Why is Book Marketing So Damn Hard?
Why is Book Marketing So Damn Hard?
I offer a marketing mastermind for writers, called 12 weeks to Book Launch Success. In this group program, I guide novelists and memoir writers to develop a successful launch plan for their book. (If this sounds interesting, more details at the end!)
Before developing my program, I interviewed dozens of authors about their experience of book marketing. Their feedback was consistent. Launching a book is equal parts exhilarating and terrifying!
You might expect the terrifying aspect is because we can’t control how our work will be received. But in my experience just as much angst over wasting our precious time doing the wrong stuff.
Pressure, Pressure, and Terrible Marketing Advice
We’re bombarded with hundreds of micro snippets of advice. “You must hire a publicist”, “You should be on TikTok”, “You ought to reach out to book clubs, get on podcasts, target bookstores, organize a book tour.” The list is endless!
This deluge drives me crazy and it’s what inspired me to create a program to help authors. More than half of those activities will waste your time, energy, and money. As the adage goes, the problem is knowing which half!
The Precarious Publicity Decision
Unfortunately, authors often attempt to solve this dilemma by thinking, “l’ll just hire someone who knows what they’re doing”. They plough their hard-earned savings or advance into a publicist (likely a cost of $15,000 or more). But despite this investment, those authors often end up with lackluster sales.
The reason? Publicity is only one part of how you successfully launch a book.
What Works? A Four-Part Framework
For 12 Weeks to Book Launch Success, I base the lessons in the program around a Four-Part Framework, that I’m happy to share.
Part 1 – Your Foundations
First, you need to understand your ideal reader, and why that reader will adore your book (your emotional promise of value). This promise of value translates into your cover, book description, your choice of Amazon categories, your entire author brand and platform.
An example: Author Sheila Athens has a promise of “Smart Southern Women’s Fiction”. (Please check out her heartfelt and enchanting new release, Neena Lee is Seeing Things). That reader promise affects her chosen colors, her bio — ‘Sheila writes smart fiction set where the South meets the Sunshine state’, her book description — ‘A clever, thought-provoking novel that will resonate with those looking for peace amidst the overwhelm of life.’
(Sheila is also a past participant in the 12 Weeks to Book Launch Success program, but I’m featuring her because her latest novel is just great!).
Part 2 – Credibility (Otherwise known as Social Proof)
Social proof is why the readers will believe the promised experience of reading this novel or memoir. Will it be heartwarming, edge of your seat gripping, heart-breaking?
Credibility can come from reviews, author endorsements, or influencers talking or posting about your book. This social proof needs to be displayed in the same location where they learn about your book. (The Amazon listing is one example).
Honestly, many authors don’t pay enough attention to this, and it’s why their plan fails. Without social proof, investment in awareness just isn’t worthwhile.
Part 3 – Awareness
Awareness is how readers hear about your book, and it’s where publicists tend to focus most of their energy.
It’s also the marketing area where you have the most options — media outreach, getting on podcasts, social media, sponsorship or advertising on a great site like Women Writers Women’s Books, author tours or events, giveaways, newsletter swaps with other authors, local book fairs, speaking engagements…
The list of possibilities is endless and entirely overwhelming! I offer my class a list of 50+ different awareness options (and encourage them to pick a maximum of 3-5).
How do you choose where to focus? Time to return to that ideal target reader! Consider where do they hang out, online and in person?
Examples: If your book will appeal to those going through divorce, consider divorce-centric blogs or communities. If your memoir has a regional appeal, perhaps look at local events or historical societies. If your book appeals to new moms, why not target mom-centric podcasts?
Part 4 – Give the Reader A Reason to Act
The fourth part of your book marketing plan is giving your readers a reason to get your book, now not later.
Statistics show that if someone clicks away from a purchase, there is a low likelihood they’ll return. So how can we encourage them to buy right now?
This is where discounted book sales and associated stacking promos, such as BookBub Featured Deals or Kindle Daily Deals come in (The reader won’t get that same price next week).
But a discounted price isn’t the only option. With a pre-sale promo, the reader might gain something special by purchasing now, perhaps access to the author or a download.
The author’s presence, in person and willing to sign the book, is also a powerful reason to buy.
In Summary
Avoid getting enchanted by unproven ‘must do’ and ‘should dos’ suggested by many, including publishers.
Your choice of marketing activities depends on your target reader and your promised experience for them.
To avoid overwhelm, I encourage the authors in my book marketing program to focus first on their foundations. After that, we pick a maximum of 3 to 5 activities in each part of this book marketing framework (Social proof, Awareness, Reasons to act).
As you build your plan, and hopefully avoid the overwhelm — I’ll be here rooting for you!
About 12 Weeks to Book Launch Success
Planning a book launch?
12 Weeks to Book Launch Success is a group mastermind, hosted by Lainey Cameron, covering everything you need to successfully launch your book.
Authors come away with a plan to successfully launch your novel or memoir, a new set of author friends to support you, and confidence in book marketing!
The next group starts soon on February 19th and the program will repeat later in 2024. Email Lainey at 12weeks@laineycameron.com for details.
Or join my email list for free marketing tips and resources: www.laineycameron.com/bookmarketingtips
Lainey Cameron
Lainey Cameron is an award-winning author, a marketing expert, and host of the Best of Women’s Fiction podcast. A recovering tech marketing executive, her first novel, The Exit Strategy, won fourteen book awards and became an Amazon #1 bestseller in feminist books.
Before becoming an author, she spent a 25 year career launching new companies and brands from scratch — from successful new billion dollar product lines at HP and IBM, to entire companies in Silicon Valley.
Originally from Scotland, she’s a straight talker who won’t bullshit you. If she doesn’t know an answer, she’ll call on her network of author friends to seek their best expertise.
She’s also a digital nomad, and you’ll find her teaching from many locations around the world.
Learn more: www.laineycameron.com
Category: How To and Tips, On Book Marketing
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