What I've Learned Recently about Book Marketing

I’ve attended some Sisters in Crime chapter presentations recently, and I’m loving that I can experience speakers and workshops from all over the country. Here’s what I’ve learned recently about book marketing from Chessie, Grand Canyon Writers, and Central Virginia chapters.

From Brian Paone’s session on effective marketing, I learned:

• You cannot wait for readers or sales to come to you.

• If you decide to write in a new genre, be prepared that it will be almost like starting over with your marketing and platform-building.

• Your website, headshot, and social sites need to look professional. You also need to look professional on virtual calls and in-person events.

• For in-person events where you have an author table, you need to make it unique and attractive. You want people to approach you. Make sure to take a look at how your table looks to the audience before the doors open. Make sure that all book covers face the audience (and not you).

• Have a good elevator pitch about your book(s). You need to practice this and be ready, but you don’t want it to sound too rehearsed.

• When you are at in-person events, stand as much as possible. Stay off your phone and smile. You want to be approachable.

• When someone approaches your table, be the first to speak. At in-person events, readers want to connect with authors. Be conversational.

Nicolette Lemmon had some very helpful advice. You also need to check out her book for writers at any stage. It’s called Write. Market. Succeed. An Author’s Marketing Playbook.

• Know where your readers are. Know what social media platforms they prefer.

• If you are trying to figure out who your reader is, go on social media and find authors that are similar to you. Look at what they are doing and look at their reviews. You’ll get an idea of what their fans like.

• Start your marketing plans BEFORE your book is out.

• You have about 8 seconds to get someone’s attention on social media.

• You have about 30 seconds when you talk to someone about your book to get your key points across. Make sure you have a short elevator speech ready to go.

• Your audience has to see your message 7 times before they remember and recognize you/your work.

• Make sure you stay visible on your website and social media.

• Your website is your online office. Make sure that you update it regularly.

• Google yourself to see what comes up.

• Pay attention to your writing business.

I've Got a Table -- Now What?

You’ve registered for a table or a half-table at a book event. Now what? Here are some hints that I’ve discovered over the years that can help you promote your books and make the most of your display space.

My One Rule: Pack only what you can carry. Bring what you need but not enough to make two or three trips to the car. Books are heavy. I either use a rolling suitcase or a collapsable dolly.

My Bag: I have an event bag, and I restock it after ever event. Here’s what I keep stocked in mine:

• Bookmarks, Business Cards

• Give Away-items (usually pens and a container to hold them) If you bring candy, make sure to have a dish. And don’t bring chocolate if it’s a hot day.

• A Tent Card (with my name on it in case one isn’t provided)

• My Acrylic Sign Holder

• My Banner

• An Unwrinkled Tablecloth (Mindy Quigley turned me on to fitted stretch tablecloths that connect to the table legs. They don’t wrinkle, and they hide whatever you’ve stashed under your booth.)

• My Emergency Stash: a small notebook, lots of pens, tape, painter’s tape, scissors

• Book Stands (I like the ones that fold.)

• Clipboard for Newsletter Sign-ups

Table Displays:

• Know the size of the table. Make sure you check the specifications and rules for the event. Some don’t allow free-standing banners.

• If you’re sharing a table, be a good neighbor. Don’t encroach on your partner’s side. He or she has a display to show off, too. And if you have a standing banner, don’t block anyone else’s table.

• Make your space eye-catching. You want people to stop by and talk to you. Always have some sort of give-away: bookmarks, pens, candy…It is an icebreaker that draws people in to chat.

• Have some sort of a theme. If there’s a theme in your books, add small touches that create a polished and connected look for your display. Figure out what’s integral to your story and highlight that. (For the Mutt Mysteries, we had a dog/pawprint theme.)

• I put small stacks of books on the table. It creates a sense of urgency for buyers. If you have hundreds of books there, some get the idea (right or wrong) that your items aren’t selling. And everyone wants to get one of the last ones before they sell out.

• If you can, offer a deal or discount for that day. I put up a sign and offer something like a small discount if they buy two or three at full price.

• If you can’t think of anything specific for your table, bring a vase of flowers. It brightens up an empty space.

What’s on your display table?

Marketing Tips for Writers

Recently, I’ve attended several marketing workshops, and here are some good tips that I gleaned from the speakers.

Facebook and Social Media Sites:

Barbara Hinske, with the SinC Grand Canyon Writers, stressed that authors need to go where their readers are on social media. She recommended using Facebook groups as part of your marketing strategy. Set one up for your street team/super fans. Also look for online groups that share interests with the themes in your books.

Trends and analytics change almost weekly on the social media sites. You need to keep up with what’s in and out. Marketing ideas that worked last time, may not work the next time.

Nancy Cohen suggested making a list of all the Facebook groups from your genre that allow book promotions. She has a document with all the links, so when she has a post, it’s a lot easier than trying to find sites.

Newsletter/Email List:

Barbara Hinske stressed the importance of always building your email/newsletter list. This is a key part of your author platform. Make sure you have a signup sheet at every event you do. When I do Facebook parties and take-overs, I always include a link for people to sign up for my newsletter.

Other Resources:

Speakers in both of the sessions I attended recommended the following as resources for authors:

• Bryan Cohen

• Mark Dawson

• InkersCon

What have you added recently to your marketing toolbox that works for you?

Do You Invest in Your Writing Career?

You as an author are your brand, and you need to treat your writing as a business. Here are some ideas of ways you can invest in your learning and your craft.

• Do you have a professional membership in a writing organization? Many like Sisters in Crime have local chapters. These groups can help you with training, programs, ideas, and writing opportunities. Mine are invaluable. I cherish the friends and the networking opportunities they afford. My first traditionally published work was a short story in a Sisters in Crime anthology.

• Do you have a professional headshot? Selfies and candids are fun, but you need a professional photo for print media and the web. Selfies don’t have enough dpi (dots per inch) resolution, and if you try to enlarge it, it looks fuzzy. Invest in a professional photo. It’s one of the first things I spent money on.

• Do you invest in your training or learning? Professional organizations often have programs or learning opportunities. Check out online programs, YouTube videos, your local library, and your local colleges. Many offer low-cost or even free courses on a variety of topics that can help you on your writing journey. Don’t forget blogs and online magazines. There are tons of articles out there with good advice.

• Is your computer secure? Your writing is valuable. There is nothing that will make a writer cry faster than losing part or all of a manuscript. Make sure you back up your files.

  • You need to make sure you upload patches and updates when they come out. These fix vulnerabilities in your applications or operating system. The longer you wait, the longer you’re vulnerable.

  • Make sure you have anti-virus software on your computer and make sure it’s up to date.

• Do you have a brand?

  • A logo for you and your books are nice. You can use it on your website and your socials.

  • Your platform (website and social media sites) should have the same look and feel (e.g., colors, fonts, etc.). My first work was published in an anthology with a red and black cover, so I did all my graphics in those colors. A publicist told me later that it really didn’t reflect my writing style. She told me to use pastels since I write cozy and funny mysteries.

  • Make sure that your readers can identify your sites. A professional photo and a logo go a long way to help with this. If your photo is a flower, readers often don’t realize it’s your author page.

  • Make sure that your site, your biographies, and book lists are updated regularly. People don’t visit outdated or inactive sites.

  • This sounds like Captain Obvious, but it’s true sometimes. Make sure visitors to your website and socials know you are an author. Your banners, posts, graphics should all promote your books and services.

What else would you add to my list?

How to Build Your Social Media Following

No matter if you’re indie or traditionally published, you’ll be required to build your social media followings and market your books. Here are a few tips that worked for me to add to my following:

• The social part is key. You need to be active on the sites. Block off some time each day to comment, share, and celebrate with others. I found that if I log on early in the morning, at lunch, and after dinner for about 20 to 30 minutes, I have time to be active throughout the day. It also gives me time to respond to comments and inquiries in a fairly timely manner.

• Post interesting content (e.g., things you’re doing, your hobbies, your pets, your travels, tips and tricks, etc.) Don’t be the person who only posts “buy my book” posts. If you’re funny and interesting, people will find you, and they’ll share your content.

• I schedule posts once a week for Facebook, Instagram, and Twitter/X. I look at my analytics and determine when my audience is most active, and I schedule them for those days and times.

• For Instagram and Facebook, take the time to create an author page. Meta offers tools and opportunities for business sites that are not available on your personal one. It takes time to build a new site and a following, but the analytics, tools, and reach are better. I use the Meta Business tools to schedule posts. (If you’re using a personal page, you cannot boost posts or create ads, check analytics. Friend pages also have a cap on the number of friends you can have.)

• Pick one of your socials that you want to work on and commit to following 15-20 new people each day for 2-3 weeks. Look for those who follow authors like you. Look for readers, librarians, and book sellers. When you get new followers, look at their followers and follow the interesting ones. If you adopt this has a regular process, you’ll build your following. (My husband likes to watch sports on TV. I use this time, to work on my socials.)

• For business (author page) in Facebook, the platform offers you an option to send an invitation to people who have liked posts on your page. You also have the option to invite friends to like your page. In both cases, you can send invitations to groups of people who are interested in you and your page.

What would you add to my list?

What Should You Put in Your Next Newsletter?

I think your website and your newsletter are the two most important parts of your platform because you own them. Sometimes though, it’s hard to come up with interesting content. Here are some ideas…

• Add a “What’s New” section to talk about what’s coming out next.

• Run a contest. Ask a question and then post the winners in your next newsletter.

• Add a recipe.

• Show pictures of recent events. Include ones with readers.

• Include pictures of your pets.

• I feature author interviews on my blog. I pick a few to feature in each newsletter. It introduces my readers to new authors, and I get to reuse some blog posts.

• Include fun facts about the month or season. Brownilocks has a neat calendar of all kinds of “holidays” and celebrations.

• Include links to podcasts, special interviews, anthologies, or group blogs that you participate in.

• Add a list of upcoming events (in-person and virtual).

• Talk about what’s going on with you. Readers are interested in what you do when you’re not writing.

• Partner with another author. Let her guest star in your newsletter, and you visit hers.

What would you add to my list?

Stepping Out of Your Comfort Zone - Tips for Authors

Writing is a solitary effort, and that’s why so many like that life. As an author, I would challenge you to step out of your comfort zone from time to time (in a safe way) to expand your opportunities. You may be missing out if you just stay in your comfortable little bubble. Networking is a big part of the writing life.

Social Media - Having websites, an email, and a social media presence are part of a lot of publishing contracts these days. Set aside some time each week to build your following on one of your platforms. Also, agents, publishers, and others look at your site and your activity/presence.

I had a nice following at the time that I wrote my second series, but I wanted to expand. While I was waiting for the publication part of my books, I committed to expanding my blog, building my email list, and building my social media followers on my key sites. I had about seven months until the edits and initial marketing were ready to kick in, and that focused time helped me to increase my numbers and daily activity. But it’s not a one and done. You do have to set aside some time to regularly expand your following and interact with the followers you do have. The social part is the key ingredient.

Appearances - I am fortunate to have so many writer friends in my genre and others who live near me. It makes it so much easier to plan events. And doing an appearance with others expands your reach, introduces you to new readers, and makes the event so much more fun. It’s also not as scary to speak on a panel or in front of group when you’re with others. Start small. Look for something that you would enjoy and try it.

Public Speaking - This is one of the hardest things for people to do and to get comfortable with. You do get better and feel better with practice. I used to get so nervous and be anxious about speeches or talks. I joined Toastmasters early in my work career, and I learned so many work/life skills within a safe environment, and much to my surprise, I earned several public speaking certificates.

This was one area that I really had to push myself on. I put in a lot of time writing speeches, doing improvisation exercises, and listening to feedback for improvement at the Toastmasters meetings. (It’s a lot like writing and getting feedback from critique partners or beta readers.) It does get easier the more you do it.

Networking - Networking and meeting new people are hard, especially if it’s not in your nature. Find groups or volunteer opportunities that you can attend in-person or online. Make a pact with yourself to meet or talk to at least new three people at each event.

Volunteering is a great way to give back and to socialize with others. There are so many organizations that are in desperate need of people to help with all kinds of tasks. It’s a great way to network.

Networking, public speaking, and events are all part of the marking and publicity site of the writing life. We all have our preferences and our not-so-favorite things to do, but if you don’t take a chance once in a while, you’ll miss out on opportunities.

Metrics? I'm a Writer

In my day life, I’m a Quality Assurance and Governance Manager. In Information Technology, we collect a lot of data and analyze it. We use it to see successes and to find gaps with our processes and systems.

Even though writers deal in words and paragraphs, data and metrics can be valuable tools. Checking out your metrics can help you see your progress and areas that may not be as profitable as you first thought. Here are a few ideas for ways you can use your analytics.

Word Counts - I need a way to track my progress when I’m working on the first draft of a book. I decided a few years back that if I’m going to do this as more than a hobby, I needed to be able to produce more than one book every five to seven years. I set some goals for days that I go to the day gig and for weekends. If I stay on track, I can usually have a completed first draft in a little over two months.

I keep a little sticky note on my desk with the date and the daily total. It’s a good motivator, and I can see the progress that I’m making. It also helps me get back on track if life gets in the way.

Over-used Words - There are certain words and phrases that I use over and over (and over) again. Sometimes, I don’t even realize I’m doing it. I keep a list of these (like just, that, in a minute, smiling, nodding,…). When I’m revising my draft, I use the word processor’s find and replace feature to seek these out. It also tells you how many times you use a word or phrase. It’s humbling, when you realize there are 438 justs in your manuscript.

Social Media and Website Analytics - Make sure that you periodically review the analytics pages on your social sites and your webpage. For Facebook and Instagram, you’ll need an author or fan page to have access to these features. The numbers on these sites show you who is visiting your site, where are they coming from, and when they visit. If you have more followers, you’ll get access to demographics such as gender, age groups, and countries of origin.

You can look at your individual posts and see the likes, comments, and how much attention your posts are getting. It will tell you the best time to post for your followers, and after a while, you’ll see what works best. (It’s usually posts with pictures and videos.) Make sure that you make your marketing posts public, so others can share them. Sharing and comments help you spread your information organically (without paying for an ad or a boost).

Sales and Expenses - It’s often difficult to see sales results from some types of marketing. I have a spreadsheet that shows costs and any sales or fees I receive. Not all of your marketing will lead to a book sale. Look at the number of new followers and newsletter subscribers you pick up after an event. I try to track these in my spreadsheet, too.

I always give a bookmark to anyone who stops by my booth or table. I have noticed an uptick in audio books and ebooks after an event. Some people prefer different formats.

You also make contacts at these events. It may not turn into a sale, but it could lead to another event or opportunity. I love meeting readers and other authors.

Yes, sales and expenses are important to track, but you may want to think about some of the other returns on investment for programs and online events, too. You’re networking, you may find out about book clubs, you may get new followers, and you never know when a chance encounter could turn into an opportunity.

What are some other ways you use metrics to help your writing?