Sunday, August 5, 2012
Book Sales Getting Musty?
Adapted from the multi award - winning Frugal Book Promoter
In the world of publishing as in life, persistence counts. Of course,
there is no way to keep a book at the top of the charts forever, but if
you keep reviving it, you might hold a classic in your hands. Or your
marketing efforts for one book may propel your next one to greater
I can't tell you how often I've seen authors who measure their
book sales give up on their book (and sometimes on writing) just about
time their careers are about ready to take off. I tell my students and
clients to fight the it's - too - late - urge.
Publicity is like the little waves you make when you toss pebbles into a
lake. The waves travel, travel, travel and eventually come back to you.
you stop lobbing little stones, you lose momentum. It's never too
it's never too early to promote. Rearrange your thinking. Marketing
about a single book. It's about building a career. And new books can
on the momentum created by an earlier book, if you keep the faith.
the marketing ideas in this book, rearrange your schedule and priorities
bit, and keep at it.
Here are a few keep - at - it ideas from the second edition of The
ï‚§ Run a contest on your Web site, on Twitter, or in your
newsletter. Use your books for prizes or get cross - promotion benefits
asking other authors for books; many will donate one to you in trade for
the exposure. Watch the 99 Cent Stores for suitable favors to go with
Hint: Any promotion you do including a contest is more powerful when you
call on your friends to tell their blog visitors or Facebook pals about
ï‚§ Barter your books or your services for exposure on other
ï‚§ Post your flier, brochure, or business card on bulletin
everywhere: In grocery stores, coffee shops, Laundromats, car washes,
ï‚§ Offer classes in writing to your local high school, college,
library system. Publicizing them is easy and free. When appropriate, use
your own book as suggested reading. The organization you are helping
pitch in by promoting your class. The network you build with them and
students is invaluable. Use this experience in your media kit to show
have teaching and presentation skills.
ï‚§ Slip automailers into each book you sell or give away for
publicity. Automailers are envelopes that are pre - stamped, ready to
Your auto mailer asks the recipient to recommend your book to someone
else. Your mailer includes a brief synopsis of your book, a picture of
cover of your book, your book's ISBN, ordering information, a couple
your most powerful blurbs, and a space for the reader to add her
handwritten, personal recommendation. Make it clear in the directions
the reader should fill out the form, address the envelope, and mail it
a friend. You may offer a gift for helping out, but don't make
freebie too tough. Proof - of - purchase type schemes discourage your
audience from participating.
ï‚§ Send notes to your friends and readers asking them to
your book to others. Or offer them a perk like free shipping, gift wrap,
or small gift if they purchase your book for a friend. That's an
to use those contact lists you've been building.
ï‚§ While you're working on the suggestion above, put on your
thinking cap. What directories have you neglected to incorporate into
contact list? Have you joined any new groups since your book was
published? Did you ask your grown children for lists of their friends?
you include lists of old classmates?
ï‚§ Though it may be a bit more expensive than some ideas in this
book, learn more about Google's AdWords and AdSense and Facebook's
program. Many authors of niche nonfiction or fiction that can be
identified with often - searched - for keywords find this advertising
ï‚§ Check out ad programs like Amazon's Vine review service.
agree to provide a certain number of books to Amazon and pay them a fee
for the service. Amazon arranges the reviews for you. It's
it gets your book exposed to Amazon's select cadre of reviewers who
only write reviews for your Amazon sales page but also may start (or
restart!) a buzz about your book.
ï‚§ Some of your reviews (both others' reviews of your book
reviews you've written about others' books) have begun to age
Start posting them (with permission from the reviewer) on Web sites that
allow you to do so. Check the guidelines for my free review service blog
ï‚§ Connect and reconnect. Start reading blogs and newsletters
once subscribed to again. Subscribe to a new one. Join a writers'
organization related to the subject of your book.
ï‚§ Record a playful message about your book on your answering
ï‚§ When you ship signed copies of your book, include a coupon
the purchase of another copy for a friend—signed and
dedicated—or for one
of your other books. Some distributors insert fliers or coupons into
books when they ship them for a fee.
ï‚§ Adjust the idea above to a cross - promotional effort with a
friend who writes in the same genre as you. He puts a coupon for your
in his shipments; you do the same for him in yours.