Author: Are You Doing These Marketing Activities?

I sometimes run into aspiring authors who tell me that they will only consider a traditional book contract for their manuscript. I have no problem with this mindset. I understand that desire to have a book accepted after being vetted by an editor.

Are you doing these marketing activities?

However, some of these authors are holding onto the ideal of a traditional book contract because they believe that the publisher will market the book for them. They like the idea of just writing.

The truth is that authors—whether traditionally published or indie published—are largely responsible for the marketing of their books. In fact, one royalty-paying, Christian publisher states right on their website their expectations of authors. Here is what this publisher says:

Author must:

  • Have created a fully developed marketing plan.
  • Keep a web presence.
  • Be technology savvy.
  • Know how to copy and paste URLs.
  • Can search the web for answers and solutions.
  • Check email daily.
  • Participate in book promotions.
  • Reach out to fan base.
  • Never, ever give up the book!

These expectations are not unreasonable. If you are an indie published author, at the least, you should already be doing these things for your book—especially the last one.

Sadly, I often see indie published authors give up on their books too soon. Book marketing is long-haul trucking. You have to be in it for the long haul to see success.

In addition to the author expectations, this traditional, royalty-paying publisher listed what they would do to market each author’s book. Here is what this publisher says they will do:

Publisher will:

  • Advertise the book with Amazon ads and Goodreads ads.
  • Provide digital Advance Review Copies through BookFunnel.
  • Offer Rafflecopter giveaways of print and digital copies.
  • Submit your book for review to Publishers Weekly.
  • Offer the Kindle version of the book for FREE or 99 cents with Kindle Select promotions.

Trade Show Floor

To be honest, I don’t think this is much marketing support. I don’t see anything about providing the following marketing activities:

  • Press Release
  • Author Media Kit
  • List of Radio and Podcast Show Interviewing Authors
  • Trade Show Representation
  • Foreign Rights Representation

If you are a self-published author, then you wear both the author and the publisher hat. This means that these additional publisher duties for marketing fall under your jurisdiction. Ask yourself: Am I doing all these marketing activities for my book?

If you are an Indie author and you need support in marketing your book, Christian Indie Publishing Association (CIPA) is here to help you. We provide support and information for marketing your book including reference guides for creating press releases and media kits, a list of radio and podcast shows that interview authors, and numerous cooperative marketing opportunities. Join today at www.christianpublishers.net.

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Photo courtesy of Kaboompics.com.

How to Get People to Read Your Emails

The world is now mobile. Studies show that 67% of email is opened on a mobile device.

This means that if you have an email newsletter that you send to subscribers—and every author should be using this marketing technique—your email needs to be mobile friendly. Email subject lines and the first few lines of text render differently on mobile devices than they do on computers. Adjusting your emails to accommodate these differences can encourage more of your email recipients to read your emails.

Remember, just because someone has subscribed to your email list does not guarantee that they will read your emails. I encourage you to follow these 8 Tips for Making Email Campaigns Mobile Friendly to increase the open and read rates for the emails that you send.

Tips for mobile-friendly email campaigns

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Is Your Book Impacting Lives?

The sounds of an old hymn resonated in my ears. Standing behind me in line for dinner at a writer’s conference I recently presented at, a gentleman was singing a lovely hymn.

Do you want your book to impact people?

When he finished singing, this man told me that he had been listening to a CD he had recently purchased that featured hymns. He went on to tell me that the same musician who had produced the CD has also recently written a devotional book using the old well-known hymns.

When I inquired after the book, he told me the title and the author. This brought a smile to my face. The very book he was talking about was published by a member of Christian Indie Publishing Association (CIPA).

I love to hear people mention books that are published by Members of the Association. It reminds me that the books produced by small publishers and independent authors are truly making an impact for Christ.

Sometimes I am amazed at how broad and far the reach is for these books. I shouldn’t be because I believe that producing a quality book and then marketing it is the key to successfully reaching an audience with your message. Yet, it still amazes and thrills me when I hear people mention books that were published by ordinary people striving to do what God has called them to do.

Is this the desire of your heart? Do you want your book to impact people?

If your answer is yes, then know that it takes more than just writing and publishing a book. If you want your book to have an impact, then it must also meet the following five criterion.

  1. Be well-written and professionally edited so that it is free of grammatical errors.
  2. Have a strong, clear title.
  3. Sport a professional cover design that fits the genre of your book.
  4. Carry a clear description that answers that “WIIFM” question.
  5. Execution of a robust marketing plan.

Over a million self-published books are published annually. Some studies suggest that less than ten percent of those books sell enough copies to be considered profitable. Your book is competing with millions of other books.

If you want your book to stand out and make an impact on people, then first and foremost, your book must be professionally packaged (well-written and designed). After that, you must engage in marketing your book so that your target audience knows that it exists and provides them with something they need or are seeking.

If you are unsure how to go about creating a robust marketing plan, I encourage you to either read my book, Your Guide to Marketing Christian Books, or to join Christian Indie Publishing Association and download our “Book Launch Marketing Checklist” that walks you through book marketing activities to engage in starting before your book is published and continuing after your book is in print.

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Photo courtesy of Zach Smith.

 

You Must Sow to Reap

One day the phone rang. I picked it up and Ross Perot was on the line. He said, ‘I love your book.‘”

I was talking with a writer who was telling me about a book she published in the 1990s. It was a politically conservative title. She wanted to get the word out about her book, so she mailed copies to a large number of conservative politicians including Ross Perot.

Ross Perot paid attention to this unsolicited book that he received. He read it, liked it, and contacted the author. He then helped this author get additional media coverage for her message.

This author talked about the new book she was hoping to get published and then commented, “Now you have to do your marketing online.

I quickly laid that myth to rest. While there is much talk about author platforms and using social media to promote books, the Internet is not the only marketing strategy an author has at her fingertips.

Much like cold calling, cold mailing is an acceptable marketing practice. Mailing copies of your books to appropriate influencers can pay off.

When my anger management book for teenagers was published, I mailed copies of the book to middle school and junior high school counselors to help spur sales. I also sent copies to counseling center directors. These influencers all worked with the target audience for my book.

I looked at mailing these copies of my books as sowing seeds. The goal was to raise awareness for my book. Farmers know that without sowing seeds, there is no harvest. Seeds grow into plants, and plants produce fruit.

2 Corinthians 9:10 says, “Now he who supplies seed to the sower, and bread for food will also supply and increase your store of seed and will enlarge the harvest of righteousness.” I figured that my job was to sow the seeds, and God’s job was to make those seeds grow.

I believe that when we publish books that bring Glory to God, that He does cause the seeds we sow to grow into a harvest. Sow seeds with your books. Mail copies to influencers and reviewers who can help spread the word about your book.

The Biblical principle that “Whoever sows sparingly will also reap sparingly, and whoever sows generously will also reap generously” (2 Corinthians 9:6) applies to all areas of life. So, sow your marketing seeds generously.

To seed your marketing efforts, I encourage you to make a list of influencers in your target audience you can give copies of your book to. Then mail some books and trust God to bring a harvest.

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Photo courtesy of skeeze.

Book Marketing Bingo

Eight out of every ten products launched in the United Sates are destined to fail.

I recently read this statistic in the book Buyology: Truth and Lies About Why We Buy by Martin Lindstrom. He went on to say:

Roughly 21,000 new brands are introduced worldwide per year, yet history tell us that all but a few of them have vanished from the shelf a year later. In consumer products alone, 52 percent of all new brands, and 75 percent of individual products fail.

That’s a whole lot of products that don’t stand the test of time. In other words, they don’t sell enough for their makers to keep producing them.

Authors, you have the same uphill battle for your books. The average traditionally-published book sells less than 500 copies and the vast majority of indie published books sell less than 200 copies.

There are many factors that help books sell. However, just as a cake won’t rise without baking soda, your book won’t sell without some marketing.

I love this Marketing Bingo board that John Kremer developed. Check it out. Have you done enough marketing to win a bingo on the board?

Marketing Bingo Card

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