The 6 Most Common Marketing Mistakes Made by Authors
By Guest | October 1, 2015 |
Please welcome Jon Bard as our guest today. Jon has been helping authors for twenty-five years as the co-owner of Children’s Book Insider, the Newsletter for Children’s Writers. He recently introduced his course Easy Author Marketing–The Simple Solution That Sells Books.
I’ve been helping writers for twenty-five years and I’m the founder of a NY public relations firm. This gives me a unique vantage point on author marketing, and I’m determined to help writers avoid pitfalls and build a real career selling their work.
Free gift for WriterUnboxed readers: To learn how to become a connector and start marketing your books and yourself, download Jon’s free eBook: The 10 Minute Turnaround: Overcome Your Fear of Marketing & Start Connecting with Readers Now! It’s yours with Jon’s compliments, and you can download it right now.
Connect with Jon on Facebook on Twitter and on his blog.
The 6 Most Common Marketing Mistakes Made by Authors
If you’re like many writers, you probably aren’t especially excited about marketing yourself and your books. In fact, on the list of things you’d like to be doing at any given time, I’m guessing “book marketing” falls somewhere around between scooping the dog poop from your yard and re-reading all your old rejection letters.
[pullquote]You poured your heart and soul into your book, and now you’re planning on letting it languish because you’re freaked out about marketing? That’s nuts! Marketing really can be (and should be) simple, fun, and within anyone’s grasp.[/pullquote]
Welp, there’s something you should know:
Marketing is only a drag when it doesn’t work. When it works, marketing is a whole lot of fun, because it means new readers, more income, and taking one step closer to the day you can print up business cards that say, “Full Time Writer.”
So the real problem isn’t marketing. It’s that your marketing isn’t working. I’ve got some good ideas why.
Let’s take a gander at the 6 most common marketing mistakes made by authors and some quick solutions for these errors. Just changing a few things about the way you approach marketing can make a big, big difference!
- Not even trying because it all seems too scary and complex
Whether you’re self-published or traditionally published, if you don’t take the initiative in marketing your book, you aren’t going to sell many books. That’s an obvious statement, I know, but one some of you may need to contemplate.
You poured your heart and soul into your book, and now you’re planning on letting it languish because you’re freaked out about marketing? That’s nuts! Marketing really can be (and should be) simple, fun, and within anyone’s grasp. I can’t teach you everything you need to know in one blog post but trust me, you CAN do it.
Action Step: Take out a notebook and write “I HATE MARKETING” over and over until your hand cramps. Now that it’s out of your system, vow to never say it or write it again. Good marketing equals impact, income, and freedom. Start appreciating that and work to develop a positive attitude about it. It will make all the difference.
- Making your marketing about you, not your readers
I’ll give it to you straight:
No one cares about you, and no one cares about your book. At least not yet.
This is a real sticking point for writers who slave away on their manuscript until its perfect, design an amazing cover and build themselves a cool new website, only to be met by massive, unyielding indifference.
And then they quit. And they tell everyone that “you can’t sell books anymore.”
But they’re the problem, not the marketplace. Just because no one is waiting breathlessly for your book doesn’t mean there’s no market. It just means that you need to find a way to make them care about you. And what they’re asking about you won’t be “Tell me more about yourself and your life story, dear author!” It will be what every customer of every product ever sold has asked:
“What’s in it for me?”
Action Step: Stop and have a good hard think about what your book will really give a reader. Excitement? Knowledge? Laughter? A good cry?
Build a marketing plan not around your book but rather around how your book will enhance your reader’s life. Choose your blurbs, jacket copy, and social media language to accentuate the impact your work will have on an individual reader, and work to frame readers’ experiences with your work in that light.
For example, rather than simply tweeting “Download a free chapter of my book,” say something like “Tuesdays are tough and you need a laugh, right? Take 10 minutes to get happy right now by going to (link to free chapter)”. It’s all about the benefit to your reader!
- Spamming Facebook and Twitter with your book covers and Amazon links
Probably because it’s the easiest thing to do (or, more likely, because no one taught them anything better), many writers’ entire marketing plans consist of going on social media, posting their book’s cover and typing something like “EXCITING ADVENTURE ON THE HIGH SEAS! BUY NOW!”
This may make them feel as if they are marketing, but really they’re just wasting time and pointlessly cluttering up Facebook groups and Twitter feeds.
Not only does this approach not work, it marks you as an amateur. Stop doing it now. Please.
Action Step: Pick one legitimate marketing tactic and try it in place of spamming. Here’s something that usually brings back a quick win: contact your local newspaper, your alumni newsletter or any other publication that’s applicable and send a short press release to them about your book, why you wrote it and what it offers readers. Send along a JPG of the cover and follow up with a phone call. You’ll get more out of the few minutes it takes to do that than hours of slapping your book on every social media outlet you can find.
- Failing to build a community & fanbase before you release your book.
Here’s how most authors market their books:
They start by releasing their book and then just flail around trying to get some attention. If you ask them, “What value are you giving prospective readers?” They might say, “The value is in how good my book is!”
Fine. But no one has read their book yet. And so, they’ve given absolutely zero value. No wonder they aren’t selling books!
Now, let’s look at a different scenario:
Long before they publish their book, the same author develops a community (what I prefer to call a “Tribe”) around a shared interest, passion, or cause. The author showers her community with value. Fun tips, great quotes, freebies, a platform for Tribe members to share their feelings and experiences, a place for likeminded folks to meet each other, and so on.
Then the author releases her book.
And what happens?
Her Tribe rewards her for the value she’s provided them. They are rooting for her. They are excited for her. They buy her book and go on a quest so that others will buy the book (and join the Tribe).
Action Step: Start thinking about building your own Tribe now, so you can release your books into the waiting arms of people who really care about you. Begin by asking: “Who are my potential readers….really? What do they care about? What turns them on?”
Then ask, “What can I offer them that will bond them to me? A memorable experience? Some information that will make their life better or more fun? Some inspiration and positive reinforcement?”
Now you’re thinking beyond yourself and entering the realm of giving people real value. And if people see you as valuable, you’re in a very, very good place indeed.
- Overemphasizing social media
Facebook, Twitter, and the like are wonderful tools, but they are not the be all and end all of marketing. In fact, they’re terrible places to sell anything.
They are, however, wonderful places to cultivate leads. If that doesn’t make sense, a quick marketing lesson: It takes many “touches” before a potential customer becomes an actual customer. They need to see a consistent, customer-focused message from you at least seven or eight times before you really even register with them.
Having people occasionally run across your Facebook posts won’t get the job done. They won’t remember you from one time to the next and they probably are looking at 20 other posts at the same time. That’s a lousy selling environment.
However, if you can use your social media posts simply to drive a potential reader to your site with the promise of real value, you’ve got something. Because once you get them to give you their email address in exchange for something cool (what marketers call a “lead magnet”), you can begin a long-term conversation that’s consistent, one-on-one, and private (since it’s via email).
If you look at the intro at the top of this post, you’ll see that it mentions a free ebook called The 10 Minute Turnaround: Overcome Your Fear of Marketing & Start Connecting with Readers Now! That’s my lead magnet, and its purpose is to connect you to me via something of great value. Once you’re in my world, we can discuss book marketing in a relaxed and unrushed manner. You can get to know me, I can get to know you. That’s much better (for both of us) than just a bunch of indiscriminate social media postings.
Action Step: Take a few minutes to learn the bare basics of building an email list. Trust me, this is a skill that will make a huge difference in your ability to build a community and sell books. Here’s an excellent primer by Jayson DeMers on Forbes.
- Holding yourself back because you think people will judge you for trying to market something
Art and commerce have been uneasy partners for a long, long time. In other words, you’re not the first writer who feels apprehensive about selling their wares.
But stop and think about it: the only reason to feel uneasy about selling something is if you don’t believe what you’re selling is valuable.
You’re a writer. You have the ability to inform, to inspire, to entertain. You can change lives with your wisdom, or bring a ray of light into someone’s darkest day. You whisk people away into wondrous worlds. You bring the human condition into focus, and help give meaning to our lives.
You are intensely valuable, and your work not only deserves to be seen, it’s essential that it be seen. Your words will enhance someone’s life and, with that knowledge in hand, it is your absolute duty to reach that person, befriend him, and share your work.
To do anything less is a disservice not only to your work but to the prospective reader.
Action Step: Get over it. Start being proud of what you do and the value you have to offer. Your readers are waiting for you. Don’t disappoint them.
Start marketing.
Do you find marketing to be a drag? Are there ways you hold yourself back? What action steps could you take to reach more readers? Now’s your chance to ask Jon!
Many thanks to today’s guest.
You can read more WU guest posts by visiting this link.
These are great tips, Jon, and make a lot of sense! Thanks for the free ebook. Maybe it will help me improve my reach! ~Kathy
Great post, Jon. One of the benefits of indie publishing is that it forces a writer to learn marketing and other aspects of publishing. In my mind, that experience makes us more attractive when we do market our proposals to traditional publishers.
It’s not that I fear marketing, it’s that I am overwhelmed with options. Everyone here is probably barraged daily with the latest marketing techniques. And yes, we’re barraged on Twitter and Facebook as well.
I’d like to hear more of what you have to say. Checking out the reader magnet now.
Thanks for sharing Jon. These tips remove the fear from the idea of marketing and make me believe, “I can do that.” That alone is a huge step forward.
That’s great, Jacosa!
Great advice, Jon. It’s sensible, to the point, and from what I’ve seen right on the money. Folks sometimes forget that at the end of the day readers simply want to find a good book, or several. Even without a following of millions, an author who has crafted a solid tale still has that going for them. I found it much easier to market my first book when I separated my writer self (who can be quite meek and hesitant) from the book itself, which once completed gained its own identity.
Once I began to consider what attracted me to certain books and in turn what type of reader might find enjoyment with the one I had crafted, the direction became clear. I no longer wanted “everyone” to find my book. Instead, I wanted to reach those who might appreciate it, those who might love the characters as I did and experience the emotions I felt while creating it. After that realization, my efforts and marketing message instantly felt more natural because they reflected a sincere desire to introduce the book to that particular audience in a positive light.
Hard work remained, of course, but it no longer overwhelmed me. The bonus was that I began to connect with readers, ones genuinely interested in a project on which I had devoted so much of myself. That’s a great feeling, almost as good as the writing itself ;).
Priceless advice. My favorites (and they’re somewhat related):
“Stop and have a good hard think about what your book will really give a reader. Excitement? Knowledge? Laughter? A good cry? . . . Choose your blurbs, jacket copy, and social media language to accentuate the impact your work will have on an individual reader.”
“Start being proud of what you do and the value you have to offer.”
This advice is giving me a clear sense of direction and the encouragement to move forward with confidence. Thank you!
These are all solid tips–hope authors take it all to heart. Like the addition of action steps.
Awesome advice, Jon, thank you! I’m going to print and highlight this post so I remain focused during the launch of my current book. Your teaser reward sounds enticing too. Thanks!
Dee Willson
Author of A Keeper’s Truth and GOT
I’d only cavil about #4. It’s harder to build a “tribe” from scratch than to start gathering readers from the work itself. Many a writer has been driven from productive work by agents and pubs pushing them to create a “platform” (which usually includes a time-sucking blog).
For non-fiction, yes. A good solid base around a subject area is a good thing.
But for fiction writers, spend the time writing the books. Write books that readers will talk about, which is the best form of marketing there is. Every author starts with a slow build. I’d rather they slow build with books and run a parallel marketing track.
Hi James. Tribe building isn’t the same as platform building. To build a Tribe, you really just need a good lead magnet, a facebook group and an email provider. It’s a simple enough process — at least eh way I teach it :) — that it should leave you with plenty of time to create your work.
The key point is this — it’s MUCH easier to launch a book into the waiting arms of a fanbase then it is to launch it into an indifferent public.
Great points, Jon. I didn’t see where you recommended commenting on posts.
Wanna buy my book?
Ha. Nice one. But yes, commenting on blogs is a great way to become part of a community, which can ultimately help you sway some members of that community toward yours.
I’ve read a couple of other articles on building an email list, but I’m wondering – my book (releasing July 2016) is a young adult fantasy. I’m not sure my target age group is into email. I’m on social media (Instagram, Tumblr, FB, Twitter) but being careful at this point not to push anything. Any suggestions specific to reaching teen readers?
I’d debate whether email is ineffective for that audience, but for argument’s sake — I’d think about creating a community environment where they already are. Snapchat or Vine are two good places to try. If you create cool content along a particular theme, you can then use a Facebook group to pull everyone together.
Great tips. This is one of the best posts I’ve read about marketing. Makes me want to stop saying “I hate marketing.”
Well then, my work is done. :)
Thank you for the article. I printed it out to use as a reference and I downloaded your book too. Thank you for that. My marketing efforts feel like the hamster on the wheel. I’m constantly trying to learn, spend the time, and make something happen. Hopefully, this will help.
Great article, the topic keeps popping up, and I thought this was a great place to ask others. So, I’m writing my first book, a memoir, and I don’t have an agent, a contract, a pub date, or anything other than a crazy belief that my story is a good one (tentatively titled: Adventures of a Metalhead Librarian). I’m working on my 2nd draft at this point and I have a lot of momentum in the writing – but I keep agonizing – should I start marketing something that isn’t “real” yet? It’s not a complete book yet. I have a couple of tribes I can utilize and build upon based on the topic, but…when? When do I start the marketing side of it, other than a few tantalizing Facebook posts to my good friends about the project? Thanks in advance for any guidance or advice. Ya’ll at WU are pretty awesome and I appreciate you every day.
Yes — you aren’t marketing the book that doesn’t exist yet…. You’re marketing your own personal magical author powers to make enhance someone’s life. *That’s* what you need to be talking about, not the book itself — which will be the tool to deliver that magic power. Start building that Tribe :)
Great, Thank you! That small reassurance is exactly what I needed to ease my mind a bit. Now, back to the draft, and building my tribes. Good day to you!
I really like your points about thinking about the reader. Your action step ideas really bring that to life.
Marketing seems a bit less intimidating now! Thanks for a very insightful post.
I thought all your tips were very helpful. I am still in the revision stage of my first novel, but I recently launched a website, blog, and email newsletter (with “lead magnet”). Two books I found very helpful were Sell Your Book Like Wildfire (Rob Eagar) and Get Known Before the Book Deal (Christina Katz). Their advice was along the lines of your article.
I’m not used to putting myself out in public and do feel silly at times because I am suddenly working so hard to promote my writing career when I haven’t published a single thing. I was very glad to hear you say that building a community and fanbase before launching a book is the right way to go! Thanks.
I also appreciated your point about spamming Facebook and Twitter. And yet a see people who do that on Twitter and yet have ten times my number of followers! I don’t understand. :)
Good article, Jon. I like the idea about “It’s Tuesday – need a laugh?” kind of posts. I’m trying to rethink my entire marketing strategy. I’ve tried so many things, but none have ever worked. I had a newsletter for several years, a blog for 8, and neither got much engagement. I get a ton of engagement on FB, but it’s all on the jokes, quotes, and personal stuff. When it has to do with my books, I get the occasional share and attaboy, but very little conversion. I spend more time marketing than I do writing, and the results are frustrating.
I know a lot of folks suggest a forum or blog for building community, but neither worked for me. I dread the thought of blogging again. I’m on some shared blogs and even then, I do about one a month for each.
I actually find marketing quite interesting, although I focus my efforts on Twitter (it’s the perfect environment for random conversations, some of which turn into follows, which turn into sales, some of which don’t) and my blog, where I can share weird stuff with like-minded people. I don’t like to think of it as marketing though, it’s more of a conversation with a product on offer.