Our recent Write Tip on 9 Free Ways To Market Your Book has been popular but people have asked me how NOT to use those techniques, so I thought it appropriate to do a follow up post. First, here’s a refresher on the 9 Free Ways which are:
1 ) Author Site/Blogs
2 ) Author Profiles/Blog Interviews
3 ) Goodreads/Library Thing
4 ) Press Releases
5 ) PSAs
6 ) Signings
7 ) Appearances
8 ) Book Clubs
9 ) Reading Group Guides
The previous post goes over how to use those, so I won’t cover that here. Here’s how not to use them:
1 ) Author Site/Blogs — The goal is to create a relationship with readers and other interested parties, but primarily readers. Don’t use your blog and author site to self-aggrandize and totally for sales. Use it instead to reveal yourself. You don’t have to just lay it all out there transparently. In fact, that, in and of itself, may be a big mistake. You have a right and need for privacy. Determine up front where the lines must be drawn and stick to them. A couple areas you might avoid are religion and politics. I rarely blog on these. They only lead people to be offended and possibly lose interest who might otherwise enjoy your books. Unless your books promote your political and religious views, you don’t really need to go there and you’re better off if you don’t. You also don’t want to lambast people. Flame wars may draw traffic but they don’t do it because you’re winning fans. People stare at car wrecks not because they envy those involved but because it’s just hard not to stare. The same is true of flame wars. Don’t get in nasty arguments and back and forth with people. Avoiding controversial topics can help avoid drawing those kinds of comments in the first place.
2 ) Author Profiles/Blog Interviews–Don’t reveal spoilers in your interviews or profiles, unless the book has been out a very long time and you are discussing aspects of craft where it’s relevant. And try and stick to authors and topics where an audience who’d be interested in your book and its genre/topic might find you. It’s okay to reach out to new readers but, seriously, you shouldn’t be on a Christian romance authors blog promoting your paranormal erotic romance, okay? It’s just a waste of time. And don’t lie either. Be honest. At the same time, try and hold back some in interviews. Don’t tell everything to everyone. And find a new way to answer the same old questions. Keep it fresh if you can. You’ll be answering a lot of the same questions again and again at various places. It’s boring for you but it’s all the more so for fans, so try and find new ways to say the same thing and reveal new tidbits with each interview if you can. It’s hard, so hold some things back and give a little each time.
3 ) Goodreads/Library Thing–Great for giveaways and networking with book lovers and fellow authors but these communities tend to give back what you put into them, much like Twitter. They are the most successful giveaway sites, in my experience, for spreading interest and generating reviews. Not so successful, in my experience, for their ads or for generating huge sales numbers. They are a tool to be used with lots of others for spreading the word. It’s important to remember they are about “community.” Door to door salesman are as welcome on Goodreads and Library Thing as anywhere else. Goodreads has the easier interface but both are popular. Approach them as opportunities to share yourself, your love of books, and review and discuss books, genres, trends. Author interviews so far don’t generate a lot of interest in my experience. It’s more about communicating through observing what people do and their observing what you do and say about what you read. Approach them accordingly in both time dedicated to them and how you use them.
4 ) Press Releases–Don’t just copy someone else’s and don’t write blind. There’s an art to this and the goal is give them a ready to print article about you, your book, etc. You want to minimize the work for them so they’ll jump on the opportunity for an easy to prep story. And that takes practice and careful thought and editing. If you can afford it, write the first few drafts, then pay a publicist to fine tune it. There are plenty of independent publicists, like Matt Staggs or Adonna Pruette, who would be happy to assist and charge reasonable fees. Once you’ve done several and get the format and style down, you may be able to work on your own but I know from experience, your first several press releases will not get the results you need without a professional touch. The difference is startling.
5 ) PSAs–Public Service Announcements are a funny thing. They aren’t as common as they once were but they are indeed true to their name: Public Service. It’s not about sales. It’s about making the public aware of an event which might be of interest/benefit. Stations can be very selective about the kinds of events which qualify. They make income from selling ads, after all. Library and school events, for example, are far more likely than bookstore events to be accepted. After all, both imply educational content. And both libraries and schools are publicly funded to serve the public. Still, it’s worth checking these out but you will have to write and time the text yourself and be very careful with wording. Again, don’t self-aggrandize and don’t sell. Just inform. If the radio or tv station does you a favor, you need to make it easy and worth their time. If you make them mad or offend, you’ll alienate them from not only PSAs but also other potential opportunities for you.
6 ) Signings–Don’t expect to sell hundreds of books. The average signing is 4-6 from everyone I talk to, unless you’re a bestseller with multiple books. Signings are as much about letting people know you exist and cultivating valuable relationships with bookstores as they are about actually signing and selling books. I’m sure it varies from author to author but especially new and unknown authors need to approach Signings as opportunities to put their best foot forward and network more than selling books. The signings I have done so far have all sold at least 4 books. The most I sold was 11. All of them brought stores who carry and promote my book for me. And all of them brought publicity opportunities in the community I wouldn’t have gotten otherwise. I also sell other people’s books. My goal at signings is for people to buy something from that store and to make customers feel welcome. Hopefully they buy my book or at least talk to me. But if not, at least I helped the store and the store will want to help me in return.
7 ) Appearances–Appearances are hand-in-hand with signings as networking opportunities. Especially when you get the chance to read or be on a panel, you get the opportunity for people who didn’t know your name or the titles of your book to remember you and learn of your expertise (or at least ability to b.s. really well in public). The goal is to make a good impression on as many people as you can. You don’t do that by aggressively selling. You do it by being personable, knowledgeable and respectful. You do it by smiling a lot and being warm and friendly. If you can do that while waving a copy of your book subtly in front of yourself, all the better. But high pressure pushy tactics will not bode well for you.
8 ) Book Clubs–These are groups of book lovers who offer two advantages: 1. They go through a lot of books. 2. If they love it, they’ll buy more, recommend it to people and otherwise spread the word. The disadvantage is that some are quite picky and blunt in their response. Do offer to visit or otherwise interact with the group. Do offer group discounts if you can. Free books to group leaders are a good idea if you can afford it, but these are book buyers, so free books aren’t essential to win both interest and loyalty. The most important thing here is to write a good book. If they enjoy it, they’ll take it from there with very little effort on your part. Again, selling is less important than personal connection. Cultivate this as networking for word of mouth, more than an opportunity to sell multiple copies. If it works out, you’ll get both.
9 ) Reading Group Guides–Do not SPOIL. Do not SPOIL. Repeat after me. Reading Group Guides are for Book Clubs and others to stimulate thought and conversation, PERIOD. You do not repeat your story in intimate detail. Do not preach on your themes or message. Your goal is to get them to read thoughtfully and interact on what they’ve read. Help them enjoy the reading experience in a way which will likely result in their wanting to read more and spreading the word.
Well, those are some tips on how NOT to use the 9 Free Ways To Market Your Book, I’d love to hear your thoughts on other cautions, etc. as well as your successes. For what it’s worth…
Bryan Thomas Schmidt is the author of the space opera novel The Worker Prince, a Barnes & Noble Best SF Releases of 2011 Honorable Mention, the collection The North Star Serial, Part 1, and has several short stories forthcoming in anthologies and magazines. His second novel, The Returning, is forthcoming from Diminished Media Group in 2012. He’s also the host of Science Fiction and Fantasy Writer’s Chatevery Wednesday at 9 pm EST on Twitter, where he interviews people like Mike Resnick, AC Crispin, Kevin J. Anderson and Kristine Kathryn Rusch. A frequent contributor to Adventures In SF Publishing, Grasping For The Wind and SF Signal, he can be found online as @BryanThomasS on Twitter or via his website. Excerpts from The Worker Prince can be found on his blog. Bryan is an affiliate member of the SFWA.