Book Marketing Made Easy: If You Publicize it, They Will Come

The line from the 1989 movie Field of Dreams, “If you build it, they will come,” makes a nice (if not trite) motivational formula, except for one thing; it isn’t true. Just because you write a book, create a website, make a Facebook page, throw a party, or hold a piano recital to showcase your developing talent, it doesn’t mean people will flock to it. If you don’t tell them about it, they won’t come. This is where book marketing comes in.

Think of it like this; how would your tell people about your upcoming piano recital or birthday bash? You would invite them! You would call your family members and friends, hand out invitations, put up posters, and maybe place a small ad in the local newspaper. As it gets closer to the date of the event, you might send out reminders and make a final announcement. Chances are it will be a success and you’ll have a good showing. It’s no different when you finally write your book. Marketing is like inviting people to a very special kind of party; the celebration of your book. New authors have a tendency to worry that no one will buy their book, and while that’s always a possibility, with a little planning and advanced marketing, it’s highly unlikely. The key is to get others excited about your book and to get them talking and sharing the news with their friends.

Host a Launch Party.

The time to start revving up the launch engine is weeks before your official publication date. To build some buzz about your upcoming book, offer bonuses for early purchases and give incentives for reviews. You can let potential readers download a free chapter. These are some proven strategies to help you successfully promote your book.

Consider inviting your local clients to an open house at your place of business. For example: you’re a realtor and you’ve written a helpful book for sellers and new homebuyers. It contains great how-to information on curb appeal, making their home look bigger by eliminating clutter, reducing the expense of repairs, and more. For home buyers your book explains what to look for in a neighborhood, how to research ratings for schools, and how to shop for the best loans. You invite your clients and the community at large to your office for an open house. Yes, there is punch and cookies and cake, balloons and maybe even a clown (you roped your brother-in-law into it). Prospective clients who make appointments with you get a free copy of your book in a little gift bag with a coffee mug filled with candy. Of course the mug has the name and phone number of your real estate business. During the open house visitors can buy your book at a discount.
There are a lot of moving parts in a successful book launch: landing pages, mailing lists, your business partners, social outreach, and more; so if you need help planning it out, I recommend Kristen Joy the Book Ninja’s Book Marketing Checklist Bundle.

Make the Interview Rounds.

A few months prior to your book release, begin researching podcasts, blogs and other media outlets for potential interviews. Create a press package to send out, including headshots, book cover art, blurbs and testimonials, and let everyone know that you’re looking for interviews and guest blog-posting opportunities.
How would you go about this if you’re a coach or expert in something? Let’s say you’re a health and wellness coach. Your book is about the benefits of a raw food diet and is filled with amazing, delicious recipes. Think of all the health-focused podcasts, YouTubers, and social media groups there are. At the local level—if you live in metropolitan area—think of how many fitness and nutrition centers are in your area. You hand deliver your press package to local establishments and mail them to podcasters farther away. It isn’t too hard to get interviewed when you can fill a need and show how your book will benefit others.

Blog About It.

You are your own best marketer and publicist; so don’t be shy about tooting your own horn on your blog, in your email newsletter, and on social media. Include cover images, reviews from advance readers, and give your clients plenty of time to get excited about the upcoming launch. When the buy button finally goes up, you’ll want your audience already primed and eager to get a copy of your book.

Boosted Posts.

Facebook is a good way to get new eyes on your book. Paid ads and boosted posts leading to your business or book page are an effective way of generating traffic for a very low cost. Join the Goodreads community and sign up for free as an author; then you can host a book giveaway to increase visibility for your book. You don’t have to offer tons of free copies; just two or three will suffice.

Free Kindle Days.

If you’ve published your book on Kindle, you can participate in offering it free for a limited time. This technique alone has the potential to send your book to an Amazon bestseller status in a matter of days. The key here is to build up a excitement for your book on your mailing list and blog. Share the free Kindle event with your customers and share like crazy on social media. Ask your friends and colleagues to do the same. There’s a bit of finesse to doing this (to be covered in a future post); just keep in mind that you don’t want to be pushy and tell everyone to buy your book. Instead you want your posts and ads to show people how your book will benefit them. Help them see why it’s to their advantage to get a copy, rather than coming across like you’re pleading for a sale.

Book marketing isn’t as simple as listing it on Amazon or Barnes & Noble and instantly becoming a bestseller. This is a rare occurrence and the exception to the rule. But that doesn’t mean selling your book is impossible either. With strategic planning, a little effort, and publicizing as much as possible, you can have a successful launch, whether it’s your first book or your fifteenth. Make writing a book part of building your business and they will come!

Part 1: 5 Reasons Business Owners, Coaches, and Entrepreneurs Need a Book
Part 2: When You Should Write a Book and When You Should Not
Part 3: Overcoming Hurdles to Writing a Book for Your Business
Part 4: Book Marketing Made Easy: If You Publicize it, They Will Come
Part 5: Explore Your Book Publishing Options

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