Authors: Do We Really Need to Go All In With Our Book Marketing Strategy…

Book Marketing is a Gamble for Many Authors

Fed up with doing Facebook ads that at one time gave me great reach and amazing clicks, but no buys, I decided that these kinds of ads didn’t serve me anymore. So, in March (2024), I asked for feedback from my fellow authors on what they did that works for them in their book marketing and promotional world. I received quite a lot of responses—especially from my Facebook groups—and decided to put together a list of their responses. To give you the gist, here’s the original call to action I put out on my social media accounts:

“I’m searching for other ways to market and promote my books, since Facebook ads don’t seem to be playing nice, and don’t serve my purposes anymore. So, I thought I’d ask my fellow authors what you do to get your books out there and into the hands of your readers, beyond the usual social media posts on Facebook, Twitter, and LinkedIn I see throughout my feeds.

For example, do you pay for ads on Twitter or LinkedIn? If so, do they work for you? Have you ever hired a promotional specialist or company (which can get quite pricey) to do your book marketing? If so, what was the experience, and were they worth it? Or do you do your own marketing, scheduling your posts ahead of time? I’d really like some solid advice, and frankly I’m tired of being approached by these so-called ‘marketing specialists’ on all my social media accounts.

Thanks in advance for any advice or suggestions you can share. I appreciate it!”

The response was immediate. My feeds filled up with helpful advice, and other authors waiting in the wings to know what magic-marketing-bullet would be best for them. Turns out this book biz is NOT a one-book-fits-all kind of marketing strategy. I knew all along that it wasn’t. I was just interested in seeing what other authors do out there, so I could make a conscious and rational decision on what’s best for ME. That said, below is most of the feedback I received. Much of these ideas I’ve done, but there are some that I haven’t, and may give them a go. In the long run, you must decide what’s best for YOU…

·         Start an email list and newsletter. If you have done so, continue to build it.

·         Don’t pay for subscribers—instead, engage with readers in genuine ways.

·         Get out there in person. Meet other writers, go to events and conferences, especially events that include both authors and readers. Always bring a signup sheet or QR code for your newsletter signup.

·         Shop at Indie bookstores. Be a part of the literary conversation.

·        Consider doing Amazon ads. Apparently, Bryan Cohen offers free Amazon ad courses that usually happen quarterly. Check out when the next course is available here: https://www.facebook.com/bestpageforward/reviews

·         Other advertising ventures are BookBub Feature Deals (which can get quite pricey) and BookBub ads. Apparently, most authors said to stay away from Twitter or LinkedIn ads.

·        Promotional and review sites such as NetGalley, Fussy Librarian, Written Word Media, Bargain Booksy, FreeBooksy, BookFunnel, and Hello Books just to name a few. Price points vary, so do your research.

·         In-person events such as craft shows, fairs, markets, and special events like holidays.

·        Podcast interviews. An author friend pays $15 a month and gets two lists of ten podcasters weekly who are looking for guests. Here’s the link: https://podcastguests.com/

·        YouTube appearances or having your own show. Depending on your personality, helpful content, and author guests, this may be the way to go for you.

·         Guest blogging or working with book bloggers for reviews.

·        Speaking engagements based on your genre. So, if you write for children or teens, schools would be a good place to start.

·         Getting books into your local library network.

·        Book signings at your local bookstore, grocery stores, fundraisers, or anywhere else that’s connected with the setting, content, and genre of your books. Think outside the box for this. Does your book have a shelter animals slant? How about at a local pet supply store? Cozy mystery with a baker as the main character? Check out coffee shops or local bakery stores in your area. The possibilities are endless.

·         Garnishing paid book reviews through Booklist, BookPage, ForeWord, Kirkus, Library Journal, Publisher’s Weekly, and Shelf Awareness to name a few.

·         Promotional specialists or companies. A word of warning on this: if these people approach you, they’re most likely crossing a boundary or invading your virtual space. You’re the one who should be contacting them.

·         Paying a publicist. This one can get expensive, with prices ranging from $1250 to over— are you sitting down—$10,000 for a four to five-month campaign. Yikes! But, depending on the book, and if it’s worth your time and investment, then go for it!

·         Last, but not least, the tried and true method: Word of Mouth. Works. All. The. Time.    

Hmm. So many ideas, so little time to actually write those books to market. What a conundrum! With all this wealth of information listed above, I bet you’re wondering what marketing strategies I’ll be using moving forward. First, an admission – I don’t have an email list. I’ve resisted having one for so long because frankly, I didn’t want to do the extra work involved with sending out a newsletter with barely anything to say. Book marketing expert Sandra Beckwith advises to start and build an email list for the simple reason that if your pet social platform disappears or crashes, you lose everything. But not your email list. You own that sucker. Plus, it’s an excellent way to get to know your readers and have genuine conversations with them. Makes sense, but to be honest, I don’t feel this is the best use of my book marketing time.

However, If you’re interested in starting an email list or building your existing list, writing coach and speaker, Colleen M. Story has a couple of great articles to whet your book marketing appetite with HERE and HERE. Check them out when time permits.

So what am I going to do? Nothing. At least for now. I’ve decided to take a break, take a breather, and take myself out of the game of feeding all those book marketing ploys manipulating authors out of their hard-earned money. My former publisher used to say, Money flows to, not away, from the author. Wouldn’t that be nice if that was the norm? The best advice I received was from author Vonnie Hughes, a dear friend from New Zealand, who offered, “What about just writing because you can't help it and not writing to be published but just writing for YOU?” In a perfect world, wouldn’t that be amazing? I may just heed her sage advice. As a life-long learner, I strive to do better when I can, and hope what I learn, I can pass along to others. At least, that is my wish.

Does the thought of marketing or promoting your books make you cringe? Do you have an email list? Are you tired and overwhelmed with all the marketing strategies out there, that you chose to do the bare minimum or nothing? Is the continual expense of doing book promotions sucking the joy out of being a writer for you? If so, I totally understand, and would love to read your comments. Cheers and thanks for taking the time to read my blog. I appreciate you! 

Authors: Are You Ready to Rock the Holiday Events…

Justine and I working the floor at the Christmas Market

In the late fall of 2018, I had the pleasure of attending a Christmas Market in the city of Windsor, Ontario with my publisher, Justine Alley Dowsett who owns Mirror World Publishing. This event was held on the first three Wednesdays of December starting at 4 pm and ending by 8 pm. I looked forward with anticipation to the throngs of new readers and holiday shoppers I would meet there. I had my bowl of candy good to go, and my trusty Santa hat washed and ready. I had my marker and giveaways at my disposal in preparation to hand out, or sign the copious amount of books I’d sell. And I had Justine, my amazing publisher by my side to help pimp our reading wares. Now, in the past five years of being contracted with Mirror World Publishing, I’ve found that Art Markets and Craft Shows are not for the faint of heart and may not be the best venue for authors. However, the three Wednesdays we worked during this holiday event proved to be worth it in the long run. I’d also like to remind all you hard-working authors that if you don’t get a sale at a particular show, fair or event, NEVER underestimate the power of connecting with future readers, and getting the word out about your books.

Below are 5 simple tips I’ve picked up from ‘working it’ at those Christmas Markets:

1. Usually potential customers (a.k.a. readers) are lured to tables when they see books. That’s a no-brainer. Make sure you have an eye-catching banner running across the length of your table and that your books are strategically placed on shelves or in stands (you can purchase these at any dollar store) and positioned together in the same genres.

2. Engage readers immediately and ask them what genre they like to read. Then, go for the sweet spot and ask them the names of their favorite authors. Since my publisher had an array of books and authors of different genres splashed across the table, we had a better chance at filling the readers’ literary needs. For example, some liked fantasy, others were avid young adult fans, so we steered them toward the appropriate section.

3. Have freebies on hand. Book marks, rack cards printed with your book covers and blurbs, and business cards are the staples. Last year, my publisher created mini sampler booklets of the first chapter of some of their books available to purchase, and stuffed them into Christmas stockings to hang off the table. Kids love taking these goodies home, and it gave the parents a chance to check out the book.

4. If children or teens are in tow, move to the front of the table and go for the candy. They’re already staring at bowl, so why not offer something that they love! Even adults love candy, so go with your gut and offer them a sweet temptation. NOTE: Make sure you ask the parent’s permission first.

5. Never ignore anyone, and always end conversations on a positive note whether they purchase a book or not. Hand them a business card, book mark, catalogue of your books, or a signed rack card if available, along with a smile. You never know. They might just buy your book after the holidays!

And so begins the Holiday Craft Shows this year!

BTW - Justine and I have decided to appear at the 2019 Christmas Market at the Windsor Crossings Outlet Mall the first three Wednesdays in December, 4 pm to 8 pm. So if you live in the Windsor-Essex area in Ontario, Canada, please stop by for a chat, peruse our books, and see if you can find that special gift for the reader in your family. At the very least, help yourself to a candy, and grab a book mark or booklet sampler. Happy Shopping!

If you’re an author who loves doing Christmas Bazaars, Art Markets or Craft Shows what tips can you add? If you’re a reader—what lures you to an author’s table at an event? Their book covers? The candy? The freebies? The amount of books offered? Would love to read your comments! Cheers, and thank you for reading my blog. Happy Holidays!