Marketing Book #3 in a Series – Part Two

How to Breathe Life Into A Back-List

MarketingI’ve never been much at the marketing side of this writing business … and I was born in the wrong generation to be adept at social media.

But I knew I had to do something out of my comfort zone. My first book, The Sacred Cipher, is still going strong after five years. Sales for its sequel, The Brotherhood Conspiracy, are disappointing. With the third and last book of the series, The Aleppo Code, due for an October launch, I needed to get to work.

So I proposed a year-long marketing plan to my publisher, Kregel Publications, and asked for their support and participation. This is what I proposed for the first three months:

The Marketing Plan – December thru February:

  • Social Media:
    • Twitter – Daily
    • Facebook Page Posts – Daily
    • Blog Posts – Weekly
    • LinkedIn – Change Profile Monthly
  • Newsletter – Send out at least one Newsletter each month (I currently have over 1,000 active email addresses in my mailing list and cull it after every mailing). A regular newsletter proved to be very valuable in creating buzz for the first book:
    • December – Announce the name of the series – THE JERUSALEM PROPHECIES series; Promote the October launch of the third installment; create a giveaway offer for Conspiracy and promote it in Facebook posts and on website.
    • January – Run a contest – What will be the section titles for The Aleppo Code?
      • Put all contests up on my website and on my Facebook Page – blog post and Tweet about them;
    • February – Additional clues for the section titles contest; Promote Kregel’s month-long Book Giveaway promotion on Goodreads.com.

What Was I Willing to Do?

  • Tasks for me to tackle:
    • Look for ways to expand my marketing reach – Connect with other CBA thriller writers to cross-promote … Follow 10 journalists on Twitter … Follow 10 thriller writers on Facebook – friend them and follow them (all in progress).
    • Begin sending personal messages to my 500-plus Facebook “Friends”.
      • Ask them to “Like” my Facebook Author page and be a follower on Twitter.
      • Write 50 posts per month for 10 months leading up to Aleppo Code launch.
      • Get them all done at least 30 days prior to Aleppo launch, if possible.

Authors on Facebook

(As of January 27, I have written personal Facebook messages to 186 of my 507 Facebook “friends”, asking them to click on the link and “Like” my Facebook Author page. My “Likes” have increased from 134 to 209, up 71 in the last week – 545% from the previous week )

 

What Was I Asking Kregel to Do?

  • Tasks for Kregel to tackle:
    • There is no obvious link connecting the first two books into a series. I asked a lot from Kregel to help create that linkage.
      • Redesign the E-Book covers to add THE JERUSALEM PROPHECIES to the cover … or add a tag line under my name on the cover, “Author of …”
      • Create “Back Ads” in each book promoting the others … or add thumbnails of the book covers to the bottom of the back cover.

(A lot of these requests were not practical. The marketing staff at Kregel explained that it would be too confusing to make changes to the covers of the E-Books on Amazon or Barnes & Noble but not be able to make any changes to the printed books already in circulation. But they did agree to create Back Ads (pages inside the books promoting the other books in the series) in The Aleppo Code and – if it goes to another printing – in The Sacred Cipher. – Terry)

 

  • I also asked Kregel to implement an E-Book promotion in February for both The Sacred Cipher and The Brotherhood Conspiracy. During an E-Book promotion in January of 2014, Cipher hit #2 and Brotherhood hit #6 in all E-Book sales on Amazon for that week. Wow! Let’s do it again.

(The entire E-Book promotion I asked for in February has been moved back to coincide with the launch of The Aleppo Code. The marketing staff at Kregel explained that there is a law of diminishing returns with E-Book promotions. They did one a year ago for both books and believe postponing the E-Book promotion until the fall will benefit all three books.)

February 6th: Accelerating the Pace Down the Stretch.

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