Finding an Audience for Your Book: 12 Book Marketing Tips for Authors.
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However you decide to publish your book, whether you have secured a publishing deal, decided to go it alone, or engaged a service provider to get your book in print, the key to success in actual sales comes down to your marketing strategy. In this post we’ll explore some of the tried and tested ideas for book marketing, as well as considering some less well-known approaches that indie authors could try.
Before we dive in, it’s worth remembering that marketing is not an exact science. What works for one book will not necessarily work for another, even if they are in the same genre. It’s impossible to accurately predict how well any marketing strategy will perform until you try it, and there are no guaranteed results. There are no quick fixes either. If you want to give your book the best chance of selling well, you must expect to put in the effort, and perhaps step out of your comfort zone. All of that being said, implementing the 12 tips below will help raise your profile as an author, and if done well will bring you more sales.
Tip #1
The first thing you should consider before embarking on any marketing for your book is, does it look the part. If your cover doesn’t look polished and professional, and sit well with others in your genre, no amount of marketing is going to make much of a difference. So, Tip #1 is to take a step back and look at your book cover with a dispassionate eye.
Consider whether you, as a reader, would be drawn to it. If you are in any doubt, the answer is quite probably “No”.
It could be worth running your proposed design past readers in your genre and asking for constructive feedback. Think, friends and family, but also perhaps author and reader groups who will be a little more dispassionate in their assessment.
Tip #2
This ties-into, and leads us on to, Tip #2, your back cover text (blurb) and book description (used by on-line sites like Amazon).
Strangely, many authors struggle with writing engaging blurb and descriptions for their books, but this is a crucial marketing element, so worth taking time to perfect.
Your entire blurb should be written in the same style and tone as your book content to be a clear representation of the book itself.
Your book description will often include the book blurb and may also contain endorsements or short reviews.
The key is to grab reader attention with a strong opening hook, then follow up with a brief teaser with no spoilers that makes it impossible for them to walk away without wanting to know more. Your closing should seal the deal. This is true no matter what the genre of your book.
Tip #3
Once you’re confident that your book cover is doing its job of enticing readers, it’s time for Tip #3 which is to check your categories and keywords.
If you’ve already published your book, these will have been set up during initial upload, but it’s worth taking another look to make sure they are a good representation of your content and potential readership.
Categories (also known as BISAC and Thema subject codes) let retailers and potential buyers know what your book is about – the main genre, topic and theme of your book. You will need at least one BISAC code, although three is recommended. Use the most appropriate code first, and choose carefully to make sure your categories are a good match for your content: People searching for factual books about King George III are unlikely to be interested in your regency romantic fiction title.
If you’ve written a great blurb for your book it’s likely that it contains a few keywords too. These are additional topics included in your book that may not have specific BISAC codes, as well as the words and phrases people would use to find books like yours. Think about the kinds of words and phrases you’d use to search for comparable books.
Tip #4
In today’s digital world it should perhaps come as no surprise that Tip #4 is to have an author website. Many people in the industry will tell you that this is in fact the most important aspect of your marketing strategy, so it’s definitely worth giving some serious thought to. Having a website not only gives you credibility as an author, it’s also a great way to naturally show off your writing skills.
Your website doesn’t need to be design-heavy or overly complex, in fact a clean and simple design is often easier on the eye and much more appealing.
What you publish on your site is of course entirely up to you, however there are a few basics that every author website should include:
Overview giving a clear indication of the genre(s) you write in
Author Bio – this shouldn’t cover every aspect of your life but should give your audience a good feel for who you are, and absolutely must include any awards and relevant memberships
Details of books already published and teasers to any work in progress
How people can buy your books with links to where they are available
An email sign-up form so people can request news and updates
Contact details showing the best way for people to get in touch. Bearing in mind that journalists, book bloggers and other potential collaborators may want to connect with you, it’s a good idea to include more than one contact method, and of course include your social media links.
Tip #5
Tip #5 is about building your digital presence via social media. Start with just a single platform that you’re comfortable using, and where your target audience is most likely to be found, then start spreading the word.
You could use short excerpts from your book and, with the addition of suitable images, turn them into a series of quote graphics. Do your best to post interesting and entertaining content on a regular basis and don’t view this simply as a shop window for your book(s) – people will get bored very quickly if you’re only posting sales pitches! Mix things up and include posts about your day, something unusual that catches your eye, perhaps re-share a topical news story you think your audience will appreciate, adding your own thoughts and encouraging others to comment.
Tip #6
Another great way to increase your online visibility is to ask websites or blogs popular with your target audience to feature you, either in an interview or a guest post. You can then mention and link to these from your own website and social media. You could also contribute on forums, particularly those that discuss topics relevant to your book, and keep an eye out for articles and blog posts you could comment on too. So, Tip #6 is to be active online, making reference to your book(s) when appropriate without going overboard. Your aim here is to sell yourself as someone the audience will want to know more about, so try to include a link to your website, or at least mention it, to make this easy for them.
If your book is non-fiction, this kind of online visibility can work incredibly well in establishing your expertise in your particular field.
Tip #7
Most authors understand the importance of having their books available on Amazon, and Tips #7 and #8 are about maximising the benefits available when you upload your title with KDP (Kindle Direct Publishing).
Firstly, Tip #7 is to join Amazon Author Central and create your Author Page, which is effectively your own personal feature page on Amazon. This free service allows you to add your books to your author page, making it easy for your readers to find all of your titles. You can also share your author bio, photos and videos to your author page, and add a ‘Follow’ button so people can get updates on new books or big announcements.
To get an idea of how this can look, go to Amazon and search for a book. If the author’s name on the book details page (under the book title) is a hyperlink, this will take you to their Author Page.
Book details page on Amazon showing the author name as a hyperlink.
The Author Page displays when the hyperlink is clicked.
You can sign up for Author Central here.
Tip #8
If your book is available as an e-book and you don’t mind making it exclusively available through Amazon for at least 90 days, you may want to take advantage of the promotional tools available within KDP Select, which is our Tip # 8.
Enrolling your e-book in KDP Select gives you access to Kindle Countdown Deals where you discount your title for a limited time to create some urgency, Free Book Promotions to entice new readers, and the opportunity to be included in Amazon Literary Contests.
Choosing KDP Select also means that your book will automatically be included in Kindle Unlimited (KU) making it available to be read by the millions of KU subscribers. You’ll be paid a proportion of the KU ‘pot’ based on how many pages of your book have been read through KU.
Tip #9
Every author needs to reach out to as many avid readers as possible, so finding somewhere they gather should be a no-brainer. With somewhere around 150 million members, Goodreads is the largest site for readers and recommendations in the world, and for authors that makes it the best place to hang out. Tip #9 is to sign up for a Goodreads account (using your author email) and apply to join their Author Program. This will allow you to claim ownership of your books on Goodreads and engage directly with readers through features like Q&A sessions, book giveaways, and by responding to reviews. By actively participating in the Goodreads community, you can build a loyal fan base and generate buzz around your books.
Tip #10
Moving on to Tip #10, let's talk about leveraging the power of local connections. Local media outlets, including newspapers, radio and T.V. stations, and online publications, can be invaluable in promoting your book to your own community and beyond. Reach out to them with a well-crafted press release highlighting your book's unique selling points, any local ties or events related to your book, and offer yourself up for interviews or features. If your book has a real-world setting, remember to target media in the key locations too.
Tip #11
In addition to local media, Tip #11 is to tap into your community's network of bookshops, book clubs, and reader groups. Offer to be a guest speaker at book club meetings or library events, where you can discuss your book, share insights into your writing process, and answer questions from eager readers. Look for related local groups, such as historical societies if your book has a historical theme, and explore opportunities for collaboration or cross-promotion.
If your book is for children, get in touch with local schools and children’s groups. A visit from a local author usually goes down very well and is a great way of increasing your fanbase.
Tip #12
Finally, don't overlook the potential of book fairs and community events. Whether it's a summer fair, Christmas market, or dedicated book fair, these events attract avid readers eager to discover new authors and titles. Tip #12 is to consider renting a booth or table to showcase your books, engage with attendees, and make personal connections that can lead to lasting fans. You could have giveaways exclusive to the event on hand, which need not break the bank, but will help draw people in.
As we said at the outset, marketing your book requires creativity, persistence, and a willingness to step outside your comfort zone. By implementing these twelve tips, from perfecting your book cover to harnessing the power of local connections, you can raise your author profile and increase your book sales. Remember, success in book marketing doesn't happen overnight, but with dedication and strategic effort, you can find, connect with and grow your audience, one reader at a time.
