How To: Market a Self-Published Book

Lulu Blog Guest Blogger

As an independent author, dozens of companies, sites and services will offer to show you how to market your self-published book – for one low fee, naturally. However, the reality is such: Provided you pick and choose your battles, and are smart about evaluating opportunity costs, doing so typically requires a greater investment of time than money.

Thanks to the rise of technology, online and social media tools, suddenly, anyone can advertise and promote their works affordably – meaning, for the most part, that you can tell coaches and consultants to take a hike. However, for those who do choose to go the DIY route, it also bears remembering: Even in the best of cases, from a promotional standpoint, due to the sheer volume of products, services and announcements competing for attention, you’re still screaming into a wind tunnel.

Happily though, with a little ingenuity and a good hook, you too can effectively market your works to the masses, potentially scoring high-profile placements and media mentions. Interested in getting started? We counsel keeping in mind the following hints, tips and advice.

Image is everything: People are visual creatures, and tend to accept what they see at first glance: From book covers to websites, social media profiles and business logos, everything needs to look top-notch, as it directly impacts perceived value. So if you have to cut costs anywhere, don’t let it be on presentation: If a picture says a thousand words, they should all be positive. Happily, professional-looking covers needn’t cost a fortune, crowdsourcing design sites can aid with affordable graphics and you can easily use off-the-shelf blogging solutions and plug-and-play visual templates to create high-quality websites.

Source advance quotes to build credibility: Ask recognized experts in your field, including thought leaders, well-known executives and other authors to read your manuscript and offer some endorsements (“Joe Smith’s work is a must-read!”) before even announcing the volume. These lend credibility to the work, heighten its value in the eyes of media and casual observers, and can help you build buzz for a book before anyone even bothers to read a page. Most people whose quotes are featured like the recognition boost and press it brings, so aim high when making outreach – you never know who’ll be game to put in a good word, and may be later willing to mention it via social media, blog post of other potential profile-raising method.

Make a list of media and influencer targets: Identify key influencers who cover your book’s featured topic or similar works, regardless of whether they’re influential bloggers, journalists or simply noted community members. Then reach out to those you feel will be most receptive with a genuine, personal note. (Hint: Contact info can easily be found on their website, or gleaned from their respective company’s standard email format.)
Be arresting and unique when pitching: Any time you pitch influencer, come from an original angle, and preferably something tied to a topical hook. When positioning your book, take a unique, original and/or opinionated slant. The more you can bring something new to the table in terms of insight or perspective, and tie opinions to popular trending topics, the better – you’ll get much further promoting a book on a subject the media’s eye is already focused on than trying to convince already overworked reporters’ there’s a story somewhere else that requires additional digging and footwork.

Create evergreen works: Increase your book’s chances of connecting with the public by avoiding tying it to time-sensitive topics or products that quickly become outdated. Look for subjects of long-term interest that will periodically resurge in public awareness, so you can ride that wave of interest over an extended period of time – if not, you run the risk of losing relevancy. Note: This may require reworking the messaging and title slightly to reflect the spirit of the times, or future-proof it so it sounds relevant at any later date.

Two words – first or best: From a positioning standpoint, you should always strive to be the authoritative source of information on a subject – all messaging from marketing copy on your website to the book itself and supporting interviews should also reflect and reinforce this. Given the pace of modern, people tend to go off first impressions, so keep big picture ideas simple for today’s time- and attention-starved audiences.

Have specific goals in mind: Few books are breakout successes, so don’t self-publish for expecting to get rich quick. Instead, view it as a platform to raise awareness for favorite topics, and get your message and opinion across. Publish a book, and you’re suddenly a subject matter expert. So figure out what you’re after: Is it a chance to give something back to the community? A launchpad to a new career? A way to distinguish yourself from competitors? Position all promotional activities around these goals, measure results often, and tweak campaigns as needed – no good marketing campaign remains static, and should continually evolve to reflect an author and audience’s changing needs and objectives.

Scott Steinberg is a Professional keynote speaker and a world-renowned expert on becoming indispensable by learning how to better connect, communicate and create lasting value, and the creator of new publishing label READ.ME. A bestselling author and futurist, he provides dynamic speaking presentations at corporate events, meetings and conferences, and is the creator of The Crowdfunding Bible, and The Modern Parent’s Guide to Kids and Video Games and Business Expert’s Guidebook series. As the CEO of strategic consulting firm TechSavvy Global, he’s a frequent on-air analyst for all major TV networks including ABC, CBS, FOX, NBC and CNN, and has served as an industry insider for 400+ outlets from Fast Company to Inc. and Rolling Stone. Apart from presenting custom workshops and speeches, he also provides strategic consulting to today’s top businesses and brands.

7 thoughts on “How To: Market a Self-Published Book”

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