Where are you in your author journey? Did you know that marketing your book begins about the same time as writing your book or at least one year to six months before launch? Many authors are faced with this conundrum: if no one knows who you are, how will they buy your book? Traditional publishers also look to their authors to develop a following on their own. And, having an established following may be part of why an author is chosen for publication.
My name is Priscila Goudreau-Santos and I’m a Publicist and Marketing Specialist now living in Charlotte, NC. I also specialize in book and author publicity. My background includes working as a journalist, public relations specialist and communications expert for a number of clients. I started my own business in 1996 and since then have been approached by many authors — both published and yet-to-be published writers who are asking for help in getting the word out about themselves and their books. How do you begin crafting your message and marketing strategy? It’s all about building your fan base…including social media networking, websites, blogs, and traditional press releases and media contacts.
First of all, how do you brand yourself? How do people find you or see you as different from others. Set yourself apart from other authors by asking these questions:
- How am I unique?
- Why did I write my book?
- Who is my market (including age group, gender and preferences)?
These are just some of the questions you should ask to find out who is your target and how do you reach them.
Next, formulate a marketing plan targeted to your audience. It sounds overwhelming task but it’s a lot easier to do it in steps. This centers around your Author Platform or (brand or position) where you chose your key message: religion, conservation, healthcare, intrigue, Sci-Fi, etc. What are you trying to say?
Then, make sure that you do what marketers of products do best by branding your image or message with colors or photos. If you use the same color, picture and message in all of your marketing and publicity, your fans will begin to recognize you. In the Carolinas, when you see a black panther with bright blue trim, do you think of the Carolina Panthers? And, the catch phrase says it all: Two States. One Team.
Next, choose the way that you’d like people to connect with you by choosing to create a website or blog. There are different websites that allow you to create your own website free of charge such as Wix.com or WordPress.com or you can hire a professional to help with the technical and creative aspects. You’ll want your vision to portray you and your book in a unique way that you like. If you like it, chances are your followers will like it, too.
Then, use this platform to launch social media that will further connect with your followers. It’s all about connections. Again, choose ones that you like and use and that your followers use. Using all the tools in the toolbox, start to think ahead to using traditional media like press releases, social media and other elements and how they all work together. For example, if you send out a press release announcing your book launch, make sure that you make this announcement on your social media as well. There’s so much competition for everyone’s attention that you have to repeat your message often and on as many channels as possible.
Be creative and have fun. Use videos to set your campaign apart that you can post on your website, in your blog or send via link to your fans. If pictures are part of your message, then set up a Pinterest site and ask your followers to join and pin pictures to your boards. Make your campaign as interactive as possible. There are so many creative ways to set yourself apart and get noticed.