Marketing is an odd bird. In the course of two years
marketing the same dang book, I’ve learned a few things. One, (the most
obvious), you need another dang book. I’m working on it. Two, I’ve stopped
counting my “sales”. I barely check my rank anymore.
When I get to talking to another author, who is inevitably
trying to hock their book (like me), the topic always comes back to marketing.
What works, what doesn’t, our own theories and ideas on what will be the “breakthrough”.
I’m by no means an expert on the subject. My one book (soon to be two) hovers
between 100K and 300K on a good day. In its heyday, it hung out at 20K for
months, and even hit the top 1000 for a few weeks. Ah, the glory days. Other
authors understand this speak: I’m talking Amazon rank, of course. The ever
elusive little orange “Bestseller” tag (hurry!
Get a screenshot!), what books it’s sandwiched between, what authors you
can rub virtual elbows with, those elite NYT Bestsellers that are firmly seated
among those ranks daily and probably never even look.
Whenever we chat about marketing, and I say, Oh, I’m on
Goodreads or Twitter or Facebook or a member of WFWA or Sisters in Crime or whatever, the other author will
eventually, inevitably, ask the
question that makes me cringe now (it didn’t always): Does it help your sales? “It” being whatever network is currently
on the table. We want that direct link, that easy answer. “Oh, yes! That’s it!
I’m not on Goodreads, that’s why I
haven’t sold my first million. OF COURSE!” Big sigh of relief, let’s all have a
beer.
That’s not how it works, guys. I’m sorry. I wish it was. We’ve
all heard it before, I think we just refuse to believe it. Behind every
overnight sensation is YEARS of baby steps marketing efforts. Hours of watching
page views (blog or Facebook), sending Friend Requests, building a Twitter
following, attending book signings, donating paperbacks to libraries, used
bookstores, gift shops, and if you’re like me, small press published, then tracking
all this information on consignment.
I think book marketing is a marathon. There is no “breakthrough”
moment. I try every day to make one new connection. One new person that I didn’t
know in my writing world before. Whether it be a new friend who doesn’t really
know I’m a writer until I invite them to “Like” my author page, or reaching out
and genuinely commenting on someone’s blog that I found interesting/touching. What
I don’t do, anymore, is worry about if the action I’m taking today will result
in a sale tomorrow. The answer is
probably, no, not directly.
In my experience, sales are organic. Maybe you comment on
Suzy’s blog and you guys have a nice little chat back and forth, but Suzy doesn’t
rush right out and buy a copy of your book. Why would she? She probably has her
own book to sell. What she might do is check you out, see what you’re about.
Maybe she’ll like your cover or your blurb and add you to her Goodreads shelf.
Maybe Suzy’s cousin Sally will see this, and maybe she’ll be the one that
actually buys your book. Maybe even a month later. My point is, there is virtually no way to
know where every individual sale comes from. Stop trying. If you can attribute
each connection you make to a sale then, in my opinion, you’re not doing
enough.
Instead, I strive for connection first. After that, I
concern myself with exposure. How many different ways can I flash the book cover
around (and not be annoying about it)? Blogs (my own and others) are good.
Twitter is good, ask for retweets but give back and pay it forward. Facebook
events, bookmarks that I leave around public places like doctor’s offices and
my accountant’s office (anywhere with a waiting room), and even the local
newspaper.
Share the love. Share sales and giveaways of other authors, especially in your genre. Give back to
your readers, tell them about a $0.99 Kindle deal in a genre they would probably
like (aka similar to yours), and while you’re at it, tag that author. Maybe
they’ll pay it back one day, maybe not. Don’t worry about that. Reign in your
expectations and stop tracking those who “hit it big” after two months, six
months, a year. Put away the measuring stick. Marketing your book is like a
healthy diet: It’s a lifestyle change. There are no easy answers.
I have no proof that this works. It’s just a theory, like
all the other ramblings on this blog. But it can’t possibly hurt. Learning to
market my book has been this incredible growth experience over the past year. I’ve
connected with people from all over the globe and people can’t resist
authenticity.
For new authors that have asked me for marketing advice here
it is: Connection first, then exposure. Be your real, authentic self. Be
vulnerable. Ask for help. Show gratitude. Pay it forward and back. Say thank
you. If you’re lucky enough to get real fans that aren’t your mom, take care of
them. Forget the destination, it doesn’t exist. Enjoy the journey, it’s half
the fun. The other half is… well, writing. Oh yeah, back to that.
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| This thing, right here? Repeat after me: It's all gravy. |
