There’s so much authors need to know and most of it has to do with perspective—understanding the industry, your readers, how to get their attention, what moves or motivates someone to make a book purchase and so forth. Without the insight—a grasp of the concept—what good is marketing strategy?
That’s why I take time and space in each of my books for authors to help them understand the concepts before I begin the nuts and bolts education. Those who skip this opportunity and fast-forward to marketing activities, miss a huge piece of the book promotion puzzle.
I preach and teach my clients on the fine points of book marketing, yet many of them never sell more than a token handful of books. They manage to write a book and they pass the course on producing it—I mean, there are so many services that make this a no-brainer, right? But they fail when it came to writing the right book for the right audience, identifying their audience, and comprehending the concepts around book promotion. They don’t consider, for example:
- What does it actually take to sell copies of a book?
- How does an author identify and reach her audience?
- How do you entice your particular audience to buy your book?
Authors often don’t connect the dots in this area. They see books for sale in bookstores and on the Internet. They know people read books. What they don’t consider is the huge number of books for purchase now and the shifts in the way we buy and read books. They neglect to crawl into the mind of readers. They don’t think about making it easy for someone to purchase their book. They simply put their books out there with all the others and hope for the best.
They take for granted that if a book is offered—available—it will be purchased. Simple as that. So not true. A book needs exposure. If no one knows about it, certainly, they won’t buy it. To take a step back, authors should also realize that building sales for a book begins at the drawing board. Think about it, you wouldn’t create an item for sale that has no purpose or point, thus has no potential customers—cigars for babies, saddles for cats, do-it-yourself dentistry tools… So why do so many authors write books that will appeal to so few? Basically, it’s because they don’t understand who their audience is and what these potential readers actually want.
But there are some good books for which there is an audience and they’re still failing. Why? In many cases, it’s because the author hasn’t yet discovered his or her role and the serious necessity for promoting the books—getting exposure, presenting it to the right audience and doing so over and over and over again.
Those who don’t get it, might solicit a few reviews for their book, then stop. They will build a website and neglect to promote it. They send emails to their list, do a book signing locally, then move on to something else, hoping readers will find their book.
It doesn’t work that way, folks. Producing a book is similar to having a baby. You don’t abandon it as soon as it comes off the production line. You must nourish, nurture, and guide it into the realm of success you desire. It’s a responsibility—a large one. Neglect your responsibility and your book, like most books today, will fail.
For a first-class education in writing, publishing, and marketing your book, read the following:
“Publish Your Book,” “Propose Your Book,” “Promote Your Book,” and “Talk Up Your Book.” All by Patricia Fry. Learn more here: http://www.matilijapress.com or at Amazon.com