Book Marketing - What Strategy Authors Ignore

By Ivor Goligher


There is a song, The Power of One, which conveys what one individual can accomplish and/or change. But, how much more effective is the power of two, or five, or ten, or a hundred, or more? In a technical light, a joint venture (JV) is a partnership between two or more entities for a specific project and for a specified amount of time. Quoting from Entrepreneurs.about.com, "According to the Commonwealth Alliance Program (CAP), businesses anticipate strategic alliances accounted for 25% of all revenues in 2005, a total of 40 trillion dollars." So, it's easy to see this strategy packs a wallop.

Planning Your Book Marketing Campaign It's better to start creating buzz about your new book even before you have it sent to the printers, as that will increase the chances of getting a good start with sales as soon as it's published. Most writers release teasers and free chapters as they write them, encouraging people to sign up on their websites for a newsletter announcing the launch. This creates a good deal of expectation and your readers will be hooked even before your book is finished. Getting a large number of sales on the first few days is important because it can get you added exposure by getting your book on Amazon's Best Sellers or Hot New Releases lists.

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.

To have your participation be more effective, be sure to provide your links and offer your own products within your free offering. And, to create added value, you can allow the freebie to be shared, or portions of it reprinted with your tag/bio.

Another scenario for book promotion JVs, in fact a more popular one, is to be approached by publicists. This has happened to me several times and I usually participate for the visibility factor. The publicist will put out a wide reaching call for participants for his client. Obviously, the more on board the greater the promotional reach and punch. But, even on a small scale, this marketing strategy is a gem.




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