Memo to every writer: even if your book is years old to you, it’s new to every reader who just now picked it up.
This is why your marketing role as an author is never over: as long as your book is available somewhere, it’s going to be new to someone, somewhere. In fact, as I take a break from writing new books, I’m finding more than enough marketing to do for my old books as I reach out to new audiences. Here are three of my favorite strategies for making those old books new again:
- Mine the treasure trove of content that exists in others’ reviews of your books. I make it a habit now to check every few months on each of my books’ reviews page on Amazon.com, because there are still new reviews popping up on even my oldest books. A new review means I have new content to share on my social networks about the book, and since my networks continue to grow, there are always some folks who’ve missed out on posts from earlier years/reviews. It’s a simple way to give my audience another nudge towards a specific book, and it just might be the nudge that leads a reader into new genres, as well. I know my reading tastes change with time; remembering that reminds me to continue to promote my books to both old and potential new readers, and it also leads to my second strategy…
- Find current events or posts or trends that you can link to the topics of your books. My Birder Murder Mystery series, for example, also deals with conservation issues, so whenever something such as wind farms or habitat destruction is in the news, I can develop and share content on the topic that points readers to my books. Likewise, when neuroscience is a trending topic, I try to post a few comments about the research that went into my science-and-faith thriller Heart and Soul and then include a link to the book page. By paying close attention to what other people are talking about, I can always find something to contribute to the conversation; if it catches the interest of someone, I’ve reached another reader.
- Review your reviews for new keywords. As you wrote your book, you probably had certain themes or angles that you emphasized. When you read what others thought of your book, however, you might find that they zeroed in on other facets of your work. As I wrote Saved by Gracie, my memoir of adopting our dog, I was intent on telling the story of how the dog helped me overcome my anxiety issues, but after a few book reviews came in, I realized that women were responding even more to the sense of shame we carry for being depressed. That discovery three years ago redirected my marketing efforts and continues to produce new readers today.
How do you make your old books NEW?