technology seamlessly into their lives, and they do whatever makes the most sense to them as they pursue their goals in a particular moment.” So—disruption isn’t all bad, and we don’t at this point in time have to pick a side in the ongoing Print vs. Digital debate. Says McLean:

The passion of the individual organizes [their] pattern of investigation, not necessarily the content creator. In fact, the most exciting examples of this type of consumption are not usually the product of a single creator or company, and seem to take on a life of their own. (For instance, are you aware of the current slime frenzy? Google it.)

All the same, children’s media and audio—particularly cross-platform audio, available in analog and digital forms—are on the rise. If you’re looking to market a self-publishing book this year, you’ll need to pay attention to the buzzwords associated with these trends. Check out the Publisher’s Weekly article for more!

Jason Illian of Digital Book World begs to disagree—or at the very least, to take a different tack from these other pieces. In an article titled, somewhat snarkily, “The (Real) Future of Publishing” he writes that “Everything being said about the state of publishing is (relatively) true—but not everything that is true is being said, as there are data points and trends being left out of the broad discussion.” What isn’t being said? He cites major shifts at institutions as diverse as Penguin Random House, Wal*Mart, Barnes & Noble, and public libraries as representing a growing confidence in digital, despite talk about plateaus and slow-downs. Says Illian:

When a new technology gets talked up and fails to fundamentally change everything in a short amount of time, the conversation turns negative. But that doesn’t mean change is over. It is the pause in the action, the short breath of time where most traditional firms tout their belief that disruption is over, only to soon find out that real change has just begun. What we are experiencing rather is just the break between the waves. And the next wave could forever change publishing.

Lastly, Justin Pang of Tech Crunch has his own take. Says Pang, “The playing field is starting to level between the most-savvy traditional publishers and top digital native publishers.” This is good news for indie and self-publishing authors looking to break into a crowded market, although Pang’s primary interest is with companies like Netflix and Gawker. It does seem clear, however, that as messaging apps overtake social media for the highest number of user hits per month, that we may need to shift how and where we market our books. As publishing races to catch up to this particular shift, smaller and more nimble indies may finally find themselves on an even playing field.

It’s time to get savvy and experiment with some of these trends. How will you go about marketing in a post-digital, rapidly changing world? We’d love to hear from you; simply drop us a line in the comments section below!


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. ♠


Kelly

ABOUT 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