Now that I’ve submitted my latest book to my publisher, marketing is on my mind. I know from past experience with my other titles, the book launch will arrive sooner than I’ll ever feel ready for.
Some authors seem to think marketing fits in a neat little window of time, however, this limited view can inhibit opportunities to move more books for a longer period. Like a “new to you” car, if your title is new to book reviewers, book clubs, libraries, organizations and associations, churches, or book sellers, you have an untapped market potential.
For almost four years now, I’ve researched, accumulated, and culled lists of those who can influence more book sales. Many nights, I’ve stayed up an extra hour or two, so I could add to my lists. To date, I have over 1,200 relevant reviewers, book clubs, libraries, associations, churches, and book sellers organized by genres and specific interests. (I ultimately invested money into training and paying people who could help me organize my lists faster.) I’m now developing relationships with many of these reviewers.
You can do this for yourself, but it does require a lot of dedication and persistence. And there are some important things I’ve learned a long the way. Maybe by sharing, I can save you a few expectation headaches.
Important things to remember about influencers:
- It takes time — getting your book noticed by influencers is not a microwave process; it requires crock pot patience. But the good news is, you can put your ingredients in place and let them simmer while you attend to other things. Come back and stir on occasion, and eventually, your efforts can reach a rolling boil if you have quality content. (No matter what you try, if the content is not of interest to readers, marketing will not get you very far.)
- There are a lot of reviewers and other influencers out there, but not all are still actively writing reviews, many are not a good fit for your title, and some with smaller followings are actually more effective in their reader reach. Literary matchmaking is one part art and one part due diligence.
- Many influencers have a back log of commitments, so it can take months before they are able to get to yours. But just because you don’t hear anything right away, does not mean they are not interested. I recently got this great review from a query I sent over a year and a half ago.
My years of hard work have widened the sphere of influence for my latest book, and my sales definitely reflect it. The foundation and process for generating interest are now in place, and something I can easily duplicate.
Recently, I also realized this was something I could duplicate for others. From my desire to help fellow authors and the publishing industry at large, bookinfluencers.com was born. It bugs me that the closure of book stores has left many readers challenged to discover “new to them” great books. So I’ve created an online community to bring authors, publishers, influencers, and readers together. We put our clients’ books in front of those who can reach more people on their behalf.
I’m not trying to sell you a service, frankly you can do this on your own. But if you are an author who wants to save time and energy while widening your reach, help is available. Check out bookinfluencers.com to find out more.
The important point here is not so much how you connect with influencers, but that you do. Long after that 30-90 day book launch window closes, there are many readers who won’t have heard of you or your title. So don’t give up. Keep at it. Get your book in front of influencers who can help market your book beyond the launch. You never know what one person with a spotlight can do a year and a half later.
Have you had success in getting book reviewers and other influencers to help spread the word about your book?
Schedule writing as an event on your calendar. If it’s a priority, formalize your intent by putting it in black and white with a time stamp.
Clearly communicate writing rules to family and close friends. When I started writing passionately, my loving peeps did not consider it a serious endeavor. To some, working from home meant I was available for them to pop in for extended visits, to call or text about random things, or to pressure me to participate in endeavors I had neither the time or inclination for. Didn’t they know I needed to write? I fought frustration until I remembered a rule I had incorporated for my business coaching. So, I told family and friends that when I closed the door to my office or posted cave-dwelling on social media, that this was a Do Not Disturb symbol. I asked my peeps not to bother me, unless it was important enough that they would call me out of a meeting 500 miles away. It took a couple of weeks for training, but now it works beautifully.
Get up and move on a regular basis. I do one-minute intervals at least hourly when writing. Running in place, jumping jacks, leg kicks, and air boxing all keep my blood pumping and my mind working.
The new year has come and gone, and we’re in the full throes of fresh starts, new goals, and updated resolutions. This has me thinking about the definition of success — and more specifically, defining real writing success.
I have goals to write and sell many more books, but part of my planning strategies now include more time set aside to enjoy walks with friends, cups of coffee with people I respect, and to laugh often with my family. I want to catch up on life, and I believe by doing so, I’ll have even more to write about. I don’t want to “make it” as a writer, only to look around and discover I’m perched in a precarious position — standing all alone.
Has the date snuck up on you? Maybe you were hunkered down all of November to participate in this year’s NaNoWriMo challenge. Or perhaps you’ve got a book deadline, and the focus on your writing sphere has kept you from realizing what’s going on in the real world. Yikes!
The Story of Us: Write a condensed version of your special moments with the gift recipient, the traits or talents you especially appreciate in them, or a shared dream. How did you meet? Did you watch them enter the world?
I tackled something for the first time this year — a ghostwriting project. I must admit, it feels odd to have penned an entire body of work that very few people will ever know I am associated with. The crazier part? I wrote the entire first draft in nine days. Nine. Days!
When I was starting out, I learned some of my expectations were myth instead of facts. For me, it’s another reminder that there are things in life I don’t know I don’t know, until I experience for myself. Can you relate? In hindsight, there are several things I would tell my younger writing self.
Book signings rarely spur big sales — they’re more hype than help. But good speaking events still consistently drive buyers to your book tables.
It’s often harder to sell books than to write them, until you publish enough titles. The more you write, the more your followers tell their friends, who tell their friends, and so on, and so on. Many writers don’t stick it out that long.
The longer I write, the more I realize my best work comes when I use my voice just as I would if I were sitting across from the reader in a relaxed setting. I’m actually imagining you and I chatting together right now, as I pretend we are enthralled in a deep, funny, poignant, or otherwise stimulating conversation.
As Stephen King’s quote reminds us, the inner scars, the deep thoughts, and the vulnerable spaces in our lives are often the ones other people connect with the most. If we hold our tender areas captive, we can’t free someone else who needs permission to release their own fears.
So what if every person on the planet doesn’t share your perspective? Some of the greatest minds in history were scoffed at in the beginning. Do your due diligence, then dare to risk so you and your readers reap a greater reward.
I was referring to writing.
“Oh, Anita. I’m so glad you answered. I had to call you. I just finished reading your book, 
WordServe Water Cooler 