6 Book Marketing Fundamentals for New Authors
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A writer’s aspiration can be as pure as putting words on the page or as far reaching as penning a series of international bestsellers. If your goal is to make a living from your self-published book, you need to learn how to market it.
It may sound easy, but book marketing is truly easier said than done. While writing a great book is challenging — not to mention a remarkable accomplishment — book marketing is something that can bewilder and frustrate even the most savvy of authors.
The good news is that a commitment to planning, focusing on the basics, and investing in the right assets can help ensure your target audience hears about and — most importantly — buys your book. To position your book for success, here are 6 key book marketing fundamentals to build the foundation of your marketing strategy!
1. Create a website
One of the first steps you should take when promoting a book is to build a website. This is a platform that will keep you front of mind with readers, where you can employ book updates and blog posts that cater to your reader’s interests. For instance, if you are writing a self-help book, you might post relevant how-to articles about health and wellness. If you are writing fiction, you might write reviews of the day’s most popular novels.
You should also consider, as your launch date approaches, running book giveaways and contests through your site. This can help to create buzz, gain email newsletter signups (more on that later), and encourage new fans to tell their friends about you.
Although there are free website builders available, partnering with a publishing services company like FriesenPress can ensure your site is professionally designed and branded. Not only that, but working with publishing experts can help you learn the skills necessary to keep your website updated so you can confidently move forward on your own.
2. Establish a presence on social media
Social media is the king of digital marketing; platforms are a powerful marketing tool that allow you to connect with readers on a massive scale and further develop your author brand.
If you don’t currently have your own author page on Instagram, Twitter, or Facebook — create one. Creating a social media account is a simple process, but it often takes some research to decide which platform(s) are right for reaching your prospective readers.
Think about where most of your readers go to spend their time online. It could be that the age demographic of your potential readership means they are more engaged on TikTok, or perhaps because of the content of your business leadership book, LinkedIn is the obvious choice.
Take time to research what types of promotions and posts are engaging the most social media users, and use your insights to devise a strategy for building your presence across various platforms
3. Embrace email marketing
Email marketing is often a preferred marketing tool over other digital channels. Why? Not only does email marketing allow you to speak more directly with your readers, but those readers will also be more engaged in your message (since they specifically signed up for your newsletter) as opposed to coming across a social media post.
When implementing an email marketing strategy, be sure to use engaging subject lines (such as incorporating your readers’ first name). Provide plenty of information and incentives (example: a free chapter of your book) that coincide with the needs and interests of your target audience. Using email can also help your author brand appear more professional, which ultimately helps you build long-term trust and recognition.
4. Invest in your book cover
Nothing makes a stronger first impression than a good book cover. Most people are not going to pick up a book with a cover that looks cheap and unprofessional due to incohesive typography and obnoxious colours, or one that has too much going on and therefore a confusing message.
If you want to sell your new book, it’s critical to have a well-designed cover that fits your genre and overall aesthetic. It’s not just about creating a beautiful, artistic cover, but also being consistent with the development of your author brand and matching the tone and personality of your book’s writing.
Even if you have the necessary design skills and understand the implications of certain designs on your book marketing plan, creating a cover can consume a lot of time, training, and energy. Focus instead on what you care about most: the writing. Get professional guidance and consider hiring a book designer to ensure consumer appeal.
5. Get book reviews
Readers trust the opinions of fellow readers before any paid advertisement; we call this "social proof." When leveraged with a polished and professionally edited manuscript, it can do wonders for getting your book in the hands of new readers, boosting book sales, and establishing credibility.
If you have previously published books, you should consider continuing the relationship with those who positively reviewed your previous book(s) by sending a free copy of your new one with a request that they review it.
If you are self-publishing your first book, you can make a list of the top Amazon reviewers in your genre and reach out to them knowing there’s a good possibility of interest in your type of book. You can also launch a featured giveaway through a network like Goodreads to get your book in front of a large number of your potential readers and encourage them to leave more reviews.
If you decide to use the services of book review companies like Clarion or Kirkus, be sure to post your positive review wherever your book is for sale, include it in all your marketing materials, and add it to the front or back cover of your book. With professional reviewers raving about your book, it can improve your pitch to the media, and if you can find some recognizable press, other publications will start to pay attention.
6. Write compelling back cover copy
Lastly, your new book will need impactful back cover copy, also known as a “blurb.” A blurb is simply promotional content for your book, and it should be anywhere from 100 to 150 words. This is the short write-up you see on the back cover of print books and on online promotional pages.
You will need a hook: an opening line that draws in the reader and then briefly describes what they can expect from the book. While a strong front cover will capture attention, it’s the back cover that will close the sale. So, it’s important to make sure your blurb is concise and immediately piques the reader’s curiosity to learn more.
If you’re having trouble making that blurb “pop,” don’t be afraid to reach out to professionals like FriesenPress. Our promotional experts can help you develop back cover copy that will engage and attract readers.
Thanks (in part) to digital technology, self-publishing and promoting a book has never been more attainable or accessible — whether you’re publishing your first or fiftieth book. And with the right tools and strategic approach, you can lay a sustainable foundation that will help you grow your readership for years to come.
