I have multiple author clients who are struggling deeply right now—not with their writing, but with the world of book marketing. It’s a keen vulnerability of the creative brain: the qualities that make it easy for us to get lost in a manuscript, lose track of time as we edit and putter and world-build, these same characteristics often cause us to despise the world of book marketing.
Marketing is so un-creative. It’s the machine. It’s a slap in the face to have to prove the book is valuable after you spent five years drafting, refining, revising. Shouldn’t everyone just get it? Shouldn’t book retailers clamor at your door for more copies? Shouldn’t the reading public feel honored to have a chance to read your words?
Unfortunately, no.
Reality check: Why would anyone buy your book if they have no idea that it exists?
Reality check #2: Yes, you have a readership. But we live in an age of constant multi-media communication. AKA, NOISE. Your book is one small voice in a sea of static.
Book marketing isn’t about “proving your worth” or selling out to the machine. It’s about using the right tools to break through all that darned static and reach your reader. It’s not about erratically advertising or spending thousands on promotions that don’t work. That’s silly. Building your platform, the one that works for you, is about choosing the marketing strategies and initiatives that are a good match for you and your book. It’s about using those tasks as tools to reach the reader who will love your book.
“Marketing simply refers to a set of tasks and tools we use to reach our readers and let them know we exist.”
Would you resent a publisher for saying the paperback version of your book will need a cover? No. It’s simply part of the form, a front door to your story, a tool that creates an initial connection with a potential reader. Equally, don’t resent your publisher, agent, or publicist for saying you may need to build a web presence and take up a few speaking engagements to connect with your readership.
Again, how will anyone know to buy your book, if they have never heard of it? Marketing simply refers to a set of tasks and tools we use to reach our readers and let them know we exist.
Building your platform should ideally begin before you shop the manuscript to agents or publishers. Take a look at renowned author coach Mary Carroll Moore’s recent post on this issue. After reading that short piece, search her blog with the phrase “platform marketing” to find even more solid advice. Your platform building process will include multiple components. All publishers will ask you about whether you have these basics in place:
- Social Media Following – Perhaps Facebook or LinkedIn. Possibly Twitter. Maybe Instagram. You don’t have to do all four, and you might find an even better tool for you. What matters is that you find it at least somewhat enjoyable, so that you use the tool regularly.
- Author Website with News/Events page – Essential and non-negotiable in the minds of all publishers today, even if you have only one title
- Blog – Might be considered optional (rarely) if you have a strong social media presence elsewhere. Preferably you’d have both a blog and a social media presence, and the two would refer to each other often.
- Speaking Engagements – Hot tip: Most first-title authors make more money off their speaking than their book sales. Regardless, speaking engagements early on help build your email list (always have a sign-up at your engagements) and social media following, which creates a stronger platform for your next book.
- Monthly or Quarterly e-mail Newsletter – Often considered optional, but valuable for cultivating your most invested and loyal readers. Your newsletter might simply be your most recent blog post. Why duplicate effort right?
- Webinars – If you’re an expert in a certain non-fiction topic, and that’s the focus of your book, it may be appropriate to provide both free and paid-content webinars through your website.
That’s not a comprehensive list, but it’s a start. Know that, as an author coach, I focus on the writing process itself. I help with content development, book structure, managing the creative process, line editing, and processing through feedback from beta readers. I’m not a marketer myself. But I’ve seen enough authors completely flounder at this stage in recent months, that I feel it’s only responsible to get vocal about this issue. From now on, I will be screening potential clients regarding their platform-building plan.
Honestly, it’s unfair to everyone involved in a manuscript’s germination when an author gets to the marketing stage and bolts in fear, abandoning the project. Let’s not do that. Before we work together, get educated on book marketing and start drafting a plan that will work for you.