We’ve been talking about book marketing in this blog, lately. I even touched on piggyback marketing in my last post. But today, I’d like to focus on reciprocal piggyback marketing. This means that you help another author promote his/her book and they help you promote yours. No money changes hands—you just use your marketing channels to promote their book right along with yours and he or she does the same.
The first step to entering into a piggyback marketing agreement is to choose the right book to promote alongside your own. It should not compete with your book, but compliment it. Your audience should also be the audience for this book.
You might be the author of a book on healthy living for young mothers. A good accompanying book might be a children’s book on brushing your teeth or eating your veggies, for example. Your historical novel set in Delaware might pair well with a book on the history of a city in this state. My cozy mysteries involving cats might be a good marketing match for a book of cat stories, another mystery or even a cat how-to book.
Once you’ve found your promotional pal, here are some ideas for promoting both books.
1: When you speak before a group and do back of room sales, offer the other author’s book for sale, as well. Have a stack of their promo material.
2: Take the book to book festivals where you have reserved booths.
3: When someone orders your book, slip a bookmark or postcard promoting the other book in when you ship.
4: Add the book to your website.
5: Promote it occasionally at your social media sites.
6: Create a place in your newsletter and other mailings where you mention this book.
7: Devote an entire blog post to the book occasionally.
8: Interview the other author at your blog site.
9: If your book is in bookstores or specialty shops, arrange for space for the other book, if the author agrees.
10: Carry promo material for the other book everywhere you go along with your own.
What will you get out of this effort? A similar promotional effort toward your book. Yes, the agreement is that the other author will take your book to his/her speaking engagements and book festivals, will promote it at their sites, etc. So both of you are getting double the exposure and, most likely, double the sales.
Some authors pay to have another author promote in these ways. The author might get a percentage of sales. Or he might purchase so many books outright at a discount and he keeps the profits. There are a number of creative ways piggyback marketing can be handled. And I have to tell you that sometimes, a book you’re piggybacking with can be instrumental in selling your own book. A reader might be more interested in the other book, but see your book and purchase it, too.
For additional book promotion ideas—over 250 of them, as a matter of fact—order your copy of Promote Your Book, Over 250 Proven, Low-Cost Tips and Techniques for the Enterprising Author. It’s at Amazon in print, Kindle and audio and at most other online and downtown bookstores, as well. Or order it here: http://www.matilijapress.com