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.

Six Ways to Promote Your Books as Gifts

Did you know that 42% of Americans start their holiday shopping in November?

Now is the best time to start promoting your books as great Christmas gifts. Here are six ways you can promote your books as Christmas gifts.

Six Ways to Promote Your Books as Christmas Gifts

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Can This One Little Word Help You Sell More Books?

Every marketer must overcome obstacles to making a sale. People don’t readily part with their money unless they are convinced to do so. In his book, How Customers Think: Essential Insights into the Mind of the Market, Harvard Business School professor Gerald Zaltman’s states that 95% of purchasing decisions are subconscious.

95% of purchasing decisions are subconscious.

Other research has shown that people make purchases on their emotions even though they think they are making a logical choice. Humans are driven by feelings. In order to get people to engage with you and your book, you must appeal to their emotions.

If you are only marketing the attributes of your book, your sales results may end up being lackluster. If, instead, you combine the attributes of your book with appealing to a reader’s emotions, you can have greater success with your book sales.

One way to appeal to people’s emotions is to give them a reason to act. In 1978, three Professors of Psychology at Harvard, published a research study about the power of the word “because“.

The professors had research participants request to break in on a line of people waiting to use a busy copy machine on a college campus. The researchers had the people use three different, carefully worded requests to break in line:

  • Excuse me, I have 5 pages. May I use the xerox machine?”
  • “Excuse me, I have 5 pages. May I use the xerox machine, because I have to make copies?”
  • “Excuse me, I have 5 pages. May I use the xerox machine, because I’m in a rush?”

Interestingly, the first phrase achieved 60% compliance with the request. The second and third phrases achieved 93% and 94% compliance. The researchers concluded that using the word “because” and giving a reason resulted in significantly more compliance.

Gregory Ciotti of copyblogger says that certain words hold more sway over our decision-making process than others. “Because” appears to be one of those words. Other words that have power in helping people make a decision to purchase are:

  • You
  • Free
  • Instantly
  • New

If you want to improve your book sales and persuade people to buy your book, try using the word “because”. In other words, give them a compelling reason to part with their money in exchange for a copy of your book.

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Photo courtesy of aykapog.

This Phrase Can Ruin Your Marketing Efforts

I hear and see this phrase more than I should. Indie authors with great intentions who are enthusiastic about promoting their books often say the phrase.

Sadly, what these authors don’t understand is that this one little phrase can ruin their book marketing efforts. This statement does not destroy all book marketing efforts, only those geared toward retail book buyers (a.k.a. bookstores) and librarians.

Don't Ruin Your Marketing Efforts

Don’t say this phrase. Really, there is never a need to say this phrase. It is not even necessary with readers. Don’t ruin your marketing efforts by saying,

My book is available on Amazon.

If you are attempting to sell your book to a bookstore, or even just trying to get a local bookstore to allow you to conduct a book signing, this simple phrase ruins your chances with the bookstore. Book buyers will not carry your book or host a book signing for you if you say this phrase.

Here is why:

1. Amazon is a bookstore.

Yes, you can “publish” your book through Kindle Direct Publishing (KDP). You can even request expanded distribution through the platform. However, Amazon is not a distributor, it is a bookstore.

As a bookstore, Amazon is in direct competition with any bookstore that you approach or try to get to sell your book. Brick-and-mortar bookstores have struggled due to Amazon’s stranglehold on book sales. Mentioning that your book is available on Amazon turns a retailer off. It’s like saying “You can buy my book at Target.” Bookstores don’t purchase books from other bookstores.

Available on Amazon

2. You show your ignorance.

I don’t mean to be rude; I am just trying to help. If you say to a bookstore buyer—whether in person or in an advertisement—“My book is available on Amazon”, the buyer immediately knows that you are a self-published author who does not understand the book industry.

Self-published authors and indie authors have sported a bad reputation for years. This is because there is a glut of poorly written, poorly edited, and poorly designed self-published books. In recent years, the stigma of self-publishing has been greatly diminished. However, it still lurks in the shadows. The phrase, “My book is available on Amazon”, causes the beast to come forth.

3. Every book is available on Amazon.

“Every” may be a slight exaggeration, but at least 99% of all books published are available on Amazon. KDP is not the only way to get your book on Amazon. Every publisher makes sure their books are available through Amazon. Publishers know that Amazon commands 50% of all print book sales. So, to harvest the most sales, all publishers make their books available for sale on Amazon.

There really is never a need to make a big deal of your book being available on Amazon—not for readers, not for librarians, and especially not for retailers.

For the most part, readers just assume that any book they hear about will be available where they shop. If they shop on Amazon, that is where they will look for the book. If they shop at Christianbook.com, that is where they will look for the book. Readers that shop at their local brick-and-mortar bookstore will assume your book is available there. Often, they will be surprised that the retailer does not have it in stock. However, if your book is in distribution, they can just ask the store to order it for them.

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Photo courtesy of Angelo_Giordano.

The Law of Unity

United we stand; divided we fall.

This Kentucky state motto is often used to inspire unity and collaboration.

Unity works in God’s kingdom. United, our light shines brighter and we have a greater impact on the world. Sadly, instead of uniting, often Christians view other Christians as their competitors, not their teammates.

I have witnessed this with Christian authors and publishers. Often authors and publishers view other in the industry as their competition. Instead, we should be embracing each other, seeking for ways to build each other up, and exploring ways to work together for Kingdom purposes.

If you are a Christian author or publisher, other Christians writing and producing Christian books are not your competition. These people are on the same team as you. We are all working toward the same goal—or we should be. Our common goal is to draw people to God.

The law of unity is simple. When we are united, our efforts are multiplied. In other words, when we join forces with other Christians working for the same goal, collectively our impact for the Gospel and God’s Kingdom will be much greater.

Jesus’ desire was for unity among his followers. In his prayer in John 17, he says, “I pray not only for these, but also for those who believe in me through their word. May they all be one, as you, Father, are in me and I am in you. May they also be in us, so that the world may believe you sent me.

Since we are on the same team, we should be helping and cheering each other on. Are you cheering or helping your fellow Christian authors?

Consider these five easy ways to unite and cheer on your fellow Christian authors and publishers:

  1. Review and recommend others books to your followers.
  2. Invite other Christian authors to be a guest on your blog or podcast.
  3. Share fellow Christian authors’ social media posts with your followers.
  4. Give other authors a shout out when they have a noteworthy accomplishment.
  5. Offer words of encouragement and advice to others who are writing and publishing Christian books.

As teammates, we should be looking after each other’s interests as well as our own. When we do, our collective efforts will be multiplied. Remember, there is room for everyone in God’s kingdom.

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