There’s an old adage in marketing that says in order to get a consumer to pull the trigger and buy something, they have to hear about the product three times. There was a time when the blueprint to accomplish that was pretty straightforward. Get reviews from newspapers or magazines and get interviewed on television or radio. Then, go make public appearances at bookstores or book fairs or local meetings, and don’t forget to keep writing.
None of those were easy to accomplish and they all took a lot of work to hit the magic three, but at least there was a path to follow that thousands of authors from decades past had taken with some success.
Times have changed. Not only have they changed, they keep changing at an ever-increasing pace.
The internet opened up the world and made it so much easier for authors to reach the public directly. That’s the good news. The flip side is there are hundreds of different ways to do it and a lot of them are really good, but may not be right for you.
So, the goal becomes finding the right tools for your genre and your personality and staying up to date about everything that’s new, while still finding time to write, and then have a life.
This is where just a little organization can funnel the hive mind of social media down to the essentials. Look for groups, particularly on Facebook, that are not only devoted to marketing books but are also in your genre. If you’re in traditional publishing, include that on your checklist. If you’re going the indie route, make sure the group is too.
A few other things to add to your checklist are:
- The group is devoted most of the time to marketing – not selling, not writing
- It’s invitation-only, so that it’s a safe place to share and there’s some control over the postings
- There’s a monitor who shows trolls (people who complain or bully) the door and kicks them out of the group
- Active members who are sharing information and are willing to answer questions – lots of questions
- Be one of those people and share when you can – admit when you don’t know enough to add to the conversation. In other words, participate.
Some of the benefits you can reap from joining together are:
- Doing cross-promotions with others in your genre. There’s power in numbers.
- Getting a heads up about a new site that’s working for someone. And getting a thumbs down for a site that would only waste your time and your dollars.
- Sharing each other’s ads or promotions on each other’s social media sites. Again, it’s that power in numbers.
- Gaining a realistic view of how well you’re doing. It’s the equivalent of your water cooler.
- Getting applause when things go well and getting some inspirational chitchat when they don’t.
- Testing out new blurbs for your book or, if you’re indie, testing out new covers and getting early feedback.
Everything is easier when we work in cooperation with others and come together as a team, building on the information, adding in a post to what’s already there. That’s the definition of crowd sourcing.
Since I’ve found my own peeps I’ve been able to course correct a lot of mistakes I didn’t know I was even making and I’ve come up with a streamlined ad campaign that is even more in line with my budget. Best of all, though, I’m having a lot more fun sharing ideas and cheering on my fellow authors.