Book marketing for first time authors can be a maze of complicated twists and turns of which there could be little way out. We all know that any time we are searching for direction, it is best to have the help of someone versed in giving directions. Writing and marketing a book is no exception, especially for first time authors.
Since I’ve been able to help my clients reach Amazon #1 Bestseller status, (Tips for reaching Bestselling status) I’ve been asked by several authors, and future authors, about the system that I use to reach the top of the list. The answer is a bit complex because it’s not just one system, but rather a compilation of a few strategies used to produce specific outcomes. These strategies are designed to produce results beyond the bestselling status of a book.
Why should I think about marketing my book?
Marketing is the key to success. A great book without good marketing has very little chance of success; however a decent book with great marketing will be successful. The earlier a marketing plan is developed and put in place, the faster and the higher the book will rise. Also, the less financial investment the author will make in the long run.
Start with the end in mind: Get help early on
The sooner a writer, especially a first time author, gets professional help, the easier the process will be and the more success they will experience. The best time to start to work with a marketing professional is before the writing has begun. If the book has been started, the sooner marketing begins the better. If the author is already in the process, the right professional will speed the process, help maintain the focus and position the book for success, while laying the groundwork for future imminent sales.
Don’t rule out traditional publishing
Great marketing establishes the book, and the author, prior to the launch of the book. This is true especially if the writer is to seek a traditional publishing deal. A deal with a publishing house should not be immediately ruled out for writers with certain situations and specific types of books. A traditional publisher frequently makes the decision to work with authors based on their “reach.” The more reach the better. At this point, traditional publishers are looking for contact databases of 100,000 to 200,000 people minimum, depending on the publisher. The average publisher needs to sell a minimum of 20,000 copies to meet their costs. The author’s goal should be to prove that so much marketing will be or has been done around the book and it’s topic that hoards of people are ready to buy this book the moment it hits the stores.
Expanding the database: It’s a numbers game
While these numbers may seem impossible, or at least a huge stretch, with a clearly defined plan they are not. There are many ways to get the audience’s attention, draw people into the author’s circle and build the database. A good marketing plan, with a sophisticated content generation system, started early, will help the author to get these numbers.
Publishing on your own
Self published authors have even more need for a large and motivated database. They can’t rely on the distribution channels that traditional publishers have in place. Every book that is sold stems from the author’s efforts, either through speaking engagements, book signings, or personal relationships. A great marketing professional, (How to know a which professional is right for me?) brought on early in the writing process, should be able to help the author dramatically increase their database and get those contacts on board to not just buy the book but help promote additional sales.
Attaining Bestselling Status: Getting to the top
In one case, Saltar Solutions was able to help an author reach Amazon #1 Bestseller status instantly. We worked closely with the author to structure content and started the promotion a year in advance. As the manuscript was being written, an aggressive marketing campaign was in full force behind the scenes. Content generation strategies, that reflected the book’s message and frequently were extracted from the book’s chapters, were pulling people into the organization in droves. We were sometimes attracting hundreds per day. When the book was uploaded to Amazon, it rocketed to bestseller status in three categories, prior to the official launch.
At the launch party, books and products were sold. The author delivered a powerful yet subtle message positioning the company for speaking engagements, a Train the Trainer program being offered and opportunities for investment.
The bigger picture
While presented as a book launch party, this event was so much more. We used the excitement of the book to position this company for the next phase in growth. The results were even more than expected. They landed more, higher paying speaking engagements, trainees signed for the Train the Trainer program, products were sold in bulk, and the company has moved to the next level.
Making money from a book: Comprehensive thinking pays off
Most people think of the book as serving a few different functions. For example most authors want to launch their career as a speaker, increase their consulting business, bring in more clients, and increase their credibility. All of these are valid reasons and a book is a great way to produce those results. However, these are just a few of the possible results that can happen from the publishing of a book. We have identified over 30 reasons and their subsequent marketing strategies for our authors to consider when writing their books. As you can imagine, reviewing these options expands the author’s thinking and plants seeds for additional streams of income.
Writing and marketing a book is complex. It’s an exciting and intoxicating process one day; confusing, exhausting and grueling the next. The best advice I can offer is don’t go it alone!
I hope this has helped you understand the importance of book marketing for first time authors. Thank you for reading. I appreciate any comments that you have. Please leave them below…
If you would like more information about writing, promoting and marketing your book, contact us. We’re always happy to help.Lauri@SuccessWithSaltar.com
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