You’ve written a book and published it — but the sales just aren’t happening. The biggest likely reason for this is that no one knows that you or your book exists, even if it’s been uploaded to Amazon. There are thousands of authors on Amazon vying for people to buy their books. That’s why authors need to create visibility so that they can stick out from the crowd.
It can be really tough to put yourself out there and talk about yourself and your work, but if people don’t know who you are, then they won’t buy your book!
Here are some ideas for authors to create visibility for their books:
Visit your local bookstore, retail stores, or library. Dropping by and leaving a copy of your book for the bookseller or librarian will help them learn who you are as a person and give them the chance to look at your book before deciding to purchase. Many indie authors shy away from selling books on consignment, but sometimes it’s the best that your indie bookstore can do, especially if your book is not available through the proper distribution channels or is unavailable for return.
Have a release party or event. Invite friends and family to celebrate your new book at your house, and have them purchase copies there. Or you can have it at a restaurant where you can incorporate the plate price with the price of the book, so everyone who comes is guaranteed a copy. You can also see if your local bookstore will have an event for you, if you are positive you can get enough attendees to come. (Read more about authors events in this blog post.)
Ask family and friends to review on Amazon or BN.com. Supposedly, those with more reviews on Amazon are more likely to be included in the company’s email newsletters and receive more visibility overall–although to be honest, nobody but Amazon knows how their algorithm works. It’s still worth having friends and family post reviews so that it will generate interest for others to read your book. Books with no reviews whatsoever will likely be passed over by shoppers.
Put yourself out there at festivals and conferences. Start visiting local book festivals and writers conferences and hand out cards or copies of your book. See if any of them will put you on a panel. Many festivals have the option for author signings, although you most likely have to pay for that privilege, at least in the beginning.
Make sure it’s easily accessible for purchase. Even though Amazon is the most popular online outlet to purchase books, readers do have other shopping preferences–whether it’s a local store or a Barnes & Noble. Make sure that your website, blog, and social media pages have links to these sites and to Indiebound, so that your audience can purchase through their favorite indie bookstore.
It’s important to get yourself out there in some way, shape, or form to create visibility–whether it’s by putting yourself out their physically or through online channels. You may not sell hundreds of copies at first, but you’ll be on your way to make yourself known. The readers will come–you just need to put your foot out the door.
If you’re an indie author, do you use any of the above ways to create visibility for your books? Tweet about it to us @McKinneyPR!
A recent article (February 1st) on BuzzFeed said that the Newsweek Media Group has been buying followers and manipulating traffic on some of their websites, and that they are being accused of ad fraud. The ad fraud part of this story is not my area, but I do have something to say about the other part—buying followers—as it relates to marketing and branding using social media platforms.
There was a time when having 200,000 Twitter followers looked impressive to the naked eye, but those days are long gone. Now it isn’t very difficult to look through someone’s following on various platforms to find out that many of those 200,000 are spam bots and other kinds of cheap “friends”. In fact, the people who have more modest numbers of active followers, who engage with them, and build more solid relationships over time, could have the upper hand in social media marketing.
Here are some reasons why buying followers is a bad idea:
The internet is not an alien universe. The people using the internet and social media are just that—people. And the rules of engagement apply just as they would at a cocktail party or a business conference. If you want to grow as an influencer on social media, your audience needs to feel like you are a real person —not a virtual identity with no substance, which brings me to the next point.
Trust is more important than ever. The internet, the very tool you want to use to market your products and ideas, has eroded trust in its own population. This is partly due to the “bad apples” in the bunch who have figured out how to buy and sell cotton candy entities and canned content. If someone takes more than a cursory look at who is following you and they find porn (true story) in the form of bots, it will not make a good impression (unless that is what you are selling).
Relationships rule! When there is trust, the chance for a relationship to grow increases. In a relationship with good communication, the other person believes what you have to say, appreciates your advice and counsel, and may even talk about you with others in a positive way.
Protect the brand. Would you wear dirty clothes to a job interview? Why sully your brand with ineffective and questionable marketing practices, like buying a fake community?
Perhaps we think that, because we are typing on a keyboard or a phone in our own private spaces, that our anonymity allows us to behave in any manner we want. Well, it doesn’t. Companies who engage in buying followers or traffic in order to beef up their potential advertising power may not be doing something illegal, but it is certainly unethical. If an individual wants to be an influencer, it needs to be clear that community and engagement are a priority. If bots are all we see, we assume that you aren’t real either.
I apologize for being remiss in not posting these past couple of weeks. To be honest it’s been a bit of a shocker since I live in the NY Metro area and was affected by Sandy. No power, gas rationing, and empty grocery stores can do that…I can only imagine what some others have dealt with on the shoreline or in lower Manhattan.
Anyway, as promised I owe you an article about taglines. What are they? They are probably most commonly thought of as slogans. Their purpose is to emphasize the brand that is being promoted and to provide another way for the product to stick in a consumer’s mind. Sometimes, the line can be so ridiculous, you wonder how someone came up with that! Kind of like watching Geico commercials. At this point with or without the gecko I know who did the ad by the crazy scenario I see on screen.
So let’s take my tag for example, “Communication Strategies for the 21st Century”. My goal is to impress on potential clients that I am well versed in traditional methods in public relations and marketing but I also embrace new media and everything it can offer to a campaign (hence 21st century). What am I going to do when the 22nd century hits…fortunately I won’t be responsible for that, but it has run across my mind, should my enterprise become the booming conglomerate every entrepreneur dreams of…
Here are a couple of others I’ve noted that kind of go out on a limb, if you ask me, but at the same time I certainly can’t forget them.
Applegate Farms: a maker of fresh, hormone free sausages and hot dogs has this on it’s trucks “The Cleaner Weiner” shaped in a smiley face. See this video for more fun http://www.youtube.com/watch?v=jAwemDM2INo
A septic service in Wisconsin touts it’s excellence with “Yesterday’s Meals on Wheels”. This is actually the name of their company, but it emphasizes the service.
I have sat in meetings in the corporate world where a room full of people try to come up with a catchy, poignant way to highlight a brand. I wish I could have been there for these two. Please share any great taglines you’ve observed. I’d love to read them.