Book Marketing - What Strategy Authors Ignore

By Ivor Goligher

Whether you are the author of a newly written book or the person in charge of increasing its sales, book marketing can be a challenge. Online self-publishing platforms have encouraged lots of people to write and publish books by themselves on a variety of subjects, and the Internet public is spoilt for choice. But the Internet as well is a great platform to empower your book marketing campaign, and help you reach people who would never have heard of your book otherwise.

This is the concept behind joint ventures for book promotion, and they are very effective. The idea is to hook up with other authors/writers and participate in JVs. What this means is an author has a new book coming out and wants to reach more than her individual mailing list and social networks, she joins forces with writer friends or acquaintances to promote the book for a ONE DAY Promotional Power-packed Special.

Negotiate Reviews Beforehand One of the best ways of getting exposure for a new book is by getting reviews from relevant people. It used to be newspapers, but nowadays you'll find many bloggers have a lot of influence on their audience, specially for technical or knowledge oriented books as opposed to creative writing. Getting your book reviewed on a popular ezine or by a relevant blogger can increase your sales and traffic to your website, but if you want that review to appear close to your release date you'll need to negotiate in advance, as both ezines and bloggers usually plan their writing well ahead of time, and have a limited amount of time to read books.

While it's always good to have an option for people to request a review copy (and you should encourage your readers to write their reviews on Amazon, B&N and anywhere else your book is being sold), if you are really interested in a particular magazine covering your launch get in touch with them as soon as you have a date and see if they can review your book on time.

Embrace Social Media And Communities One of the best ways of getting people to buy your book is by word of mouth. And you can use social media networks and user generated content to increase your sales, by encouraging people to write reviews about your book, post about it on Twitter and liking your author page on Facebook for exclusive goodies, such as sample chapters. If you have built buzz before the book launch and you interact regularly with your followers you can count on much better sales figures during the first weeks, as those people will be happy that finally the wait is over.

After you compile your "hit list", track whether or not those individual free copies resulted in anything. Did you end up getting a positive book review? Did your alma mater respond positively and buy more copies of it? You get the idea.

One final tactic under your overall "free copy book marketing strategy" is that you should never walk around without at least one copy of your book in your bag or purse. In fact, I keep two with me at all times. Why? Because you never know what powerful, influential person you will randomly meet who is interested in your book. To be able to personally hand them - signed or unsigned - a finished copy of your book on the spot is a great way to make a strong impression and generate marketing for yourself. If the new person you meet is interested enough in talking about your book with you, he or she might be interested in talking to someone ELSE about your book, or at least how they came upon getting a free copy. This can generate sales, positive word-of-mouth, and better establish your own personal brand.

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