Selling your writing, however, is anything but. (Think book signings, audiences, store owners, readers, reviewers, friends, foes…)
And that’s a good thing, because if you were the only person involved in marketing your book, you might never want to put pen to paper (or fingers to keyboard) ever again. A one-person sales force means when sales don’t meet expectations, you’re going to have to fire yourself. Then who will you talk to during writing breaks?
Yes, your publisher will be doing some of your selling, but that can range from simply listing your book in their catalog to assigning you a short-term publicist to whatever the big publishing houses do (which I understand is much less than they used to do!). If you want to drive your sales-train – instead of just being a passenger going along for the ride – you need to be the chief engineer, reaching out to all those folks and activities I listed above.
But as engineer, you also have another job besides sales manager: you need to oversee the creative effort that goes into preparing the infrastructure upon which your promoters will depend.
You need your own creative team: a group of individual contributors who shine at what they do and share your enthusiasm for your writing projects. Yes, it’s going to cost you some money, but I’m convinced it’s worth the expense when you assemble the right team to get the sales prep done.
Here are the team members I couldn’t do without:
Website designer. A professionally designed website is essential for communicating your brand and presenting yourself as a professional author and speaker. Find the designer who ‘gets’ you, because she’ll come up with other marketing ideas for you to try. I confess, I put this one off for a long time, thinking my basic (but amateur) website was sufficient. My redesigned site offers me more ways to connect with readers, and offers readers more reasons to revisit the site.
Video producer. I’ve had two book trailers done, and I plan to do more in the future as I expand the ways I use them. Working with the same experienced producer saves time and effort – he has my stock materials on hand and a clear understanding of how I want to present my work. He also has a vested interest in my success, since his business grows from referrals.
Key local media contacts. I know the local newspaper staffs well, which means they pay attention when I send press releases. Many of them have contacts in the wider media community, as well, and they are generous with sharing information and ideas.
Social networking experts. I have the best in the business, because I subscribe to (and read) their newsletters and blogs. What I have learned from these gurus has rapidly added both depth and breadth to my social networking comprehension and usage, and their desire to help writers succeed is evident. My go-to sites are: Social Media Examiner, startawildfire.com/blog, Post Planner blog, socialmouths and Michael Hyatt.
Are you riding the train of book marketing, or are you the engineer?